Samsung Electronics on Wednesday laid out its vision for artificial intelligence as an embedded, seamless part of everyday living, previewing its strategy ahead of the world’s largest consumer tech show in January.
In a promotional video and statement, the South Korean tech giant said the theme of its annual “The First Look” event will be “Your Companion to AI Living.” The move signals a strategic pivot to frame AI not as a discrete feature but as a continuous, contextual assistant integrated across Samsung’s ecosystem of devices and services for home, work and mobility.
The teaser, featuring dynamic light trails that coalesce into silhouettes of unreleased products, sets the stage for the Jan. 4 event at the Wynn Hotel in Las Vegas. The invitation-only showcase will kick off Samsung’s four-day presence at CES 2026, where the company is expected to detail how it plans to differentiate its AI approach from rivals like Google, Apple and Amazon in the battle for the connected home and workplace.
Senior leadership slated to present include Roh Tae-moon, president of the Device eXperience division, alongside heads of the visual display and digital appliances businesses. They are expected to outline customer experience roadmaps across Samsung’s major product lines—many of which will likely incorporate the company’s proprietary generative AI model, Samsung Gauss.
The push comes as consumer tech companies increasingly compete to define the next phase of AI adoption beyond chatbots and content creation, focusing instead on ambient, routine-based assistance. Samsung, the world’s largest maker of smartphones, televisions and memory chips, is betting that its hardware footprint gives it an advantage in embedding AI into the physical environments where people live and work.
Following “The First Look,” Samsung will host its Samsung Technology Forum beginning Jan. 5, with dedicated sessions on AI, home appliances and design. Further details on products and partnerships are expected to be released incrementally via Samsung’s global newsroom ahead of CES.
The company’s CES presence has historically set the tone for its annual product strategy, and this year’s emphasis on “AI Living” suggests a concerted effort to move beyond one-off AI tools and toward a cohesive, cross-device platform—a challenge that has eluded most tech giants to date.
