Samsung is arguably the 800-pound gorilla at CES, with a full spectrum of products that range from phones and computers to refrigerators to AI assistants and rolling robots. But for the company has shaken up the schedule a bit: Instead of the long position of the press conference at noon on Monday, the Korean giant will lead the entire show with a presentation on Sunday evening.

Samsung has already given some hints about what’s on the agenda, but what we expect to see is an update to – a star of past CES presentations that seems to have failed to deliver .

How to watch Samsung’s “The First Look” presentation at CES 2026

The event will be streamed live from the Wynn Hotel in Las Vegas on Sunday, January 4 at 10PM ET. There are many ways to tune in: you can look through , or via Samsung TV Plus. (We’ll embed the stream here once it appears on the channel.)

What to expect from Samsung at CES 2026

Keynote speaker TM Roh, the CEO of Samsung’s Device eXperience (DX) Division, will discuss the company’s plans for the new year and beyond, which will (of course) include “new AI-driven customer experiences,” the company . In addition, we will hear from President and Head of Visual Display Business, SW Yong and Executive Vice President and Head of Digital Appliances Business, Cheolgi Kim. Those two “will share their respective business directions for the coming year.”

But if you’re looking for more details, Samsung is following the “Advent calendar” approach to early CES announcements, with decreases almost every day. So far, we know that – like competitors LG and Hisense – the company will provide details on a line of (full of confirmed screen sizes of 55 to 115 inches). Also confirmed: a full line of appliances included in what Samsung calls .

Samsung will likely map out its CES plans in more detail as the January 4 event approaches, so we’ll update this story as they happen.