(From left) “Vienna Viewed from the Belvedere Palace” (1758/61) by Bernardo Bellotto the Elder on OLED TV, “Summer” (1563) by Giuseppe Arcimboldo on The Frame and “The Tower of Babel” (1563) by Pieter Bruegel the Elder on Micro RGB TV at Kunsthistorisches Museum in Vienna. Photo: Seniad Kasupovic. Image simulated for illustrative purposes. Cables not shown.

Samsung Electronics Co., Ltd., and the Kunsthistorisches Museum in Vienna today announced a new partnership to bring 43 carefully selected masterpieces from the museum’s collection to Samsung Art Store.[1] Starting today, art enthusiasts worldwide will be able to access these iconic works in stunning 4K resolution exclusively on compatible Samsung TVs.[2]

“The Kunsthistorisches Museum is not merely an institution — it’s a symbol of Austrian cultural identity and is our neighbor, our partner and our home,” said Dario Casari, President of Samsung Austria and Samsung Switzerland. “This partnership represents something truly special for Samsung— by combining these world-class cultural treasures with Samsung’s cutting-edge display technology, we’re creating a unique bridge between history and innovation, bringing Vienna’s artistic legacy to audiences around the globe.”

(From left) “Vienna Viewed from the Belvedere Palace, known as “Canaletto View” (1758/61) by Bernardo Bellotto on OLED TV and “The Art of Painting” (1665-1668) by Johannes Vermeer on Micro RGB TV at Kunsthistorisches Museum. Photo: Seniad Kasupovic. Image simulated for illustrative purposes. Cables not shown.

Masterpieces From Bruegel to Vermeer Now Available Digitally

The Samsung Art Store collection features some of the most significant works from the Kunsthistorisches Museum’s painting gallery, including:

• Several paintings by Pieter Bruegel the Elder, including the famous “The Tower of Babel”
• Johannes Vermeer’s “The Art of Painting”
• Gustav Klimt’s “Nuda Veritas”
• Canaletto and Bellotto’s iconic views of Venice and Vienna
• Giuseppe Arcimboldo’s “Summer”
• Works by Rubens, Velázquez, Caravaggio, Titian, Rembrandt and Raphael

Thanks to high-resolution digital rendering, viewers can appreciate the finest details of these extraordinary works. Bruegel’s “The Tower of Babel” reveals countless architectural and technical details, while Vermeer’s “The Art of Painting” impressively showcases the artist’s distinctive use of light and precision.

“The Tower of Babel” (1563) by Pieter Bruegel the Elder on The Frame Pro. Image simulated for illustrative purposes. Cables not shown.

Bringing World-Class Cultural Heritage Directly to the Home

With the Kunsthistorisches Museum joining the Samsung Art Store platform, Samsung continues to expand its premium portfolio of international cultural institutions. Existing collaborations with renowned museums such as the Louvre in Paris, the Prado Museum in Madrid, and the MUNCH Museum in Oslo already offer users access to unique art collections directly on their Samsung TVs[3].

Samsung Art Store offers a curated selection of thousands of international artworks displayed in native resolution with precise colour calibration. Users can personalise their viewing experience by selecting artworks according to style, period or mood, transforming their living spaces into their own digital gallery.

“We are delighted to join Samsung Art Store and share our unparalleled collection with a global audience,” said Dr. Jonathan Fine, General Director of KHM-Museumsverband. “By making these masterpieces accessible to everyone, regardless of location, we can engage a wider public. This digital experience will fascinate viewers and inspire them to encounter the original artworks in person at our museum in Vienna, bridging the gap between digital accessibility and the irreplaceable experience of standing before the originals.”

Back row, from left: Manuel Laporta Osante, Head of TV/AV – Samsung Austria, Verena Eisner, Deputy CFO – The Kunsthistorisches Museum Wien, Antonio Marques, Strategy Product Manager – Samsung Austria. Front row, from left: Paul Frey, General Manager – The Kunsthistorisches Museum Wien, Dario Casari, President – Samsung Austria and Samsung Switzerland.

[1] Samsung Art Store subscription required. Subscription fees apply. Artwork availability and collection contents are subject to change at any time without notice or user notification.

[2]  Compatible models may vary by year and region. Compatible 2025 models include Neo QLED 8K, Neo QLED 4K, The Frame, The Frame Pro, and Q7F. Compatible 2026 models include Micro RGB, OLED, Neo QLED, Mini LED, The Frame, The Frame Pro and The Movingstyle. Availability of Samsung Art Store may vary by model. Subscription and internet connection required

[3] Compatible models may vary by year and region. Compatible 2025 models include Neo QLED 8K, Neo QLED 4K, The Frame, The Frame Pro, and Q7F. Compatible 2026 models include Micro RGB, OLED, Neo QLED, Mini LED, The Frame, The Frame Pro and The Movingstyle. Availability of Samsung Art Store may vary by model. Subscription and internet connection required.

Call of Duty: Modern Warfare 4 on Samsung TV and Odyssey Monitor. Image simulated for illustrative purposes. Cables not shown.

Call of Duty is a critically acclaimed and award-winning franchise that has become one of gaming’s most recognised intellectual properties. The collaboration marks another step in Samsung’s efforts to expand next-generation gaming experiences across TVs, monitors, soundbars, Wi-Fi speakers and connected gaming services.

“We are pleased to be the official TV, monitor, soundbar and Wi-Fi speaker partner for Call of Duty: Modern Warfare 4, bringing players a more immersive experience through Samsung’s premium display and audio technologies,” said Hun Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “We will continue working with leading developers to strengthen gaming experiences across our display portfolio.”

HDR10+ GAMING[1] Brings Greater Detail to Gameplay

Samsung and Call of Duty will integrate HDR10+ GAMING into Call of Duty: Modern Warfare 4. The technology helps deliver more accurate colour and contrast[2], supporting the immersive visual experience that reflects the creative intent of the developers.

“Samsung’s display and gaming technologies provide an exciting way to experience Call of Duty: Modern Warfare 4,” said Cody Neal, Head of Partnerships at Activision. “Partnering with Samsung allows us to showcase the game with clarity, scale and responsiveness that complement the intensity at the heart of Call of Duty.”

Modern Warfare 4 will officially support a 32:9 super ultrawide aspect ratio, allowing Samsung Odyssey G9 users to experience a wider format giving players a broader sense of space in-game.

Call of Duty: Modern Warefare 4 on Samsung Odyssey Monitor. Image simulated for illustrative purposes. Cables not shown.

Samsung Gaming Hub Streaming Call of Duty: NEXT

As part of the collaboration, Samsung Gaming Hub users will be able to watch Call of Duty: NEXT live through Samsung Gaming Hub on 21 Aug at 9 am PST / 22 Aug at 3 am AEST. Ahead of the event, a tune-in banner promoting Call of Duty: NEXT will be featured in the Samsung TV Gaming Hub masthead.

Samsung will also distribute Beta Early Access codes for Call of Duty: Modern Warfare 4 through the Samsung Promotion app. The codes will give selected players an opportunity to experience the Modern Warfare 4 Beta from Aug. 21-25, before the Open Beta begins, starting 28 Aug through to 1 Sep. Users can check for Beta Early Access code availability and event details on the Samsung TV Gaming Hub[3].

Samsung Gaming Hub allows users to access major cloud gaming services, including Xbox Cloud Gaming[4], as well as other game-related content, in one place. With it, users can access supported services and content without switching devices.

Gamescom 2026: Samsung Odyssey To Showcase Speed and Detail of Modern Warfare 4

Additionally, Samsung will bring Call of Duty: Modern Warfare 4 to its booth for an early hands-on experience during Gamescom 2026, taking place 26 – 30 Aug in Cologne, Germany. As one of the world’s leading events for computer and video games, Gamescom brings together players, creators, publishers and technology brands from across the industry.

At the event, Samsung will provide Call of Duty: Modern Warfare 4 Vault Edition Battle.net game codes to select players who visit its booth[5]. Visitors will also be able to play the highly anticipated title ahead of its official 23 October release on premium Samsung Odyssey gaming monitors. Built for modern gaming, Odyssey monitors give players the visual clarity and smooth performance needed for competitive play and cinematic moments.

For more information, visit www.samsung.com/au.

[1] HRD10+GAMING compatible monitors include Odyssey OLED G8 32 inch G80SD Gaming Monitor, 57″ DUHD Odyssey Neo G9 G95NC Gaming Monitor, and 27″ Odyssey OLED G6 G60SD QHD 360Hz Gaming Monitor. To use HDR10+ GAMING, the content must be HDR10+ GAMING compatible, and additional settings may need to be adjusted depending on the content.

[2] Compared to non HDR10+ supported gaming content.

[3] Beta codes will be available from 17 August through the Samsung Promotion App  and a banner displayed in the Samsung Gaming Hub. Limited beta codes available on a first come, first served basis. Samsung Account ID and device information required.  

[4] Supported features and games may vary by country and model. An internet connection, additional gaming service subscription and compatible controller are required. Samsung Account required for network-based smart services, including streaming apps and other smart features

[5] A total of 500 codes will be distributed through selected on-site activities. Details on how to win and claim codes will be announced on-site. The rules, tasks, and number of codes distributed may be subject to change depending on the on-site situation.

 With wins across TV, Mobile Phones and Home Appliance categories and awards for reliability, quality, performance and value, the accolades reflect a wide-spread consumer belief that Samsung continues to deliver some of the most recommended and most loved consumer electronics products for Australians.

Unchallenged for seven years, Samsung has once again achieved the title of Australia’s ‘Most Loved TV brand’; the only brand to win this award since Finder launched the category in 2020. Samsung’s continued leadership reflects its commitment to offering a diverse range of AI-powered displays – from Micro RGB, OLED and Mini LED panels to TVs featuring Glare-Free coatings, Art Store, and competitive gaming features across various screen sizes – to ensure there is a screen to suit every Australian lifestyle and living space.

Samsung also claimed Australia’s Most Recommended Mobile Phone brand, while retaining the title of ‘Top-Quality’ Mobile Phone brand for the second consecutive year. The winning accolades closely follow the announcement of Samsung’s new expanded Galaxy Z series line-up, opening a new chapter of foldable smartphone experiences built to enhance productivity, discovery, and self-expression for Australians.

“It’s an honour to be recognised by Australians for making smartphones that consumers are proud of and can confidently recommend to their friends and family,” said Eric Chou, Vice President of the Mobile eXperience (MX) Division at Samsung Australia. “At Samsung, we are proud to bring a range of smartphones and tablet devices that offer features and form factors to suit every Australian, offering consumers choice and reliability via devices designed to continually personalise and optimise to user needs over time.”

Samsung also delivered an exceptional performance in home appliances, with Samsung’s Refrigerator line-up securing a sweep across four categories including ‘Top Value’, ‘Most Reliable’, ‘Top Performance’ and ‘Most Recommended’. Furthermore, Samsung’s Top Load Washing Machines were voted ‘Most Loved’ by Australians’, demonstrating a preference by Australians for large capacity connected appliances that can support individual and family routines and lifestyles easily, intelligently and reliably over a long period of time.

Beyond these wins, Samsung also collected a further 48 Highly Commended awards including three in Mobile Phones, five in Tablets, one in TV, eleven in Refrigeration, eighteen in Laundry and four in Air Purifier categories.

“Samsung is focused on developing innovations across the home that feel like they have been made for Australians. It’s incredibly reassuring to see our TVs and home appliances recognised so strongly by the people who use them every day,” said Phil Gaut, Director of the Consumer Electronics Division at Samsung Australia. “Collecting consecutive wins in TV and laundry categories tells us we’re delivering real value, whether that’s via TVs designed to deliver art in bright Australian living rooms or appliances built to care about what Australians do like saving time, money and energy everyday.”

According to Taylor Blackburn, personal finance specialist at Finder, Samsung continues to stand out year after year as a brand that continues to deliver products Australians trust, recommend and genuinely love.

“Our Finder Customer Satisfaction Awards survey 50,000 people – this is not a small sample size. Samsung’s repeated success across multiple categories across multiple years shows a clear pattern; Australians value reliability, quality and performance,” said Blackburn. “Whether it’s TVs, mobile phones or home appliances, consumers are rating Samsung highly. It’s no mean feat to be loved, trusted and recommended..”

In 2026, Finder independently surveyed over 50,000 Australians, asking them to rank the products and brands they use everyday across categories of most loved, best value, most reliable, great performance, easy to clean, easy to use and most recommended. Australian’s preferences are recognised as part of Finder’s Customer Satisfaction Awards program, helping further Australian consumers identify the products and brands that may suit their lifestyles as voted by like-minded consumers.

For further information on Samsung’s range of consumer products, visit: https://www.samsung.com/au.

 To view further results from Finder Australia’s 2026 Customer Satisfaction Awards, visit: https://www.finder.com.au/finder-awards/customer-satisfaction-awards

Note to the Editor:

Samsung Australia – Full list of 2026 Finder’s Customer Satisfaction Awards

This is the first question many people ask when they need to purchase a new washer, oven, or refrigerator — and price is often the first thing to grab their attention. But what keeps consumers satisfied years after a purchase is something else: confidence that the appliance will continue to perform day after day, year after year.

Samsung Electronics’ recent global consumer survey suggests exactly that. When asked to rank the factors they consider most important when purchasing home appliances, respondents placed durability second only to product price. Nearly half (48%) identified long-term durability as a top consideration, and 36% said its importance has increased compared with three years ago.[1]

Image simulated for illustrative purposes. Not all depicted products are available in Australia. Cables not shown.

The message is clear: consumers are thinking far beyond the moment of purchase. They are looking for products they can rely on over the long run.

And perhaps that’s why, Samsung appliances don’t perform solo — they sing in harmony. Dependability is shaped not only by the hardware inside an appliance, but also by the support that helps it perform at its best over time. Like a well-rehearsed choir, key elements work together behind the scenes to help Samsung appliances stay dependable throughout their lifespan: long-term software support, proactive care, and durable core components.

Keep Performance in Tune: Up to Seven Years of Software Updates

Even the best hardware can benefit from staying up to date.

Samsung provides up to [2] for supported home appliances through over-the-network (OTN) updates. These updates help keep appliances current with the latest software improvements or bug fixes after they have been installed in the home.

The result is an experience that continues to improve over time. Appliances can gain new features and services upon availability without requiring users to replace the product itself.

Just as a familiar song can sound fresh with a new arrangement, Samsung appliances can continue delivering new experiences throughout their lifecycle.

Listen Before Problems Become Louder: Remote Management through SmartThings[3]

Every great performance needs someone paying attention behind the curtain.

Samsung’s (HRM)[4] service helps provide proactive care by monitoring appliance status with customer consent.[5] Connected appliances can send diagnostic information that helps identify potential issues before they become larger concerns.

When service is needed, the same data can help support fast and efficient assistance, helping users get back to their daily routines sooner.

Rather than waiting for something to go wrong, Samsung appliances work quietly in the background to help keep everything running smoothly.

Samsung’s Home Appliances within the SmartThings ecosystem. Image simulated for illustrative purposes. Not all depicted products are available in Australia. Cables not shown.

Never Miss a Beat: Durable Components

Of course, reliability starts with the parts that do the heavy lifting every day.

Key Samsung appliances, including refrigerators and washing machines, feature AI Inverter technology in critical components such as compressors and motors. Drawing on Samsung’s , these components intelligently adjust their operation according to usage conditions.

By continuously adapting to real-world usage, these components help improve efficiency, reduce wear and support long-lasting performance.

It’s a bit like a skilled choir knowing exactly when to raise or lower its voice – delivering the right performance at the right moment without missing a beat.

Achieve Home Appliance Harmony: Reliability That Lasts

People may not see software updates working in the background. They may not notice diagnostic data helping prepare a service visit. And few will ever watch an inverter motor adjusting itself in real time.

But what they do notice is when the appliances they depend on simply keep doing their job.

Reliability may not be the loudest feature in the room. But it is often the one people remember the longest and appreciate the most.

And that’s another reason why Samsung appliances continue to earn and maintain trust in homes around the world.

[1] Based on Samsung’s DA Global Usage & Attitude survey conducted in July 2025 across seven countries including United States, Brazil, Germany, France, Italy, India and Thailand.

[2] Wi-Fi-enabled Samsung home appliances will be eligible for software updates for up to seven years after launching, starting from models launched in 2024. Software updates are provided for up to 7 years from each appliance project’s initial launch, regardless of the local launch date. These are provided to appliances excluding cases where hardware limitations, such as memory or chip performance, may restrict the updates.

[3] A Wi-Fi connection and a Samsung account are required. For a list of compatible connected devices, visit https://www.samsung.com/au/smartthings/

[4] HRM is supported on SmartThings-enabled models released after 2019. Must download the SmartThings app available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[5] Includes both fault and non-fault diagnosis. The fault diagnosis is based on an error code on the product while the non-fault diagnosis is a perceived defect that occurs as a usability issue without generating an error code. Certain issues can be detected by AI based on the operational data, regardless of whether it generates an error code or not.

Amazon Prime Video shown on the Samsung Neo QLED QN70H. Image simulated for illustrative purposes. Cables not shown

“As home viewing options become more diverse, users are prioritising elite viewing standards and greater levels of immersion,” said Taeyong Son, Executive Vice President of Visual Display (VD) Business at Samsung Electronics. “By collaborating with Prime Video, we are bringing HDR10+ ADVANCED to home entertainment systems for the first time, we are elevating the home viewing experience all over the world.”

HDR10+ ADVANCED is the next evolution of the HDR10+ standard and is specifically designed to empower today’s advanced televisions which have achieved ever larger screen sizes up to 115-inches, higher peak brightness, and greater colour depth than their predecessors, while satisfying the requirements of leading content distribution services. The standard preserves the creator’s intent across compatible displays while delivering a more dynamic, lifelike viewing experience for supported content.

It also introduces two powerful capabilities for customers. Enhanced Overall Brightness uses statistical metadata to make fuller use of today’s premium TV brightness capabilities, delivering brighter, more precise HDR across the full tonal range3. Additionally, AI-driven tone mapping preserves shadow detail in darker scenes and delivers the heightened brightness that sports and action content demands[3].

Meanwhile, Intelligent Motion Smoothing utilises scene-by-scene metadata to allow compatible displays to dynamically adjust motion processing, preserving the cinematic feel of film content while delivering smooth, natural motion for sports, action and other fast-moving scenes.

“At Prime Video, we’re dedicated to providing the best possible viewing experience, and HDR10+ ADVANCED represents a meaningful step forward for our customers,” said BA Winston, Vice President of Technology at Prime Video. “With Enhanced Overall Brightness and Intelligent Motion Smoothing, the picture quality adapts to bring out the best details in every scene, and we’re excited to deliver richer, more dynamic visuals on the titles our Prime Video customers love on supported devices.”

The collaboration builds on the successful launch of HDR10+ on Prime Video in December 2017, when Prime Video became the first streaming service provider to offer HDR10+ to customers. The launch made Prime Video’s entire HDR library available in HDR10+ on Samsung’s 2017 UHD TV lineup, using dynamic metadata to deliver enhanced contrast and colour. Since that launch, the HDR10+ standard has grown to encompass 183 adopter companies and more than 22,000 certified products[4].

HDR10+ ADVANCED will be integrated into Samsung’s product lineup starting with 2026 TV models, with support planned for future products as the HDR10+ ecosystem continues to grow. The rollout builds on Samsung’s 20-year leadership in the global TV market[5], reflecting the company’s continued commitment to advancing display technology and bringing premium viewing experiences to consumers worldwide.[6]

For more information on Samsung TVs, please visit www.samsung.com/au. For more information about HDR10+ ADVANCED, please visit hdr10plus.org/advanced.

[1] HDR10+ ADVANCED is not supported when Filmmaker Mode is enabled.

[2] HDR10+ ADVANCED will be available on the following models: R95H, S95H, S90H, R85H, S85H, LS03HW, LS03H, and QN80H.

[3] Compared to HDR10+. Viewing experience may vary according to types of content and format.

[4] For more information, visit https://hdr10plus.org/hdr10_faq/how-much-hdr10-content-is-available-on-amazon-prime-video/

[5] Omdia, Feb 2026. Based on overall TV market share by manufacturer on an annual unit & revenue basis.

[6] Source: Omdia, February 2026. Global television market share by manufacturer, based on annual sales by volume and revenue. Results are not an endorsement of Samsung.

“Portrait of Lisa Gherardini, wife of Francesco del Giocondo, known as the Mona Lisa or La Gioconda” (1503–1519) by Leonardo da Vinci on The Frame

Samsung Electronics Co., Ltd. today announced that 34 brand new artworks from the Louvre’s collection are joining Samsung Art Store, making a total of 51 masterpieces from one of the world’s most celebrated museums available to Samsung Art Store users worldwide[2]. The collection includes Leonardo da Vinci’s “Mona Lisa,” along with some of the Louvre’s most renowned artworks, offering users unprecedented access to centuries of art through compatible Samsung Art TVs[3].

The collection features some of the Louvre’s most celebrated masterpieces, including Eugène Delacroix’s “Liberty Leading the People,” Paolo Veronese’s “The Wedding Feast at Cana,” and Jean-Auguste-Dominique Ingres’ “La Grande Odalisque”. These iconic works are complemented by paintings from major European masters such as Caravaggio and Jacques-Louis David, alongside distinguished examples of French Neoclassical and Academic painting, including Dominique Papety’s “Greek Women at the Fountain” and Nicolas Poussin’s “Orpheus and Eurydice” — representing a major expansion of Samsung’s curated digital gallery.

“Greek Women at the Fountain” (around 1841) by Dominique Papety on Samsung OLED S95H[4]

This partnership with the Louvre further strengthens Samsung Art Store’s growing portfolio of leading museums and cultural institutions. As one of the world’s most visited museums, the Louvre is home to some of history’s most important artistic treasures, and with Samsung Art Store expanding access to this iconic museum collection, users can discover and display masterpieces on compatible Samsung TVs and displays.

Samsung Art Store offers subscribers access to a curated library of artworks from leading museums and artists worldwide. Available on Samsung Art TVs, the service enables users to discover up to 5,000 artworks and enjoy museum art from the comfort of their home.

The Louvre collection is now available globally through Samsung Art Store, including in Australia.

[1] Stream complimentary curated art or additional artworks available via subscription. Internet connection required.

[2] The Louvre collection is now available globally through Samsung Art Store including Australia. Exceptions include the MENA 18 countries: United Arab Emirates, Bahrain, Algeria, Egypt, Israel, Iraq, Jordan, Kuwait, Lebanon, Libyan Arab Jamahiriya, Morocco, Oman, Pakistan, Qatar, Saudi Arabia, Tunisia, Turkiye, Yemen.

[3] Compatible models may vary by year and region. Compatible 2025 models include Neo QLED 8K, Neo QLED 4K, The Frame, The Frame Pro, and Q7F. Compatible 2026 models include Micro RGB, OLED, Neo QLED, Mini LED, The Frame, The Frame Pro and The Movingstyle. Availability of Samsung Art Store may vary by model. . Subscription and internet connection required.

[4] Samsung Art Store is available only on select OLED models: S95H globally and S99H in Europe.

Conversations That Connect the Whole Household

Unlike AI designed for individual devices, Samsung Vision AI Companion is purpose-built for the communal screen. It’s designed to bring everyone closer together, turning everyday moments into shared experiences.

the core of Samsung Vision AI Companion is an upgraded version of Bixby that enables more natural dialogue, deeper contextual understanding, and personalised responses. Samsung Vision AI Companion, delivers answers, accompanied by helpful visuals and related content[2]. There’s no need to navigate complicated menus or use additional devices. Everything happens right on the screen.

How to access and use Visions AI Companion

To launch[3] Vision AI Companion, press the AI button on your 2026 TV Samsung smart remote or long-press the Home button if your compatible 2025 TV smart remote doesn’t have an AI button.

Once you have opened Vision AI Companion, press and hold the microphone button to talk to Bixby and interact with the companion.

You can also select and navigate to related queries and AI-generated answers.

You can launch the AI Companion when you’re watching content on select sources including live TV and Samsung TV Plus.

Conversational and Visual Intelligence

What sets Vision AI Companion apart is its ability to answer questions and requests with visualised, intelligent responses through multiple AI agents by simply pressing the AI button on your remote control.

Powered by Generative AI, Vision AI Companion delivers a more natural and conversational experience. That understands context and follow-up questions, enabling more fluid interactions that feel like a real conversation – no commands, no menus, no typing.

Samsung’s First Multi-AI Agent TV Platform Supported in 10 Languages

As an open, multi-AI agent platform, Vision AI Companion combines various LLMs (large language models), including Perplexity, Gemini and Samsung’s Bixby voice assistant to share visualised, intelligent responses adapted to user questions and requests[4].

Other features include:

• AI Gaming Mode: Enhances gameplay with responsive, AI-powered optimisation for picture and sound[5].
• Generative Wallpaper: Creates dynamic, personalised visuals for the TV, adapting to user preferences and moods[6].
• AI Picture, AVA (Active Voice Amplifier) Pro, and AI Upscaling Pro: Automatically optimise picture and audio quality, ensuring every scene looks and sounds its best[7].

With one of the broadest language offerings for conversational AI on a TV or monitor, Samsung Vision AI Companion supports 10 languages, including Korean, English, Spanish, French, German, Italian, and Portuguese bringing advanced AI capabilities to more people in more places.

Samsung Vision AI Companion[8] is integrated across nearly Samsung’s entire current 2026 , including Micro RGB, OLED, Neo QLED, Mini LED TVs and The MovingStyle[9], and Smart Monitors lineup[10]. The platform is built on One UI Tizen, with up to seven years of OS software upgrades to maintain security and deliver new features over time.

Driven by Samsung’s commitment to making advanced technology part of daily life for more households, Vision AI Companion puts the TV at the center of a connected home—ready to help, inform, and adapt as your needs evolve.

To learn more, visit www.samsung.com/au/tv

[1] Provides AI created content, with accuracy not guaranteed. Not all accents, dialects, and expressions are recognised. Availability of the AI features may vary, depending on the nature of the content. Available on 2025 Q7F and above, and 2026 TVs.

[2] Information based on current viewing available and Samsung TV Plus channels. Provides AI created content, with accuracy not guaranteed. Not all accents, dialects, and expressions are recognised. Availability of the AI features may vary, depending on the nature of the content. Available on 2025 Q7F and above, and 2026 TVs.

[3] Users will need to review and accept the Privacy Notice the first time they use the service.

[4] Services are subject to change and may be suspended or ceased without notice. Not all languages, accents, dialects and expressions are recognised. Internet connection and Samsung account required. Data usage and subscription fees may apply.

[5] Picture quality of upscaled content will vary depending on the quality and resolution of source content and may not apply to PC connection and Game Mode.

[6] Generative Wallpaper: Requires internet connection and Samsung Account. Number of daily attempts may be limited. This feature is not supported on OLED models.

[7] Viewing experience may vary according to types of content and format. Upscaling may not apply to PC connection and Game Mode.

[8] Availability of Vision AI Companion may vary depending on market and model. For Smart Monitors, Vision AI Companion is only available on M70 and above.

[9] Available on features on 2025 Q7F and above TVs. Feature accessible by the AI button 2026 TVs, or by the Home button (long press) on the remote control without an AI button for remote controls on 2025 TVs (Q7F and above) and 2026 Crystal UHD TVs.

Across Southeast Asia and Oceania, consumers have been quick to embrace technology that makes everyday life simpler. From digital commerce and mobile payments to super apps and connected services, digital experiences are now integral to how people shop, communicate, work and manage daily life.

That same expectation is shaping how people approach artificial intelligence. As the world commemorates AI Appreciation Day this July, the shift is clear: AI is moving from experimentation into everyday use. In Southeast Asia and Oceania, where mobile-first lifestyles and digital adoption are among the highest in the world, people are beginning to expect AI to help them work, communicate, make decisions and move through daily life with greater ease.

The more embedded AI becomes in our lives, the more its value will be measured by how meaningfully it improves everyday experiences. The next phase of AI, which we will be unveiling at Unpacked on 22 July in London, will not be defined by technical capability alone, but by how naturally it fits into different lifestyles, understands individual needs and removes friction from daily routines.

From AI Tools to Connected Experiences

For years, technology evolved device by device. Each served a specific role: mobile phones for communication and productivity, wearables for health and activity insights, televisions for entertainment, and appliances for household routines.

Each device only supports one part of the user’s day. But when connected through AI, they can work together in ways that are more responsive to context and easier to act on.

SmartThings is central to making this possible. By bringing devices, services and partners into one connected ecosystem, it helps turn the intelligence offered by individual features into seamless experiences that are more natural and relevant in real-world scenarios.

Consider a young professional managing a fast-paced day, where even small decisions can add to the mental load. With AI Vision, our Bespoke AI Refrigerator Family Hub can help track fresh produce and packaged goods[1], alert users[2] when frequently used items are running low, and make grocery planning easier.

That same support extends to well-being. SmartThings integrates with Samsung Health to provide insights through Galaxy devices like the Galaxy Ring, while Galaxy Watch features such as Running Coach can analyse running performance data and customise training programs for users working towards their fitness goals. And as the user unwinds after a long day by watching their favourite shows on TV, Samsung Vision AI extends intelligence to the screen, helping the TV adapt to viewer preferences and make entertainment easier to discover, personalise and enjoy.

Together, these experiences show the broader promise of AI: making daily life easier not through one device acting alone, but through an ecosystem that understands context and can offer personalised responses to people’s needs.

Mobile as the Primary Gateway

Although AI now connects more devices across daily life, mobile remains the primary gateway. The mobile phone links people to the services, content, devices and relationships they rely on daily.

This is where agentic AI becomes especially important. As intelligence grows more contextual, mobile devices are evolving from a tool people use to search, message and browse, into an interface that helps them understand what matters, suggests the next step and completes everyday actions with less effort.

Galaxy AI is designed for this next phase of mobile AI. Instead of asking users to manage every task manually, it surfaces suggestions for what comes next. Mobile AI becomes most useful when its intelligence is built directly into the device experience itself.

Consumers in Southeast Asia and Oceania welcome the benefits and recognise the potential of AI but their trust needs to be earned. To deeply embed AI into daily life, consumers must feel that their data stays safe and that they are in control. Galaxy AI is designed to help protect personal information by keeping sensitive data close to the user, while giving users clear visibility and choice over how their data is used to power AI experiences. As AI expands across the connected ecosystem, Samsung has also extended Knox Matrix, its cross-device security platform, to provide a unified layer of protection across home appliances, mobile devices and TVs.

We are still in the early stages of this transformation. With AI becoming more widespread in daily life, new form factors will shape how people see, use, and act on information. Foldables are an important part of that future. A screen that flexes and unfolds gives AI greater flexibility to support multiple tasks, richer content and more contextual experiences at once.

At the upcoming Galaxy Unpacked, we will share more on how this vision is coming together.

The next chapter of AI will not be defined by how much more technology people must manage. It will be defined by how naturally intelligence fits into everyday life, helping people live, work, and connect more easily.

[1] A Wi-Fi connection and Samsung account are required. If a food item is not recognisable, it may be listed as an unknown item. AI Vision cannot identify or list any food items in the freezer. Recognition uses AI models that may be updated periodically to help improve performance. User may need to manually check and adjust the list to ensure its accuracy.

[2] Available through the SmartThings app, available on Android and IOS devices. A Wi-Fi connection and Samsung account are required. Both devices must be signed in with the same Samsung account.

Entertainment is no longer confined to a single place. Today’s viewing journeys unfold across different screens, moments and contexts.

A show may begin with a clip, a trailer shared in a group chat, or a recommendation that arrives mid-scroll. This is not fragmentation. It is how modern viewing works. The more interesting question is not how many screens we use, but what each screen does best, and why despite the plethora of display options made available to consumers, the TV continues to hold a special place in how people experience entertainment at home.

According to Samsung’s 2025 Southeast Asia and Oceania (SEAO) TV Awareness Survey[1], 65% of the region’s consumers watch TV daily. It’s clear that even as viewing journeys happen across more screens, TV remains part of the everyday rhythm in many households.

From Discovery to Presence

Mobile plays an important role in the viewing journey. It is always within reach, making it suitable for discovery, quick viewing, social sharing, and entertainment on the go.

At the same time, some viewing moments are especially suited for the big screen as TV brings scale, comfort and shared presence to entertainment experiences at home.

For instance, watching a live sports match on the big screen can bring the excitement from the stadium into living rooms. With features like AI Soccer Mode[2], sound and picture are optimised so viewers can enjoy every single bit of the gameday action from the comfort of their homes. This is why close to 40% of SEAO Smart TV users mirror, cast or stream from their phone to the TV1, showing how consumers value the flexibility of mobile viewing while appreciating the big screen experience.

Rather than choosing between screens, consumers are moving fluidly across them. Mobile devices offer mobility and immediacy, while TV brings scale, comfort, and presence.

A Smarter Way to Navigate Entertainment

Modern viewing no longer begins only when someone turns on the TV. It often starts elsewhere, before making its way there. The role of the Smart TV is to make that transition feel seamless, intuitive and coherent.

That is why the interface matters as much as the display. Viewers should be able to move easily between entertainment, apps and experiences.

Samsung’s One UI Tizen[3] reflects this shift by making everyday entertainment smoother to navigate. Viewers can easily access apps, customise the home screen, stream content, and enjoy gaming through built-in smart features, creating a TV experience that feels intuitive, personal and connected. With up to seven years of OS upgrades[4], our TVs are kept up to date with security enhancements and performance improvements.

Furthermore, Samsung Smart TVs support the way people move between screens. They allow users to conveniently mirror mobile content on the TV, use Multi View to watch TV and mobile content at the same time, display personal photos, and use the phone as a remote control.

Where the Moment Comes to Life

Once the journey reaches the TV, the screen determines how the moment lands. This is where pictures, sound and intelligence work together.

Features[5] such as Glare Free, HDR10+, and Object Tracking Sound+ (OTS+) help shape how entertainment feels on the big screen. For instance, whether with daylight or indoor lighting, our certified Glare-free technology reduces reflections, so that viewing experiences stay clear and comfortable. Meanwhile, HDR10+ uncovers delicate details across deep shadows to vibrant highlights, bringing greater dimension and immersion to each scene. Additionally, OTS+ helps sound follow on-screen movement for a more immersive audio experience.

Samsung Vision AI[6] adds another layer by enabling the TV experience to adapt more intelligently to content and environment. Through AI Customisation Mode, AI Optimised Mode and AI Sound Controller, the TV can enhance visual detail, fine-tune audio and adjust settings to better match what viewers are watching and where they are watching it.

As a result, films feel cinematic, with light, shadow and colour carrying depth. Live matches feel immediate, as motion and sound bring the room closer to the action. Gaming feels immersive when the screen keeps pace with every moment. At its best, TV quietly enhances the experience, helping viewers stay immersed in the content and the moment.

On Samsung 2026 TV models[7] supporting Vision AI Companion[8], users can easily pull up related information and content recommendations, activate AI-powered picture and sound enhancements, and access AI apps and features directly on the TV with a click of the AI button or long-press of the Home button on the remote control.   

The journey does not have to end when viewing stops. Samsung’s The Frame extends the role of TV beyond entertainment by allowing the screen to remain an integral part of the room when not in use.

The Frame can display renowned pieces that transform the screen into a personal gallery, reflecting individual tastes and complementing the style of the home. Through the Samsung Art Store[9], users can access more than 5,000 selections from world-famous artists and institutions, with collections that continue to evolve and expand across different genres and themes.

Recent collaborations include the partnership with the San Francisco Museum of Modern Art, which bring celebrated works by artists such as Diego Rivera and Piet Mondrian into the home. The Art Basel Hong Kong 2026 Collection also features works from emerging and established contemporary artists, imbuing the energy and creativity of their work into everyday living spaces.

This makes The Frame more than a screen for watching content. It becomes part of how people shape their spaces and appreciate art as another form of everyday entertainment.

The Right Screen for the Right Moment

The modern viewing journey does not depend on one screen doing everything. It is contingent on each screen playing its role at the right moment. Mobile helps the journey begin through discovery, immediacy and spontaneous moments. TV is where that journey becomes more focused, immersive and present.

In the multi-screen era, the TV complements the way we use devices. It gives entertainment a place to land and its presence can elevate a space. The journey may start anywhere and the big screen is where it all comes together.

[1] Samsung 2025 SEAO TV Awareness Survey. N = 2,000 respondents across 8 Southeast Asia and Oceania markets. Fieldwork: November 2025

[2] AI Soccer Mode sound optimisation only available when audio is played directly through the TV, not through a separate sound device. Turn off AI Mode to use this feature. AI technology designed to detect and optimise soccer content only. Availability and performance will vary according to several factors including source content and application in use

[3] Internet connection and Samsung Account required. Data and subscription charges may apply. Apps and UI may be subject to change without notice. Agreement of the Smart Hub Terms and Conditions and Privacy Policy is required before use. Kayo & BINGE not available for use in Very Remote regions of Australia.

[4] Tizen OS upgrades will be supported for up to 7 years starting from release year, for TVs released in the year 2026.

[5]Features and availability may vary by model and region.

[6] Supported models may vary depending on the feature.

[7] The Vision AI Companion is available on 2025 TV models Q7 and above, QN60F (Only ZA/ZC), The Frame LS03F(W), Smart Monitor M7 and above, and The Movingstyle. This feature’s availability may vary by model or region.

[8] Information based on current viewing available on Samsung TV Plus channels only. Provides AI created content, with accuracy not guaranteed. Voice commands recognise English, French, Spanish, Portuguese, German, Italian, and Korean, but not all accents, dialects, and expressions are recognised. Availability of features may vary, depending on the source content and privacy settings. Requires internet connection. Available on features on 2025 Q7F and above TVs. Feature accessible by the AI button 2026 TVs, or by the Home button (long press) on the remote control without an AI button for remote controls on 2025 TVs (Q7F and above) and 2026 Crystal UHD TVs.

[9] Stream complimentary curated art or additional artworks available via subscription. Internet connection required.

Image simulated for illustrative purposes. Cables not shown.

Art has long been a reflection of personal style, helping homeowners shape spaces that feel uniquely their own. Today, that expression extends beyond traditional mediums and into the devices that occupy the heart of the home, including the television.

Designed to seamlessly blend art, technology and design, the 2026 Samsung The Frame Pro and The Frame transform the TV from a screen into a statement piece. Whether displaying artwork from a world-renowned exhibition, showcasing personal photographs, or delivering immersive entertainment, Samsung’s Art TVs are designed to complement modern living spaces while elevating everyday experiences.

Curious how an Art TV can transform your living space? Here are three ways Samsung’s 2026 The Frame Pro and The Frame bring together premium display technology, world-renowned art and thoughtful design to elevate the modern home.

1. A Personal Gallery with World-Renowned Art

Image simulated for illustrative purposes. Cables not shown.

Bringing art into the home has never been easier. Homeowners now have more opportunities than ever to discover, curate and enjoy artwork without leaving their homes.

According to Samsung’s 2025 Southeast Asia and Oceania TV Awareness Survey[1], 69% of Australian consumers familiar with The Frame agree that it is equipped with the latest technology. Samsung’s 2026 The Frame Pro and The Frame go beyond traditional television experiences with innovative Art TV features that bring world-renowned artworks directly into the home:

• The Samsung Art Store[2] features more than 5,000 works from over 800 artists and more than 80 global partners — including collaborations with Moomin and Art Basel 2026[3].
• Art Store Streams[4] deliver a curated collection of 30 complimentary artworks every month, refreshed around new themes and artistic styles.
• The new The Frame 98-inch brings a new scale of immersion with its majestic screen, transforming living spaces into private galleries.

2. Premium Entertainment for Every Home

Image simulated for illustrative purposes. Cables not shown.

While The Frame is known for its artistic appeal, it is also designed to deliver premium entertainment experiences for everyday viewing. The survey found that 66% of Australian respondents aware of The Frame associate it with exceptional picture quality, while 61% of Australian respondents view it as a premium and high-end TV[5].

The 2026 lineup delivers on these expectations through a combination of advanced display technology and intelligent experiences.

Exceptional Picture Quality

• Neo QLED 4K and Neo Quantum HDR on The Frame Pro bring every image to life with brilliant colour, remarkable depth and ultra-precise contrast[6].
• Quantum Mini LEDs that precisely control light for deeper contrast and sharper detail.
• Quantum Dot technology that produces more vibrant, true-to-life colours.

Smarter Viewing with Samsung Vision AI Companion

Beyond picture quality, The Frame Pro and The Frame are equipped with Samsung Vision AI Companion[7], Samsung’s integrated AI platform designed to make the TV more intuitive and context aware.

Through a dedicated AI button or a long-press of the Home button[8]on the Samsung smart remote, users can interact with content in new ways, from learning about characters and plotlines to controlling playback through voice commands.

Designed for Art and Entertainment

Whether displaying artwork or streaming a movie, both The Frame models are designed to deliver a comprehensive viewing experience.

• Glare Free display[9] keeps distractions to a minimum, reducing reflections while preserving vivid colour and brightness.
• Q-Symphony, which synchronises compatible Samsung TVs and soundbars for richer audio experiences[10].
• Samsung TV Plus, Samsung’s free ad-supported streaming service provides access to over 4,300 channels across 30 countries, allowing users to enjoy diverse content at no additional cost[11].

 3. Designed to Elevate Every Living Space

Image simulated for illustrative purposes. Cables not shown.

A television is more than an entertainment device these days, it is also part of the home’s overall design. 63% of Australian respondents familiar with The Frame associate it with an elevated look and feel[13]. Designed to complement modern interiors, the TVs seamlessly blend form and function through:

• Modern Frame Design that resembles a framed artwork.
• Customisable magnetic bezels[14] that snap on easily to suit different interior styles and personal preferences.

With the Wireless One Connect[15], The Frame Pro connects wirelessly to a separate box that can be placed up to 10 metres away from the TV, keeping cables out of sight and creating a cleaner, more refined set up.

Both TVs can also be mounted nearly flush against the wall using Samsung’s Slim Fit Wall Mount[16], helping it resemble a framed artwork rather than a traditional television.

Whether serving as a statement piece in the living room, displaying artwork throughout the day, or providing immersive entertainment for movie nights, Samsung’s 2026 The Frame Pro and The Frame are designed to integrate naturally into modern homes, bringing together art, technology and thoughtful design in a single experience.

The latest models are now available in Australia. Visit https://www.samsung.com/au/lifestyle-tvs/the-frame/ to explore the full lineup, including available sizes, customisable bezel options and the latest promotions.

[1] Samsung 2025 SEAO TV Awareness Survey. N = 2,000 respondents across 8 Southeast Asia and Oceania markets. Findings in this article are based on respondents who answered the relevant question (N = 1,199), N = 153 in SEAU

[2] Stream complimentary curated art or additional artworks available via subscription. Internet connection required.

[3] Collections on the Art Store are subject to change.

[4]Availability may vary by country. The time at which the 30 artwork are delivered each month may vary by region. The timing and frequency at which the artwork are delivered may vary by region. The number of free artwork delivered is subject to change without notice.

[5] Samsung 2025 SEAO TV Awareness Survey. N = 2,000 respondents across 8 Southeast Asia and Oceania markets. Findings in this article are based on respondents who answered the relevant question (N = 1,199), N = 153 in SEAU

[6] Separate subscriptions required for certain streaming services. Terms apply. The Range of Quantum HDR claims luminance based on internal testing standards and is subject to change according to viewing environment or specific conditions.

[7] Information based on current viewing available on Samsung TV Plus channels only. Provides AI created content, with accuracy not guaranteed. Voice commands recognise English, French, Spanish, Portuguese, German, Italian, and Korean, but not all accents, dialects, and expressions are recognised. Availability of features may vary, depending on the source content and privacy settings. Requires internet connection.  Available on features on 2025 Q7F and above TVs. Feature accessible by the AI button 2026 TVs, or by the Home button (long press) on the remote control without an AI button for remote controls on 2025 TVs (Q7F and above) and 2026 Crystal UHD TVs.

[8] Users will need to review and accept the Privacy Notice the first time they use the service.

[9] The LS03HE has been independently verified as Glare Free: Reflection Glare UGR <10, Discomfort Glare UGR <22, Disability Glare UGR <34 by UL LLC. (UL Solutions), Certificate Number: V166045 – Exp. 31/12/2026.

[10] Check for Q-Symphony compatibility on soundbar product specifications. Soundbar sold separately.

[11] Channel number counts including Samsung TV Plus and Plex (third-party app) are current as of January 2025. Internet connection and Samsung account required.

[12] As at 23 June 2026. Validation for TV colour accuracy that expresses the same colour under standard light source (D65 based) with paper texture. (Error within ΔE ≤ 3.0 level that a person cannot feel colour difference). Picture quality may vary depending on quality and resolution of source content and viewing conditions. Screen image simulated for illustrative purposes.

[13] Samsung 2025 SEAO TV Awareness Survey. N = 2,000 respondents across 8 Southeast Asia and Oceania markets. Findings in this article are based on respondents who answered the relevant question (N = 1,199), N = 153 in SEAU

[14] Customisable Frame sold separately. Supported Customisable Frame lineup may vary by country.

[15] TV requires a separate power cable connection. Operating distance can vary depending on the surrounding environment. Wireless One Connect box may not work properly if placed inside a closed metal cabinet.

[16] The gap may differ based on the installation and wall type.