Samsung Electronics and LG Electronics will unveil a slew of new products and technologies at CES 2026, the world's largest IT and home appliances show in Las Vegas. They also signaled fierce battles for leadership not only in home appliances and TVs but in emerging areas such as artificial intelligence (AI), smart home, healthcare and beauty.
Samsung Electronics and LG Electronics began their full CES 2026 schedules on the 4th, two days before the show opens, local time. Samsung Electronics has operated its booth at the main venue, the Las Vegas Convention Center (LVCC), but for this year's event it set up a standalone pavilion at the Wynn hotel measuring 4,628 square meters (about 1,400 pyeong), the largest in the industry.
Roh Tae-Moon, who was appointed president and CEO of Samsung Electronics as head of the device experience (DX, finished goods) division in a personnel reshuffle late last year, will lead the new product reveal event The First Look on this day. The theme of the event, held at the Wynn hotel's standalone pavilion, is "your AI daily companion." A Samsung Tech Forum will also take place at the same venue from the 5th to the 6th, with in-house experts, partners and analysts discussing the latest trends in AI, home appliances and design.
LG Electronics, as in previous years, prepared its pavilion at the LVCC. The Media Entertainment Solutions (MS) Business Unit, which handles the TV business at LG Electronics, will hold The Briefing at the Fontainebleau Las Vegas on the 4th to unveil new TVs, audio and IT products.
On the 5th, LG Electronics President and CEO Lyu Jae-cheol, appointed in a personnel reshuffle late last year, will lead LG World Premiere, a business vision presentation at the Mandalay Bay in Las Vegas. The theme is "innovation tailored to you."
◇ Face-off in the premium LCD TV market… competition also in gaming monitors
Among the many new products to be unveiled by Samsung Electronics and LG Electronics at CES 2026, the Micro RGB TV is seen as the one drawing the industry's attention. In the liquid crystal display (LCD) TV segment, where Chinese companies have taken the lead, the product heralds a "comeback by Korean companies." Both companies plan to use it to launch a full-on push into the premium TV market.
Micro RGB uses red, green and blue light-emitting diodes (LEDs) as the light source instead of conventional white, enabling more vivid color reproduction. To achieve precise brightness, the LED chip size is reduced to 100 micrometers or less, making the technology highly challenging. Chinese firms have also unveiled RGB mini LED TVs using similar technology. However, according to market researcher Omdia, TCL's budget RGB mini LED TV used two blue (B) chips and one green (G) chip without a red (R) chip.
Samsung Electronics entered the premium LCD TV market by launching a 115-inch model in August last year. At this event, it plans to establish "the benchmark for premium TVs" by unveiling Micro RGB TVs in 55-, 66-, 75-, 85- and 100-inch sizes, as well as an ultra-large 130-inch model. LG Electronics will also formalize its market entry by unveiling a new product called LG Micro RGB Evo at the show.
The face-off continues in gaming monitors. Samsung Electronics is bringing five new models, including the Odyssey gaming monitor, the first in the field to support 6K (6,144×3,456) resolution. The Odyssey 3D (G90XH) offers 6K resolution in a 32-inch size and features 3D settings that adjust depth per game without special glasses. The 27-inch Odyssey G6 (G60H), which is limited to QHD (2,560×1,440) resolution but is the first in the world to offer up to a 1,040 Hz refresh rate in dual mode, will also be unveiled.
LG Electronics will also unveil Evo, its premium monitor line, at this CES for the first time since launching its gaming brand LG UltraGear in 2018. The LG UltraGear Evo lineup, in 27-, 39- and 52-inch sizes, features on-device (built-in) AI that provides a variety of convenience features. It includes upscaling technology that lets users view all content in 5K (5,120×2,880) clarity without upgrading the PC GPU, and AI that optimizes video and sound.
◇ AI moves from the digital world into reality… Samsung and LG reveal their visions
A key keyword at this CES is "physical AI" (AI embedded in robots and devices that perceives physical space and makes decisions on its own). It drew attention after Nvidia CEO Jensen Huang put it on the agenda at CES 2025 early last year. Physical AI has largely been discussed conceptually, but at this show various companies are unveiling products that have reached commercialization, prompting evaluations that adoption in daily life and industry is imminent.
LG Electronics has put forward LG Clloid, a home robot that reduces housework, as its physical AI implementation device. The robot can delicately manipulate five fingers to pick up objects in the home. It also has AI-based capabilities to perceive and learn its surroundings on its own. LG Electronics plans to demonstrate at the exhibition that the robot can act as a personal assistant that controls various appliances in line with a resident's schedule and lifestyle to provide care.
Samsung Electronics did not pre-release what new technologies it would showcase in physical AI. However, industry watchers say Ballie, an AI butler robot first unveiled at CES 2020, could reappear with enhanced features. There is also speculation that technologies or products developed in collaboration with humanoid robot developer Rainbow Robotics could make an appearance.
◇ Push into new markets such as healthcare and beauty also "speeds up"
Samsung Electronics and LG Electronics are also expected to unveil a variety of new products and technologies in areas such as smart home, healthcare and beauty. LG Electronics is likely to accelerate its push into new markets through ReliefAI, a healthcare platform, and ThinQ On, an AI home hub (control tower) device.
Samsung Electronics will unveil Brain Health, a service that detects declines in users' cognitive function in advance, at this event. It will also showcase the AI Beauty Mirror, introduced as a concept at last year's CES, with features elevated to commercialization level. When a user looks into the mirror, AI automatically diagnoses the skin condition. Based on this product, Samsung Electronics plans to build a "data-driven services" ecosystem in collaboration with partners such as Amorepacific to generate new revenue.
In addition, the two companies are unveiling a range of new products, including ▲ speakers ▲ clothing care devices ▲ refrigerators ▲ vacuum cleaners, and have launched a competition to seize market leadership. Samsung Electronics won a total of 27 Innovation Awards at CES 2026, including three Best of Innovation awards. LG Electronics won a total of 18 Innovation Awards, including two Best of Innovation awards.