Personalized Experiences Through AI TV
AI Home, AI Assistant, and AI Viewing Optimization
Significant Expansion of AI TV Lineup... Broader Range of Choices
Samsung Electronics has declared the true era of artificial intelligence (AI) TVs by launching a large number of new 2025 TV models. The plan is to provide personalized experiences by understanding users' needs, preferences, and intentions through AI TVs.
Samsung Electronics President Yong Seok-woo declared the true era of AI TV and introduced the 2025 TV strategy at the 'Unbox & Discover 2025' event. Photo by Samsung Electronics
On the 7th, Samsung Electronics held a new product launch event, "Unbox & Discover 2025," at Samsung Gangnam in Seocho-gu, Seoul, unveiling an enhanced AI TV lineup including Neo QLED 8K, OLED, QLED, and The Frame, as well as extra-large TVs, the portable screen "Moving Style," and the ultra-short-throw projector "The Premiere 5."
Yong Seok-woo, President of Samsung Electronics’ Visual Display Business Division, said, "The AI vision Samsung pursues is to act as a companion that makes daily life easier and more convenient right beside the user," adding, "We will open a new world of experiences beyond consumers’ expectations and what existing screens could not achieve." At the event, Samsung Electronics not only announced the new product lineup but also explained AI experiences that make it easy to control connected appliances and elevate content viewing, as well as the expansion of the Samsung Art Store.
Samsung Electronics introduced three key functions centered on AI usability to make daily life easier and more comfortable: AI Home, AI Assistant, and AI Viewing Optimization. AI Home enhances the smart home experience through Home Insight and Home Monitoring features. Home Insight recommends necessary actions such as "turn on the air conditioner if the indoor temperature is high" or "activate the air purifier if the air quality is poor," based on the user’s lifestyle patterns, device usage history, and indoor environment. Home Monitoring sends real-time alerts if abnormal movements are detected when the absence mode is set. The AI Assistant offers "real-time translation" that provides subtitles in the desired language for the content being watched, and "Click to Search," which recommends similar content and provides information about actors and programs related to the video being viewed.
Additionally, AI Viewing Optimization enhances the experience by "upscaling" low-resolution content to improve detail, depth, and contrast, and applying a "remastering" function that increases immersion with rich contrast and vivid colors.
A Samsung Electronics model is introducing the 2025 AI TV new product with advanced new AI features applied at the 'Unbox & Discover 2025' event held at Samsung Gangnam. Photo by Samsung Electronics
This year, Samsung Electronics expanded its AI TV lineup from the existing Neo QLED and OLED to include QLED and The Frame. The AI TV lineup has significantly increased from 34 models across 9 series last year to 61 models across 14 series this year, including QLED and The Frame. In particular, the OLED lineup was built from 42-inch to 83-inch models in the SF90 series, and the Neo QLED lineup expanded the maximum screen size from 98 inches last year to new 115-inch and 100-inch models this year, broadening consumer choices for extra-large TVs.
Moreover, Moving Style, which combines a moving stand with the existing smart monitor, has been expanded to Samsung TVs under 55 inches, including Neo QLED, OLED, QLED, UHD, and The Frame. Also, The Premiere 5, the industry’s first projector supporting touch interaction, uses triple laser technology to allow viewing on a large screen up to 100 inches from a short distance of about 43 cm. Alongside this, the Samsung Art Store, previously supported only on the lifestyle TV "The Frame," will be expanded to the 2025 Neo QLED and QLED models. The Samsung Art Store is a subscription service that allows users to view about 3,000 works, from photos and illustrations to pieces held by famous museums and galleries, in 4K quality through Samsung TVs.
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