[CES 2026] Samsung, 'AI Everyday Companion' — Integrated Exhibition and Conference

Ahead of the opening of CES 2026, Samsung Electronics unveiled its solo event 'The First Look,' integrating exhibitions and press conferences, bringing its AI strategy and new products to the forefront. Samsung Electronics prepared the industry's largest exhibition hall of approximately 4,628㎡ (approximately 1,400 pyeong) at the Wynn and Encore Las Vegas hotel in the United States from January 4 to 7 (local time) and opened CES 2026 under the theme of 'Your Companion to AI Living.'

'The First Look' is an event that bundles all programs Samsung Electronics has carried out for CES — exhibitions, press conferences, and technology forums — under one brand. Containing the meaning of first unveiling Samsung's new products and technologies, it serves the role of conveying Samsung's messages in a single narrative during the CES period. This event too is closer to a stage showing how Samsung Electronics is trying to restructure everyday life through AI rather than a simple product lineup.

The exhibition hall was composed of three zones: 'Entertainment Companion,' 'Home Companion,' and 'Care Companion.' At the entrance, a tunnel-shaped display 'AI Gallery' approximately 20 meters long was installed to greet visitors. This gallery, combining spatial projection mapping and surround sound, digitally reinterpreted works from Samsung Art Store including Jeong Seon's 'Clearing After Rain at Inwangsan Mountain' and Vincent van Gogh's 'Starry Night on the Rhône,' visually implementing the combination of AI and art.

In the 'Entertainment Companion' zone, next-generation display technology was brought to the forefront centered on the 'world's first 130-inch Micro RGB TV' Samsung Electronics unveiled for the first time worldwide. This product, applying RGB LED elements of 100 micrometers (㎛) or less and a high-performance AI engine, realizes outstanding color expression and contrast ratio even on extra-large screens. The application of a slim frame design that naturally blends with space was also emphasized.

Along with this, the integrated AI platform exclusive to Samsung TV 'Vision AI Companion' was also configured to be directly experienced. It provides information when visitors ask about filming locations or background music of videos being watched, and when cooking videos are playing it organizes recipes in real time. 'AI Soccer Mode' that automatically optimizes picture and sound quality when watching sports games, and 'AI Sound Controller Pro' that separates and controls commentary and crowd noise were also implemented through the exhibition.

Sound devices and gaming products were also exhibited en masse. Wi-Fi speakers 'Music Studio 5 and 7' collaborated with French designer Erwan Bouroullec, all-in-one soundbar, expanded 'Q-Symphony' functions, 'Odyssey 3D' gaming monitor supporting glasses-free 3D and 6K resolution and more filled the entertainment zone. Experimental products were also introduced together including AI portable projector 'The Freestyle+,' transparent Micro LED, and spatial signage.

The 'Home Companion' zone focused on AI home appliance experiences that reduce household burden. The 2026 'Bespoke AI Family Hub' refrigerator, 'Bespoke AI Combo' washer-dryer, and 'Bespoke AI Steam' robot vacuum cleaner combined camera, screen, and voice functions to strengthen interaction with users. In particular, Google's latest AI model 'Gemini' is applied to the Family Hub refrigerator dramatically expanding food recognition range, and recipe recommendation and dietary management functions are being sophisticated.

Samsung Electronics also configured a separate home appliance reliability zone, emphasizing 7-year software updates, AI-based remote diagnosis services, and durability of core parts like compressors and motors. This is interpreted as the message of taking not only AI functions but also the foundation for using products stably for long periods as competitiveness.

In the 'Care Companion' zone, solutions for proactively managing health and safety were introduced. Representative is the attempt to analyze sleep, walking, and behavioral patterns through 'multimodal digital biomarker' technology utilizing mobile and wearable data and pre-detect the possibility of cognitive function decline. Pet care services that diagnose pet diseases with AI, and home safety scenarios utilizing SmartThings were also revealed together.

Samsung Electronics' CES 2026 'The First Look' comprehensively shows the strategy of embedding AI across TV, home appliances, and health to make it the operating system of everyday life, going beyond single product announcements. This event, bundling exhibitions and conferences into one, is read as a clear signal that Samsung Electronics is defining AI not as a technology competition but as a matter of life experience.