Samsung has officially put a spotlight on its plans for CES 2026 by announcing The First Look event, a showcase that will set the tone for the company’s vision in the coming year. 
Held just before the main tech show opens its doors, this special preview is where Samsung traditionally reveals the technologies and design strategies that will shape its ecosystem across TVs, smart home products, and personal devices.
The First Look 2026 is scheduled for January 4 in the Latour Ballroom at the Wynn Las Vegas, two days ahead of the CES 2026 show floors opening. This timing gives Samsung a clean stage to outline where its DX (Device eXperience) division is heading and how its products will work together more intelligently in everyday life.
TM Roh, CEO and Head of Samsung’s DX Division, will lead the keynote, joined by other senior leaders who oversee different product categories. Together, they are expected to explain how Samsung’s roadmap for 2026 blends hardware innovation with AI-driven customer experiences, from the living room TV to foldable smartphones and connected appliances.
AI will be a central talking point. Samsung has repeatedly stressed that future customer experiences will be proactive rather than reactive, with devices learning habits, anticipating needs, and syncing seamlessly in the background. At The First Look, the company is likely to illustrate how this strategy plays out in real homes, highlighting scenarios that tie together TVs, sound systems, smartphones, and smart home hubs.
The event will be livestreamed globally through Samsung Newsroom and the company’s official YouTube channel, giving fans, developers, and industry watchers a front-row seat even if they are not in Las Vegas. Viewers can expect polished demos, concept teasers, and the first hints of which products will dominate Samsung’s presence on the CES 2026 show floor.
One of the most anticipated announcements is related to the Galaxy Z TriFold. After years of refining foldable phones, the step toward a tri-folding device has generated intense curiosity. At The First Look, Samsung is widely expected to reveal the global availability timeline and pricing details, finally clarifying which markets will get the Galaxy Z TriFold first and how it will be positioned in the premium lineup.
Beyond mobile, Samsung is also likely to unveil its next generation of smart TVs, with improvements in picture quality, gaming features, streaming integration, and AI-powered upscaling. The company’s smart home products and appliances should also receive attention, potentially featuring tighter integration through a unified platform that makes it easier to manage lighting, climate, security, and entertainment from a single interface.
Because The First Look comes ahead of the main CES announcements from competitors, it is an important chance for Samsung to frame the conversation around innovation. By outlining the DX division’s long-term vision for 2026 and showcasing AI-driven customer experiences, the company aims to signal that its ecosystem is not just about individual gadgets but about a coherent, connected lifestyle.
For enthusiasts, early adopters, and industry professionals, The First Look 2026 will be the key event to watch before CES officially begins. Whether you care most about the Galaxy Z TriFold, cutting-edge TVs, or the future of smart homes, Samsung’s preview in Las Vegas will offer the first concrete hints of how the tech giant plans to shape the year ahead.