Asked "What was that movie?" by voice... Samsung AI TV responded smartly

Press Conference at Suwon Plant on the 22nd

First Public Reveal of 'AI Voice Technology'... Scheduled for Introduction in the Second Half
'Tizen OS' 7-Year Free Upgrade
AI Provides Customized Viewing Experience with Enhanced Picture, Sound, and Subtitles

#. When someone asks Samsung Electronics AI TV by voice, "What was the movie where detectives sell chicken?" the movie 'Extreme Job' automatically appears on the screen from services like Netflix and Watcha. When the command "Select the first one from the list and raise the volume to 20" is given, the movie starts playing and the volume changes to the desired level simultaneously.

Samsung Electronics has introduced 'Artificial Intelligence (AI) voice technology' to its TVs, which understands natural language context and can execute multiple commands at once. This is part of a plan to expand its presence as an 'AI home device' by connecting devices to devices, devices to people, and people to people, moving beyond the one-way viewing experience of traditional TVs.

On the 22nd, Samsung Electronics held a press briefing at its Suwon Digital Research Lab (R4) to unveil new 'AI screen' experience technologies.

The newly revealed 'AI voice technology' allows users to give multiple commands at once, enhancing the experience of finding and watching desired content. It is scheduled to be applied to Samsung TVs in the second half of this year and meet customers.

Yong Seok-woo, President of Samsung Electronics Visual Display Business, is explaining about the 'AI Screen' at the Digital Research Lab of Samsung Electronics Suwon Campus.
[Photo by Samsung Electronics]

Yong Seok-woo, President of Samsung Electronics Visual Display Business Division, who led the presentation, said, "Through the differentiated consumer experience of Samsung AI Screen, we are establishing the formula 'AI TV = Samsung.'" He added, "Ultimately, we are striving to realize the value of 'Personal AI' that provides personalized experiences by understanding customers' preferences and contexts through various organically connected screens in everyday life, while safely protecting individuals' privacy and information."

On the same day, Samsung Electronics demonstrated various 'connectivity'-focused features. First, the AI TV has a built-in SmartThings hub, allowing connection to smart home appliances, lighting, curtains, and other smart devices without a separate hub device. Additionally, the TV's large screen can activate SmartThings' '3D Map View' feature to check the status of connected devices throughout the home at a glance. Users can not only monitor but also turn devices or lights on and off by room, and easily check temperature, air quality, and energy usage. Notifications for washing machine or dryer completion can also be received on the TV, so there is no worry about missing other household chores while watching dramas.

The 'Daily Board,' which provides useful daily information, also offered a more convenient AI life experience. When the TV is off, saying "Hi Bixby" allows users to comfortably check ▲the status of IoT devices in the home ▲energy usage ▲weather ▲memo widgets without using the remote control.

The newly unveiled 'Generative Wallpaper' also attracted attention. Generative Wallpaper is a service where AI recommends images based on a few conditions selected by the user, such as their mood that day. For example, when newlyweds host a housewarming party, the TV background screen shows images that match the day's situation and atmosphere, enhancing the party mood. President Yong said, "We will first introduce this to customers at IFA 2024 in September this year."

Samsung Electronics is explaining the Samsung AI TV features at the Suwon Digital Research Center. [Photo by Samsung Electronics]

Samsung Electronics' AI upscaling technology was also demonstrated. This technology uses AI to allow even old low-resolution videos to be viewed clearly in up to 8K quality. When comparing old popular dramas on TVs with and without AI upscaling, the quality improvement was outstanding. On TVs without AI upscaling, details such as individual hair strands are not clearly visible, but videos viewed on the 2024 Neo QLED 8K with AI upscaling show clear and sharp details like hair strands and clothing seams, making the difference obvious. AI upscaling runs on a high-performance AI processor on-device, so it improves image quality cleanly without network connection.

Customized image quality will also be automatically provided by video genre, increasing user convenience. AI recognizes video genres such as movies, sports, and entertainment, and when users select representative images for each genre and choose suitable image quality, AI optimizes the image quality according to user preferences by genre. President Yong emphasized, "Viewing time for OTT players like YouTube and Netflix is shifting significantly from mobile to TV, and viewing time in this area is also increasing," adding, "There is still opportunity for large screens."

In line with Samsung's motto 'AI for All,' modes for the visually impaired and hearing impaired are also being prepared. In particular, the 'Relumino Mode,' which uses AI technology to make screen outlines and colors clearer, helps visually impaired users enjoy content more vividly without additional devices. AI TV supports 'Relumino Together Mode,' which allows simultaneous viewing of normal and Relumino mode screens, creating an environment where visually impaired users and their families can watch together.

The same real-time translation function applied to Galaxy smartphones is also planned to be introduced next year. A Samsung Electronics official said, "Real-time capability is important for translation, so on-device AI is crucial," adding, "We are preparing a function to input subtitles and are additionally developing a function to translate voice."

Samsung Electronics is explaining the Samsung AI TV features at the Suwon Digital Research Center.
[Photo by Samsung Electronics]

To lead the AI market, Samsung Electronics has decided to provide free upgrades of the 'Tizen OS' with new AI features for the next seven years. This applies to customers who purchase Samsung AI TVs this year, and some products from last year are also eligible. The seven-year period was set considering that the average TV replacement cycle is seven years.

Tizen OS, developed by Samsung Electronics, is one of the world's largest smart TV platforms applied to Samsung TVs, with over 270 million Samsung smart TVs using it as of last year. Through Tizen OS, users can access various services and content on Samsung TVs such as Samsung TV Plus, Gaming Hub, and SmartThings. With this seven-year free Tizen OS upgrade, Samsung plans to provide new AI features so consumers can conveniently use AI TVs as AI home devices for a long time, accelerating the popularization of AI home life.

President Yong said, "Currently, Android holds the number one market share in TV OS, and Tizen is second," adding, "We are seeing opportunities not only in TVs but also in other devices, and we plan to expand Tizen to other manufacturers as well. We are already seeing some results."