"Your AI Companion" Samsung Unveils 'The First Look' Teaser

Held in Las Vegas Two Days Before CES 2026

Samsung Electronics has released a teaser video announcing the theme of "The First Look 2026," which is set to take place ahead of CES 2026, the world's largest consumer electronics and information technology exhibition.

Samsung Electronics released a teaser video for The First Look 2026 on the 23rd, under the theme "Your Companion to AI Living." Samsung Electronics

On the 23rd, Samsung Electronics announced that it had released a teaser video for The First Look 2026 under the theme "Your Companion to AI Living." The message conveyed is that by integrating AI technology into all products and services, the company aims to become a companion that enhances and supports the AI experience in every space where customers live their daily lives. The teaser video makes use of vibrant lights and lines, shaping the silhouettes of new products that will be unveiled at The First Look, thereby heightening anticipation for the event. According to the company, the lights and lines in the video symbolize the integrated and consistent application of AI technology across Samsung Electronics' products and services. At the end of the video, the light that had enveloped the products spreads out to the Wynn Las Vegas hotel, the venue of the event, revealing the theme of this year's showcase.

Samsung Electronics will officially begin The First Look on January 4 at 7:00 p.m. (local time) at the Wynn Las Vegas hotel, two days before the opening of CES 2026. The company will then host exhibitions, technology forums, and other events over the course of four days until January 7.

The event will feature Tae Moon Roh, President and Head of the DX Division, Seok Woo Yong, President and Head of the Visual Display Business, and Cheol Ki Kim, Executive Vice President and Head of the DA Business Division, who will take the stage to introduce strategies for customer experience innovation in each business segment.

The Samsung Technology Forum will be held over two days, January 5 and 6, featuring a total of four sessions on topics such as AI, consumer electronics, and design.