Samsung consistently dominates the floor at the Consumer Electronics Show, acting as the industry’s heavyweight with a massive portfolio that spans practically every category of consumer technology. From smartphones and laptops to smart kitchen appliances and futuristic robotics, the Korean tech giant sets the tone for the entire convention. However, for CES 2026, the company is breaking from its established tradition. Rather than holding its standard press conference in the middle of the day on Monday, Samsung is seizing the narrative early by shifting its keynote presentation to Sunday night. This strategic move allows them to capture the media cycle before the show floor officially opens, positioning their “First Look” event as the definitive opening act of the year’s biggest tech gathering.
Viewing Details for the First Look Event
For tech enthusiasts and industry watchers eager to witness the unveiling live, the “First Look” presentation is scheduled to take place at the Wynn Hotel in Las Vegas. The event kicks off on Sunday, January 4, at 10:00 PM ET. This prime-time slot suggests Samsung has significant announcements they want to broadcast globally before the Monday morning rush. Viewers can tune in through multiple official channels. The primary stream will be hosted on the Samsung Newsroom website, ensuring a direct feed from the venue. Additionally, the event will be broadcast live on Samsung Electronics’ official YouTube channel and will be available to stream via Samsung TV Plus, the company’s ad-supported streaming service built into their smart TVs.
What to Expect from Leadership and AI Integration
The keynote will be headlined by TM Roh, the CEO of Samsung’s Device eXperience (DX) Division. Roh’s presence signals a focus on the convergence of hardware and software, specifically how different devices communicate within the Samsung ecosystem. The company has already confirmed that the presentation will heavily feature “new AI-driven customer experiences.” Joining Roh will be SW Yong, President and Head of the Visual Display Business, and Cheolgi Kim, Executive Vice President and Head of the Digital Appliances Business. Their participation confirms that the presentation will cover a holistic view of the smart home, from the entertainment center in the living room to the connected appliances in the kitchen, all tied together by the company’s evolving AI strategy.
The Evolution of Display Technology and Micro RGB
Visual fidelity has always been a cornerstone of Samsung’s CES presence, and 2026 appears to be no exception. Following an “Advent calendar” style of pre-show announcements, the company has teased a new lineup of Micro RGB TVs. This technology is expected to be a significant evolution of Micro LED, offering superior brightness and contrast control without the risk of burn-in associated with OLEDs. The confirmed screen sizes range from a standard 55 inches up to a massive 115-inch model, catering to both average living rooms and high-end home theaters. In a competitive field that includes rivals like LG and Hisense, Samsung is positioning Micro RGB as the next premium standard for home entertainment.
The Mystery of the Ballie Robot
One of the biggest questions leading into Sunday night’s presentation concerns the status of Ballie, the yellow, rolling AI robot that stole the show in previous years. Originally slated for a 2025 release, the device has yet to hit the mass market, leading to speculation about its development status. Ballie was pitched as a proactive household companion capable of managing smart devices and projecting visuals on floors and walls. Given the heavy emphasis on AI for CES 2026, attendees are expecting a definitive update on Ballie’s capabilities and a concrete launch window. If the robot is absent from the keynote, it could signal a shift in Samsung’s robotics strategy.
Next-Generation Gaming and Lifestyle Audio
Beyond general home entertainment, Samsung is making an aggressive push into high-performance gaming hardware. Just ahead of the holidays, the company unveiled its latest Odyssey gaming monitor, a 32-inch display boasting 6K resolution and glasses-free 3D technology. This innovation utilizes eye-tracking to create stereoscopic 3D images without the need for cumbersome accessories, a feature likely to be a centerpiece at the CES booth. Alongside the monitor, Samsung is debuting the Music Studio 5 and 7 speakers, designed to blend seamlessly into home decor while providing high-fidelity audio, as well as the Freestyle+ portable projector, which features enhanced brightness and smarter automated setup features compared to its predecessor.
