Samsung has officially announced its ‘First Look’ event for CES . This is a press event that Samsung holds every year in Las Vegas, the night before press day (where virtually every company has a press conference). This year, it’s taking place on Sunday, January 4, and the company says that it will unveil its “vision for DX division for 2026′ and ‘AI-driven customer experiences’ during the event.
The event will kick off at 7 PM PT and will be headlined by Samsung CEO and head of the DX (Device eXperience) division, TM Roh. He’ll also be joined by other key company leaders. As always, Samsung will livestream this on their newsroom as well as their YouTube channel. Typically, the keynote will last around 45 minutes to an hour, with attendees getting hands-on time afterwards.
What to expect from Samsung’s ‘First Look’ Event
So what can we expect from this Samsung event at CES? Well, in years past, it has been mostly focused on home products. We’re talking TVs, soundbars, and even home appliances. The mobile division typically has very little to do with this event. But with the Galaxy Z TriFold being announced earlier this week, and it coming to the US in Q1, it would not be surprising to see it mentioned and shown off during this event.
Last year, Samsung spent a lot of time talking about Galaxy AI on its TVs. We were able to demo after the keynote, and I had a chance to demo a bit later on in the year , closer to launch. It was pretty impressive, so we’re expecting to see some big new things from Samsung here this year.
