Samsung Electronics has announced a major pre-CES event called “The First Look” scheduled for January 4, 2026. This preview event, occurring just two days before the official opening of Samsung CES 2026, will unveil the smartphone giant’s comprehensive vision for its Device eXperience (DX) Division and announce next-generation AI-driven customer experiences that the company plans to launch throughout 2026.
The keynote presentation for this preview event will be led by TM Roh, CEO and Head of Device eXperience Division, who will outline Samsung’s vision and roadmap for its DX businesses and demonstrate how AI will reshape device integration in the coming year.
Roh will also be joined by two other prominent Samsung executives including SW Yong, President and Head of the Visual Display (VD) Business, and Cheolgi Kim, Executive Vice President and Head of Digital Appliances (DA) Business. These executives will also discuss their respective divisions’ strategic directions for 2026 in The First Look event.
AI-Driven Ecosystem Focus As The Highlight of Samsung CES 2026
Rather than unveiling isolated AI features, Samsung is positioning itself to present comprehensive AI-driven customer experiences that will span its entire product portfolio, especially when it comes to its smartphones.
The South Korean smartphone giant’s strategic approach for 2026 highlights how artificial intelligence (AI) will contribute to a fundamental change in the functionality and interaction of devices across multiple categories including smartphones, digital wearables, televisions, smart home appliances, as well as digital home services.
Samsung’s DX vision centers on creating an intelligent and seamless ecosystem that is built around SmartThings, its AI-powered smart home automation platform. For a long time now, and in a bid to play catch up with other leading AI giants in the AI arms race, the company has been developing its “Home AI” vision and capabilities that leverage advanced sensor technology integrated in televisions, refrigerators, and other appliances to understand users’ daily activities and create deeply personalized environments.
The First Look event announcement also coincides with Samsung’s introduction of the Galaxy Z TriFold, its first tri-foldable smartphone, which represents the company’s commitment to innovation-cum-advanced AI capabilities.
Additionally, Samsung’s decision to host the pre-CES 2026 event highlights the intensifying competition among tech giants to integrate AI into consumer devices and home ecosystems. By announcing its AI vision ahead of the main event, the company aims to set expectations for its product rollouts and software updates scheduled for the coming year while establishing a clear competitive position in the AI-driven consumer technology market.
For Samsung, year 2026 feels like the tipping point where it fully goes out on using artificial intelligence to develop its DX Division.
