Samsung Electronics will host its “The First Look” event on January 4 at 7 pm PST (8:30 am IST on January 5) at the Wynn Las Vegas, offering an early look at its 2026 plans for the Device eXperience (DX) division. Held two days before CES 2026, the event is expected to highlight Samsung’s next wave of AI-focused consumer experiences and broader product strategy for the year.
TM Roh, CEO and head of the DX division, will deliver the keynote address. He will be joined by SW Yong, who leads the Visual Display business, and Cheolgi Kim, the head of Digital Appliances. The three executives will outline business directions and priorities across their respective units.
The session will be streamed on Samsung Newsroom, the company’s official YouTube channel, and Samsung TV Plus, its free ad-supported streaming platform. Samsung will also host additional showcases and demonstrations at the Wynn Las Vegas through January 7.
We will be on the ground in Las Vegas to bring you live updates from The First Look and the wider CES 2026 show floor. Stay tuned to our social media channels for real-time coverage.
