Samsung Confirms ‘The First Look’ Event Ahead of CES 2026

Samsung has officially announced 'The First Look' annual pre-CES showcase event, scheduled for January 4, 2026, at 7:00 PM PST (or 8:30 AM IST). The event will take place at the Latour Ballroom at the Wynn Las Vegas and is expected to reveal a bunch of details about upcoming products. 

Galaxy Z TriFold could be showcased at CES 2026

Going by Samsung's invitation, this year's First Look will highlight the brand's expanded Device eXperience (DX) vision, covering displays, home appliances, mobile products and AI innovations.

Key Samsung executives, including TM Roh and senior heads from the Visual Display and Digital Appliances units, will lead the showcase. The event will be livestreamed globally via Samsung Newsroom, YouTube and Samsung TV Plus. 

While Samsung hasn't confirmed specific product announcements, the brand could offer a clearer look at its recently revealed Galaxy Z TriFold, detailing its global availability. New AI-powered TVs, smart appliances and ecosystem features are also likely to be part of the presentation, given Samsung's growing focus on interoperability and on-device AI. 

With CES traditionally serving as a launchpad for Samsung's display and home tech announcements, The First Look event at CES 2026 could give away the brand's roadmap for next year.