Samsung CEO and head of device experience, Roh Tae-moon, spoke at a first-look press conference in Las Vegas on Sunday. Provided by Samsung Electronics
LAS VEGAS — Samsung Electronics on Sunday (local time) unveiled its vision for an artificial intelligence (AI)-driven lifestyle and introduced a new lineup of AI-powered devices and services at The First Look event ahead of the CES 2026 technology fair.
At the event, the South Korean tech giant introduced a new theme, “Join us for AI Living,” positioning AI not as a standalone capability, but as a core philosophy that connects product development, operations, and user experience across its ecosystem.
Roh Tae-moon, Samsung's CEO and head of device experience, said the company's broad lineup of connected, AI-enabled devices gives it a competitive edge in delivering what he called a “true companion experience.”
“Our mission is clear. It is to 'become an AI companion in life,'” President Roh said. “We embed AI across every category, product, and service to deliver a seamless, unified AI experience.”
Samsung focused on entertainment using AI, with the display business at the forefront.
Yeon Seok-woo, president of Samsung's visual display business, highlighted the company's latest AI TV lineup that integrates visual intelligence and advanced hardware.
At the heart of the lineup is a 130-inch Micro RGB TV featuring independently controlled microscopic red, green, and blue LEDs designed to improve color accuracy and brightness. The display is equipped with Samsung's Micro RGB AI Engine Pro, which optimizes image quality for each scene, the company said.
Yong Seok-woo, president of Samsung's visual display business, spoke at a first-look press conference held in Las Vegas on Sunday. Provided by Samsung Electronics
Samsung also introduced Vision AI Companion, a software platform that enables voice-based interactions and personalized recommendations for content, food, and music. The feature will be available across Samsung's 2026 TV lineup, including Micro LED, OLED, Neo QLED, and UHD models.
Other AI-based features include AI Soccer Mode Pro, which optimizes image and sound for live sports, and AI Sound Controller Pro, which allows users to individually adjust audio elements such as commentary and crowd noise.
The company also announced lifestyle-oriented products such as the ultra-slim OLED S95H TV, the portable projector The Freestyle+, and two new WiFi speakers Music Studio 5 and 7 co-designed with French designer Erwan Bouroullec. Samsung said its 2026 TV lineup will support HDR10+ Advanced and proprietary Eclipsa Audio spatial sound technology, and the Tizen operating system will receive software updates for up to seven years.
Samsung has also expanded its AI strategy to consumer electronics, with a focus on automation and personalization.
Kim Chul-ki, Samsung's executive vice president and head of digital home appliances, said that as of December 2025, the number of SmartThings users has exceeded 430 million worldwide.
The latest Family Hub refrigerators feature an upgraded AI vision system built with Google Gemini for improved food recognition and inventory tracking. New services include automatic recipe recommendations, video-to-recipe conversion, and FoodNote, a weekly report that analyzes food consumption patterns.
A model introduces Vision AI Companion, Samsung Electronics' integrated AI platform for televisions, at Samsung Electronics' dedicated exhibition space during CES 2026 in Las Vegas on Sunday. Provided by Samsung Electronics
Samsung also showcased the Bespoke AI Laundry Combo, Bespoke AI AirDresser, and the latest version of its Bespoke AI Jet Bot Steam Ultra robot vacuum cleaner, which adds liquid detection and home monitoring features powered by Qualcomm processors.
Samsung concluded the event by outlining its long-term vision for AI-powered healthcare. Praveen Raja, vice president of digital health at Samsung Research Americas, said the company aims to shift care from reactive treatment to proactive prevention.
By integrating smartphones, wearables, and home devices, Samsung plans to provide personalized health guidance, early detection of abnormal patterns, and telemedicine through platforms such as Xealth. The company is also expanding its research into early detection of dementia using wearable data.
Samsung emphasized that its AI ecosystem is secured by Samsung Knox and Knox Matrix, which are continuously upgraded to address emerging AI-related security risks.
