Samsung Electronics Co., Ltd. outlined its “Companion to AI Living” strategy at CES 2026, positioning artificial intelligence as a unifying layer across its TVs, appliances, mobile devices and health services.
Unveiled at the company’s annual “The First Look” event, the strategy frames AI not as a standalone feature but as a foundation guiding research and development, operations and user experience. Samsung said its scale of connected devices allows it to act as a daily “AI companion”, offering more personalised and contextual support across the home.
TM Roh, CEO and head of Samsung’s Device eXperience (DX) division, said the company is moving towards a more integrated ecosystem. “Samsung is building a more unified, more personal experience across mobile, visual display, home appliances and services,” he said, adding that AI embedded across categories enables “more meaningful everyday AI experiences”.
AI TVs and displays as an entertainment companion
Samsung used the event to showcase its 2026 TV and display line-up, led by a 130-inch Micro RGB television that uses individually controlled red, green and blue micro-sized LEDs to deliver higher colour accuracy and contrast.
A key feature across the range is Vision AI Companion, which allows users to interact with their TV using natural voice commands. Samsung said the system can recommend what to watch, suggest recipes seen on screen and adjust picture and sound settings based on content, including sports and films.
The company also announced support for HDR10+ Advanced across its 2026 TV range, alongside Eclipsa Audio, a new spatial sound system. All 2026 models will run the latest Tizen operating system, with Samsung promising up to seven years of OS upgrades.
In gaming, Samsung introduced its most advanced Odyssey monitor line-up to date, including its first 6K 3D Odyssey G9, targeting gamers and creators seeking higher resolution and refresh rates.
Smart appliances and the connected home
In the home, Samsung highlighted growth in its SmartThings platform, which it said now serves more than 430 million users worldwide. The platform underpins its vision of appliances that move beyond automation to active guidance.
The Family Hub refrigerator received an upgrade to AI Vision built with Google Gemini, improving food recognition and inventory tracking. New features include recipe suggestions based on available ingredients, weekly food reports and personalised content through voice recognition.
Samsung also refreshed its Bespoke AI appliance range, including an all-in-one laundry combo, an AI-powered AirDresser for wrinkle care and a robot vacuum capable of recognising liquids using sensors powered by Qualcomm processors.
Separately, Samsung announced a partnership with Hartford Steam Boiler to explore reduced home insurance premiums for users who connect smart appliances to SmartThings. Following a US pilot in 2025, the programme will expand to more regions.
From reactive to proactive health care
Samsung also outlined longer-term ambitions in digital health, aiming to shift care from reactive to preventative. The company said data from phones, wearables and appliances could support personalised coaching for sleep, exercise and nutrition.
If irregular health patterns are detected, users could be alerted and share data with healthcare providers via platforms such as Xealth, enabling remote consultations. Samsung added that it is expanding research into early dementia detection using wearable data.
Security across the ecosystem is anchored by Samsung Knox and Knox Matrix, which the company said are being updated to address emerging AI-related risks.
