Samsung has long been one of the biggest attractions at CES, showcasing everything from smartphones and laptops to smart appliances and futuristic robots. For CES 2026, however, Samsung is changing its usual approach.
Instead of hosting its main presentation on the traditional Monday morning slot, Samsung will give audiences an early preview on Sunday night. This shift is designed to set the tone for the week and draw early attention ahead of the main CES schedule.
Anticipation Builds Around the Ballie Robot
While Samsung has dropped hints about several upcoming products, one of the most anticipated updates is about the Ballie robot. Ballie, the small rolling companion robot first shown at earlier CES events, was expected to launch in 2025 but never officially arrived.
CES 2026 could finally bring new information on Ballie’s availability, features, and real-world use cases, making it one of the most closely watched parts of Samsung’s presentation.
How to Watch Samsung The First Look at CES 2026
Samsung’s The First Look presentation will take place live from the Wynn Hotel in Las Vegas on Sunday, January 4, at 10 PM ET.
Viewers can watch the event through multiple official platforms, including Samsung Newsroom, Samsung’s official YouTube channel, and Samsung TV Plus. The live stream is expected to be shared shortly before the event begins.
What to Expect From Samsung at CES 2026
Samsung’s CES 2026 presentation will feature key executives outlining the company’s future direction.
TM Roh, CEO and Head of Samsung’s Device eXperience Division, will discuss upcoming strategies and new AI-driven customer experiences.
He will be joined by SW Yong, President and Head of the Visual Display Business, and Cheolgi Kim, Executive Vice President and Head of Digital Appliances Business. Together, they are expected to highlight advancements in displays and smart appliances.
Early Announcements and Product Teasers
Ahead of CES 2026, Samsung has been releasing information gradually, similar to an advent calendar approach. New press releases have been appearing almost daily.
So far, Samsung has confirmed plans to introduce a new lineup of micro RGB TVs, with sizes ranging from 55 inches up to 115 inches. These displays follow similar announcements already made by competitors in the TV market.
Samsung has also teased a new generation of smart appliances featuring Bespoke AI. These appliances are expected to offer smarter automation, personalization, and deeper integration into connected homes.
CES 2026 Event Coverage
CES 2026 will take place in Las Vegas from January 6 to January 9. Media teams will be on the ground covering all major announcements, product launches, and hands-on demos.
Live blogs, press conference coverage, and detailed product analysis will be available throughout the event, offering a closer look at the latest consumer technology.
Frequently Asked Questions
1. When is Samsung’s The First Look event at CES 2026?
Samsung’s The First Look event will take place on Sunday, January 4, at 10 PM ET.
2. Where can I watch Samsung’s CES 2026 presentation?
The event can be watched on Samsung Newsroom, Samsung’s official YouTube channel, and Samsung TV Plus.
3. Will Samsung reveal the Ballie robot at CES 2026?
Samsung is expected to share updates on Ballie, though official confirmation will come during the presentation.
4. What products is Samsung expected to announce at CES 2026?
Samsung is expected to showcase AI-driven experiences, micro RGB TVs, and new Bespoke AI smart appliances.
5. When does CES 2026 officially begin?
CES 2026 runs from January 6 to January 9 in Las Vegas.
Conclusion
Samsung’s decision to move its main CES presentation to Sunday night signals a fresh approach for CES 2026. With strong expectations around AI, next-generation displays, smart appliances, and the long-awaited Ballie robot, Samsung is once again positioning itself as a central force at the show.
As CES 2026 approaches, more details are likely to emerge. The upcoming The First Look event should provide a clear preview of Samsung’s vision for the year ahead and set the stage for one of the most closely watched technology showcases of the year.
