Samsung Electronics is changing how it presents its technology at CES 2026, and it is a noticeable shift. Instead of setting up a traditional public booth inside the Las Vegas Convention Center, the company will host its entire showcase in a standalone exhibition hall at The Wynn Las Vegas. The event, known as Samsung First Look, will run from January 6 through January 9 and is designed to focus heavily on how artificial intelligence brings different devices together inside the home.
The decision seems partly practical and partly philosophical. By stepping away from the crowded convention floor, Samsung can control the environment more carefully. The layout is expected to feel closer to an art gallery or museum than a typical tech booth. Products are not just placed on display tables but arranged in a way that shows how they fit into everyday life. The company appears to believe this approach gives visitors more time and space to understand what the technology actually does, rather than just reading spec sheets or watching short demos in a noisy hall.
Key Takeaways
- Samsung will operate a standalone exhibition hall at The Wynn Las Vegas instead of a standard booth.
- The theme for the event is Your Companion to AI Living, with a focus on practical daily use.
- Tech Forum panel discussions will take place on January 5 and January 6.
- Products on display will span mobile devices, home appliances, and televisions.
- Executives including TM Roh will outline the vision for the Device eXperience division.
Hosting the showcase at The Wynn allows Samsung to create a single large space where product demonstrations, meetings, and discussions can happen without interruption. The exhibition area, referred to as the Samsung Exhibition Zone, is built around the idea of one connected AI strategy. Instead of highlighting individual features in isolation, the company is trying to show how different devices communicate and support each other. The emphasis is less on raw specifications and more on the value these systems bring to everyday routines, which feels like a deliberate shift in messaging.
At the center of this approach is the Device eXperience, or DX, Division. This group oversees everything from Galaxy smartphones to smart kitchen appliances, and CES 2026 is meant to show how that wide range of products fits under a single AI framework. Visitors will see examples of software acting as the bridge between devices. One clear example is the updated Bespoke AI refrigerator, which now uses Google Gemini to improve food recognition. It can identify processed foods and personal containers without requiring manual registration, which might sound small but could make daily use far less tedious.
A similar concept appears in the Bespoke AI Wine Cellar. Using an internal camera and the SmartThings app, the system tracks wine labels and suggests food pairings. It is another case where Samsung seems to be focusing on subtle convenience rather than dramatic headline features. These kinds of details, I think, are meant to show how AI fades into the background instead of demanding constant attention.
Beyond product displays, Samsung will host four Tech Forum sessions to add context to the technology on show. These panels take place on January 5 and January 6 and include speakers from Samsung, partner companies, and academic institutions. The first session will explore open ecosystems and how different brands can work together inside a smart home. Later discussions on the same day will focus on security and privacy, topics that are becoming harder to ignore as AI systems grow more capable.
The remaining sessions will look at the future of television streaming and how technology can be designed to feel more human and intuitive. These forums are positioned as conversations rather than sales presentations, offering a broader view of where the industry might be heading. For some attendees, this deeper discussion may be just as valuable as the product demos themselves.
Other products featured in the exhibition include the AI Wash and Dry Plus laundry system. This setup uses sensors to analyze fabric types and soil levels, then automatically selects the most appropriate wash cycle. It also connects with the Bespoke AI AirDresser, which prepares a drying cycle based on the wash that just finished. There is also the WindFree Air Conditioner, which uses adjustable wings to direct airflow based on where people are located in the room. These examples reinforce the idea that Samsung is placing AI into many small, practical decisions throughout the home.
Frequently Asked Questions
Q1: Where is the Samsung exhibition at CES 2026?
A1: Samsung is hosting its main showcase at The Wynn Las Vegas instead of the Las Vegas Convention Center. The standalone exhibition hall is located in the Latour Ballroom area.
Q2: What is the main theme of Samsung at CES 2026?
A2: The theme is Your Companion to AI Living. It focuses on artificial intelligence as a supportive presence in daily life across connected home devices and mobile products.
Q3: When are the Samsung Tech Forums happening?
A3: The Tech Forums are scheduled for January 5 and January 6, 2026. There are four sessions covering security, open ecosystems, streaming, and human centered design.
Q4: Which Samsung executives are speaking at the event?
A4: TM Roh, CEO of the Device eXperience Division, will lead the event. Other speakers include SW Yong from the Visual Display business and Cheolgi Kim from Digital Appliances.
Q5: Can I watch the Samsung First Look event online?
A5: Yes. The event will be streamed on the Samsung Newsroom website, the official Samsung YouTube channel, and Samsung TV Plus.
