Samsung’s “Your Companion to AI Living”: A First Look Ahead of CES 2026

Setting the Stage for CES 2026

Every year, CES feels a bit like peeking into the future through a slightly foggy window. You know something big is coming—you just don’t know exactly what shape it’ll take. This time, Samsung Electronics decided to wipe that fog just a little earlier. Ahead of CES 2026, the company dropped a teaser video on December 23, revealing the theme for The First Look 2026: “Your Companion to AI Living.”

And no, this isn’t just another flashy slogan.

It’s a statement of intent. A promise that artificial intelligence is no longer something that merely lives inside devices, but something that lives with you.

What Is “The First Look” and Why It Matters

If CES is the main stage, then The First Look is the dress rehearsal that everyone secretly watches more closely. Traditionally held before the official CES opening, Samsung’s First Look event sets the tone—not just for the brand, but often for the industry itself.

This is where Samsung lays out its vision, explains the “why” behind its innovations, and connects the dots between technology and real life. For 2026, that vision is crystal clear: AI is no longer an accessory. It’s a companion.

Samsung’s Vision: From Smart Devices to AI Companions

For years, we’ve been surrounded by “smart” things—smart TVs, smart fridges, smart phones. But let’s be honest, many of them felt smart in isolation, not as a team.

Samsung’s new direction suggests a shift. Instead of asking, “What can this device do?”, the company is pushing us to ask, “How does this device support my life?”

That’s a subtle but powerful change.

Breaking Down the Teaser Video

Visual Storytelling Through Light and Motion

The teaser video itself is short, sleek, and surprisingly poetic. Vibrant lights and flowing lines dance across the screen, gradually forming silhouettes of upcoming innovations. There’s no product overload, no technical jargon—just movement, rhythm, and anticipation.

It feels less like a tech teaser and more like an art installation.

Symbolism Behind the AI Integration Theme

Those flowing lines aren’t random. They represent data, intelligence, and connectivity—AI quietly working behind the scenes. The way the lights merge and evolve mirrors Samsung’s core message: AI shouldn’t feel fragmented. It should feel natural, invisible, and supportive.

Wynn Las Vegas as the Final Reveal

In the final scene, all that flowing light converges into a single destination: Wynn Las Vegas, the official venue for The First Look 2026. It’s a clever visual metaphor—innovation from everywhere coming together in one place.

Why Location Still Matters in a Digital Age

Even in an era of virtual launches, physical locations still carry meaning. Wynn Las Vegas represents luxury, experience, and scale—three things Samsung clearly wants associated with its AI future.

“Your Companion to AI Living”: What the Theme Really Means

Moving Beyond AI as a Feature

For a long time, AI was marketed as a checklist item. Voice assistant? Check. Smart recommendations? Check. Automation? Check.

Samsung’s new theme suggests AI isn’t just a feature anymore—it’s a relationship.

AI as a Daily Life Partner

Think of AI less like a tool and more like a helpful roommate. One that knows when you wake up, adjusts your environment without being asked, recommends content based on your mood, and simplifies your routines quietly in the background.

That’s the future Samsung is pointing toward.

Trust, Personalization, and Human-Centric Design

Of course, companionship requires trust. Samsung’s positioning emphasizes AI that supports, not intrudes. Personalized, yes—but respectful. Intelligent, but human-centric.

Samsung’s AI Ecosystem Across Products

AI in Visual Display and Home Entertainment

Samsung’s Visual Display business has long been a leader, and AI is now taking center stage. Expect smarter TVs that don’t just upscale visuals, but understand viewing habits, lighting conditions, and even content context.

Movie night won’t just look better—it’ll feel better.

AI-Powered Digital Appliances

Your fridge, washing machine, and air conditioner are no longer silent utilities. With AI integration, they become proactive assistants—suggesting energy-saving modes, maintenance reminders, and optimized usage based on your lifestyle.

Mobile, Wearables, and Connected Living

Mobile devices and wearables act as the bridge between you and your home. Samsung’s ecosystem approach means your phone, watch, TV, and appliances speak the same language—AI.

Seamless Experiences Through One Ecosystem

The magic isn’t in individual products. It’s in how they work together. One ecosystem. One intelligence. Zero friction.

Key Leaders Taking the Stage at The First Look 2026

TM Roh and the DX Division Vision

TM Roh, CEO and Head of the Device eXperience (DX) Division, will outline how Samsung plans to deliver meaningful AI-driven experiences across its product lineup.

This isn’t just about innovation—it’s about direction.

SW Yong on the Future of Visual Display

As President and Head of the Visual Display Business, SW Yong is expected to reveal how screens evolve from passive displays into adaptive, intelligent companions.

Cheolgi Kim and Smart Home Innovation

Cheolgi Kim, Executive Vice President and Head of Digital Appliance Business, will focus on how AI reshapes everyday appliances into intuitive partners in daily life.

Event Details: Dates, Time, and What to Expect

Official Kick-Off on January 5, 2026

The First Look 2026 officially begins on January 5, 2026, at 11:00am (MYT)—two days before CES 2026 opens.

Media Event Highlights

The media event at Wynn Las Vegas will set the narrative, followed by four days packed with exhibitions, demonstrations, and discussions.

Exhibitions, Tech Forums, and Industry Dialogues

From January 5 to January 7, attendees can expect deep dives into AI, design, and connected living.

Tech Forums: Topics Shaping the Future

Artificial Intelligence and Human Experience

These sessions will explore how AI can enhance—not complicate—human life.

Home Appliances Reimagined

Forget cold, mechanical devices. The future is warm, responsive, and intelligent.

Design Thinking in an AI-Driven World

Great technology is invisible. Samsung’s design philosophy reflects that belief.

Why CES 2026 Is a Turning Point for AI Living

From Innovation to Everyday Adoption

We’re moving past the “wow” phase of AI into the “why didn’t we have this sooner?” phase.

Samsung’s Role as a Trusted AI Partner

By positioning itself as a companion rather than a controller, Samsung is aiming for long-term trust, not short-term hype.

What This Means for Consumers and the Industry

For consumers, this means simpler lives and smarter homes. For the industry, it raises the bar. AI is no longer about who’s fastest—it’s about who’s most human.

How Samsung Positions Itself Against Global Competitors

While others race to add more features, Samsung focuses on integration, experience, and trust. That difference matters.

Looking Ahead: What to Watch After The First Look 2026

Expect deeper AI personalization, stronger ecosystem ties, and a renewed focus on human-centric technology throughout 2026 and beyond.

Conclusion: AI That Lives With You, Not Just Around You

Samsung’s “Your Companion to AI Living” isn’t just a CES theme—it’s a philosophy. One where AI quietly supports your day, anticipates your needs, and fits into your life like it belongs there.

And if this teaser is any indication, CES 2026 is going to feel a lot more personal.

FAQs  Samsung’s “Your Companion to AI Living”:

Q1. What is The First Look 2026 by Samsung?

A. It’s Samsung’s pre-CES media event where the company unveils its vision and key innovations ahead of CES 2026.

Q2. When and where is The First Look 2026 held?

A. It takes place on January 5, 2026, at Wynn Las Vegas.

Q3. What does “Your Companion to AI Living” mean?

A. It represents Samsung’s vision of AI as a supportive, human-centric partner integrated into daily life.

Q4. Who are the key speakers at the event?

A. TM Roh, SW Yong, and Cheolgi Kim will headline the media event.

Q5. Where can I find official updates about The First Look 2026?

A. Updates will be shared via Samsung Newsroom.

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