Samsung is building strong anticipation for its upcoming The First Look 2026 showcase at CES 2026, releasing a new teaser video that highlights this year’s theme — “Your Companion to AI Living.”
The teaser, unveiled on December 23, reflects Samsung Electronics’ growing focus on integrating artificial intelligence across its ecosystem of products, services, and connected experiences.
The video emphasizes Samsung’s ambition to position itself as a trusted technology partner that enhances everyday life through AI-driven innovation.
Using flowing lines, vibrant lighting, and abstract silhouettes, the teaser visually represents how AI is being seamlessly embedded across Samsung’s portfolio — from home appliances and displays to mobile devices and smart home solutions. The final sequence transitions into Wynn Las Vegas, the official venue of the event, where the theme is ultimately revealed.
The First Look 2026 will officially take place on January 4 at 7 p.m. PST, two days ahead of the CES 2026 opening. The media preview event will kick off four days of exhibitions, technology forums, and interactive showcases running through January 7. Samsung is expected to spotlight next-generation display technologies, AI-powered home experiences, and new smart lifestyle innovations.
Key Samsung leaders will take the stage during the opening media session, including TM Roh, CEO and Head of the Device eXperience (DX) Division; SW Yong, President and Head of the Visual Display (VD) Business; and Cheolgi Kim, Executive Vice President and Head of the Digital Appliance (DA) Business. Together, they will outline Samsung’s forward-looking strategy for customer experience innovation, with AI positioned as a core pillar across devices and platforms.
Complementing the launch event, Samsung will also host technology forums from January 5 to 6, featuring four in-depth sessions covering AI development, future design concepts, and advancements in smart home and digital appliance technologies. These forums aim to provide deeper insights into how AI integration will reshape everyday digital lifestyles.
Additional updates and announcements from The First Look 2026 will be shared through Samsung Newsroom as the company prepares to showcase its next chapter in AI-powered living at CES 2026.