CES 2026 Samsung, LG chiefs to make global debut at CES 2026 amid AI push, China challenge

Samsung Electronics CEO Roh Tae-moon, left, and LG Electronics CEO Lyu Jae-cheol

LAS VEGAS — Samsung Electronics CEO Roh Tae-moon and LG Electronics CEO Lyu Jae-cheol will make their official global debuts at this week’s CES 2026 in Las Vegas, as the two Korean tech giants seek to reinforce their leadership in the global TV and home appliance markets amid intensifying competition from Chinese rivals.

CES 2026, the world’s largest consumer electronics and IT exhibition, is scheduled to run from Tuesday to Friday (local time). Industry watchers are closely following the event, as both companies recently appointed new leaders through year-end executive reshuffles and face mounting pressure to accelerate artificial intelligence (AI)-driven transformations while improving profitability.

According to industry sources, Roh will take the stage as the keynote speaker at Samsung Electronics’ “First Look” event on Sunday, two days ahead of the official opening of CES. It will be held at a large-scale, stand-alone exhibition space set up at the Wynn Las Vegas, rather than Samsung’s traditional venue at the Las Vegas Convention Center.

Samsung’s dedicated exhibition hall spans 4,628 square meters, one of the largest private exhibition spaces at CES. The company plans to showcase new products and technologies, host presentations and technology forums, and hold meetings with global partners all under one roof.

At CES 2026, Samsung will present its vision of becoming an “AI companion for everyday life.” The exhibition space will be designed as an “AI living platform,” highlighting how the company’s TVs, home appliances and mobile devices are seamlessly connected through artificial intelligence.

Ads for Samsung Electronics' The First Look event are displayed on the walls of hotels in Las Vegas, Saturday (local time), where CES 2026 will take place from Tuesday. Courtesy of Samsung Electronics

Samsung decided to move away from the convention center to provide a less crowded environment and deliver a more immersive experience, according to the company. It also plans to strengthen its guided tour programs to help visitors better understand its AI ecosystem.

Roh, who was officially appointed CEO and head of Samsung’s Device Experience (DX) Division in November last year, has emphasized transforming Samsung into a company that works, grows and competes through AI. Industry observers expect him to underscore Samsung’s strategy as an AI-driven company during his CES debut.

LG Electronics will also draw global attention as CEO Lyu delivers the keynote speech at the LG World Premiere event on Monday. The annual pre-CES event introduces LG’s vision and key technologies for the year, with the 2026 theme set as "Innovation in Tune with You."

LG plans to unveil a new type of home robot designed to assist with household chores. Unlike earlier AI assistant robots with simple forms, the new model features two arms with five fingers each, enabling it to grasp and carry objects and perform a wider range of tasks. The robot also functions as an AI home hub and supports more sophisticated interactions, such as responding to gestures.

Lyu, who was promoted from head of LG’s Home Appliance Solution business to CEO in November, has identified AI-powered homes and robotics as key future growth engines. He has pledged to leverage LG’s technological strengths and strategic partnerships to secure a competitive edge for the company.

Both CEOs face significant challenges. Samsung continues to struggle with profitability in its home appliance business, while LG’s TV division has posted losses for consecutive quarters. At the same time, Chinese manufacturers such as TCL and Hisense are rapidly expanding their global TV market share.

According to market research firm Omdia, Chinese brands accounted for 31.8 percent of global TV shipments in the third quarter of last year, surpassing Korea’s combined share of 28.5 percent. Samsung retained the top position with a 17.9 percent share, but the gap with TCL narrowed, while LG slipped to fourth place.

At CES 2026, both Samsung and LG plan to counter Chinese competition by strengthening their premium TV lineups with micro RGB technology, which uses red, green and blue LEDs as light sources to deliver more precise color reproduction and brightness control.

Industry analysts say CES 2026 will serve as a critical test for Roh and Lyu, marking not only their first appearances as CEOs on the global stage but also the beginning of their leadership in navigating intensifying competition and rapid technological change.