South Korean tech firms Samsung and LG will be looking to reinforce their leadership in the global home appliances market amid competition from Chinese rivals. Samsung Electronics CEO Roh Tae-moon and LG Electronics CEO Lyu Jae-cheol will make a pitch at the global CES 2026 event in Las Vegas this week.
CES 2026 is expected to play host to some of the companies producing the largest consumer electronics. The exhibition is also scheduled to run from Monday to Friday, with industry participants following the event. Followers are also anticipating happenings at the event after both Samsung and LG recently announced the appointment of new leaders at the end of last year. Now, both leaders face mounting pressures to increase artificial intelligence (AI) transformations while improving profitability.
Samsung and LG to make AI push at CES 2026 event in Las Vegas
According to several sources, Roh is expected to be the keynote speaker at Samsung Electronics’ First Look event on Sunday, two days before the official opening of the event. The program will be held at a large exhibition space set up for Samsung at the Wynn Las Vegas, rather than its traditional venue at the Las Vegas Convention Center. The exhibition hall is one of the largest spaces at CES, spanning 4,628 square meters.
The company is expected to showcase new products and technologies, host presentations and technology talks, and hold meetings with global partners as part of its event. At the main program, Samsung will present its vision of becoming an AI companion for everyday life. The exhibition space will be designed as an AI living platform, showcasing how Samsung’s TVs, mobile devices, and other home appliances can be connected seamlessly through artificial intelligence.
Samsung’s choice to use a less crowded environment instead of the convention center stems from its choice to deliver a more immersive experience, according to the company statement. The company also plans to improve its guided tour programs to help visitors better understand its AI ecosystem. Roh was appointed as the CEO and head of Samsung’s Device Experience (DX) Division in November last year, and has talked about his dreams to transform the company through AI.
LG Electronics to debut AI-powered home robot
LG Electronics is also expected to draw its global crown as CEO Lyu delivers the keynote speech at the LG World Premiere on Monday. The annual event before CES will introduce the company’s vision and key technologies for this year. Its theme is set as “Innovation in Tune with You.” LG has plans to debut a home robot that can assist with chores. Unlike earlier AI assistant robots, this new model takes a human shape, with two arms and five fingers. The build will allow the robot to carry out carrying and other tasks.
The robot will also function as the AI home hub and will support better interactions, such as responding to gestures. Lyu was promoted from the head of LG’s Home Appliance Solution business to CEO in November 2025, and has identified AI-powered homes and robotics as a way to grow future engines. He wants to use LG’s technological strengths and strategic partnerships to secure a competitive edge for the firm.
However, both CEOs have some challenges to face before they achieve their aim. Samsung has been struggling with profitability in the home appliance business, while LG has posted back-to-back losses in straight quarters in its TV division. At the same time, Chinese firms like TCL and Hisense have been able to improve their global TV market share. During CES, Samsung and LG plan to counter their Chinese rivals by strengthening their premium TV lineups. Analysts have also noted that CES would serve as an important test for Roh and Lyu.
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