Why a K-pop Idol Group Appeared at a Tech Exhibition

Samsung Electronics partnered with six-member K-pop group RIIZE to showcase artificial intelligence (AI) technology to the public at CES 2026. While CES, the world's largest consumer electronics show, typically brings together tech companies and engineers, Samsung chose a consumer-friendly approach to position AI as 'natural technology in everyday life.'

As Samsung Electronics' global brand ambassadors, RIIZE has collaborated on various projects over the past year, including Galaxy Watch8 advertisements, SmartThings social content, and Samsung Health music projects. During CES 2026, all members participated in 'The First Look' event, experiencing Samsung's new products firsthand at the exhibition hall and creating short-form videos that were released publicly.

130-inch TV for Soccer Fans, AI Analyzes Scenes to Optimize Picture Quality

Seunghan, a RIIZE member who enjoys soccer, highlighted the world's first 130-inch Micro RGB TV as the most impressive product. In a video where he and Wonbin watch a soccer match on the TV, they introduced the 'AI Soccer Mode'. This feature uses AI to analyze scenes in real-time and automatically optimize picture and sound quality.

Micro RGB technology uses smaller pixels than conventional LEDs to deliver sharper picture quality. Samsung applied this to an ultra-large 130-inch screen while combining AI analysis functionality to enhance the sports content viewing experience.

Gemini in the Refrigerator, RIIZE Music in the Speakers

Another product RIIZE introduced was the Bespoke AI Family Hub refrigerator equipped with Google's latest AI model, Gemini. This product, which allows users to search for recipes or manage ingredients through voice commands, demonstrates how AI is being integrated into home appliances.

At the Samsung exhibition hall, the Music Studio 5 speaker and The Freestyle+ portable projector were demonstrated using RIIZE's songs including 'Boom Boom Bass' and 'Fly Up.' The Music Studio 5 features a design reminiscent of artwork, while The Freestyle+ offers the '3D Auto Keystone' function that provides optimized screens even on non-flat surfaces like curtains or corners.

Strategy to Connect Young Generations with AI Technology

Park Jung-mi, Executive Vice President and Head of Global Brand Center at Samsung Electronics' Global Marketing Office, stated, "We collaborated with K-pop artists RIIZE so that young people worldwide can experience and relate to Samsung's AI technology," adding, "We hope you will experience Samsung's AI vision through Samsung Electronics' 'The First Look' event."

RIIZE commented, "After coming to Samsung Electronics' 'The First Look' and directly experiencing and using Samsung's AI technology, we found it very easy and convenient," saying, "As K-pop artists, it was great to have the opportunity to promote K-brand Samsung's 'AI in everyday life' together."

New Direction in Entertainment-Tech Collaboration [AI Analysis]

Samsung Electronics' deployment of K-pop idols at a tech exhibition is interpreted as part of its AI technology popularization strategy. While tech exhibitions have traditionally been events centered on experts and industry stakeholders, consumer-friendly marketing has become increasingly important as direct-to-consumer (D2C) strategies have strengthened recently.

Particularly, RIIZE's main fanbase of teens and twentysomethings is also a key consumer group for AI technology. Samsung is guiding them to perceive technology not as 'complex and difficult' but as 'something easily usable in daily life.' The short-form videos created by RIIZE will be sequentially released through YouTube and social channels, which is expected to have a much wider reach than traditional press conferences.

Going forward, not only Samsung but other tech companies are likely to expand collaborations with entertainment. As AI expands from the realm of tech experts to consumers' everyday lives, partnerships with pop culture icons will likely establish themselves as an effective strategy.