Samsung dominates the Consumer Electronics Show with an extensive lineup spanning smartphones and laptops to kitchen appliances, virtual helpers, and innovative mobile robots. For the 2026 edition, however, the South Korean leader is altering its traditional timing by kicking off the event earlier with a Sunday evening showcase, moving away from the usual Monday afternoon slot.
While the firm has offered some previews of the content, observers are particularly eager for news on the Ballie robotic companion, a highlight from past shows that apparently did not meet its announced 2025 launch.
The presentation is set to broadcast live from Las Vegas's Wynn Hotel on January 4, Sunday, starting at 10 p.m. Eastern Time. Viewers have options including the Samsung Newsroom website, the official YouTube page of Samsung Electronics, or the Samsung TV Plus service. An embedded player will be added here upon availability.
TM Roh, who leads Samsung's Device eXperience division as CEO, is slated to deliver the main address, outlining strategies for the coming year and further ahead, featuring innovative AI-enhanced user interactions as noted in an official announcement. Joining him will be SW Yong, president and head of the Visual Display division, along with Cheolgi Kim, executive vice president overseeing the Digital Appliances unit; both will outline their divisions' focuses for the year ahead.
For deeper insights, Samsung employs a daily reveal strategy akin to an advent calendar leading into CES, issuing announcements almost every day. Among the disclosures so far, similar to efforts from LG and Hisense, are plans for micro RGB television models in sizes from 55 to 115 inches. Additionally, a complete series of home devices integrated with Samsung's Bespoke AI technology has been verified.
Expect Samsung to elaborate on its CES strategy closer to the January 4 date, and this article will reflect any such developments.