Samsung Electronics CEO Roh Tae-moon will make his global debut at CES 2026, delivering the keynote at the company's "First Look" event on January 4. The presentation at the Wynn Las Vegas marks Samsung's shift from the traditional convention center to a dedicated 4,628-square-meter exhibition space.
CES 2026 runs from January 6-9 in Las Vegas, with Samsung positioning itself as a leading exhibitor. The company will showcase Micro RGB televisions ranging from 55 to 115 inches, positioning the technology as an OLED alternative with comparable image quality at lower prices.
Samsung's 2026 Odyssey gaming monitor lineup includes what the company claims is the world's first 6K glasses-free 3D gaming display. Additional models feature ultra-high refresh rates up to 1,040Hz, with new 5K and OLED options for competitive gamers.
The company's first tri-folding smartphone, introduced late last year, will be on display for hands-on demonstrations. Samsung will also showcase new Q-series soundbars and WiFi-enabled Music Studio 5 and 7 speakers.
Samsung's overarching theme at CES 2026 is artificial intelligence integration across all product categories. The company will present a unified AI strategy for its Device eXperience division, positioning itself as an "AI companion for everyday life."
AI-powered home appliances include smart laundry systems, air conditioners, garment care devices, and robotic cleaners. Samsung is expanding its partnership with Google to integrate Gemini-powered features into refrigerators and wine cellars with smart displays.
CEO Roh, appointed in November, has emphasized transforming Samsung into an AI-driven company. The exhibition space is designed as an "AI living platform" to demonstrate how TVs, home appliances, and mobile devices connect through artificial intelligence.
Samsung faces intensifying competition from Chinese manufacturers TCL and Hisense, which captured 31.8% of global TV shipments in Q3 2025 compared to Korea's 28.5% combined share. The company retains the top position with 17.9% market share but faces narrowing gaps with competitors.
LG Electronics CEO Lyu Jae-cheol will also make his global debut at CES 2026, delivering the keynote at LG's World Premiere event on January 5. Both Korean companies are countering Chinese competition by strengthening premium TV lineups with Micro RGB technology.
Samsung's dedicated exhibition hall at the Wynn represents one of the largest private spaces at CES. The company plans to showcase new products, host technology forums, and hold partner meetings in the less crowded environment designed for immersive experiences.
The CES 2026 presentation will be live-streamed starting at 7 p.m. PST on January 4, featuring appearances from TM Roh, SW Yong of Visual Display Business, and Cheolgi Kim of Digital Appliance Business. Samsung has built a standalone exhibition space specifically to demonstrate AI integration across consumer devices.
Industry analysts view CES 2026 as a critical test for both Roh and Lyu, marking their first appearances as CEOs on the global stage. The event comes amid mounting pressure to accelerate AI-driven transformations while improving profitability in competitive markets.
