Samsung, LG CEOs to Debut at CES 2026 Amid AI Push, China Challenge

The newly appointed chief executives of Samsung Electronics and LG Electronics will make their first major international appearances at CES 2026, emphasizing artificial intelligence integration in consumer electronics as they confront growing competition from Chinese manufacturers.

CES 2026, the premier global showcase for consumer technology, opens Tuesday and runs through Friday at the Las Vegas Convention Center. The event draws industry leaders, innovators and partners to preview advancements in AI, robotics and connected devices.

Samsung Electronics CEO Roh Tae-moon, who assumed leadership of the company's Device Experience Division in November 2025, is set to deliver the keynote at Samsung's "First Look" event on Sunday. The presentation will occur at a dedicated 4,628-square-meter exhibition space at the Wynn Las Vegas hotel, separate from the main convention center. This shift aims to offer a more immersive, less crowded experience for attendees.

Samsung's AI Living Platform

Samsung's display will center on its vision of serving as an "AI companion for everyday life." The exhibit, styled as an "AI living platform," will demonstrate seamless connectivity across televisions, home appliances and mobile devices powered by AI technologies.

The company plans interactive zones for product unveilings, technology forums and partner meetings. Enhanced guided tours will illustrate Samsung's AI ecosystem, highlighting applications in daily routines such as smart home management and personalized entertainment.

Roh has prioritized AI as a core driver for Samsung's growth and competitiveness. Observers anticipate his speech will outline strategies to embed AI deeply into product lines, addressing recent profitability pressures in the home appliance sector.

LG's Robotics and Home Innovation

LG Electronics CEO Lyu Jae-cheol, elevated from head of the Home Appliance Solution business in November 2025, will keynote the LG World Premiere on Monday. The pre-CES event, themed "Innovation in Tune with You," will reveal LG's annual technology roadmap.

A highlight will be a new home robot designed for household assistance. Featuring dual arms with five-fingered hands, the robot can grasp objects, perform chores and serve as an AI home hub. It supports advanced interactions, including gesture recognition, surpassing previous models in functionality.

Lyu has identified AI-enabled homes and robotics as pivotal growth areas. LG aims to capitalize on its engineering expertise and alliances to differentiate in a crowded market.

Challenges from Chinese Competitors

Both companies grapple with operational hurdles. Samsung's home appliance division has faced ongoing profitability issues, while LG's television unit reported losses over multiple quarters.

Chinese firms like TCL and Hisense are eroding market positions. Data from Omdia shows Chinese brands captured 31.8% of global TV shipments in the third quarter of 2025, exceeding South Korea's 28.5% combined share. Samsung held 17.9% to remain No. 1, but TCL closed the gap, and LG fell to fourth.

To respond, Samsung and LG will emphasize premium televisions using micro RGB LED technology. This approach employs red, green and blue light-emitting diodes for superior color accuracy and brightness, targeting high-end consumers.

Broader Industry Implications

The CES appearances mark a leadership transition for both firms following 2025 executive changes. Roh and Lyu must steer their companies through rapid AI adoption and geopolitical trade tensions, particularly with China.

Analysts view CES 2026 as a benchmark for their tenures. Success in showcasing innovative, profitable AI solutions could bolster investor confidence and market share against agile rivals.

The event underscores the consumer electronics industry's pivot toward AI ubiquity, with implications for global supply chains and technological standards. As CES unfolds, attention will focus on how Samsung and LG translate visions into tangible products amid economic uncertainties.