Samsung Electronics Co., Ltd. has confirmed that it will introduce a new exhibition format at CES 2026, the world’s largest consumer electronics event, taking place in Las Vegas from 6 to 9 January. Instead of a traditional booth, Samsung will operate a standalone exhibition hall designed to present its AI ecosystem in a more immersive way.
For its annual The First Look presentation, Samsung will move away from the Las Vegas Convention Center and host its exhibition at The Wynn Las Vegas. The company plans to present its products and technologies using approaches more commonly seen in museums and art galleries, with the aim of creating a more structured and focused visitor experience.
Samsung has developed the Samsung Exhibition Zone at a large scale to bring all activities into one location. Product displays, presentations, events, technology forums, and meetings with partners and clients will take place within the same space. This approach reflects Samsung’s intention to rethink how exhibitions work, placing more emphasis on how visitors experience its technology rather than on the venue itself.
Beyond Product Displays: A Clear View of AI in a Curated Environment
At CES 2026, Samsung will present its unified AI strategy across its Device eXperience (DX) Division, alongside the company’s wider business direction. To support this, Samsung has chosen to create a premium standalone exhibition space at The Wynn, giving it full control over how its AI vision and technologies are presented and understood.
The First Look event has been designed to show how Samsung technology fits into everyday life, rather than focusing only on new product features. The exhibition layout aims to reduce crowding and allow visitors to spend more time engaging with the displays and programmes on offer.
Samsung AI Presented at Scale
The Samsung Exhibition Zone has been designed around a clear narrative that allows visitors to explore the company’s current AI technologies and future plans in an intuitive way. Under the theme of “Your Companion to AI Living,” the exhibition shows how AI is integrated across Samsung’s products, including mobile devices, home appliances, and displays, as well as the services that connect them.
Visitors will be able to see how these AI capabilities work together to provide continuous connectivity across devices. The exhibition highlights a connected system where software and AI extend the capabilities of hardware, forming an ecosystem developed within Samsung.
Tech Forums to Examine Industry Direction
Alongside the exhibition, Samsung will host a series of Tech Forum panel discussions at CES 2026. These sessions will take place over two days on 5 and 6 January (local time) and will include four panels focused on AI, home appliances, services, and design.
Each forum will bring together Samsung specialists with contributors from partner organisations, universities, media outlets, and the analyst community. The discussions will focus on current industry trends, emerging technologies, and how the sector may develop in the coming years.
Further details about The First Look can be found on Samsung Newsroom’s CES 2026 landing page.