Samsung’s ‘The First Look’ Event at CES 2026

Good evening. Please welcome CEO and head of device experience division at Samsung Electronics, TM Roh.

For generations, we found new ways to make how you watch better and better. What happens when TV meets intelligence? You create an entirely new way to interact with TV. Because AI doesn't just control millions of pixels with greater accuracy. It adapts, anticipates, and transforms along with you to make your experience more personal. It understands you and what's on screen, reading the rhythm of every moment to immerse you in unimaginable ways. When you design a TV with AI at its core, it stops being a TV. It becomes something far greater. Please welcome head of visual display business, SW Young.

Hello everyone. Samsung has long defined what a TV can do. We push display technology forward. We expanded the choices for every lifestyle. And today, the screens we live with are more than displays. They connect us to the stories, the excitement, the music at the moments we love. But they're just the beginning. With AI, we are evolving from hardware excellence to visual intelligence, delivering richer, smarter, more personal experiences in everyday life. This transformation will redefine how people enjoy entertainment, and Samsung will lead this next chapter as a true entertainment companion. We are confident about this future because it's built on our history of innovation leadership. We are proud to be the world's number one TV brand for 20 years straight.

Can you guess how many TVs Samsung sold in that time? If you're thinking over 830 million, you'd be close. Now, if you took all those Samsung TVs and put each screen side by side, they would wrap around the Earth close to 24 times. Incredible. This isn't just an impressive stat. It is the result of leading every major transformation in the history of TVs. We reimagined the look of TV with the elegant Frame, proving technology can be beautiful. We created the first LED TV that set a new standard for the industry. We launched smart TVs, bringing the streaming era into your home. We revolutionized color accuracy with QLED, redefined reality with microLED, and expanded cinematic contrast with Samsung OLED. Simply put, our TVs are modern devices. And now it's time for another transformation.

The next 20 years will take TVs so much further than picture quality. We are unlocking an entirely new way of interacting with your TV. And here is how we are doing it. First, we have built a full AI TV lineup that sets the standard in display technology. MicroLED is the pinnacle of display engineering, the ultimate viewing experience. Micro RGB, which I'm about to unveil, gives you the purest and most vibrant color ever achieved on a TV. OLED brings cinematic contrast, glare-free for any room and any light. Neo QLED is reaching more homes than ever before. Mini LED is becoming more accessible. And of course, there's a UHD TV now AI-enabled. What else? Well, all these products will be powered by our Vision AI Companion, which received an amazing response. Since launch last September, service adoption passed 25% in just three months. Compared to previous AI services, this adoption rate is nearly seven times faster. No service we ever launched has been integrated into people's lives this quickly. It is proof that we are on the path to creating a true entertainment companion.

And among these remarkable displays, there is one that stands at the very top of the list. Last year, we introduced an exciting new addition to the ultra-premium category: the world's first Micro RGB, with the highest picture quality on the market, giving you the purest and the brightest color ever achieved on a TV. Micro RGB will lead the premium TV picture with confidence, powered by Vision AI Companion. And today we take the next major step forward. Meet the new 130-inch Micro RGB.

Timelessness begins beyond our universe. With no rules and no limits, timelessness is both natural and transcendent, beyond the limits of our physical world. And now, this transcendent presence is reaching your home. A timeless design that redefines the space we live in.

Micro RGB. Wow. Beautiful, isn't it? Thank you. This amazing TV is monumental in both scale and picture quality and has already received a CES Best Innovation Award. Thank you. It brings cinema-quality immersion into your home. And this is not just a technological achievement. It is the next chapter in a design story a decade in the making. To give this product something no one else could offer, we return to a legacy that began right here in Las Vegas in 2013: our timeless gallery design. We honor that heritage this year with a timeless frame. It's an elegant, ultra-slim, and premium design that minimizes distractions. Now the picture takes center stage, and you can see how great it looks whether it's mounted to the wall or on its stand, which also adjusts to tilt the screen to a perfect angle. And to bring that quality, we created a micro-sized light source. Each microscopic red, green, and blue diode shines independently, producing color in its purest, most natural form. This AI engine enables precise control of RGB colors and creates outstanding picture quality in every scene. The result: movies that feel larger than life, games that pull you right into the action, and everyday viewing that feels so real.

Samsung TVs are not just screens. They are entertainment companions powered by advanced picture quality and immersive sound. That's why we are also bringing you Dolby Atmos and Eclipsa Audio to deliver the best picture and sound experience ever. Building on the success of Dolby Atmos, which most major OTT providers have already adopted, we are proud to be the first to implement Dolby Atmos FlexConnect for our 2026 TV lineup. Starting this year, Amazon Prime Video plans to support select titles in Dolby Atmos FlexConnect and will expand to more in 2026. We also launched Eclipsa Audio, co-developed with Google and already available on select YouTube videos, to provide ultimate spatial sound experience like this. Together with these two technologies, Samsung TVs are now the only devices that offer unmatched quality entertainment. Not just for movies, but also for live sports, concerts, and even user-created content. And there is more. Our award-winning Q-Symphony technology, which orchestrates sound across our TVs and audio devices, will be expanded to the family of the world's leading brands under Harman. With these technologies, we are bringing the most immersive experience to consumers. It is proof that Samsung is committed to integrating both proprietary and external technologies to drive the entire industry forward.

So you've just seen our full lineup of AI TVs, built on two decades of industry leadership. I'm also excited to share how, through the power of Vision AI, our TVs are not just advancing the entertainment experience, they are becoming true entertainment companions. To share more, here is Sukmani Mot.

Please welcome vice president of visual display integrated marketing, Sukmani Mot.

Hi everyone. It's great to be here and thank you SW for reminding us what drives Samsung: two decades of relentless leadership and now ushering in a new era powered by AI. As you just heard, 2026 marks a turning point. Not only are we introducing the industry's first full lineup of AI TVs, we are redefining what a television can be with Vision AI Companion. It's not just a feature, it's the cornerstone of what we do. So we can support you in ways that were never before possible. This year, we're taking Vision AI Companion even further with deeper context, smarter insights, and more meaningful interaction in daily moments. Let's explore what's new and exciting together.

I know many of you are looking at the big upcoming tournament this year. Vision AI Companion, which you'll hear me refer to as VAC, will completely transform how you experience each match. Maybe you've thought to yourself, 'I wish I could watch the game without the commentary.' Now, our AI sound controller technology makes this possible.

Or you can even remove the background noise so you can focus more on the commentary. Now before the match, you might want to catch up on the latest rankings, star players, and match predictions.

By providing a prediction, VAC makes the match so much more engaging. Now, let's shift our focus to how VAC can enhance other experiences like dining. Have you ever watched a show and thought, 'Wow, that dish they're eating looks amazing.' I know I have. Now, if I want the recipe, I can just simply ask VAC: 'Show me a pan-seared branzino recipe.'

I've just sent the recipe to the Moving Style located in my kitchen. As you can see, the recipe seamlessly appears on the Moving Style screen. VAC offers a multi-device experience that completely integrates across your smart home ecosystem. Beyond these experiences, VAC can also set the ambiance for you at home all through simple conversation. When you prepare dinner, you can just ask: 'Play any upbeat music to listen to while cooking.'

Actually, I recognize this song. I think it's the amazing K-pop group RIIZE. And I see they're here with us today. Hi guys. VAC is your partner in managing the day-to-day. It can understand you, react to you, and is right by your side like a true companion. But of course, AI isn't the only way we're innovating. Samsung is introducing new products that transform your living spaces with beautiful design. Let's say hello to our new Wi-Fi speaker series, the Music Frame. Beautiful, right? Crafted with renowned designer Irwan Abergel, they fill the room with the beauty of sound and art. And we are marrying its brilliant design and high-resolution audio experience with the convenience of the instant music play button in collaboration with Spotify. You can enjoy your favorite playlist by simply clicking this button. Now it's time to meet the designer.

What is the shape of sound? You don't see it, of course, but it's always there, giving a place a sense of being, shaping the way you feel. With Music Frame lineups, I wanted to give a form to this feeling. I drew inspiration from the circle and the dot. The circle to me is really the pure familiar shape and maybe the dots were kind of building a melody. Most speakers are forgotten the moment the sound stops. But Music Frame lineups are different because even in silence they will blend naturally into everyday life. The quiet presence shapes the atmosphere around you. These are Music Frame lineups where sound becomes a presence.

Wow, that's amazing. Right. And next, let's dive into our newest ultra-thin OLED, the S95F. Its sleek design blends into your space with a seamless fit and a floating presence. We're also introducing our first-ever zero-gap wall mount to fit perfectly against the back of your TV, so it hangs beautifully against your wall and is even easier to install. At the heart of all of these experiences is our most powerful Tizen OS yet. We are proud to offer seven years of Tizen OS upgrades, setting a benchmark for the industry. We know how important it is to ensure that your TV continues to evolve long after it's entered your home. And we are prioritizing exactly that. In fact, every experience we're introducing in 2026 is meant to evolve with your lifestyle with Samsung Vision AI at the core. It's just one of the many ways that Samsung is bringing AI and amazing viewing experiences to all. And now, let's see how digital appliances will transform your life at home. Thank you.

For generations, we found new ways to improve your everyday with appliances you can truly rely on. But now with everything orchestrated by one intelligence, we're unlocking an even better way of living. This is what's possible when your home understands you better. Sensing what's happening, listening to your needs, always within reach. Because when everything everywhere is in tune, every moment becomes effortless, giving you the freedom and peace of mind to focus on what matters. With the power of AI, appliances become something far greater. Please welcome head of digital appliances business, Choli Kim.