Samsung Electronics has declared 2026 a pivotal year for the company as it launches its revolutionary Vision AI Companion platform, fundamentally transforming how viewers interact with television technology. Speaking at CES 2026, SW Yong, President of VD Business at Samsung Electronics, outlined the company's strategy to shift from traditional viewing experiences to AI-driven interactive interfaces that respond naturally to user needs.

Vision AI Companion: Redefining Television Interaction

The centerpiece of Samsung's 2026 strategy is the Vision AI Companion (VAC), an intelligent platform designed to make television more intuitive, conversational, and personalized. Unlike conventional displays, VAC understands what viewers are watching, anticipates their requirements, and delivers helpful contextual information directly on screen.

"Today's TV is evolving into an AI-driven experience where users speak naturally, the TV can understand the intent, learn preferences, and respond in more meaningful ways," Yong explained during his CES 2026 presentation.

Premium Product Portfolio Expansion

Samsung reinforced its market leadership by unveiling a comprehensive television lineup featuring cutting-edge display technologies. The company introduced new Micro RGB TV and OLED TV models at CES 2026, targeting the premium segment while expanding accessibility through mini LED offerings.

The AI TV and Vision AI Companion will be available across Samsung's 4K TV and higher lineups, ensuring broad accessibility to the enhanced user experience. The company's mini LED televisions specifically target increased accessibility to premium TV technology with ultra-large displays.

Market Outlook and Growth Projections

Despite projecting modest overall market growth, Samsung identifies significant opportunities in specific segments. The global TV market is expected to plateau, though mini LED TVs of 75-inch screen and above will experience growth exceeding 10%.

"Looking forward to 2026, we expect the overall TV market to see modest growth in the first half of the year, supported by major global sporting events. After that, the growth is likely to slow," Yong noted. However, he emphasized that demand is not disappearing but becoming more focused on premium categories.

Sustained Market Leadership

Samsung has maintained its position as global market leader for 20 consecutive years by continuously adapting to market evolution rather than remaining static. The company's strategy focuses on building consumer trust and excellence while providing smarter, more adaptive experiences through technological innovation.

The 4-day CES 2026 event, concluding on January 9, serves as the platform for Samsung to demonstrate its commitment to staying ahead of consumer trends and evolving technology. Through this comprehensive approach combining AI innovation, premium display technology, and strategic market positioning, Samsung aims to reinforce its leadership in performance and innovation while reaching wider consumer segments.

Samsung Electronics has staged a dramatic comeback, with its stock rally adding $350 billion to the company's market value since the beginning of last year. The South Korean chipmaker, once considered a latecomer to the artificial intelligence boom, is now outperforming competitors and attracting bullish analyst projections for record earnings.

Market Performance and Competitive Position

Samsung's shares have more than doubled over the past year, breaking multiple records and outpacing SK Hynix in recent performance. This marks a significant reversal after three years of underperformance against its smaller rival, which had successfully captured Nvidia as a key client during the AI rally's earlier phases.

AI Chip Market Breakthrough

The company is reportedly approaching a breakthrough deal with Nvidia to supply the latest iteration of high-bandwidth memory (HBM) chips. This potential agreement represents a long-awaited development that could significantly boost Samsung's valuation and establish its presence in the premium AI chip market.

The shift toward HBM production has created supply constraints for traditional memory products, where Samsung maintains market leadership. This capacity reallocation has driven substantial price increases for legacy DRAM chips used in:

• Personal computers
• Smartphones
• Conventional servers
• Traditional computing applications

Financial Outlook and Analyst Sentiment

Samsung's earnings projections have experienced remarkable growth, with analysts raising expectations by 115% since late September. This surge in optimism significantly exceeds the projection increases seen for major competitors, reflecting renewed confidence in the company's strategic positioning.

The dramatic improvement in earnings expectations has also compressed Samsung's valuation metrics, with the forward price-to-earnings ratio declining from a peak of approximately 25 times to the current level of 10 times.

Market Risks and Considerations

Despite the positive momentum, analysts note potential vulnerabilities as the AI rally enters its fourth year. Investor sentiment could shift quickly on earnings disappointments or broader concerns about market sustainability. The company's recent outperformance has raised expectations, making it more susceptible to volatility if results fail to meet projections.

Samsung's transformation from AI laggard to potential leader demonstrates the dynamic nature of the semiconductor industry, where strategic positioning and technological advancement can rapidly reshape competitive landscapes and market valuations.