Samsung to open CES 2026 with Sunday night showcase
The world’s biggest consumer electronics maker will kick off CES 2026 with a prime-time keynote in Las Vegas, setting out its vision for artificial intelligence, screens and connected homes as rivals continue to scale back their presence at the show.
Samsung will take centre stage at CES 2026 with a Sunday evening presentation, a shift from its traditional Monday slot that underlines both the company’s dominance at the event and the changing shape of the global tech calendar. With Apple, Google and Microsoft largely absent from the Las Vegas show floor, Samsung remains the most visible consumer technology giant still treating CES as a flagship moment.
The presentation, branded “The First Look”, will stream live from the Wynn hotel in Las Vegas on Sunday evening local time, positioning Samsung as the opening act for the world’s largest consumer electronics show. The move gives the company a largely unchallenged platform to outline its priorities for the year ahead.
A keynote shaped by artificial intelligence
The keynote will be delivered by TM Roh, chief executive of Samsung’s Device eXperience division, who is expected to frame 2026 around what the company describes as new AI-driven customer experiences. Roh will be joined on stage by senior executives responsible for Samsung’s television and appliances businesses, signalling a continued push to embed artificial intelligence across screens, speakers and household devices.
Samsung has already provided strong hints about its direction through a steady stream of announcements in the weeks leading up to CES. Rather than relying on a single reveal, the company has adopted a drip-feed strategy, outlining product lines in advance and using the keynote to tie them together under a broader narrative.
Screens, sound and the connected home
Among the confirmed announcements is a new range of micro RGB televisions, with screen sizes stretching from 55 inches to 115 inches, aimed squarely at the premium end of the market. The company has also trailed an expanded lineup of appliances built around its Bespoke AI branding, reinforcing its ambition to make artificial intelligence a default feature of everyday home technology rather than a specialist add-on.
Audio and projection will also feature, with Samsung set to show new Music Studio speakers and an updated version of its Freestyle portable projector. In gaming, attention is likely to focus on the Odyssey monitor range, including a 32-inch 6K display offering glasses-free 3D, a specification that points to Samsung’s willingness to experiment even as the wider games hardware market slows.
A familiar CES wildcard
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There is also the perennial question of Samsung’s Ballie robot, a rolling, AI-powered assistant that has become a recurring character at past CES events. After missing an earlier target launch window, Ballie remains emblematic of Samsung’s longer-term ambitions around robotics and ambient intelligence.
By opening CES 2026, Samsung is not just unveiling products. It is reinforcing its role as the show’s anchor tenant, using Las Vegas as a stage to present itself as the company best placed to turn artificial intelligence from a talking point into mass-market hardware.
