Special AI Ecosystem: Samsung will operate an independent exhibition pavilion at CES 2026
The proposal aims to transform the paradigm of traditional exhibitions through immersive experiences and Tech Forums with thought leadership panels.
Samsung Electronics Co., Ltd. announced today that it will boldly break with the conventional framework of exhibitions and present a new paradigm with The First Look at the CES 2026, the world's largest consumer electronics show, which will take place in Las Vegas, Nevada, from January 6 to 9.
For The First Look, the company will cease to operate a public stand within the Las Vegas Convention Center (LVCC) and move to having an independent exhibition pavilion at The Wynn Las Vegas hotel. There, Samsung will curate an experience that adopts techniques used in art galleries and museums to showcase their new products and technologies.
With this goal, the company built its exhibition space -The Samsung Exhibition Zone- on a scale leading in the industry, allowing all activities, such as product displays, presentations, events, technology forums, and meetings with customers and strategic partners, to be conducted organically in a single integrated location. The Exhibition Zone reflects Samsung's strong commitment to transforming the exhibition paradigm, moving beyond a simple venue change towards a truly consumer experience-centered approach.
Beyond Product Portfolios: Experiencing the Essence of AI in a Carefully Curated Space
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At CES 2026, Samsung will present its unified artificial intelligence approach for the Device eXperience (DX) division and will communicate the global strategic direction of the company. It is precisely this ambitious vision that led the company to establish an independent, premium, and large-scale exhibition space at The Wynn. There, Samsung will have no limitations in showcasing its industry-leading innovations and will be able to fully convey its AI strategy and vision, as well as the real value this technology can bring to consumers.
The event The First Look was designed to showcase how Samsung's technology transforms people's lives, going beyond the mere presentation of new product features. To achieve a fully immersive environment, the exhibit will feature less congestion and enhanced programming, allowing for a deeper and more meaningful visit experience.
A Great Showcase of Samsung AI in the Largest Space of the Industry
Through a carefully curated narrative, the Samsung Exhibition Zone was designed to allow visitors to intuitively connect with Samsung's AI innovations, its key technologies in current use, and its vision for the future. Under the slogan "Your Companion to AI Living", the exhibition shows how Samsung has broadly applied AI technologies not only across all its product categoriesu2014including mobile devices, appliances, and displaysu2014but also in the features and services that connect them.
Visitors will be able to experience these differentiated AI capabilities, which offer continuous, intelligent, and always active connectivity, at any time and place. This hyper-connected ecosystem, in which software and AI work together to overcome traditional hardware limitations, is something that only Samsung can offer.
New Tech Forums Highlight Emerging Trends and Technologies in the Industry
At CES 2026, Samsung will also host a series of panels from the Tech Forum dedicated to exploring the main industry trends and technologies of the future. The discussions will take place over two days, January 5th and 6th (local time), and will consist of four sessions focused on AI, appliances, services, and design.
Each session will feature experts from Samsung and the participation of representatives from partner companies, academia, media, and the analyst community, who will participate in in-depth discussions about industry trends, new technologies, and the future of the industry.