Samsung CEO Roh Tae-moon to Unveil Vision at CES 2026 Keynote
Samsung's Global Debut at CES 2026
Samsung Electronics CEO Roh Tae-moon is set to make his global debut at CES 2026, delivering the keynote at the company's "First Look" event on January 4. This presentation, held at the Wynn Las Vegas, marks a significant shift for Samsung as it moves away from the traditional convention center format to a dedicated exhibition space spanning 4,628 square meters. The event will serve as a platform for the company to showcase its latest innovations and strategic direction.
CES 2026, scheduled to run from January 6-9 in Las Vegas, is expected to be one of the most anticipated technology events of the year. Samsung is positioning itself as a leading exhibitor, with a focus on demonstrating its commitment to innovation and technological advancement. Among the highlights of the exhibition will be Micro RGB televisions available in sizes ranging from 55 to 115 inches. These televisions are positioned as an alternative to OLED technology, offering comparable image quality at lower prices.
Gaming Innovations
Samsung's 2026 Odyssey gaming monitor lineup includes what the company claims is the world's first 6K glasses-free 3D gaming display. This innovative product is designed to provide an immersive gaming experience without the need for special eyewear. Additional models in the lineup feature ultra-high refresh rates up to 1,040Hz, catering to competitive gamers who require precision and responsiveness. New 5K and OLED options are also part of the lineup, further expanding the choices available to gamers.
The company's first tri-folding smartphone, introduced late last year, will be on display for hands-on demonstrations, allowing attendees to experience its unique design and functionality. Samsung will also showcase new Q-series soundbars and WiFi-enabled Music Studio 5 and 7 speakers, highlighting its commitment to audio excellence.
AI Integration as a Core Theme
Artificial intelligence (AI) is at the heart of Samsung's strategy for CES 2026. The company will present a unified AI strategy for its Device eXperience division, aiming to position itself as an "AI companion for everyday life." AI-powered home appliances such as smart laundry systems, air conditioners, garment care devices, and robotic cleaners will be on display, showcasing how AI can enhance daily living.
Samsung is expanding its partnership with Google to integrate Gemini-powered features into refrigerators and wine cellars equipped with smart displays. This collaboration underscores the company's commitment to leveraging AI to improve user experiences across a wide range of products.
Strategic Shifts and Competitive Landscape
CEO Roh, appointed in November, has emphasized transforming Samsung into an AI-driven company. The exhibition space is designed as an "AI living platform," demonstrating how TVs, home appliances, and mobile devices can connect through artificial intelligence. This approach reflects Samsung's broader vision of integrating AI into every aspect of its product ecosystem.
However, Samsung faces intensifying competition from Chinese manufacturers such as TCL and Hisense, which captured 31.8% of global TV shipments in Q3 2025 compared to Korea's combined share of 28.5%. Despite this, Samsung retains the top position with a 17.9% market share, although the gap with competitors is narrowing.
Competitors and Market Positioning
LG Electronics CEO Lyu Jae-cheol will also make his global debut at CES 2026, delivering the keynote at LG's World Premiere event on January 5. Both Korean companies are countering Chinese competition by strengthening their premium TV lineups with Micro RGB technology. Samsung's dedicated exhibition hall at the Wynn represents one of the largest private spaces at CES, offering a less crowded environment for immersive experiences.
The company plans to use the space to showcase new products, host technology forums, and hold partner meetings. The CES 2026 presentation will be live-streamed starting at 7 p.m. PST on January 4, featuring appearances from TM Roh, SW Yong of Visual Display Business, and Cheolgi Kim of Digital Appliance Business. Samsung has built a standalone exhibition space specifically to demonstrate AI integration across consumer devices.
Industry Analysts' Perspectives
Industry analysts view CES 2026 as a critical test for both Roh and Lyu, marking their first appearances as CEOs on the global stage. The event comes amid mounting pressure to accelerate AI-driven transformations while improving profitability in competitive markets. As Samsung continues to innovate and adapt, the success of its AI strategy will be closely watched by industry observers and competitors alike.
