Samsung Announces 'AI Screen Era'... LG Unveils First Transparent OLED TV

CES 2024 Showcases Samsung and LG TV Innovations
Leading TV Makers Engage in Fierce Technology Battle

Samsung Develops AI Processor Integrating Advanced Technology
Equipped in 2024 Neo QLED 8K TVs

LG Electronics Unveils Transparent Wireless 4K OLED TV
'LG Signature OLED T' Transparent Mode Draws Attention

Samsung Electronics and LG Electronics, leaders in the global TV market, demonstrated their technological prowess by showcasing innovative products at the world's largest electronics and IT exhibition. Samsung Electronics previewed the 'AI Screen Era' by unveiling the 2024 Neo QLED 8K TV equipped with a new artificial intelligence (AI) processor. LG Electronics expressed its ambition to redefine user screen experiences by unveiling the world's first wireless and transparent OLED TV.

Yong Seok-woo, President of Samsung Electronics' Visual Display Business Division, is presenting at 'Samsung First Look 2024.' / Photo by Samsung Electronics

On the 7th (local time), Samsung Electronics held 'Samsung First Look 2024' at Caesars Palace Hotel in Las Vegas, USA. This event was organized to introduce the company's TV products and related technologies ahead of CES 2024, which runs from the 9th to the 12th. At the event, the company unveiled the 2024 Neo OLED 8K TV (model name QN900D) enhanced with an AI processor. It also showcased the world's first transparent Micro LED and a wireless-supported projector.

The AI processor 'NQ8 AI 3rd generation' embedded in the 2024 Neo QLED 8K TV boasts the highest performance among Samsung Electronics' TV processors. This is thanks to 512 neural networks, eight times more than the previous generation, and a neural processing unit (NPU) that is twice as fast. Through this, the 2024 Neo QLED 8K TV supports upscaling low-resolution content to 8K quality. It also includes a feature that reduces image distortion during fast-changing sports broadcasts.

Samsung Electronics plans to introduce various AI technologies this year to evolve TVs into devices optimized for individual lifestyles as content viewing devices. A representative example is the 'AI Auto Game Mode,' which analyzes the selected game title and automatically adjusts picture and sound quality. In improving TV accessibility, Samsung applies the world's first real-time subtitle-to-speech conversion feature using AI and optical character recognition (OCR) technology.

A Samsung Electronics model is presenting the '2024 Neo QLED 8K' at the 'Samsung First Look 2024' event held on the 7th (local time). /
[Photo by Samsung Electronics]

Yong Seok-woo, President of Samsung Electronics' Visual Display Business Division, said, "Samsung AI Screen will play a central role as an 'AI home device' that connects and controls all devices in the home," adding, "Based on the next-generation AI processor, we will lead the AI screen era that offers a new way of life beyond existing smart TVs."

LG Electronics leveraged its OLED technology to unveil the world's first transparent and wireless 4K OLED TV, the 'LG SIGNATURE OLED T,' at CES 2024. This product maintains the high picture quality characteristic of self-emissive OLEDs while allowing users to see through the screen like transparent glass when powered off. The wireless AV transmission and reception technology eliminates all cables except for power, achieving minimalism and reducing installation constraints.

The LG SIGNATURE OLED T features 'Black Screen Mode' and 'Transparent Mode' to enhance usability according to viewing environments. Black Screen Mode allows users to enjoy content like a conventional TV, while Transparent Mode enables immersive media art appreciation. For example, when viewing media art of swimming fish, the overlapping of the space behind the screen and the content creates the illusion that the fish are actually swimming.

LG Electronics created a media art installation at the CES 2024 exhibition hall featuring 15 units of the world's first transparent and wireless OLED TV, the 'LG SIGNATURE OLED T' / Photo by LG Electronics

To showcase such innovative products, LG Electronics equipped the TV with the 'Alpha 11 Processor,' an OLED-dedicated picture and sound engine with enhanced AI performance. The Alpha 11 Processor delivers four times stronger AI performance compared to the previous generation, boosting graphics performance by 70% and increasing TV platform (webOS) application processing speed by 30%. It analyzes video at the pixel level and adjusts content colors considering the creator's intent, enabling the TV to possess intelligent functions.

Samsung Electronics and LG Electronics presented their goals to achieve consumer life innovation at CES, which is becoming an increasingly fierce battleground for advanced technologies. Samsung Electronics announced its CES participation theme as 'AI for All,' aiming to showcase a future vision of how AI will permeate consumers' daily lives and drive innovation.

Samsung Electronics set up the largest exhibition space among CES participants, covering 3,934㎡, where it will showcase home appliances and laptops evolved through AI functions. It will also introduce the new 'SmartThings,' upgraded with AI technology as the core of Samsung's device ecosystem. Furthermore, to materialize the exhibition of the future eco-friendly housing model 'Net Zero Home,' Samsung collaborated with Tesla in the U.S., enhancing connectivity between Tesla apps and Samsung Electronics' home appliances and SmartThings to aid energy savings.

LG Electronics prepared a 2,044㎡ exhibition hall at CES under the theme 'Redefining the Customer's Future,' concretizing its future vision of smart life solutions. It plans to introduce 'Smart Home' technology that senses users' habits, health conditions, and emotions through advanced AI technology and adjusts the home environment accordingly. LG will also unveil the 'Smart Home AI Agent,' a household assistant robot concept, for the first time.

An LG Electronics model is examining the 'LG SIGNATURE OLED T'. /
[Photo by LG Electronics]

The exhibition also provided insights into how both companies are enhancing their technological capabilities in the mobility sector, a recent hot topic in the electronics industry. Samsung Electronics, for the first time since acquiring Harman, integrated Harman's automotive products into its CES exhibition. Harman will showcase vehicle displays incorporating Samsung Neo QLED TV technology and AI technologies applying Samsung Health functions to automotive systems.

LG Electronics introduced 'AlphaBl,' a concept to redefine future mobility as a personalized digital space and to concretize related visions. To present electric vehicle charging solutions, LG also exhibited chargers and the control solution 'E-Centric.'