At CES 2026, Samsung and LG reveal strategies extending beyond traditional appliances into AI-powered displays, gaming innovations, and healthcare ecosystems, signalling a disruptive shift in consumer technology.
Samsung Electronics and LG Electronics arrived in Las Vegas this week with expansive pavilions and a clear ambition to broaden their rivalries beyond televisions and white goods into artificial intelligence, smart homes, healthcare and personal beauty services. According to coverage of their pre-show schedules, Samsung staged a high-profile standalone pavilion at the Wynn hotel while LG maintained its main presence at the Las Vegas Convention Center and scheduled executive-led briefings at nearby hotels. [1]
Both companies used the run-up to CES 2026 to underline a contest for the premium LCD TV market centred on Micro RGB technology, a mini‑LED approach that uses red, green and blue LEDs as the backlight to deliver more vivid colour reproduction. Industry analysts say Micro RGB is technically demanding because LED chips must be reduced to around 100 micrometres or less to control brightness precisely, and Korean firms are positioning new ranges to reclaim ground ceded to Chinese manufacturers. Samsung plans to show Micro RGB panels in sizes from 55 inches up to an ultra‑large 130‑inch model, while LG will unveil its LG Micro RGB Evo offering. Samsung won 27 Innovation Awards at CES 2026 and LG 18, signalling industry recognition for many of these advances. [1]
Concurrently, both vendors amplified their gaming and monitor strategies. Samsung brought multiple Odyssey monitors including a 32‑inch model it bills as the world’s first 6K gaming monitor with adjustable 3D depth settings, and a 27‑inch Odyssey with an unprecedented dual‑mode 1,040 Hz refresh rate. LG returned to the premium monitor market under the UltraGear Evo banner with 27‑, 39‑ and 52‑inch models featuring on‑device AI for upscaling and video‑and‑sound optimisation, promising 5K-equivalent clarity without users having to upgrade PC GPUs. Samsung Display separately announced mass production of a new 34‑inch V‑Stripe QD‑OLED panel with improved text clarity and a 1,300‑nit peak brightness that will feed high‑end monitors from PC manufacturers. [1][5][2]
Television design and ambient viewing also emerged as battlegrounds. LG introduced a Mini‑LED Gallery TV developed with museum curators that uses an anti‑glare, glare‑reducing matte screen, ambient light sensors and a Gallery Mode intended to preserve artwork textures and colours; it ships in 55‑ and 65‑inch sizes with magnetic frames and an accompanying Gallery+ service offering curated artwork. The move is explicitly pitched against Samsung’s long‑running Frame and Glare Free initiatives and represents LG’s first serious push into the so‑called Art TV category. According to Tom’s Guide and T3, the set balances gallery aesthetics with LG’s a7 AI Processor and built‑in virtual 9.1.2 audio. [2][6]
Audio and projection hardware formed a parallel strand of announcements. Samsung introduced new Music Studio wireless speakers positioned at the premium end with spatial audio, Hi‑Res support and features intended for integration with Q‑Symphony systems, alongside two new high‑end Q‑Series soundbars and sound towers. The company also unveiled The Freestyle+, a brighter, AI‑driven portable projector with AI OptiScreen and Vision AI Companion for enhanced setup and interaction, slated for a UK launch in the first half of 2026. Pricing and precise availability remain unpublished, but Samsung framed these devices as components of a broader living‑room ecosystem. [3][7][4]
Physical AI , the embedding of perceptive, decision‑making intelligence into robots and devices , was a prominent theme. LG showcased LG Clloid, a home robot capable of delicate five‑finger manipulation and autonomous environmental learning, which the company says can act as a personal assistant coordinating appliances and schedules. Samsung has kept its physical AI plans closer to the vest but industry watchers expect upgraded versions of Ballie, the AI butler first seen at CES 2020, and possible demonstrations of work developed with humanoid robotics partners. The general consensus among exhibitors is that physical AI is moving from concept toward commercial readiness. [1]
Healthcare and beauty technologies are also being reframed as service ecosystems. LG promoted ReliefAI, a healthcare platform, and ThinQ On, an AI home hub, as part of its diversification strategy. Samsung is presenting Brain Health, a service designed to detect early cognitive decline, and has continued development of an AI Beauty Mirror that analyses skin condition to underpin data‑driven services and partner ecosystems, including collaborations with cosmetics firms. Both companies signalled an intent to monetise device data through services as well as hardware sales. [1]
Taken together, the announcements at CES 2026 portray two conglomerates pursuing overlapping strategies: defend and upgrade core consumer hardware while seeding new, AI‑centric services and design propositions that tie devices more tightly into daily life. Industry awards and partner showings at the event suggest those efforts are being noticed, but many product roadmaps still hinge on commercial rollouts and pricing decisions to be announced later this year. [1][3][5]
##Reference Map:
- [1] (biz.chosun.com) – Paragraph 1, Paragraph 2, Paragraph 3, Paragraph 6, Paragraph 7, Paragraph 8
- [5] (Tom’s Hardware) – Paragraph 3, Paragraph 8
- [2] (Tom’s Guide) – Paragraph 4, Paragraph 4
- [6] (T3) – Paragraph 4
- [3] (T3) – Paragraph 5, Paragraph 8
- [4] (What Hi‑Fi) – Paragraph 5
- [7] (TechRadar) – Paragraph 5
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
9
Notes:
The narrative presents recent developments from Samsung and LG ahead of CES 2026, with specific product details and announcements dated December 2025. The earliest known publication date for similar content is December 16, 2025, when LG announced its Micro RGB evo TV. The report includes updated data and product details, indicating a high freshness score. However, the narrative references a press release, which typically warrants a high freshness score. No discrepancies in figures, dates, or quotes were identified.
Quotes check
Score:
10
Notes:
The narrative does not contain any direct quotes.
Source reliability
Score:
8
Notes:
The narrative originates from a reputable organisation, The Chosun Biz, a subsidiary of the respected South Korean newspaper The Chosun Ilbo. This association adds credibility to the report.
Plausability check
Score:
9
Notes:
The claims about Samsung and LG’s product innovations align with recent announcements from both companies. For instance, Samsung’s expanded Micro RGB TV lineup and LG’s Micro RGB evo TV were both announced in December 2025. The narrative includes specific product details and features that are consistent with these announcements. The language and tone are appropriate for the region and topic, and the structure focuses on relevant details without excessive or off-topic information.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative provides up-to-date and accurate information about Samsung and LG’s upcoming product innovations for CES 2026. It is sourced from a reputable organisation and presents plausible claims consistent with recent announcements. The absence of direct quotes and the focus on factual details further support its credibility.
