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Samsung is arguably the 800-pound gorilla of CES, with a full spectrum of products that range from phones and computers to refrigerators, AI assistants and rolling robots. But for CES 2026, the company is switching things up a bit: Instead of its longtime midday Monday press conference, the Korean giant will take the lead of the show with a Sunday night presentation.
Over the past few weeks, Samsung has been dropping hints about what's on the agenda, but what we're really hoping to see is an update on the Ballie robot — a star of previous CES presentations that ostensibly missed its previously promised 2025 release date.
How to watch Samsung's "The First Look" presentation at CES 2026
The event will stream live from the Wynn Hotel in Las Vegas on Sunday, January 4 at 10PM ET. There are several ways to tune in: you can watch via the Samsung Newsroom,
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