Gurugram, December, 2025.

The teaser reflects Samsung’s vision of integrating AI across its products and services, positioning the company as a trusted partner that enhances and supports AI experiences throughout users’ daily lives.

Designed to build anticipation for the event, the video uses vibrant lights and lines to form silhouettes of new innovations set to debut at The First Look, symbolizing the seamless integration of AI across Samsung’s portfolio. In the final scene, the light flows into Wynn Las Vegas, where the event will be held, revealing the theme.

The First Look 2026 will officially kick off on January 4 at 7 p.m. PST — two days before the opening of CES 2026 — with a media event at Wynn Las Vegas, followed by four days of exhibitions, tech forums and other events through January 7.

The media event will feature key Samsung executives, including TM Roh, CEO and Head of Device eXperience (DX) Division; SW Yong, President and Head of Visual Display (VD) Business; and Cheolgi Kim, Executive Vice President and Head of Digital Appliance (DA) Business. Together, they will outline customer experience innovation strategies across their respective areas.

The tech forums will be held from January 5 to 6, with four sessions covering topics including AI, home appliances and design. More information about The First Look 2026 will be revealed on Samsung Newsroom.