Samsung Unveils The First Look 2026 Teaser at CES 2026
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The teaser reflects Samsung’s vision of integrating AI across its products and services, positioning the company as a trusted partner that enhances and supports AI experiences throughout users’ daily lives.
Designed to build anticipation for the event, the video uses vibrant lights and lines to form silhouettes of new innovations set to debut at The First Look, symbolizing the seamless integration of AI across Samsung’s portfolio. In the final scene, the light flows into Wynn Las Vegas, where the event will be held, revealing the theme.
The First Look 2026 will officially kick off on 5 January 2026 at 11 am (MYT) — two days before the opening of CES 2026 — with a media event at Wynn Las Vegas, followed by four days of exhibitions, tech forums and other events through January 7.
Samsung’s Tech Forums will host a total of four moderated panels covering AI, Home Appliances, Services and Design. Samsung executives along with partners, academics, media and industry analysts will participate in each session by topic :
– When Everything Clicks : How Open Ecosystems Deliver Impactful AI – Yoonho Choi, Digital Appliances Business, Samsung Electronics (Chair, Home Connectivity Alliance)
Description : Collaborating smart home innovators hold an open discussion on the necessity of cross-industry partnership and what it takes for meaningful smart home technology to be woven into daily living.
– In Tech We Trust? Rethinking Security & Privacy in the AI Age – Shin Baik, Group Head, AI Platform Center, Samsung Electronics
Description : Experts in security and AI examine the science of trust and how transparency and secure systems can spark a meaningful change for AI adoption.
– FAST Forward : How Streaming’s Next Wave is Redefining Television – Salek Brodsky, Executive Vice President, Visual Display Business, Samsung Electronics
Description : Leaders in TV and entertainment explore the next wave of streaming, including free ad-supported streaming television (FAST), hybrid models and creator-led channels to shape a more interactive future.
– The Human Side of Tech : Designing a Future Worth Loving – Mauro Porcini, President and Chief Design Officer, DX Division, Samsung Electronics
Description : Design leaders urge the tech industry to look beyond minimalist, spec-driven approaches toward more expressive, human-centered design shaped by new materials, AI and creativity.
The media event will feature key Samsung executives, including TM Roh, CEO and Head of Device eXperience (DX) Division; SW Yong, President and Head of Visual Display (VD) Business; and Cheolgi Kim, Executive Vice President and Head of Digital Appliance (DA) Business. Together, they will outline customer experience innovation strategies across their respective areas.
The tech forums will cover topics including AI, home appliances and design. More information about The First Look 2026 will be revealed on Samsung Newsroom.