The event is called ‘The First Look’. It’s happening on January 4th at 7 pm PST in Las Vegas.
This is all about the DX (Device eXperience) Division vision. It’s not just about one product; it’s about the whole ecosystem play. They are going to detail their strategic direction across key product categories for 2026.
The absolute core theme? New AI-led customer experiences. Every major tech player is pushing AI right now, and Samsung needs to show its integration is seamless, or nothing. This event is their chance to prove they’re serious about the AI push across everything they make.
Who is on Stage? The DX Division Leadership
The executive presence is huge, signalling the gravity of the announcements.
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TM Roh: CEO and Head of the DX Division (the mobile chief, which suggests mobile/connected devices will be a focus).
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SW Yong: President and Head of the Visual Display Business (TVs, displays).
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Cheolgi Kim: Executive Vice President and Head of the Digital Appliances Business (fridges, smart home).
The fact that these three leaders are sharing the stage means we are looking at an integrated ecosystem. They’re trying to build a future of “connected living,” focusing on SmartThings integrations and AI capabilities across everything from phones and TVs to digital appliances and wearables.
The event will be livestreamed on Samsung Newsroom and YouTube. After the keynote, they keep the momentum going with their own exclusive exhibitions through January 7th. They’re controlling the narrative, making sure their vision doesn’t get lost in the CES crowd. That’s a good strategy.
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