Samsung Electronics has announced plans to host its annual ‘The First Look’ event on 4 January at 7 pm PST, two days before CES 2026 begins. The showcase will be held at the Latour Ballroom in the Wynn Las Vegas and will outline the company’s DX Division vision for the year, along with new AI-led customer experiences. Advertisement

TM Roh, CEO and Head of the DX Division, will deliver the keynote address. He will be joined by SW Yong, President and Head of the Visual Display Business, and Cheolgi Kim, Executive Vice President and Head of the Digital Appliances Business. The trio will detail Samsung’s strategic direction across key product categories for 2026.

The First Look will be livestreamed on Samsung Newsroom, Samsung’s official YouTube channel and Samsung TV Plus. Following the ev

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