Samsung is arguably the 800-pound gorilla of CES, as many other consumer tech titans — Apple, Google, Microsoft, Meta, Amazon — either no longer have a presence, or never showed up to begin with. In the past, Samsung was given free range to introduce a whole range of products ranging from phones and computers to refrigerators, AI assistants and rolling robots. But for CES 2026, the company is changing things up a bit: Instead of its longtime afternoon Monday press conference, the Korean giant will lead off the show with a Sunday night presentation.
For the past few weeks, Samsung has been releasing press releases left and right, so we know at least something about what to expect in Vegas this year. Of course, we’re hoping we’ll hear an update on the Bailey robot – a star of previous CES presentations that apparently missed its previously promised 2025 release date.
How to watch Samsung’s “The First Look” presentation at CES 2026
The event will stream live from the Wynn Hotel in Las Vegas on Sunday, January 4 at 10 pm ET. There are several ways to tune in: You can watch via Samsung Electronics’ official YouTube channel (which we’ve embedded below), Samsung Newsroom, or Samsung TV Plus.
What to expect from Samsung at CES 2026?
The keynote speaker will be TM Roh, CEO of Samsung’s Device Experience (DX) division, discussing the company’s plans for the new year and beyond, which will (of course) include “new AI-powered customer experiences,” the company said in a press release. In addition, we will hear from SW Yong, President and Head of Visual Display Business, and Cheolgi Kim, Executive Vice President and Head of Digital Equipment Business. They will both “share their respective business directions for the coming year.”
But if you’re looking for more specifics, Samsung is following its “advent calendar” approach to early CES announcements, with new press releases issued almost every day in late December and early January. So far, we know that – like competitors LG and Hisense – the company will offer details on a range of Micro RGB TVs (complete with confirmed screen sizes ranging from 55 to 115 inches). Also confirmed: a whole range of devices with what Samsung calls Bespoke AI. Samsung will also be showcasing its two latest speakers, the Music Studio 5 and 7, at CES this year. Additionally, it will launch its latest Freestyle+ portable projector.
Just before the holidays, Samsung also unveiled several new gaming monitors, but the most impressive is the Odyssey gaming monitor. It has a 32-inch 6K screen And It has glasses-free 3D. It’s likely that we might see it at CES along with other models like the 27-inch Odyssey G6 and Odyssey G8 models.
It’s possible that Samsung will share even more early CES announcements in the hours leading up to its presentation. If they do, we’ll add them here!
Update, January 4, 2026, 11:15 am ET: This story has been updated to include an embedded YouTube viewer for the Samsung event.
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