Samsung Breaks From CES Tradition With Massive Standalone AI Exhibition for 2026
Samsung is done playing by CES rules. For 2026, the company isn’t just showing up to Las Vegas—it’s breaking formation, peeling itself away from the Las Vegas Convention Center entirely, and setting up a massive, standalone exhibition hall at The Wynn. And the message behind the move couldn’t be clearer:
Samsung wants to own the AI conversation.
Not share it.
Not participate in it.
Own it.
According to their official announcement, the company is “boldly breaking away from the conventional exhibition framework” to deliver a fully curated, museum‑style AI ecosystem showcase. Translation: no more cramped booths, no more tech‑expo chaos, no more shouting over your neighbor’s soundbar demo. This year, Samsung wants you to walk into its world—not the other way around.
A CES Booth? Ascension Beyond Booths
Instead of the usual Central Hall setup, this compnay is building what it calls the Samsung Exhibition Zone, a sprawling, industry‑leading space designed to house everything—product demos, presentations, tech forums, partner meetings, and media events—in one seamless environment.
Think less “trade show booth,” more “Apple Park, but portable.”
Samsung says the shift isn’t just about location—it’s about changing the entire exhibition paradigm. The company is borrowing techniques from art galleries and museums to create a curated, narrative‑driven experience that shows off not just products, but the essence of its AI strategy.
This is the tech giant saying:
“We’re not here to show you gadgets. We’re here to show you the future.”
Samsung’s Unified AI Vision
The centerpiece of this standalone hall is its unified AI vision for the Device eXperience (DX) division. Under the theme “Your Companion to AI Living,” they plan to demonstrate how AI threads through every corner of its ecosystem—mobile, appliances, displays, services, and the connective tissue between them.
This isn’t about one product.
It’s about the entire Samsung universe talking to itself.
Visitors will be guided through a curated journey showing how their AI:
- Lives inside your phone
- Runs your home
- Powers your appliances
- Connects your screens
- And ties everything together into one seamless experience
It’s the kind of “AI everywhere” pitch that companies love to make—and they are backing it with a venue big enough to make a very pointed point.
A Museum‑Style Reveal
Samsung’s annual The First Look event is also getting the premium treatment. Instead of a stage jammed into a convention hall, the company will unveil its new products and technologies inside the standalone space, using gallery‑style curation to highlight design, storytelling, and real‑world impact.
The goal?
Make you feel the tech, not just see it.
The company says the environment will be designed to minimize congestion and maximize immersion—something CES has historically struggled with.
Tech Forums and AI Roadmap Take Center Stage
This standalone hall will give Samsung room to host its own Tech Forums, featuring panels, presentations, and discussions about AI, devices, services, and design (lions and tigers and bears, oh my!).
This is Samsung carving out its own stage—literally and figuratively—to shape the AI narrative heading into 2026.
No competing noise.
No shared spotlight.
Just Samsung and its vision, one that wants to dominate the tech world.
What Samsung’s CES 2026 Strategy Says About Its Future
Samsung isn’t just moving buildings. It’s making a statement.
By stepping away from the CES show floor and building a self‑contained AI universe at The Wynn, Samsung is signaling that its AI strategy isn’t just another bullet point—it’s the company’s entire identity going forward.
This is a flex.
A strategic one.
A loud one!
And if the execution matches the ambition, CES 2026 might end up feeling less like a tech expo… and more like Samsung’s world premiere.
