New technologies often arrive with great fanfare, but the innovations that truly redefine our lives are those that eventually fade seamlessly into the background. We have reached a point in civilisation where the real test of technology is no longer whether we can explain how it works, but whether it works so easily, reliably, and intuitively that it requires no conscious effort from us at all.

At CES 2026, we shared a vision to unify intelligence across our entire ecosystem. We are committed to integrating AI into 100% of our mobile devices and 4K and higher resolution TVs, alongside approximately 40% of our home appliance line-up globally. Importantly, these are meant to function not just as “smart” gadgets, but also companions designed to understand context and routines, meeting people exactly where they are and quietly enabling what matters most to their unique lifestyles.

AI Companions That Anticipate

For decades, the burden has been on the user to learn how to navigate technology. But today, our latest devices are better able to understand user habits and preferences than ever before, addressing their needs and navigating our world at the same time. Soon, we will no longer ask “How does this feature work?”, as we will already live in a reality where your devices will more easily anticipate what you need.

Our latest TVs, for instance, have evolved. Equipped with Vision AI, these devices analyse content, user preferences, and the viewing environment in real-time, automatically optimising picture and sound to deliver the best possible experience, without needing any manual adjustments.

Similarly, our home appliances are transitioning from tools to true AI companions. By mastering automated routines, they reduce the mental load of household chores while holistically managing aspects of sleep, health, and family care.

The next stage of this evolution will be reflected in our upcoming Galaxy S Series line-up. Since launching the first AI phone in 2024, we have led a paradigm shift from touch-based to multi-modal interactions, and we now aim to drive progress from app-centred usage to agent-centred experiences which reduces the number of steps needed to get things done, allowing intelligence to support tasks more naturally. We are at the cusp of the next phase: mobile devices that will no longer just be portals to information; they will be central AI hubs that proactively manage the complexities of daily life with unprecedented personalisation and ease.

Privacy and Security as a Foundation

This vision that we have of ambient technology cannot work without absolute trust. As AI becomes more personal, contextual, and deeply embedded in everyday routines, protecting privacy is no longer optional. If a user is concerned about the integrity and safety of their data, technology ends up becoming a source of stress rather than peace. To that end, we are building an ecosystem where privacy is not a setting you have to search for, but the default state.

Our ambition is for AI to feel as trustworthy as it is powerful. We want our users to have total confidence that their data, choices, and boundaries are respected, even as their experiences become more intelligent and connected. This is why Samsung Knox remains the bedrock of our security ecosystem, delivering layered, hardware-backed protection that safeguards data across everything, from your phone to your refrigerator.

AI personalisation happens directly on the device wherever possible, keeping personal context local so intelligent experiences do not come at the expense of privacy. And because trust requires more than strong safeguards behind the scenes, we make that protection visible and easy to understand, giving users clear insight into what’s protected and the confidence to stay in control as AI becomes a natural part of daily life.

In addition to these comprehensive safeguards, we will soon introduce a new standard for privacy with our latest mobile innovations. After more than five years of development and rigorous testing, this new layer of privacy brings together hardware and software to shield your phone from shoulder surfing wherever you go. With multiple settings for adjusting visibility, users can customise the level of privacy protection according to their needs and preferences.

Innovation for Every Lifestyle

Our commitment remains focused on developing purposeful and innovative solutions that can be tailored to meet the needs of varied lifestyles. Looking ahead, consumers can soon experience technology and features that do more than just simplify tasks—they will effortlessly level up creativity with advanced camera and editing capabilities, and securely make life easier across how we live, work, and play.

This month, we are not just launching a new Galaxy S Series; we are welcoming a new era of intelligence that is as powerful as it is easy and effortless. We invite you to stay tuned for the reveal of what is to come.

At The First Look during CES 2026, we moved beyond the traditional roadmap of hardware iterations to unveil a broader strategic vision: “Your Companion to AI Living.” This vision combines both hardware and visual intelligence to deliver an entertainment experience across our TVs, monitors and audio ecosystem that anticipates users’ needs and preferences in how they consume their preferred entertainment.

As the world’s leading TV brand for 19 consecutive years^[1], we recognise that our leadership is no longer defined solely by the screens we produce, but by how effectively we integrate them into the lives of our consumers.

In the Southeast Asia and Oceania (SEAO) region, this shift is particularly critical. According to the latest e-Conomy SEA report by Google, Temasek, and Bain & Company, consumer interest in AI in Southeast Asia is three times the global average^[2]. This heightened receptivity to innovation informs our 2026 strategy, driving a push towards a proactive, multi-agent experience.

From Tactical Usage to Intuitive Environments

With the rapid maturation of the digital economy across the SEAO region, our 2025 TV Awareness Study^[3] show that 88% of consumers in SEAO now use a smart TV as their primary screen. This tells us that modern consumers are no longer looking for a passive display device, they want an intelligent Entertainment Companion: a device that understands context.

As daily life becomes increasingly complex, the value proposition of technology must shift from manual utility to proactive assistance. At the core is Vision AI Companion (VAC), designed to make television more intuitive, conversational and personalised. Simply ask a question while you’re watching the TV—about a film, a sports event, or even travel suggestions. Vision AI Companion delivers answers instantly, accompanied by helpful visuals and related content. Alongside SmartThings as the underlying architecture, the screen becomes a central command hub, orchestrating the home from climate control to household management. This is technology that simplifies life rather than adding to its cognitive load.

Defining the Premium Experience: Sight and Sound

The bar for home cinema has shifted towards premium, ultra-large screen experiences that demand zero compromise. In SEAO, 68% of consumers prioritise high-end, cinematic experiences at home 3. We are meeting this demand by scaling our ultra-large screen offerings and introducing the world’s first 130-inch Micro RGB TV (R95H model), marking a big step in display innovation and revolutionising picture quality. The core LED light source is redesigned and re-engineered, delivering exceptional color performance on top of great brightness and contrast.

True immersion is a multi-sensory business. We pair our display expertise with 11 years of audio excellence to transform the home audio experience, creating a unified acoustic environment. In 2026, Q-Symphony evolves TVs and speakers into an adaptive ecosystem that intelligently optimises sound based on each room’s unique layout.

This intelligence extends beyond entertainment to the battle station for gamers. Leading the Odyssey gaming monitor lineup is the 32-inch Odyssey 3D (G90XH model), the world’s first 6K glasses-free 3D gaming monitor that pushes the boundaries of resolution and refresh rates, ensuring a visual experience that is as seamless as it is immersive.

Elevating Home Expression Through Art and Content

Technology is most impactful when it enhances how we live and what we watch. In today’s vibrant and diverse consumer landscape, the visual display is not only a source of entertainment, but also a canvas for personal expression, supported by a growing ecosystem of content that enriches the home experience.

This year, we are bridging the gap between premium technology and home aesthetics through The Frame Pro. By utilising advanced glare-free display technology^[4] and access to curated art via the Samsung Art Store^[5], the screen complements a room’s atmosphere rather than dominating it. It enables users to showcase their heritage and tastes, transforming a high-performance device into a centrepiece of artistic expression.

Samsung TV Plus, our free ad-supported streaming (FAST) service, has also surpassed 100 million monthly active users (MAU) in 30 countries worldwide, marking a 12 million increase in users since October 2024, further redefining entertainment for consumers with Samsung TVs leading the global TV market.

Inspiring the Next Two Decades of Innovation

At Samsung, our commitment is to ensure that technology is no longer something you must learn, but something that understands you. Through “Your Companion to AI Living,” we are evolving the visual display from the centre of the room to the heart of the home.

We are not just selling hardware; we are building the infrastructure for a more intuitive way of living. By aligning our global innovation with the unique digital appetite of the SEAO region, we are ensuring that the next era of home entertainment isn’t just about better pixels, but about being a better companion in your daily life.

_{^[1] Global No.1 Tv source – Omdia, Feb 2025. Based on overall TV market share by manufacturer on an annual unit & revenue basis.}

_{^[2] Google, Temasek, and Bain, e-Conomy SEA 2025}

_{^[3] The SEAO TV Awareness Study was conducted in November 2025 with 2000 users, aged 25 to 64 years old, across Australia, Vietnam, Thailand, Indonesia, The Philippines, Malaysia, Singapore and New Zealand.}

_{^[4] Measured against Unified Glare Rating (UGR) testing standard, certified as glare-free (reflection, discomfort and disability glare) by UL.}

_{^[5] Art Store subscription and Samsung Account connection required to access full selection of artwork.}

We have said farewell to 2025 and as we look ahead and welcome a new year, I am immensely proud of what our teams across Southeast Asia and Oceania (SEAO) have achieved together so far. To Samsung, the SEAO region is more than a collection of markets; it is a strategic hub of innovation, defined by dynamic growth, cultural diversity, and rapid digital adoption. While commercial targets continued to be important last year, we were also focused on anchoring Samsung as a genuine, long-term partner in SEAO’s development.

To strengthen the fundamentals that we established in 2025, I would like to share three core strategic pillars that will continue to anchor our growth path in 2026: delivering breakthrough innovations, empowering the next generation, and driving transformation for our customers; all underpinned by our commitment to become a truly AI-driven company.

Delivering Breakthrough Innovation through an AI-Driven Future

At Samsung, we believe AI has fundamentally changed how we operate, innovate, and serve our customers. We have embraced a bold vision to be an AI-driven company and are already weaving AI meaningfully into our R&D, product development, operations and user experience.

We first introduced Galaxy AI to the world back in 2024 and we have reinforced our AI leadership in 2025 as we delivered an even broader vision of living with AI. In addition to democratisation, we are driving a new era of multi-modal intelligence. This means ensuring that our hardware and software evolve together, creating devices that do not just process commands, but function as intuitive companions.

At CES 2026, we announced our efforts to create a more unified and personal experience across mobile, visual display, home appliances, and services with our “Companion to AI Living” Vision.

What excited audiences at CES 2026 was how Samsung’s displays, such as the 130-inch Micro RGB, are merging hardware excellence and visual intelligence to create a true entertainment companion for homes. For instance, Samsung’s Vision AI Companion (VAC) uses AI technology to recommend what to watch and even what music to listen to.

Lastly, we introduced our long-term vision for intelligent care driven by Samsung’s integrated device ecosystem. I am truly excited about how we can redefine care from a reactive need to proactive opportunity. We will strive to promote healthier lives by delivering helpful features across AI, phones, appliances, wearables and other connected devices.

Empowering the Next Generation

What also continues to excite me is that the next generation in SEAO will not just be users of technology; they will be creators, innovators, and entrepreneurs who shape how these applications of AI serve their communities.

I believe that technology should serve as a bridge that enables everyone, regardless of background, to connect, create, and thrive. To fully unlock this potential, we have directed our corporate social responsibility (CSR) efforts towards cultivating and investing in our youth, nurturing the next generation of talent.

Our flagship Solve for Tomorrow (SFT) program empowers young people to drive meaningful change through technology and innovation. In 2025, participation grew by 40% from 2024, with a total of more than 16,900 youth across the region developing solutions to address challenges in their communities. This growth highlights young people’s readiness to apply technology in practical and meaningful ways when given the tools and opportunities.

Last year, the Samsung Innovation Campus (SIC) actively bridged the regional skills gap by providing advanced information and communications technology (ICT), coding, and AI education across multiple SEAO markets. This approach mirrors our internal capability-building methodology: just as we train our employees through a structured GenAI curriculum, SIC provides youth with a similar roadmap for progression, enabling them to build foundational AI capabilities and progress to working with more complex applications.

These initiatives are more than CSR programs, but strategic investments we are making to contribute and build up the talent pipeline for our region’s AI-driven digital economy.

2026 is set to be a year where we build on this strong momentum with our CSR programs, as we aim to do even more with governments, corporations, schools, NGOs and community partners.

Driving Ecosystem Transformation

Finally, the foundation of a hyper-connected world fuelled by AI agents must be trust. At Samsung, security and privacy are at the heart of our strategy. This principle is increasingly critical as we enter an era of Agentic AI, where intelligent systems do not just respond to commands but anticipate needs and act autonomously on users’ behalf. The power of our “One Samsung” ecosystem ensures that intelligence extends seamlessly from mobile to the entire connected home via SmartThings, protected by Samsung Knox.

We also uphold this standard of trust at the enterprise level. Last year, Samsung Business Experience Studios (BES) were launched in markets including Indonesia, Thailand, and Singapore. These spaces are designed to help organisations envision how they can adopt innovative Samsung solutions to meet their specific industry challenges. With additional studios set to roll out across Southeast Asia and Oceania, we look forward to more opportunities for collaboration as we partner with enterprises to implement smart and secure solutions for their businesses.

Shaping Our Future Together

My first year leading SEAO has been characterised by our efforts to innovate, empower youth, and transform ecosystems across industries, all anchored in our evolution as an AI leader.

While we are encouraged by what we have achieved so far, our work here is far from over. I invite all our partners, consumers, and regional leaders to continue this journey with us in 2026 and beyond. As we pursue our ambition to establish Samsung as the undisputed leader in AI, we will strive to ensure that AI serves everyone throughout everyday life.

Together, let us shape a future where technology does not just connect devices, but connects people, communities, and possibilities across our vibrant region.

Samsung Newsroom stepped inside to see how hardware innovation and AI-driven visual intelligence come together to create new, immersive experiences.

Samsung has been the world’s No. 1 TV brand for the past 20 years.

Micro RGB 130-inch: CES Innovation Awards 2026 Best of Innovation Winner

The Micro RGB 130-inch TV made its debut at First Look. Visitors were first struck by its scale, then by the precision of its colour reproduction across varied content. The Micro RGB 130-inch TV also delivers 100% of the BT.2020 wide colour gamut, certified by Verband der Elektrotechnik (VDE), to enable more accurate, life-like colours.

As screen sizes grow, maintaining image consistency becomes more challenging. Samsung has addressed this with Glare Free technology, enabling uniform image rendering without distracting reflections — a key reason the Micro RGB 130-inch TV earned a CES Innovation Awards 2026 Best of Innovation honour.

Micro RGB 130-inch

 The Micro RGB 130-inch TV uses RGB colour LEDs smaller than 100 micrometres as its backlight to deliver exceptional picture quality and colour.

Video explaining how micro RGB LEDs work

Beyond the technology, the Micro RGB 130-inch TV’s Timeless Frame design reflects a modern evolution of Samsung’s TV legacy — preserving the Timeless Gallery concept first introduced at CES 2013. The lower edge of the frame meets the floor, creating the effect of a window that blends seamlessly into its surroundings.

Video introducing the Micro RGB 130′

Vision AI Companion: From Convenience to Comfort In Everyday Life

Vision AI Companion demonstration

“Which team do you think will win today’s football match?”

“Can you tell me the recipe for the food on screen?”

The Vision AI Companion area showcased the range of interactions available through the TV. First introduced in 2025, the Vision AI Companion now understands casual, conversational prompts and delivers intelligent responses — from providing detailed information about a film, to recommending music based on mood and even placing food orders.

Art TVs: Bringing Art Gallery Experiences into the Home

The Frame and The Frame Pro

Building on the art experiences offered through Samsung Art Store, Samsung spotlighted its expanded Art TV line-up with a larger The Frame 98-inch. The built-in One Connect design simplifies installation, while the packaging box doubles as a wall-mounting guide.

Displayed alongside it, The Frame Pro 85-inch evoked the feel of a gallery space — showcasing Neo QLED picture quality with vivid clarity.

The Frame 98-inch and The Frame Pro 85-inch

OLED S95H

The newly released OLED S95H TV, a CES Innovation Awards 2026 honouree, features an ultra-slim, bezel-free design that resembles a high-end picture frame mounted on the wall.

OLED S95H

Art TVs can display more than 5,000 works currently exhibited in museums and other venues around the world. Samsung plans to expand the service through collaborations with global partners.

Art TVs created an immersive chamber where visitors could become part of the piece.

6K Gaming: Immersion on Another Level

Odyssey 3D Monitor

The glasses-free Odyssey 3D 32-inch (G90XH6K) — the world’s first 6K 3D gaming monitor — invited visitors to experience their favourite games in new ways. Around 60 games can be enjoyed in 3D including The First Berserker: Khazan, Stellar Blade, Lies of P: Overture and Mongil: STAR DIVE.

Odyssey 3D 32-inch

Jerry Ruiz

“I tried gaming in 3D for the first time, and it felt completely new and immersive,” said Jerry Ruiz, a digital content creator from Kennewick, Washington. “Being able to play 3D games without wearing glasses was especially impressive — I don’t think I’ll be able to go back to regular gaming.”

Personalised Entertainment: Tailored to Individual Lifestyles

Tizen

The new Tizen operating system enables personalised recommendations through expanded content discovery. Viewers can access curated programming based on viewing trends and seasonal themes through a simple, intuitive interface.

Tizen delivers personalised entertainment experiences.

Samsung extended entertainment beyond watching and listening by inviting visitors to take the mic with Stingray Karaoke on Samsung TV. With microphone connectivity, tambourine effects and applause sounds, the TV transforms into a karaoke system, while features such as echo, reverb and voice tuning recreate the feel of a professional performance. Visitors could also test their skills with Fender Play TV, available exclusively on Samsung TV. The service offers guitar tutorials led by top instructors, along with virtual band sessions through Jam mode.

Big Screen, Glare-Free Immersion

The large-display setup demonstrated Samsung’s Glare Free technology, delivering greater immersion paired with Micro RGB picture quality and spatial audio. The experience reflected Samsung’s vision of the TV as an Entertainment Companion.

▲ Light reflections are visible on the left display but minimised on the right with Glare Free technology.

Portable Screens: Made for Life on the Move

The Freestyle+

One area of the exhibition resembled a camping trip, featuring the new The Freestyle+ projector. Designed for portability, the device lets users enjoy their favourite content wherever they go.

Lightweight and compact, the projector features a minimalist design that blends into any space. AI OptiScreen technology automatically adjusts the image for different surfaces — including walls, ceilings and curtains — ensuring optimal viewing from virtually anywhere.

The Freestyle+

AI OptiScreen delivers clear viewing on virtually any surface.

In addition, 3D Auto Keystone delivers an optimised, near-rectangular image even when projected onto uneven surfaces such as three-sided corners or curved curtains.

3D Auto Keystone creates a near-rectangular image even when projected onto a three-sided corner.

Audio Innovation: Sound for Every Space

Music Studio Series and Q-Symphony

Samsung unveiled a range of audio devices in multiple form factors, each made to deliver high-quality sound. Created in a second collaboration with French designer Erwan Bouroullec — following his earlier work with Samsung on The Serif TV — the Music Studio series of Wi-Fi speakers blends refined design with immersive audio, enhancing interior spaces wherever they are placed. The Music Studio series received a CES Innovation Awards 2026 honour.

Music Studio series

Q Series All-in-One Soundbar

Samsung introduced its most cinematic soundbar to date with the new Q Series All-in-One Soundbar. The system features 13 built-in speakers and Sound Elevation technology — which raises dialogue toward the centre of the screen. With Auto Volume and flexible installation options including wall mounting or tabletop placement, the soundbar delivers a clearer, more natural listening experience.

Q Series All-in-One Soundbar installation options

Sound Tower

The Sound Tower rounded out the audio line-up. Equipped with a built-in telescopic handle and wheels, the speaker can be easily moved and positioned as needed. Users can adjust lighting colours and effects with Party Lights+ and sound settings to suit different environments. With IPX4 water resistance, the Sound Tower delivers stadium-level energy for an immersive match-day experience.

Sound Tower

Next-Generation Technology: Innovation Beyond the Screen

Micro LED 140″

Using microscopic chips that independently render colour, the Micro LED delivered lifelike visuals with exceptional clarity. Shown on a massive 140-inch screen, the imagery created an immersive, cinema-like experience that felt true to life.

Micro LED technology delivers strikingly realistic visuals.

AI Beauty Mirror

AI Beauty Mirror

In the next area, visitors entered a space modelled after a powder room where a circular mirror revealed itself as the AI Beauty Mirror. Powered by on-device AI, the technology signalled Samsung’s technology expansion into the beauty space.

The hybrid design combines a polarised mirror with a half mirror to improve reflectivity and transparency, delivering clearer, more precise visuals.

Audio-Visual Design Blends Sound with Form

A line-up of visually striking audio devices added a strong visual element to the booth. Reimagining the turntable, the Transparent Micro LED functioned as a music visualiser — resembling an LP floating in mid-air — while a built-in premium sound system ensured audio quality remained uncompromised.

A floating LP-inspired visual audio device

Spatial Signage

Samsung also introduced Spatial Signage, a new display form factor that combines detailed 2D content with immersive 3D effects. Using spatial optical technology measuring just 52 millimetres thick, the display creates a pronounced sense of depth — as if an additional layer of space exists within the screen. The system integrates with existing Samsung signage, enabling centralised remote management of both content and hardware.

With life-size 3D effects and vivid visuals, Spatial Signage can be used for advertising, events, artist exhibitions and museum displays.

The Transparent Micro LED features high transparency and clarity.

Spatial Signage

The Entertainment Companion zone at The First Look 2026 went beyond visual and audio enhancements, illustrating how AI can deliver both convenience and comfort when seamlessly integrated into everyday life.  

_{^[1] This article contains products, features and services that have not yet been launched in-market. The plans, timelines and specifications described are forward-looking and subject to change without notice. Their future availability in markets not explicitly mentioned is not guaranteed.}

_{^[2] Product availability may vary by market.}

Samsung Newsroom experienced how an AI-powered appliance ecosystem^[1] delivers smarter, more seamless everyday living.

Making Daily Life Easier: Appliances that See, Listen and Suggest

View of the Home Companion zone

At the entrance to the exhibition, connected AI appliances offered a glimpse of how intelligent connectivity can support everyday life at home. The Bespoke AI Refrigerator Family Hub – a CES Innovation Awards 2026 honouree – displayed Now Brief, a personalised overview of schedules and activity information on its screen. FoodNote recapped food intake patterns and recommended recipes to help users make more informed grocery decisions.

Video demonstration of how to open and close the refrigerator door using voice commands

Voice command demonstration

Bespoke AI Jet Bot Steam Ultra robot vacuum cleaners assessed their surroundings using built-in cameras before starting to clean, while users asked Bixby questions and received immediate, conversational responses. The experience highlighted how appliances that see, listen and suggest are transforming the way household tasks are managed.

AI-Enriched Kitchens: Intelligence at the Heart of Food

In the AI Kitchen zone, Samsung showcased a range of home appliances including the Bespoke AI Refrigerator Family Hub, Bespoke Double Wall Oven, Bespoke AI 3-Door AutoView French Door Refrigerator and the Bespoke AI Wine Cellar. The line-up delivered a differentiated food experience powered by enhanced AI Vision, with Google Gemini integrated into the Bespoke AI Refrigerator Family Hub — the first such integration in a home appliance.

Visitors saw how AI Vision in the Bespoke AI Refrigerator Family Hub recognised a wider range of food items as ingredients are added to, or removed, from the refrigerator.

AI Food Manager

Building on this capability, an improved AI Food Manager supports ingredient management, grocery planning, recipe recommendations, and analyses refrigerator usage to generate reports that help users use their food more efficiently.

Visitors tested how the refrigerator’s built-in camera functions by placing ingredients and removing them from the refrigerator, demonstrating how AI Vison works. They were also invited to open and close refrigerator doors using the hands-free voice command feature, Auto Door.

Bespoke AI Refrigerator Family Hub

Video demonstration of how to open and close the refrigerator door using voice commands

AI Wine Manager

Samsung’s advanced AI Hybrid Cooling technology drew visitors’ attention, with the system able to detesct appliance usage conditions while adjusting cooling in real time. Built on a dual-power structure combining an AI Inverter Compressor and a Peltier element, the system operates each power source separately or together as needed, reducing energy consumption while maximising cooling efficiency.

AI Hybrid Cooling

AI-Optimised Homecare: Intelligent Cleaning for Everyday Living

The Home Companion concept extends into garment care and cleaning too. From washing and drying to everyday cleaning, appliances assess conditions independently and adjust operations accordingly, helping to reduce the daily burden of household chores.

The Bespoke AI Laundry Combo features an additional booster heat exchanger alongside the main heat exchanger, improving dehumidification by up to 15% and supporting a maximum drying capacity of 20 kilograms while helping prevent overheating.

Bespoke AI Laundry

AI Wash+ detects load weight, fabric type and garment soiling level to automatically adjust water levels, detergent levels, wash intensity, drying temperature and time. AI VRT+ uses AI to analyse floor types and reduce washing machine vibration, helping create a quieter laundry environment.

David Watkins

“I really find doing laundry bothersome. The Bespoke AI Combo seems like it would make the process much simpler, which would be extremely helpful,” said David Watkins, an industry analyst from France. “I think the biggest advantage of achieving zero housework is the time it saves.”

Garment care is further enhanced through seamless device connectivity. When a specialised cycle — such as a blouse cycle — is selected on the Bespoke AI Combo, the same setting is automatically synchronised with the Bespoke AI AirDresser for a smooth transition from washing to post-laundry care.

In addition, the wrinkle-focused care function uses powerful airflow and high-temperature steam to remove wrinkles in a short amount of time.

Bespoke AI AirDresser and Bespoke AI Laundry Duo

The cleaning line-up impressed visitors with its enhanced performance. Samsung showcased its cordless stick vacuums, including the Bespoke AI Jet Ultra which offers the world’s strongest suction power as well as the recently released Jet Fit, its lightest model to date.

Bespoke AI Jet Ultra, Bespoke AI Jet Lite and Jet Fit

The Bespoke AI Jet Bot Steam Ultra uses AI object and liquid recognition to intelligently identify furniture, cables and even coloured or clear liquids — cleaning or avoiding them based on user settings. The EasyPass Wheel allows the robot vacuum to navigate door thresholds and mats up to 60 millimetres-high with ease, while side brushes and a mopping pad effectively cleans along corners and walls.

Bespoke AI Jet Bot Steam Ultra

Powered by up to 10 watts of suction power and a Qualcomm Dragonwing AI chipset, the vacuum removes dust and debris from floors, washes mop pads at high temperatures and sanitises them with 100 degrees Celsius steam — helping to reduce odours and maintain a cleaner, more hygienic home environment.

Suction power demonstration

Vanessa Katherina Morales Gurrero

“I have three dogs, and hair gets everywhere,” said Vanessa Katherina Morales Gurrero, a digital content creator from Panama. “The robot vacuum will be my best friend.”

Durability and Reliability: Built to Last

For home appliances to serve as long-term companions, performance must be matched by durability. Over the past 50 years, Samsung has improved the design of key components — producing more than half a billion compressors and motors — to boost efficiency and durability while extending product lifespan.

Software support is equally robust. With up to seven years of software updates, users benefit from new features as well as ongoing improvements in device connectivity, security and the user interface. Samsung introduced Home Appliances Remote Management (HRC) in 2017 to allow users to update and manage their appliances. Visitors were introduced to the new AI version that can actively monitor performance and usage, recommending preventative measures before they come up.

Designed around the vision of freedom from household chores, Samsung’s Home Companion zone showcased how AI-powered capabilities, through camera-, screen- and voice-based form factors, are expanding the role of home appliances in everyday life. Samsung looks ahead to a future shaped by appliances that truly see, listen and suggest.

_{^[1] This article contains products, features and services that have not yet been launched in-market. The plans, timelines and specifications described are forward-looking and subject to change without notice. Their future availability in markets not explicitly mentioned is not guaranteed.}

For decades, care has been reactive, addressing problems only after they have arisen. Samsung aims to change that by embedding AI across its product ecosystem to support safety, health and security. The goal is to shift care from response to anticipation — an approach Samsung calls Intelligent Care^[1].

Samsung Newsroom visited the final area of the exhibition to see how Galaxy devices serve as the hub for healthier, safer everyday living^[2].

View of the Care Companion zone

Upon entering, visitors encountered the futuristic Galaxy Z TriFold showcased on a Transparent Micro LED display.

Galaxy Z TriFold

Visitors interact with Galaxy Z TriFold.

Personalised Health Management: Optimising Daily Routines

In the Self Care – Good Sleep section, visitors learned how wearables such as Galaxy Watch and Galaxy Ring track sleep conditions while working in concert with lighting and connected home appliances including the Bespoke AI WindFree Pro air conditioner and Infinite AI Air Purifier. Without user input, the connected home automatically optimises temperature and airflow to support a more comfortable sleep environment.

Galaxy devices connect with TVs and home appliances to create optimal sleep conditions.

Tristen Menzies

“I love being able to take AI out of my pocket and use it right away,” said Tristen Menzies, a digital content creator from Guam. “What I appreciate about Samsung is that it creates AI that complements your life, rather than interferes. I think that’s the direction we should be heading.”

Family Health Care: Supporting Everyone from Older Adults to Pets

Early Detection and Prevention of Cognitive Health

Healthcare is expanding beyond individual management to encompass every member of the family. Samsung introduced features designed to help detect dementia early in older adults at the Family Care – Brain Health section. By analysing lifestyle patterns through mobile and wearable devices, the system can identify early signs of cognitive decline and send alerts to designated caregivers, enabling timely intervention.

More important, however, is preventing cognitive decline before it occurs. To that end, Samsung analyses a wide range of everyday indicators—including speech, typing, walking, sleep and gait—to detect subtle changes in cognitive function. The system also recommends brain-training programs to help older adults reduce concerns about cognitive decline and maintain healthier, more independent lives.

Demonstration of Samsung Health’s cognitive decline detection feature

AI-Enabled Pet Health Monitoring

Samsung’s AI extends to pets as well. The SmartThings Pet Care service helps identify common health conditions such as dental disease, patellar luxation, and cataracts. Using AI, SmartThings Pet Care analyses photos of household animals with on-screen guidance to help identify potential health concerns.

SmartThings Pet Care checks for cataracts in a pet.

AI Home Monitoring: Smart Detection for a Safer Home

When users are away from home, AI-powered home care monitoring offers greater peace of mind. Vision AI analyses video and audio collected from connected devices such as refrigerators equipped with cameras and TVs, detecting potentially dangerous situations and sending alerts directly to the user’s smartphone.

When no one is home, TVs and refrigerators with built-in cameras can display summaries of moments flagged as potentially risky. Furthermore, AI home monitoring can compare detected faces with images stored in the user’s photo gallery to determine whether the person is a known contact or a stranger.

With AI home monitoring, users can feel more at ease even when away from home.

Doctor Rob Longwell

“What I like about Samsung’s AI ecosystem is how everything is connected,” said Doctor Rob Longwell, a member of the media from Beverly Hills, CA. “Home security and safety are especially important to me, and I was impressed by how devices work together to help protect the home.”

Expanded Safety Services: Greater Protection Through Partnerships

The zone concluded with a look at how Samsung’s AI technology works seamlessly with a wide range of partner products, including sensors, cameras and smart door locks, to support safer living.

Wall with compatible devices from partners

With the Care Companion — designed to help everyone live with greater peace of mind, safety and well-being — Samsung concluded the “Your Companion to AI Living” journey presented at The First Look 2026.

Looking ahead, Samsung plans to continue expanding its AI ecosystem to create experiences that users can trust and rely on.

_{^[1] Intended for general wellness and fitness purposes only. Not intended for use in detection, diagnosis, treatment, monitoring or management of any medical condition or disease. Any health-related information accessed through the device and/or application should not be treated as medical advice. Users should seek any medical advice from a physician.}

_{^[2] This article contains products, features and services that have not yet been launched in-market. The plans, timelines and specifications described are forward-looking and subject to change without notice. Their future availability in markets not explicitly mentioned is not guaranteed.}

Samsung Electronics Co., Ltd. outlined its vision for Digital Appliances (DA) Business to enable better living, as well as the key strategies driving this initiative during its Deep Dive session at CES 2026 in Las Vegas. The outline for the company’s vision comes at a time in which the global home appliance market navigates the growing importance of AI in connected living.

Led by Cheolgi Kim, Head of the DA Business, the session laid out how Samsung’s Bespoke AI appliances are seamlessly connected through SmartThings to evolve them from mere devices into “Home Companions”.

These devices^[1] are equipped with Bixby voice recognition technology, screens, and cameras that allow them to see, hear and understand to proactively respond to users. This makes them capable of intelligently adapting to users’ daily lives. At the same time, intelligent adaptation extends beyond home appliances to TVs and mobile devices to build a broader AI ecosystem in which devices can fulfil the role of a true Home Companion.

“Samsung’s ultimate goal is to enable a better living through Bespoke AI,” said Kim. “Through our extensive ecosystem that connects devices across DX products – including mobile phones and TV – and our appliances’ unique form factors, we are providing differentiated experiences to our consumers and creating more value through those experiences.”

Regional Strategies Powering Global Growth

Also, during the session, JS Moon, Head of R&D at the DA Business, highlighted how Samsung is tailoring its 2026 appliance portfolio to meet regional market needs. In North America, innovative form factors like the Bespoke AI Laundry Combo continue to drive strong growth. In addition to the AI line-up, new kitchen packages featuring unified stainless-steel designs are expected to satisfy local preferences in 2026.

In Europe, energy efficiency remains a top priority. Samsung has introduced highly efficient appliances, including the Bespoke AI washer, which is up to 65% more energy efficient than energy efficiency class A minimum requirements in Europe^[2], advanced HVAC solutions and built-in kitchen products designed to meet stringent sustainability expectations.

Latin America continues to see strong momentum led by laundry and air-conditioning solutions, while rising interest in smart home ecosystems and localised AI features like regional language support and an expanded AI Energy Mode represent a major growth opportunity in Asia.

“At Samsung, we aim to deliver meaningful AI experiences that are deeply aligned with local lifestyles and needs,” said Moon. “As such, we will keep enhancing these regional features and expand core AI features such as AI Energy Mode to a wider range of price points and product types beyond our premium line-up.”

Expanding the Role of AI in Everyday Life

Looking ahead, Samsung reaffirmed its commitment to expanding beyond traditional appliances into areas such as HVAC, modular homes, insurance-based care extending the value of AI, and connectivity in new aspects of daily life. By combining open collaboration, regional customisation and long-term software support, Samsung aims to reduce household burdens and deliver AI experiences that feel practical, trusted and deeply aligned with how people live.

_{^[1]  This article contains products, features and services that have not yet been launched in-market. The plans, timelines and specifications described are forward-looking and subject to change without notice. Their future availability in markets not explicitly mentioned is not guaranteed.}

_{^[2] Based on Samsung internal testing. The energy consumption of this 9kg model is EEI 18.2, which is 65% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9kg models). Energy ratings tested with Eco 40-60 programme; 65% savings tested with the Eco 40-60 programme.}

Samsung Electronics Co., Ltd. hosted a Visual Display (VD) Deep Dive session at CES 2026. Led by SW Yong, President of VD Business at Samsung Electronics, the session was held at The Wynn Las Vegas and highlighted how Samsung is building on two decades of market leadership to redefine the role of the TV in the connected home. As the global TV market enters a new phase defined by premium demand, larger screens and intelligent experiences, Samsung outlined its strategy for the future of television.

During the session, Samsung emphasised its focus on expanding the TV’s capabilities through next-generation AI while delivering exceptional picture quality. 2026 will be a pivotal year for the VD business, with Micro RGB and OLED leading the premium TV segment, mini LED increasing accessibility to premium TV technology, and ultra-large displays further enhancing the immersive entertainment experience at home and beyond. As a result, the full line-up^[1] will bring Samsung’s state-of-the-art screen experience to a wider range of consumers, while reinforcing the company’s leadership in performance and innovation.

“We are currently experiencing a transformation in the way viewers enjoy the television experience, shifting from one centred on viewing to one based on direct interaction with users,” said Yong. “As television evolves, Samsung is continuing to earn its leadership role year after year by building on its legacy of hardware excellence.”

Elevating the TV Experience with Vision AI

At the heart of Samsung’s 2026 strategy is Vision AI Companion (VAC), a new intelligent platform designed to make television more intuitive, conversational and personalised. Integrated across nearly Samsung’s entire TV line-up, VAC understands what viewers are watching, anticipates their needs and surfaces helpful, contextual information directly on the screen — transforming the TV from a passive display into an active participant in everyday life.

By embedding AI across its ecosystem, Samsung is expanding the TV’s role beyond entertainment, enabling deeper smart home integration and more meaningful engagement. This approach reflects Samsung’s commitment to building connected experiences that adapt to users, while maintaining the picture quality and reliability consumers continue to prioritise.

Redefining Scale, Design and Lifestyle Innovation

During the session, Hun Lee, Executive Vice President of VD Business, provided additional detail surrounding Samsung’s new Micro RGB 130-inch TV, an industry-first technical achievement, as well as the company’s commitment to lifestyle TV innovation.

“As the quality of content improves, it’s natural for users to want a higher degree of immersion,” said Lee. “As we develop our products, Samsung is focusing on the tangible experiences brought by technologies like VAC, rather than just their technical specifications.”

As Samsung celebrates twenty consecutive years as the world’s top TV brand, the VD Deep Dive underscored a clear message: leadership is earned through continuous innovation. By combining hardware excellence with intelligent, connected experiences, Samsung is shaping a future in which TVs deliver not only superior picture quality, but smarter, more personal and more meaningful experiences in homes around the world.

 

 

_{^[1] This article contains products, features and services that have not yet been launched in-market. The plans, timelines and specifications described are forward-looking and subject to change without notice. Their future availability in markets not explicitly mentioned is not guaranteed.}

Samsung Electronics Co., Ltd. held “FAST Forward: How New Streaming Models are Shaping the Next Generation of TV” as part of its Tech Forum panel series at CES 2026. Taking place at The Wynn in Las Vegas, the panel brought together leaders from entertainment and media to explore the evolution of streaming and the rapid rise of free-ad-supported television (FAST).

The session highlighted the interconnected relationship between today’s rapidly evolving consumer behaviours and preferences, the transformation of content by technology and monetisation models, the expanding role of creators as studios and the ways in which interactive and live experiences are catalysing a shift from passive viewing into active engagement.

Moderated by Natalie Jarvey of The Ankler, the panel featured Salek Brodsky, Senior Vice President and Global Head of Samsung TV Plus; Alessandra Catanese, Chief Executive Officer of Smosh, and Bruce Casino, Executive Vice President, Sales & Distribution, U.S., NBCUniversal Global TV Distribution.

FAST Gains Momentum as Audiences Recalibrate Value

As audiences grapple with subscription fatigue and a fragmented streaming landscape, the panel focused on how FAST is restoring simplicity and value to television. Samsung TV Plus anchored the conversation as a platform designed to reduce friction, offering hundreds of live and on-demand channels in one free, easily accessible experience across Samsung TVs and devices worldwide.

“The TV experience today can often feel like too much work for the viewer,” said Brodsky. “Our goal with Samsung TV Plus is to simplify television again and combine the power of linear discovery with a modern, connected experience that feels effortless, curated and truly valuable.”

The panellists emphasised that FAST has evolved into a core part of the streaming ecosystem, complementing subscription and traditional models while delivering premium, proven programming at scale. For Samsung TV Plus, that evolution is rooted in shared experiences that elevate viewing and meet users not just where they already are, but where they want to be.

Hybrid Models Redefine the Streaming Ecosystem

Panellists emphasised that the evolution of streaming is less about replacing traditional models and more about expanding how audiences engage with content. FAST, subscription and linear distribution models are increasingly working in tandem, allowing studios to extend the life of proven franchises, reach new viewers and unlock additional value without sacrificing performance elsewhere. By leveraging data, audience behaviour and decades of content insight, media companies are deploying FAST to complement existing channels and create a more resilient and diversified ecosystem.

Casino highlighted how this approach has enabled NBCUniversal to bring both classic and contemporary content to FAST audiences while continuing to see strong performance across platforms. “FAST doesn’t replace traditional distribution, it extends it,” said Casino. “What we’re seeing is that when great content shows up in multiple places, it creates incremental value rather than cannibalisation — allowing franchises to thrive across FAST, streaming and linear channels.”

Creators Emerge as the New Studios

The panel also examined how the changing nature of consumer habits and television platforms means content creators do not have to work exclusively with legacy studios to reach a broad audience. As this medium expands from social platforms to the living room, FAST is helping bridge digital culture and traditional TV, while also serving to elevate its production quality.

Samsung TV Plus was highlighted as a platform that helps creators evolve from digital-first brands into full-fledged television studios, helping expand reach, unlock new monetisation opportunities and introduce content to broader, global audiences.

One of the clearest examples of a brand that has taken the step from digital-first brand to legitimate TV studio is sketch comedy-improv collective Smosh. By launching a FAST channel with Samsung TV Plus, Smosh has been able to strengthen its connection with its already-dedicated fans while gaining access to a much larger viewer base. Due to this evolution, Smosh has enhanced long-term growth.

“Partnering with Samsung TV Plus allowed us to elevate our production quality and invest in the future of the Smosh brand,” said Catanese. “It was the right platform to help us reach a broader audience while positioning our content in a premium environment that supports where we’re headed as a company.”

Live and Interactive Experiences Drive Engagement

Looking beyond on-demand viewing, panellists discussed how live programming like concerts and interactivity are reshaping the television experience by creating shared moments that audiences actively participate in.

With features such as synchronised premieres and real-time participation, technology is transforming television from a passive activity into an interactive experience — fostering connection, excitement and a sense of belonging that brings viewers together organically. Together, the panellists agreed that the future of television will be defined by flexibility, cultural connection and experiences that invite participation, not just consumption.

“Authentic content that creates cultural connection and brings people togeth2er is what matters most,” said Brodsky. “That’s why we’re investing in live events, creator programming and interactive formats that remind people why TV has always been the centre of the home.”

As streaming continues to evolve, Samsung is focused on helping shape a TV ecosystem that delivers value for viewers, opportunity for creators and scale for advertisers, — redefining what television can be in 2026 and beyond.

Samsung Electronics, Co., Ltd. held the final session in its CES 2026 Tech Forum series, “The Human Side of Tech: Designing a Future Worth Living”, at Samsung’s The First Look space at The Wynn Las Vegas. The panel, moderated by Debbie Millman, host of Design Matters featured Samsung Chief Design Officer Mauro Porcini and industry-leading designers Karim Rashid and Fabio Novembre.

With minimalism having defined the visual language of the tech industry for the past two decades, this panel of designers convened by Samsung asked: “What comes next?” Together, the panellists explored how warmer, more expressive and emotionally resonant technology can shape meaningful experiences in today’s AI era, while also charting a path forward for the industry.

Design as an Act of Love

The session covered a shared view on the purpose of design as fundamentally people-first. “In recent years, design in tech has been somewhat uniform,” said moderator Debbie Millman. “Compared to other industries, the uniformity in the world of tech is an anomaly. So, what if we were to extend technology beyond specifications and functionality?”

Samsung is currently addressing this question by introducing meaning beyond products by focusing on how technology fits into people’s lives, experiences and needs. The panellists discussed the growing importance of this mindset in the current landscape in which traditional barriers to entry such as access to tools, scale and technical capability continuing to diminish.

The Human Side of Tech

The discussion highlighted technology’s role in making intention, care and humanity visible in everyday life. Panellists noted that technology should help people recognise the thoughtfulness embedded in the products they invite into their homes and routines.

In this context, Samsung Chief Design Officer Mauro Porcini shared Samsung’s design purpose: to enrich the quality of people’s lives through meaningful technology designed for humanity. He outlined the company’s commitment to help people live longer, live better, live louder and live on through advanced technologies that support wellbeing, creativity and self-expression.

Panellist Karim Rashid added to this sentiment. “When we think about physical things in our world, we think not only about diversity of choice but also the fact that we can develop strong connections to objects,” he said. “Through design, you can end up with a very powerful, emotional connection with inanimate objects, or even products.”

Designing for Human Values

The panel went on to explore how AI can unlock new possibilities for expression when shaped by human values. Panellists discussed a shared view that AI reaches its true potential when guided by Emotional Intelligence and Human Imagination, not as a replacement for human creativity but as a force that expands it.

Porcini articulated this with “AI × (EI + HI)” – his approach to balancing Emotional Intelligence and Human Imagination to bring meaning to innovation. While describing this philosophy, Porcini said, “When we design and develop, AI is amplified by Emotional Intelligence and Human Imagination. “Then, when people use products, AI amplifies Emotional Intelligence and Human Imagination.” He added, “Do not fear technology. We are here to humanise it, guide it, and shape it.”

Through these insights, the session reinforced the belief that technology can serve people’s lives in increasingly new and meaningful ways.

Expressive Design Drives More Meaningful Experiences

The discussion also reinforced the importance of expressive design in bringing human-centred purpose to life, creating experiences that reflect emotion, support self-expression, invite connection and stimulate imagination.

“Happiness is the aim of design,” said Novembre. “Our pursuit of happiness is through design, making the impossible possible. I strongly believe in design, and that it must move back to the centre of the stage.”

Panellists noted that this reflects a shift from merely designing objects to designing experiences where emotion, meaning and identity are increasingly integral to how people relate to technology. This approach inspires a new kind of expression, resulting in designs that range from subtle and minimal to bold and imaginative — all meant to shape a future that isn’t just worth living, but worth loving.