Samsung Electronics has unveiled its Companion to AI Living vision during The First Look event at CES 2026, held at the Latour Ballroom in Wynn Las Vegas. The presentation outlined how artificial intelligence has become central to Samsung’s long term philosophy, shaping research and development, product design, operations and the overall user experience. The company positioned AI not as a standalone feature but as a foundational layer that connects its wide portfolio of devices and services into a cohesive ecosystem designed to support everyday life.
TM Roh, Chief Executive Officer and Head of Samsung’s Device eXperience Division, opened the event by highlighting the company’s position in AI enabled consumer technology. He said Samsung’s strength lies in the scale of its connected ecosystem, which spans mobile devices, visual displays, home appliances and digital services. According to Roh, this breadth allows Samsung to deliver what it describes as a true AI companion experience, where technology goes beyond basic functionality to support more meaningful moments throughout the day. He explained that by embedding intelligence across categories, Samsung aims to create experiences that feel unified and personal rather than fragmented across individual products.
A significant portion of the event focused on entertainment, where Samsung executives detailed how AI and display technology are converging. SW Yong, President and Head of the Visual Display Business, along with Sukhmani Mohta, Chief Marketing and Partnerships Officer for the Visual Display Business at Samsung Electronics America, described how Samsung’s screens are evolving into what the company calls an entertainment companion. This concept combines hardware engineering with visual intelligence to enhance how users engage with content. At the center of the lineup is the 130 inch Micro RGB display, which Samsung presented as a major advancement in screen size and picture quality. The display features a micro sized RGB light source, with individual red, green and blue diodes operating independently to deliver highly precise color reproduction. Samsung stated that this approach enables the widest and most detailed color spectrum it has ever produced in a television, aiming to provide a more immersive viewing experience that adapts to user preferences and content types.
Beyond entertainment, Samsung also outlined how its Companion to AI Living vision extends into the home environment through connected appliances. The company described smart home devices that do more than respond to commands, instead guiding users through daily routines using contextual awareness. By integrating AI across appliances, Samsung aims to create systems that understand usage patterns and provide timely assistance, whether related to energy efficiency, household management or convenience. This approach is designed to make interactions feel more intuitive, reducing the need for manual input while keeping users informed and in control.
Samsung also touched on its care focused use cases, describing a shift from reactive technology toward more proactive support. While specific product details were not deeply explored during the session, the company emphasized that AI will increasingly be used to anticipate needs and provide guidance before issues arise. This philosophy aligns with Samsung’s broader objective of making technology feel supportive rather than intrusive, embedded seamlessly into daily life across multiple touchpoints.
The CES exhibition zone featuring Samsung’s latest technologies is open to the public from January 4 to January 7, giving attendees a closer look at how the Companion to AI Living vision is being translated into real products. Through its CES 2026 presentation, Samsung reinforced its message that AI is now a core element of its identity, shaping how devices connect, adapt and support users across entertainment, home and everyday experiences within a single connected ecosystem.
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