Last year’s campaign was a broad invitation to small and medium-sized (SME) enterprises operating within the Information and Communications Technology (ICT) and Service Centre space to apply for funding. While the ICT category received a sufficient number of applications – there is a need to focus exclusively on Service Centres and encourage more eligible SMEs in this category to participate in this year’s campaign.

The 2026 campaign is trying to increase the number of service centre participants in this ED programme and is now focusing on black-owned SMEs but targeting mainly underserved provinces. It is therefore looking for skilled service centre entrepreneurs with a minimum of three (3) years experience in mobile device and/or consumer electronic repairs. The main aim of this Samsung EEIP ED programme is to assist SMEs to operate suitably funded accredited service centres in an urban or peri-urban area with sufficient retail footprint.

Samsung is well aware of the government’s NDP Vision 2030 (National Development Plan) targets and the critical role that the SME sector can play in job creation in the country. In her keynote address at the JSE SME Rise Capital Matching Initiative conference, the Minister of Small Business Development highlighted that the NDP Vision 2030 has set a target of generating 11 million jobs by 2030, with small businesses projected to account for over 9 million of those employment opportunities.

And, in order for government to achieve its ambitious employment goals – there is a need for such EEIP ED programmes aimed at ensuring sustainable growth of businesses in the SME space that will result in economic growth and lead to job creation.

Nicky Beukes, Samsung EEIP Project Manager said: “As Samsung, we understand the number of challenges that affect the growth of local SME Service Centres in the small to medium-term. This ED programme is there to ensure that we bring positive change to more eligible entrepreneurs with experience in the Service Centre market. As a company, we are committed to enhancing empowerment and ICT entrepreneurship development that will stimulate job creation. Ultimately, the aim of this year’s EEIP Service Centre campaign is to contribute to the growth of the participating service centres that will lead to job creation and economic growth.”

Some of the immediate challenges experienced by these service centre SMEs include competition resulting in reduced volumes as well as vertical integration of operations from big players. In addition, the improved quality of electronics in general – results in longer time-frames before any breakdown thereby reducing the need for repair services provided by service centres.

And, in South Africa, it is a well-known fact that the service centre industry is extremely competitive and it can take a number of years before profitability is reached. The fact is that sustainable volumes are required to ensure future success of the service centres. The funding support from this ED programme can assist service centre entrepreneurs to overcome some of these challenges.

Besides the funding element, successful participation in this year’s service centre campaign means that eligible SMEs can now have access to supply chain processes that can contribute to their repair volumes as well as specialised equipment and access to genuine parts. They also have an opportunity to receive full accreditation from an OEM and these benefits combined – can provide these small and medium enterprises with the ability to compete efficiently.

Beukes emphasised: “By participating in this campaign, you could also be one of the selected entrepreneurs with grant-funding to support operations, receive specialist business development support and have access to Samsung’s service repair network.”

How to Apply

If you are a talented service centre business with growth potential, the opportunity you have been waiting for has arrived. Samsung can help by empowering you to ignite and grow your service centre business. You could receive grant funding to capitalise the business and gain access to specialist business development support services. To learn more about the criteria for qualification as well as information on how to enter, please click on this link – https://www.samsung.com/za/local-programme/ed-programme/

Samsung officially re-launched its newly revamped Gateway store on 26 February 2026. This playground for innovation has been reopened to showcase a refreshed design as well as offer its loyal customers hands-on experience with the latest Galaxy devices, including the new Galaxy S26 series.

The soon to be launched Galaxy series that will comprise the Galaxy S26 Base, Plus and Ultra models – signifies Samsung’s ambition for significant innovation and is expected to focus on advanced AI integration, enhanced performance and refined hardware targeted specifically for South Africa’s premium market. Following a comprehensive three-week long renovation period that forms part of a broader strategy to modernise Samsung’s retail presence in South Africa, the space has been thoughtfully curated to create a seamless journey where customers can explore connected technology across mobile, wearable, audio-visual and Bespoke AI home appliances.

The store’s re-opening, as reported by a retail news platform^[1], coincides with a wider aesthetic refurbishment of the Gateway Theatre of Shopping itself – aimed at modernising the mall and enhancing its appeal as a contemporary retail destination.^[1]KZN-based customers can look forward to a fresh and innovative glow-up in a store that will now provide an improved and immersive shopping experience.

With a modern and engaging design, this Gateway store aims to provide you with an interactive and hands-on experience with Samsung’s advanced technology. As a loyal Samsung customer, you will also have an opportunity to access Samsung’s wide array of products, solutions, services as well as experience demonstrations on a variety of Samsung products, including tablets and watches, as well as home appliances.

Samsung stores offer business owners tailored technology solutions for enterprises, including bulk purchasing of smartphones, tablets, wearables as well as business monitors. The newly revamped Gateway store provides an opportunity for customers to learn about Samsung’s latest technology, experience the Galaxy ecosystem, get in-store support on current devices and view Galaxy AI at work in live demonstrations. All of these offerings can now be enjoyed in the modern, cutting-edge and aesthetically designed store focused on offering better-quality and immersive customer experiences.

Kgomotso Mannya, Chief Marketing Officer of Samsung Africa, said: “This newly refurbished Gateway store represents a new look and feel and reflects our commitment to creating a truly immersive retail experience that enhances our customer service. The modern and futurist design that aligns with the latest Global Samsung Store standards brings Samsung innovation to life, where customers can explore our latest technologies in an engaging way.”

“In this refreshed store, our business customers will be offered integrated solutions that include support for smart office and vertical-specific solutions as well as in-store pickup, quick and improved support*. Our enthusiastic Samsung team, whose primary goal is to exceed the expectations of our customers, is ready and eager to offer everyone who visits the Gateway store – personalised and expert assistance as well as valuable insights on the latest Samsung innovations and great deals,” added Mannya.

This Gateway store has a certified Samsung Care team that is ready to tackle everything from cracked screens to battery replacements. The Samsung Care team provides fast, reliable service in-store, so you can get back to your routine without missing a beat.

^[1] Source: Retail Brief Africa – https://www.retailbriefafrica.co.za/retail-management/gateways-evolution-continues-as-renovation-makes-progress/

*Terms and Conditions apply.

In particular, this graduation was the perfect time to recognise the successful partnership between CUT and Samsung Electronics over the last three years. This event provided an opportunity to put the spotlight on how the SIC programme has empowered CUT students with cutting-edge Fourth Industrial Revolution (4IR) skills that are able to significantly boost employability in the country’s technology sector.

The main focus of this SIC programme in collaboration with CUT has been improving employment opportunities – a much-needed approach in a province that is full of potential, but is placed among the most affected when it comes to unemployment numbers in the country. This three-year milestone began with a Memorandum of Agreement (MoA) signed in November 2022 – making CUT the second institution in South Africa to host the SIC programme.

Over the last three years, this collaboration has focused on training CUT students in Artificial Intelligence (AI) and Coding & programming (C&P). Additionally, the curriculum focus of the SIC programme at CUT has combined both theoretical learning with practical applications and capstone projects to prepare students for real-world technology challenges.

Prof. Mashele, Deputy Vice Chancellor for Research Innovation and Engagement at Central University of Technology.

“On behalf of the Central University of Technology, I extend our sincere appreciation to Samsung for its steadfast commitment to youth empowerment and digital transformation. The Samsung Innovation Campus is more than a corporate initiative; it is an investment in human potential. Through this partnership, critical 4IR capabilities in coding, artificial intelligence and emerging technologies are no longer abstract concepts—they are lived competencies within our student community,” says Prof. Mashele, Deputy Vice Chancellor for Research Innovation and Engagement at Central University of Technology.

“To the leadership of Samsung South Africa, thank you for walking this journey with us since the launch of the CUT Samsung Innovation Campus in 2022. Your confidence in this institution and in our students affirms that meaningful public–private collaboration can reshape the talent pipeline of our country. Let us remember that today is not an endpoint. It is a threshold. The certificates handed over are not conclusions—they are commissions. They commission you, our graduates, to lead in the digital economy, to create solutions for our communities, and to ensure that Africa does not merely consume technology but shapes it,” continues Prof. Mashele.

The first cohort of this SIC programme was a group of 20 CUT students who graduated in August 2023 – having specialised in AI as well as C&P in Python. It’s expanded success was evident again in September 2024 – where 46 students graduated across two cohorts: 20 in AI and 26 in Python programming. And then, in the middle of last year – the programme showcased its impact even further when it reached a total of 84 graduates.

Lefa Makgato, Corporate Social Responsibility Manager for Samsung Electronics in South Africa said: “We are pleased to see another group of budding youngsters graduate from one of the country’s most impactful technology programmes. This SIC programme highlights the role that our company’s Corporate Social Responsibility (CSR) initiatives have played in the development of 4IR skills in the country’s youth, which in turn contributes to the advancement of local underprivileged communities.”

Other remarkable milestones that this SIC programme in partnership with CUT has realised include how it has prioritised gender representation – achieving 52% female representation in recent graduating cohorts. For Samsung, this SIC programme is evidence of the company’s proven track record of supporting education-related initiatives that not only prioritise gender inclusivity, but boost employment opportunities and foster innovation through technology-focused initiatives such as these.

“As Samsung, we are happy with the number of beneficiaries’ whose lives have been touched by this programme, coupled by the essential skills that these CUT students have now acquired over the last three years. This experience has not only prepared them for the demands of the modern tech industry; but have also turned them into a group of eligible young professionals. As a company, we are also more than thrilled to see how this strategic partnership has enabled a significant number of this province’s youth – that participated in the SIC programme – to secure permanent employment in the local market,” concluded Makgato.

According to the Western Cape Government: “Despite having the lowest unemployment rate in the country, the rate remains high (18.1% to 19.6% as of 2025/2026), indicating a need for even more job creation”.^** This is one of the reasons why Samsung continues to be committed to investing in ICT education within the communities it serves; it’s the company’s way of trying to assist both the province and the country to overcome the youth unemployment challenge.

The graduating students are part of the Future-Innovation Lab (FIL) at UWC – a driving force in South Africa’s digital transformation agenda. Established in 2019 through a multi-year partnership with Samsung, the FIL creates pathways for young people to thrive in the digital economy through advanced training, applied research and inclusive innovation.

As the programme reaches the conclusion of its 2^nd phase, its achievements are remarkable and deeply transformative. Over the past six years, the programme has empowered its beneficiaries with comprehensive training in cutting-edge software development technologies. Participants have gained proficiency in high-demand coding languages, software architecture, web and mobile app development, database management and more.

The hands-on and project-based approach has ensured that graduates emerge not just with theoretical knowledge, but also with the practical skills demanded by the modern job market. Just over 90% of the programme’s 384 beneficiaries have already successfully been taken up in industry. Another core focus of the programme has been addressing the lack of female software developers in the industry. In this regard, 51% female representation has been achieved in the programme to date.

Leona Craffert, Director for Western Cape Colab and Institutional Planning.

Lois Dippenaar, Institutional Planner at UWC said: “This collaboration with Samsung demonstrates the real impact that industry-academic partnerships can have on social mobility and inclusive innovation. Our graduates leave this programme with practical experience, professional networks and a strong sense of purpose to shape South Africa’s digital future.”

The FIL aims to provide an opportunity to deserving previously disadvantaged youth (18-35) and equips students not only with strong foundations in software development and digital social innovation, but also with the advanced skills needed for emerging careers in Artificial Intelligence (AI) and data-driven software development.

Importantly, through its work-integrated learning streams and close collaboration with industry, the FIL highly contributes to graduates’ readiness for the rapidly evolving AI and technology landscape. In addition, the Western Cape CoLab – an applied research unit at UWC which manages the FIL – complements this skills pipeline with research, policy engagement and applied projects on digital inclusion and technology governance.

Nicky Beukes, Samsung South Africa EEIP Project Manager.

Speaking at the event, Nicky Beukes, Samsung South Africa EEIP Project Manager added: “The Future-Innovation Lab reflects Samsung’s long-term commitment to developing digital skills and supporting youth employability in South Africa. Through this partnership with UWC, we are not only equipping young people with in-demand technical skills but also helping them build the professional confidence and workplace readiness required to succeed in the digital economy.”

Towards the end of the 10-month programme, students from this graduating cohort were able to present their projects, which showcased technology solutions addressing real-life problems or improving systems for greater efficiency. By designing apps and utilising the skills and knowledge gained throughout the programme, they demonstrated innovative approaches to solving challenges.

All of this illustrates the lasting impact that this programme has had on these graduating students. Also, it means that by aligning student training with national priorities such as AI maturity, digital skills and innovation for inclusion – UWC in collaboration with Samsung have managed to position themselves at the forefront of Africa’s efforts to ensure that digital technologies drive sustainable and equitable growth.

Beukes concluded: “As Samsung, we are very proud of these student’s achievements and the positive impact of our collaboration with UWC. Together with our partners, our continued commitment to ICT Education and youth empowerment allow us the opportunity to strengthen our focus on uplifting local communities by providing access to ICT training and skills development programmes – ensuring that individuals from disadvantaged backgrounds can thrive in the technology sector.”

^** Source: Western Cape Government – https://www.westerncape.gov.za/education/article/202526-education-budget-stepping-our-learners

Save the date – Saturday, 28 March 2026 – and join us at the beautiful Sandringham Farm in Stellenbosch from 9am to 7pm for a day full of sunshine, family fun, and unforgettable music, brought to you by Samsung and Kfm 94.5.

These latest artists add exciting textures to an already packed line-up, joining the likes of pop sensation Will Linley, soulful veterans Liquideep, commanding vocalist Ard Matthews (Just Jinjer), heartfelt Msaki, lyrical dynamo YoungstaCPT, and crowd favourite Booshle G. This carefully crafted bill promises a rich and diverse musical journey for everyone attending.

Hennie Myburgh, Kfm 94.5 Station Manager, says: “Welcoming Lordkez, Templeboys and DJ Kent adds exciting new dimensions to Galaxy KDay 2026. Sandringham Farm provides a stunning backdrop for these extraordinary artists to connect with our Western Cape audiences. Our mission remains to create unforgettable moments of music, joy and community – and this broadened line-up promises just that. The energy is palpable, and we can’t wait to share the day with everyone.”

Rae Hargreaves, Head of Marketing MX, Samsung South Africa, adds: “Galaxy KDay keeps getting better, and the 2026 edition is getting even bigger. We’re excited to announce three more incredible artists to an already unmissable line-up. Templeboys are set to bring their infectious energy and feel-good rhythms, with DJ Kent adding his signature house sound that South Africans know and love, and Lordkez will deliver her fresh, soulful edge that speaks to music fans. These additional acts will bring even more depth and diversity to a festival that’s all about connection, shared moments, and unforgettable live experiences. And as Samsung, we’re proud to help create a platform which blends music, technology, and culture.”

Event Details:
Date: Saturday, 28 March 2026
Venue: Sandringham Farm, Stellenbosch
Gates Open: 9am
Show Starts: 11am
Show Ends: 7pm

Tickets:
General Access (GA): R400
Kiddies (3-12 years GA): R180
Family Pack: (2 GA + 2 Kiddies): R1,000
Chill Zone (18+ only): R750
Hospitality Area (18+ only): R1,500

Tickets are selling fast, with over 50% of General Access already sold.

Secure yours now at www.ticketmaster.co.za before they’re gone.

Don’t miss your chance to experience this ultimate family-friendly music celebration at one of the Western Cape’s most iconic venues. Whether chilling with family, enjoying the Chill Zone or indulging in the Hospitality Area, Galaxy KDay 2026 promises outstanding music, great food, and unforgettable vibes.

Get ready – Galaxy KDay 2026 is shaping up to be a day to remember!

This Institute’s Certification Programme is a standout benchmark for HR excellence – recognising Samsung for its positive, inclusive and supportive environment that fosters teamwork, respect and a sense of belonging. Samsung’s certification was awarded after a rigorous, data-driven assessment of the organisation’s HR best practices across various domains, including people strategy, work environment, talent acquisition and employee well-being.

Some of the common factors that contributed to the distinction in this prestigious award included employee satisfaction, a clear indication of high levels of overall morale within Samsung coupled with engagement and job satisfaction – often measured through independent, employee surveys. This certification also provides organisations such as Samsung with insights to help them focus on any areas for improvement. 

Loren Naicker, People Group Head at Samsung South Africa said: “For us at Samsung, this recognition is quite significant – a testament of our continued dedication to our employees’ wellbeing, innovative work culture and strong career development opportunities. As a company, we would like to express our genuine gratitude to our people because this award is a direct result of their hard work and dedication.”

Samsung views its people as its greatest asset and strength. For this reason, the company supports its employees through its continued commitment to providing opportunities, fostering an inclusive culture and developing their full potential through various programmes. These professional development initiatives include some of Samsung’s most robust training programmes, clear paths for career advancement and ongoing investment in employees’ long-term growth and skills development.

Naicker adds: “This award is a strong external validation that our company is indeed a great place to work for. As Samsung, we pride ourselves on people-centric policies and initiatives that support a healthy equilibrium between professional and personal life. Importantly, this recognition continues to help in boosting our employees’ morale and enables us to attract the best talent that this country has to offer.”

Making Invisible Intelligence Feel Trustworthy

As AI increasingly anticipates needs, curates routines and operates autonomously across devices, panelists Allie K. Miller, CEO of Open Machine; Amy Webb, CEO of the Future Today Strategy Group; Zack Kass, Global AI Advisor at ZKAI Advisory and former Head of Go-To-Market at Open AI; and Shin Baik, AI Platform Centre (APC) Group Head at Samsung Electronics, emphasised that trust must be earned not through promises, but through consistent, understandable behaviour.

At the session, Samsung shared its approach to trust-by-design, highlighting the importance of AI systems that are predictable, transparent and easy for users to control. “When it comes to AI, users are looking for transparency and control,” Allie Miller said. “They want to be drivers of their own personalised experiences — to understand whether an AI model is running locally or in the cloud, to know their data is secure and to clearly see what is powered by AI and what is not. That level of visibility builds confidence. On the provider side, there is a responsibility to show up for users by designing personalised experiences around the core components of trust — clarity, security and accountability.”

Samsung also underscored how on-device AI allows personal data to remain local whenever possible, while cloud-based intelligence can be used selectively when greater speed or scale is required – giving users flexibility without compromising privacy.

Security Built for an AI-Driven World

The panel also explored how, as intelligences becomes distributed across phones, TVs and home appliances, security must evolve. In the session, Samsung highlighted its Knox security platform — which now protects billions of devices from the chipset up — as well as Knox Matrix, a cross-device security framework that enables products to authenticate and protect one another.

“Trust in AI starts with security that’s proven, not promised,” Shin Baik said. “For more than a decade, Samsung Knox has provided a deeply embedded security platform designed to protect sensitive data at every layer. But trust goes beyond a single device — it requires an ecosystem that protects itself. With Knox, devices continuously authenticate and monitor one another, so each device acts as a shield for the rest, creating a resilient, secure environment that users can rely on.”

A Cross-Industry Conversation on the Future of Trust

Shin Baik emphasised how trust grows when AI behaves predictably and securely across devices, arguing that users need visible signals of control rather than “black box” systems.

Samsung pointed to its partnerships with industry players such as Google and Microsoft as a way to strengthen shared security research, interoperability and ecosystem-wide protection, while Allie Miller highlighted the importance of transparency for users including clear visibility into where AI models run, how data is used and explicit labels that show what is powered by AI and what is not. Meanwhile, Zack Kass added that while misinformation and misuse present real challenges, “For every risk, there is also a countermeasure and technology itself will play a critical role in mitigating AI’s downsides.”

Amy Webb evaluated the relationship between trust and the purchasing habits of consumers. “I don’t think they’re making decisions based on trust alone,” she said. “People aren’t paying for trust. They don’t buy things because of trust. They buy things because of convenience. So if the AI piece of this hooks people in it makes their lives easier and more convenient.”

As AI becomes increasingly invisible, the panel concluded that the technologies that earn long-term trust will be those that prioritise security, transparency and meaningful user choice from the start.

*This article contains products and features currently in development. The plans, product claims, timelines, and specifications described are subject to change without notice. Their future availability is not guaranteed.

*Availability may vary per region, country or carrier.

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 Artificial Intelligence (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, saying: “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.

CDO 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, CDO 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 should be humanised, guided and shaped to serve people’s lives in increasingly new and meaningful ways.

Expressive Design Drives More Meaningful Experiences

The discussion 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 Fabio 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.

*This article contains products and features currently in development. The plans, product claims, timelines, and specifications described are subject to change without notice. Their future availability is not guaranteed.

*Availability may vary per region, country or carrier.

Samsung Electronics Co., Ltd. has unveiled its “Companion to AI Living” vision at The First Look, its CES® 2026 event held in the Latour Ballroom at the Wynn Las Vegas. The focus of the event was on Artificial Intelligence (“AI”) as Samsung’s philosophy – a foundation that connects the company’s R&D product development, operations and user experience.

TM Roh, CEO and Head of Samsung’s Device eXperience (DX) Division, opened The First Look by describing the company’s AI pioneership and how due to its vast, AI-enabled, connected ecosystem, Samsung can provide users with a true AI companion experience in their daily life. This approach gives users a chance to access more than just the basics from their technology and instead, provides opportunities to find more meaningful moments everywhere.

“Samsung is building a more unified, more personal experience across mobile, visual display, home appliances and services,” said TM Roh. “With our global connected ecosystem and by embedding AI across categories, Samsung is spearheading the way to offer more meaningful everyday AI experiences.”

Entertainment Companion: Extending the Experience Beyond Simple Viewing

SW Yong, President and Head of the Visual Display (VD) Business at Samsung Electronics; and Sukhmani Mohta, Chief Marketing and Partnerships Officer, VD Business at Samsung Electronics America took the stage to describe how Samsung’s displays are combining hardware excellence and visual intelligence to provide a true entertainment companion. Drawing from twenty years of innovating the TV industry – Samsung has built a full AI TV lineup that provides an entirely new way for users to interact with their TV.

The centre of the display line-up is the 130-inch Micro RGB, which represents a monumental leap in scale and picture quality. The 130-inch Micro RGB marks a new era of colour, featuring the widest and most detailed spectrum ever seen in Samsung TVs while its Timeless Frame design minimises distractions and allows the picture to take centre stage with understated elegance. A micro-sized RGB light source drives the unprecedented picture quality, with each microscopic red, green and blue diode shining independently to produce colour in its purest, most natural form. Micro RGB AI Engine Pro enables precise control of RGB colours and creates overwhelmingly vivid picture quality in every scene.

Elevating this next-level viewing experience, Vision AI Companion (VAC)^[1] uses AI technology to work alongside users as a full entertainment companion to enhance viewing, dining and mood – anywhere in the home. With it, users can receive guidance on what to watch, what to eat and what music to listen to – enhancing the overall TV experience in a way that extends far beyond simple viewing.

Samsung also offers intuitive modes to personalise the viewing experience. For soccer fans, AI Soccer Mode Pro delivers a more exciting gameday experience through AI-driven picture and sound tuning to stadium-level quality. AI Sound Controller Pro lets you raise or lower the volume of the crowd, commentary or background music – providing a personalised listening experience for TV shows and movies. Users can simply make verbal requests and any TV equipped with VAC – which includes Micro LED, Micro RGB, OLED, Neo QLED, Mini LED and UHD TV – contextually carries out those requests.

Across different types of programming, VAC also boosts the overall lifestyle experience. It allows users to find recipes for meals they see on TV by simply asking and uses the most up-to-date information to make recommendations that align with health and fitness goals. VAC offers multi-device functionality as well, sending recommended recipes directly to other devices like the newly-unveiled The Movingstyle, designed to move easily throughout the home and kitchen appliances – for a multi-device experience achieved through complete ecosystem integration.

Samsung has led the global soundbar market for 11 consecutive years.^[2] This year, it is introducing two new WiFi speakers, the Music Studio 5 and 7 – to further expand its integrated ecosystem. These models support a wider range of sound system combinations, enhance audiovisual quality and improve the aesthetics of any space. Each model shares a timeless, dot design concept by renowned designer Erwan Bouroullec – inspired by a universal symbol in music and art and grounded in Samsung’s signature design language.

Samsung also unveiled a host of new products that blend beautifully with users’ homes and aesthetics. The new, ultra-thin OLED S95H features a refined bezel that gives it art gallery elegance and Samsung’s new portable projector, The Freestyle+, is powered by VAC and allows users to view content on walls and ceilings, as well as uneven surfaces like corners and curtains.

The 2026 TV line-up^[3] supports HDR10+ ADVANCED, delivering enhanced brightness, genre-based optimisation, intelligent motion smoothing, advanced local tone mapping and improved gaming experience. As HDR10+ adoption grows among major OTT providers, Samsung will launch the HDR10+ ADVANCED in its 2026 TV line-up. Samsung also features Eclipsa Audio, the company’s new spatial sound system – introduced across all 2026 TVs.

Samsung also unveiled its most advanced Odyssey gaming monitor line-up yet, introducing five new models that push the boundaries of resolution, refresh rate and immersive visual performance. Led by Samsung’s first 6K 3D Odyssey G9, the 2026 line-up debuts groundbreaking display technologies for gamers and creators, including the next-generation Odyssey G6 and three new Odyssey G8 models. At the centre of all these display innovations is Samsung’s most powerful Tizen OS yet. Users can now enjoy seven years of Tizen OS upgrades – ensuring that TVs continue to evolve long after they have entered the home.

Home Companion: Connected Smart Appliances That Guide You Through Your Day

Cheolgi Kim, Executive Vice President and Head of Digital Appliances (DA) Division at Samsung Electronics, and Elizabeth Anderson, Head of Integrated Marketing, DA at Samsung Electronics America (SEA) outlined Samsung’s vision to evolve from providing home appliances to true home companions that work to eliminate the stress of daily chores. Cheolgi Kim also announced that as of December 2025, SmartThings⁴ now serves more than 430 million users, empowering Samsung with a significant scale and depth of insight that sets it apart from other brands. This insight comes to life with the Family Hub. The AI-enabled refrigerator is the centrepiece of the home and now, with an upgrade to AI Vision built with Google Gemini^[4] – it redefines living for an AI future.

With this update, AI Vision unlocks existing limitations in recognising food items, seamlessly tracking what is placed into and taken out of the refrigerator, making meal planning and food management simpler[5]. The Family Hub has won 10 CES Innovation Awards so far and Samsung’s AI-enabled fridges have received the award for the past three years.

Through a gamified feature called “What’s for Today?”^[6], select refrigerators provide recipe recommendations based on what is in the refrigerator or also random recommendations, reducing the stress caused by choosing what to cook. When selected, recipes show up through SmartThings Food, where users receive a step-by-step guide to help them get started instantly. The selected recipe can also be sent to connected cooking appliances to begin the process seamlessly. Video to Recipe^[7] adds even more simplicity, providing users with recommended cooking videos and converting those videos into easy-to-follow steps – allowing users to follow along while they cook without pausing the video or backtracking.

Samsung also unveiled FoodNote^[8], a new, weekly report that recaps users’ food intake patterns, from most-used ingredients and recipe recommendations and which items it’s time to restock. Additionally, Now Brief^[9] includes more widgets on the Family Hub screen and with Voice ID^[10], can distinguish between family members and display content relevant to each individual. Ultimately, these features come together to provide various helpful insights and information throughout the week.

In the laundry room, the Bespoke AI Laundry Combo removes the need to transfer loads of laundry, solving a major pain point for households. This year’s model comes with enhanced features, like a faster super speed cycle and enhanced drying performance. Moreover, Samsung’s new Bespoke AI AirDresser is here to solve another common problem with your clothes. It features Auto Wrinkle Care, which blasts strong air and steam jets to smooth out shirts. All users have to do is hang their shirt and wait, reducing the burden in busy mornings.

Around the house, the Bespoke AI Jet Bot Steam Ultra, powered by a Qualcomm Dragonwing processor, features an Active Stereo 3D Sensor to recognise liquids^[11] like coffee, juice or even transparent liquids like water. While its camera helps with navigation, it also allows the robot vacuum to serve as a monitoring device for when users are away from home – notifying them about their pets and whether there is any suspicious activity^[12]. Plus, with a smarter Bixby^[13], users can speak conversationally to their robot vacuum to carry out tasks with ease. For the deep level of connectivity and integration that forms the backbone of a holistic, AI-powered experience, Samsung’s Bespoke AI appliances have received a CES Innovation Award.

Additional benefits include a mutually beneficial partnership with Hartford Steam Boiler (HSB) to help unlock real, meaningful savings to the smart home experience. HSB President and CEO Greg M. Barats joined the presentation to discuss the partnership, explaining the potential benefits of having smart appliances connected to SmartThings to reduce insurance premiums. This is the best of the AI era – increased protections and reduced costs for users. After a successful pilot run in the U.S. in 2025, the collaboration is expanding to more states across the U.S., as well as to top home insurance carriers in other global regions.

Care Companion: Shifting From Reactive to Proactive Care

Finally, Praveen Raja, Vice President and Head of Digital Health at Samsung Research America (SRA), introduced Samsung’s long-term vision for intelligent care enabled by Samsung’s integrated device ecosystem, redefining care as a reactive need to a proactive opportunity. With AI, phones, appliances, wearables and other connected devices will help users prevent potential health concerns before they occur.

For example, Samsung aims to provide personalised health coaching, offering effective exercise and sleep coaching to help decrease risk for major chronic diseases and also suggesting appropriate recipes based on ingredients available in connected refrigerators. Additionally, if any abnormal signs or patterns are detected, it will alert users while allowing their health metrics to be shared with providers via the Xealth platform and to facilitating virtual professional consultations.

Recognising the importance of preventative health, Samsung is also expanding its capabilities in dementia detection through research partnerships, with wearable devices registering subtle changes to mobility, speech and engagement that can be indicative of long-term cognitive changes.

Samsung Knox and Knox Matrix serve as the foundation of this hyper-personalised ecosystem, safeguarding user data at every turn. As AI is constantly evolving, so are Knox and Knox Matrix. To maintain security despite constant changes, Samsung’s security systems are consistently identifying AI risks by advancing to protect data in AI training processes and approving models through red team analysis.

The Samsung Exhibition Zone at CES is available to the public Jan. 04-07. For more information, visit: Samsung Newsroom.

Disclaimers:

^{[1]Feature available in certain regions and models. Availability and supported features may vary by region and watching conditions. Voice commands recognise English, French, Spanish, Portuguese, German, Italian, and Korean, but not all accents, dialects, and expressions are recognised. This feature provides AI-created content, with accuracy not guaranteed, so results should be confirmed. Requires a specific Bluetooth remote (TM2660H/TM2661H) (sold separately on some models). In-box remote for some models (M70H/U800H) does not support voice recognition. Requires either a Mobile Quick Remote or separately purchased Bluetooth remote. Feature accessible with the AI button or the Home button (via long press) on remote controls without an AI button.}

^{[2] According to market research firm FutureSource Consulting, Samsung captured a global market share of 20.1% in revenue and 18.4% in sales volume in 2024, further strengthening its leadership in the premium audio industry since 2014.}

^{[3]HDR10+ ADVANCED will be available on the following models: QN990H, R95H, S95H, S90H, R90H, S85H, LS03HW, LS03H, and QN80H.}

^{[4]To use SmartThings, download the App from the Galaxy Store, Google Play Store, or Apple App Store. The SmartThings App requires Android OS 10↑ with a minimum of 3GB RAM space or iOS 15↑. Supported OS specifications and app screen configuration may change with app updates.}

^{[5] Google Gemini is provided by Google LLC. Service availability, supported functions, and accuracy may vary by country, language, device model, and OS/One UI version. Users must be 18 or older. Some functions may require additional app settings and features, or results may vary by subscription.}

^{[6]AI Vision refers to the refrigerator’s internal camera and AI-based processing that helps recognise food items. A Wi-Fi connection and a Samsung account are required. If a food item is not recognisable, it may be listed as an unknown item. AI Vision cannot identify or list any food items in the freezer. Recognition uses AI models that may be updated periodically to help improve performance. The user may need to manually check and adjust the list to ensure its accuracy. A red light turns on when the camera is operating. The user’s appearance may be captured, but areas other than the food item are automatically blurred.}

^{[7] A Wi-Fi connection and a Samsung account are required}

^{[8] A Wi-Fi connection and a Samsung account are required}

^{[9] A Wi-Fi connection and a Samsung, Google, or Microsoft account may be required. You must use the same log-in account on each of the devices. Availability of certain apps may vary by country, region, service provider, network environment, or device, and may change without notice.}

^{[10] Each user must register for a Samsung Account on screen appliances in advance. Up to six accounts can be registered on a single device. To use Voice ID, users must have agreed to the Bixby terms and conditions. Voice ID registration is available on select appliances, TVs and mobiles, and only one voice can be registered per account.}

^{[11] A liquid spill is defined as a coloured or transparent liquid, such as water or juice, having a size of 7cm x 7cm (15 ml in volume) or larger. Identification may be affected by the size of the liquid or the environmental conditions of the floor, such as the floor pattern, colour of the floor, direct or reflected light, or shape of the liquid. Excessive amount of liquid on the floor may cause secondary contamination.}

^{[12] Must download the SmartThings app available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Only cats and dogs can be recognised. The recognition capabilities may be limited by the posture or position of a pet. The ability to recognise your pet may vary depending on the type of animal and the living environment. It only recognises a pet presence based on generic visual indicators and cannot identify individual pets. Each appliance needs to be set to be optimised for pets by the SmartThings App.}

^{[13] Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on the country. Bixby recognises selected languages and certain accents/dialects, including Korean, English (US/GB/IN), Spanish (MX/ES), German, French, Italian, and Portuguese (BR). The user interface may change and differ by device. The availability of Bixby features and content providers may vary depending on the country/carrier/language/device model/OS version. A Samsung account log-in and data network connection (Wi-Fi or data network) are required.}

Samsung Electronics Co., Ltd. has announced it will showcase new projects that, with the support of its C-Lab program, are innovating in a wide range of fields, including AI, robotics and digital health, at CES 2026, the world’s largest consumer electronics and IT exhibition, running Jan. 6-9.

At CES, Samsung will operate a dedicated C-Lab exhibition area to support the startups’ expansion into the global market. It will be located in Eureka Park at the Venetian Expo, the designated startup zone of CES, where participating startups will showcase innovative technologies.

“Samsung supports C-Lab startups through CES as a platform to validate innovative technologies and build momentum for global growth,” said Byoung Chul Lee, Vice President and Head of the Creativity & Innovation Center at Samsung Electronics. “This year, expanded participation from regional startups highlights the continued evolution of the C-Lab ecosystem.”

C-Lab Outside: 15 Startups That Include AI, Robotics and Digital Health

This year, C-Lab will feature 15 startups, including eight startups directly incubated by Samsung Electronics through the C-Lab Outside program, four from the Samsung Financial Networks-operated Samsung Financial C-Lab Outside, two from Samsung Electronics’ internal venture program, C-Lab Inside, and one that was jointly incubated by Samsung Electronics and the Daegu Creative Economy Innovation Center.

Record Participation of Regional Startups

Since 2023, Samsung has expanded C-Lab outside to the Korean cities of Daegu and Gwangju, as well as the Gyeongbuk province. The program identifies and supports promising startups to strengthen regional startup ecosystems, then provides workspace, stage-based consulting and opportunities to collaborate with Samsung and its affiliates. This allows startups to grow without relocating to the much larger city of Seoul and fosters a sustainable local innovation cycle.

To date, 40 regional startups have been incubated through this initiative, contributing to the revitalisation of regional ecosystems and laying the groundwork for future global unicorns.

At CES 2026, seven startups from Daegu, Gwangju and Gyeongbuk will participate, marking the largest-ever presence of regional C-Lab startups at CES.

Regional Startup Achievements Continue to Grow

The technological competitiveness of these regional C-Lab startups continues to gain recognition.

Repla, a plastic recycling startup from C-Lab Outside Gyeongbuk, received a CES 2026 Innovation Award for its Puri-Checker, a device that analyses plastic composition ratios.

“For a regional startup, collaborating with a global company like Samsung has been a valuable opportunity,” said Dong-eun Seo, CEO of Repla. “Plastic recycling is a global challenge, and CES provides an important platform to explore international market opportunities.”

The seven participating regional C-Lab startups are as follows:

• Stress Solution (Gyeongbuk): An AI-based personalised mental care sound creation solution
• Deepscent (Gwangju): An AI-powered digital scent solution tailored to every space
• Elevenliter (Daegu): AI-Powered diagnostics for progressive diseases in pets
• AunionAI (Gwangju): A web-based AI solution for automated multilingual dubbing and subtitles with expressive voices and sound effects
• Repla (Gyeongbuk): Enzyme-purified recycled plastic, free of impurities
• Univa (Daegu): An on-device multimodal large language model solution
• 10kM.ai (Daegu Creative Economy Innovation Center): An enterprise AI video production solution that can generate, edit and monetise videos

C-Lab Inside Showcases AI-Driven Internal Ventures

Every year since 2016, Samsung has used CES to showcase projects from C-Lab Inside, gauging global market response and validating business potential.

This year, two AI-driven projects evaluated highly for their innovation, global scalability and completeness will be exhibited:

• ChronoMix: An AI solution for object-centric video composition
• EZ Reco: A generative AI platform that makes electronics recommendations based on expert knowledge

Expansion of C-Lab to Affiliates, Including Financial Startups

Reflecting the expansion of Samsung’s open innovation model across its affiliates, four startups from Samsung Financial C-Lab Outside will participate in CES for the first time. This participation enables startups across various industries to seek new global collaboration opportunities by leveraging Samsung’s incubation experience. The Samsung Financial C-Lab Outside startups are as follows:

• Selectstar (Samsung Life Insurance): Copyright-cleared datasets and an all-in-one AI evaluation platform
• Datumo (Samsung Fire & Marine Insurance): Cyber risk modeling to quantify and reduce the financial impact of cyber attacks
• WINNING.I (Samsung Card): Next-gen identity verification (eKYC) powered by simultaneous fingerprint and face biometrics
• Pillsang (Samsung Securities): Real-time phishing (scam/fraud) detection solution using on-device AI

C-Lab Startups Win 17 CES 2026 Innovation Awards

C-Lab startups have received a total of 17 CES 2026 Innovation Awards, including two Best of Innovation Awards, as announced by the Consumer Technology Association (CTA).

Both Best of Innovation Award recipients — MangoSlab and StudioLab — originated from C-Lab Inside and later spun off as independent startups, reaffirming the technological excellence and growth potential of Samsung’s internal ventures.

*This article contains products and features currently in development. The plans, product claims, timelines, and specifications described are subject to change without notice. Their future availability is not guaranteed.

*Availability may vary per region, country or carrier.