At The First Look event at CES 2026, Samsung unveiled the “life with artificial intelligence” strategy and made artificial intelligence the centerpiece of its products and user experience.
During “The First Look” event at CES 2026 in Las Vegas, Samsung Electronics unveiled its new vision titled “Life with Artificial Intelligence”. In this ceremony, artificial intelligence was introduced as the main axis of Samsung’s strategy; An approach that aims to integrate all areas of this company, including research and development, product design and production, operational processes and user experience, and create a new generation of smart services and technologies.
TM Rowe, CEO and Head of Samsung’s Device Experience (DX), explained the company’s strategic approach at the beginning of “The First Look” event, pointing to Samsung’s leadership in the field of artificial intelligence. Emphasizing the extent of Samsung’s connected ecosystem, he said that through this infrastructure, users can experience the tangible presence of an artificial intelligence-based companion in their daily lives. According to him, this approach is not only limited to providing technological capabilities, but by focusing on improving the quality of the user experience, it will be the foundation for creating more meaningful moments for users.
Referring to Samsung’s new strategies, TM Rowe stated that the company is providing an integrated and personalized experience in the fields of mobile, visual displays, home appliances and services. According to him, by relying on its connected global ecosystem and integrating artificial intelligence into a diverse range of products and categories, Samsung is a pioneer in providing meaningful everyday experiences based on artificial intelligence for users around the world.
Entertainment Companion: Expanding the experience beyond simple viewing
SV Yong, director of Samsung’s video displays (VD), along with Sukhmani Mohata, senior director of marketing and partnerships at Samsung America, appeared on stage during the program and explained Samsung’s new approach in combining the hardware power of displays with artificial intelligence capabilities. They emphasized that Samsung’s new TVs, by using visual intelligence and advanced entertainment technologies, create a different and interactive experience for users. Relying on more than two decades of leadership in the TV market, Samsung has now launched a wide range of smart TVs based on artificial intelligence, which will transform the way audiences interact with TV.
Samsung’s 130-inch Micro RGB TV was introduced as the main focus of this company’s new collection; A product that, according to Samsung, dramatically improves the standards of scale and image quality. Offering the widest and most accurate color spectrum among Samsung products, this TV is described as the initiator of a new generation of color display. The minimal design of Timeless Frame also keeps the viewer’s focus on the content being played by removing extra elements. Using the microscale RGB light source makes each red, green and blue sub-pixel independently exposed and the colors are displayed in the purest and most natural way possible. In addition, the Micro RGB AI Engine Pro engine provides high clarity and transparency in all scenes by accurately managing RGB colors and optimizing image details.
To enhance the advanced viewing experience, Samsung unveiled Vision AI Companion (VAC); A feature based on artificial intelligence that acts as an entertainment companion at home and enhances the experience of working with the TV in interaction with the user’s lifestyle. By analyzing interests and behavior patterns, this intelligent assistant offers suggestions on choosing content to watch, food programs and even music, and thus, the user experience goes beyond the usual TV viewing level and turns it into an entertainment ecosystem and mood management at home.
Samsung has introduced a series of advanced audio and visual modes to personalize the user’s viewing experience. Soccer fans can take advantage of the “Professional Artificial Intelligence Soccer Mode” (AI Soccer Mode Pro), which brings home the feeling of being in the stadium by fine-tuning the image and sound. In addition, AI Sound Controller Pro allows users to adjust the sounds of the crowd, match report or background music to their liking and have a personalized listening experience. With Vision AI Companion (VAC), users can make their requests verbally, and TVs equipped with this technology—including Micro LED, Micro RGB, OLED, Neo QLED, Mini LED, and UHD TV—implement these requests in a textual and accurate manner.
Among its diverse capabilities, Vision AI Companion (VAC) enhances users’ lifestyle experience beyond entertainment. The app allows users to find directions for meals displayed on TV with just a verbal query and receive recommendations tailored to their health and fitness goals based on the latest data. Supporting multi-device functionality, VAC sends instructions and suggestions directly to other devices, including the newly introduced Movingstyle. Designed for ease of use throughout the home and kitchen, this portable device offers a smooth and seamless multi-device interaction experience with full Samsung ecosystem integration.
Samsung remains the leader of the global soundbar market for the 11th consecutive year, and this year, by introducing two new Wi-Fi models, Music Studio 5 and Music Studio 7, it is trying to further develop its integrated audio ecosystem. By supporting various audio combinations, these speakers improve the quality of sound and image and enhance the visual effect of any environment. Both models use the enduring Dot Design, which was created by the famous designer Erwan Bouroullec and was inspired by the world symbols of music and art, within the framework of Samsung’s distinctive design language.
Samsung also unveiled a series of new products that, in addition to advanced performance, are also compatible with the decor and beauty of the users’ home environment. S95H ultra-thin OLED TV with optimized frame provides an appearance similar to an art gallery and gives a special effect to the space. In addition, Samsung’s new portable projector, The Freestyle+, with support for the VAC smart assistant, enables content to be displayed on walls, ceilings, and even uneven surfaces such as corners and curtains, creating a flexible and creative content viewing experience.
Samsung’s 2026 series TVs offer a more advanced visual experience by supporting HDR10+ ADVANCED technology. These TVs improve image quality by increasing brightness, automatic optimization based on content genre, intelligent smoothing of movement and intelligent adjustment of the brightness of different parts of the image, and at the same time, they also improve the gaming experience of users.
Due to the increasing adoption of HDR10+ by major online content (OTT) providers, Samsung is the first company to use HDR10+ ADVANCED technology in its 2026 TV series. In addition, Samsung has introduced its new 3D and spatial sound system, Eclipsa Audio, in all 2026 TV models, so that the listening experience of users can be upgraded to a completely new level.
Samsung also unveiled its most advanced Odyssey gaming monitor series, introducing five new models that raise the standards for image resolution, refresh rate and immersive visual experience. At the top of the 2026 series is Samsung’s first 6K 3D monitor, the Odyssey G9, and in addition, the next-generation Odyssey G6 and three new Odyssey G8 models have been introduced to provide an unparalleled experience for gamers and content creators.
At the heart of all these display innovations, Samsung has placed the most powerful version of the Tizen operating system to date. With this update, users can benefit from seven years of operating system upgrades; This means that even years after being installed at home, TVs continue to develop their capabilities and their user experience evolves.
Home companion: connected smart home appliances that guide you throughout the day
Cheolgi Kim, Executive Vice President and Director of Digital Home Appliances (DA) at Samsung, together with Elizabeth Anderson, Integrated Marketing Manager of Samsung Home Appliances America (SEA), outlined the company’s vision to turn home appliances into real companions at home; Companions designed to reduce the stress of everyday tasks. Cheolgi Kim also announced that as of December 2025, the SmartThings platform will have more than 430 million users, and this achievement will position Samsung with the power and deep insight to deliver integrated and differentiated experiences from other brands.
This vision has come true in the Family Hub refrigerator. Acting as the hub of the home, this smart refrigerator redefines everyday life in an AI-driven future by leveraging Google Gemini’s AI Vision. The new update removes previous restrictions on identifying food items and seamlessly controls what goes in and out of the fridge, while making meal planning and grocery management easier than ever. Family Hub has won 10 CES Innovation Awards so far, and Samsung’s refrigerators equipped with artificial intelligence have also received this prestigious award in the last three years.
Through the game-oriented “What to cook today?” function, some Samsung refrigerators allow users to receive recipes based on the refrigerator’s inventory or randomly, reducing the stress of food selection. After selecting a recipe, SmartThings Food displays it as a step-by-step guide so users can start the cooking process immediately. The selected recipe can also be sent directly to connected cooking appliances to start the cooking process seamlessly. The Video to Recipe feature also makes the cooking experience easier; This feature transforms suggested cooking videos into easy-to-follow steps, so users can easily follow the cooking steps without having to pause or rewind the video.
Samsung also unveiled FoodNote; A weekly report that examines users’ food consumption patterns and provides information such as the most consumed ingredients, suggested recipes, and when it’s time to repurchase items. Besides that, Now Brief feature adds more widgets on the Family Hub screen and supports Voice ID, it is able to recognize the voices of family members and display content related to each person. The combination of these features allows users to access a wide range of useful insights and information about meal plans and home management throughout the week.
In the laundry department, Samsung introduced the Bespoke AI Laundry Combo washing machine, which eliminates the need to move a large volume of clothes and solves one of the main concerns of homes. This year’s model comes with advanced features including a super fast wash cycle and improved dryer performance. Also, Samsung’s new Bespoke AI AirDresser was introduced to solve another common garment care challenge; With Auto Wrinkle Care technology, this device uses a powerful stream of air and steam to automatically straighten shirts. Users just need to hang the shirts and reduce the workload of busy mornings without wasting time.
Around the house, Samsung’s Bespoke AI Jet Bot Steam Ultra robotic vacuum cleaner is powered by a Qualcomm Dragonwing processor and equipped with an active 3D stereo sensor capable of detecting liquids such as coffee, juice or even clear water. This device navigates with the help of its camera, and in addition to cleaning, it can act as a surveillance device and inform users about the status of pets or any suspicious activity when they are away from home. By improving Bixby’s intelligence, users can interact with the robotic sweeper in a conversational manner and manage various tasks easily. The high level of connectivity and integration of this product provides the basis for a comprehensive experience based on artificial intelligence and has made Samsung’s Bespoke AI home appliances win the CES Innovation Award.
Another highlight is Samsung’s partnership with Hartford Steam Boiler (HSB) to bring real, tangible savings to the smart home experience. Greg M. Barratts, CEO of HSB, was present at the presentation of the partnership and explained that connecting smart appliances to the SmartThings platform can lead to lower insurance costs. This action is an example of the achievements of the era of artificial intelligence; Providing more protection while reducing costs for users. After a successful pilot in the US in 2025, this partnership is now expanding to other states as well as to leading home insurance companies in different parts of the world.
Health companion: from reactive care to preventive care
At the end of the event, Praveen Raja, vice president of digital health at Samsung Research America (SRA), outlined the company’s long-term vision for smart care. Based on this approach, taking advantage of Samsung’s integrated ecosystem of devices, healthcare is transformed from a reactive state—only when a problem occurs—to a proactive opportunity. Along with phones, home appliances, wearable gadgets and other connected devices, artificial intelligence allows users to take necessary measures to protect their health before possible problems occur.
For example, Samsung plans to offer personalized health coaching services and help reduce the risk of chronic diseases by providing effective advice on exercise and sleep. This system also suggests suitable and healthy recipes by analyzing the food items in the connected refrigerators. In addition, if any unusual signs or patterns are detected, users will receive alerts and can share their health indicators with service providers through the Xealth platform and benefit from virtual professional advice.
With a focus on preventative health, Samsung is also developing its capabilities in the area of dementia diagnosis. In this approach, wearable devices record subtle changes in users’ movement, speech, and interaction in order to identify possible signs of long-term cognitive changes and help with timely intervention.
Samsung Knox and Knox Matrix act as the security pillars of this hyper-personalized ecosystem, protecting user data at every step. As AI continues to improve, these systems are also updated to maintain security. Samsung ensures that users have the highest level of safety and privacy by identifying AI-related risks and protecting data in the AI training process, along with reviewing models through Red Team analysis.
Samsung’s exhibition space at CES 2026 will be available to the public from January 4 to 7. For more information, you can visit Samsung Newsroom.
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