“As commercial environments continue to evolve, integrating display technology with smart content solutions has become critical”, said Shawn Kwon, Vice President, Integrated B2B at Samsung Electronics Australia. “With glasses-free 3D Spatial Signage supported by AI-powered Samsung VXT, we’re helping businesses deliver more immersive and engaging experiences across a broad range of commercial use cases. With that, we are now seeing early use cases spanning duty free shops, department stores and sports stadiums – where 3D content is bringing the ‘Wow’ factor, enhancing a customer’s experience. We’re proud to be empowering businesses with Spatial Signage products – Australian businesses can now be very creative with their own customer engagement, as by bringing 3D into the main stage, content can be delivered in a much more intuitive environment.”

Bringing Brands to Life Across a Range of Environments With Spatial Signage

Spatial Signage is Samsung’s industry-leading 3D digital signage that delivers an immersive visual experience. Using Samsung’s patented 3D Plate technology, it creates a sense of spatial depth positioned behind the LCD panel. Content retains the sharpness of 2D visuals while adding natural-looking 3D depth — without the need for specialised equipment such as 3D glasses. The display’s presentation naturally draws attention in retail, luxury, museum and entertainment settings, helping direct focus to key promotions, exhibitions or important information.

The newly launched 85-inch Spatial Signage display features a 4K UHD resolution (2,160 x 3,840) in a 9:16 portrait format, which enables brands and venues to present 360-degree rotating visuals that show front, back and side views of a product or scene.

Powered by Samsung’s industry-leading Quantum Processor, the display provides 4K UHD upscaling, 16-bit colour mapping and dynamic HDR refinement to deliver sharper detail, smoother tonal transitions and consistent colour accuracy. Additionally, an anti-glare panel helps maintain clarity under bright or challenging lighting conditions.

Spatial Signage features an UltraThin Design with a slim 52mm profile and a lightweight 49kg build. Compatible with a Slim Fit Wall Mount, the display installs like conventional signage and integrates cleanly into compact or design-sensitive locations, without the bulky, box-like enclosures typically associated with traditional showcase-style displays.[1]

AI Studio, a new AI-powered content app within Samsung VXT,[2] allows for streamlined content creation for all Samsung signage connected to the platform. The app transforms static images into signage-ready video without the need for external tools or manual setup. Content created through VXT’s AI Studio app is automatically optimised with refined shadow detailing, adjusted margins and background treatments for Spatial Signage — creating more realistic and balanced visuals tailored for a wide variety of commercial environments.

Recognised for its pioneering 3D capabilities, Spatial Signage has been named a CES 2026 Innovation Award Honouree in the newly introduced Enterprise Tech category, which made Samsung one of the first to be recognised in the category during its commercial debut at the show. Last year, the display was also named an IFA 2025 Innovation Award Honouree in the ‘Best in Emerging Tech’ category.

Spatial Signage will be available in Australia from April with the 85-inch model at an RRP of $28,530 (incl. GST). The 32-inch variant will follow in July, with the 55-inch arriving in September; pricing for both models will be confirmed closer to launch.

[1] Slim Fit Wall Mount must be purchased separately.

[2] Samsung VXT is a cloud-based digital signage platform that combines content creation, management, and remote device control within a single CMS, accessible via desktop and mobile. VXT is sold separately, and feature availability may vary by region. AI Studio will be available globally in 1H.2026 and may incur additional costs depending on usage.

At The First Look during CES 2026, we moved beyond the traditional roadmap of hardware iterations to unveil a broader strategic vision: “Your Companion to AI Living.” This vision combines both hardware and visual intelligence to deliver an entertainment experience across our TVs, monitors, and audio ecosystem that anticipates users’ needs and preferences in how they consume their preferred entertainment.

As the world’s leading TV brand for 19 consecutive years[1], we recognise that our leadership is no longer defined solely by the screens we produce, but by how effectively we integrate them into the lives of our consumers.

In the Southeast Asia and Oceania (SEAO) region, this shift is particularly critical. According to the latest e-Conomy SEA report by Google, Temasek, and Bain & Company, consumer interest in AI in Southeast Asia is three times the global average[2]. This heightened receptivity to innovation informs our 2026 strategy, driving a push towards a proactive, multi-agent experience.

From Tactical Usage to Intuitive Environments

With the rapid maturation of the digital economy across the SEAO region, our 2025 TV Awareness Study[3] shows that 88% of consumers surveyed in SEAO now use a smart TV as their primary screen. This tells us that modern consumers are no longer looking for a passive display device; they want an intelligent Entertainment Companion – a device that understands context.

As daily life becomes increasingly complex, the value proposition of technology must shift from manual utility to proactive assistance. At the core is Vision AI Companion (VAC)[4], designed to make television more intuitive, conversational and personalised. Simply ask a question[5] while you’re watching the TV about a sports event, or even travel suggestions and Vision AI Companion will deliver an answer near instantly, accompanied by helpful visuals and related content. Questions might include asking VAC to recommend what to wear based on trending clothing styles, or to find you an ideal brunch spot nearby. Alongside SmartThings[6] as the underlying architecture, the screen becomes a central command hub, orchestrating the home from climate control to household management. This is technology that simplifies life rather than adding to its cognitive load.

Defining the Premium Experience: Sight and Sound

The bar for home cinema has shifted towards premium, ultra-large screen experiences designed for zero compromise. In SEAO, 68% of consumers surveyed prioritise high-end, cinematic experiences at home3. We are meeting this demand by scaling our ultra-large screen offerings and introducing the world’s first 130-inch Micro RGB TV[7] (R95H model), marking a big step in display innovation and ultra-realistic picture quality.[8] The core LED light source is redesigned and re-engineered,[9] delivering exceptional colour performance on top of great brightness and contrast.

True immersion is a multi-sensory business. We pair our display expertise with 12 years of audio excellence[10] to transform the home audio experience, creating a unified acoustic environment. In 2026, Q-Symphony[11] evolves select TVs and speakers into an adaptive ecosystem that intelligently optimises sound based on each room’s unique layout[12].

This intelligence extends beyond entertainment to the battle station for gamers. Leading the Odyssey gaming monitor lineup is the 32-inch Odyssey 3D (G90XH model), Samsung’s first 6K glasses-free 3D[13] gaming monitor that pushes the boundaries of resolution and refresh rates,[14] ensuring a visual experience that is as seamless as it is immersive.

Elevating Home Expression Through Art and Content

Technology is most impactful when it enhances how we live and what we watch. In today’s vibrant and diverse consumer landscape, the visual display is not only a source of entertainment, but also a canvas for personal expression, supported by a growing ecosystem of content that enriches the home experience.

This year, we are bridging the gap between premium technology and home aesthetics through The Frame Pro. By utilising our advanced Glare-Free display technology^[15] and access to curated art via the Samsung Art Store^[16], the screen complements a room’s atmosphere rather than dominating it. It enables users to showcase their heritage and tastes, transforming a high-performance device into a centrepiece of artistic expression.

Samsung TV Plus, our free ad-supported streaming (FAST) service, has also surpassed 100 million monthly active users (MAU) in 30 countries worldwide[17], marking a 12 million increase in users since October 2024, further redefining entertainment for consumers with Samsung TVs leading the global TV market.

Inspiring the Next Two Decades of Innovation

At Samsung, our commitment is to ensure that technology is no longer something you must learn, but something that understands you. Through “Your Companion to AI Living,” we are evolving the visual display from the centre of the room to the heart of the home.

We are not just selling hardware; we are building the infrastructure for a more intuitive way of living. By aligning our global innovation with the unique digital appetite of the SEAO region, we are ensuring that the next era of home entertainment isn’t just about better pixels, but about being a better companion in your daily life.

[1] Samsung is ranked No.1 for 19 consecutive years in TV, Source – Omdia, Feb 2025. Based on overall TV market share by manufacturer on an annual unit & revenue basis.

[2] Google, Temasek, and Bain, e-Conomy SEA 2025

[3] The SEAO TV Awareness Study was conducted in November 2025 with 2000 users, aged 25 to 64 years old, across Australia, Vietnam, Thailand, Indonesia, Philippines, Malaysia, Singapore and New Zealand.

[4] 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 2025 Q7F and above TVs. Feature accessible by the AI button 2026 TVs (not available on Crystal UHD 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.

[5] Feature only available on free-to-air TV and Samsung TV Plus.

[6] Requires Samsung Account, internet connection and SmartThings enabled devices. Please visit www.samsung.com/au/apps/smartthings/ for a list of current compatible devices.

[7] Based on internal research as at 17 November 2025. VDE Testing and Certification Institute has tested and positively evaluated that the RGB Micro LED size is ≤ 100 µm. Test Report 331701-TL6-, valid until 8 July 2026.

[8] VDE Testing and Certification Institute has tested and positively evaluated that Series MR95 has a picture quality for Micro RGB Colour gamut ratio of BT.2020 (CIE u`,v` ≥ 100%). Test Report 331701-TL6-, valid until 8 July 2026.

[9] Compared to conventional LED TV backlighting technologies

[10] Samsung is ranked No.1 soundbar brand for 12 years ® Futuresource Consulting Ltd. Based on overall soundbar market share by manufacturer on an annual unit & value basis.

[11] Q-Symphony is available only with compatible 2022 Q-Series and S-Series Soundbars and onwards. Soundbar sold separately. Audio effects may vary based on source content, installation and environmental characteristics.

[12] This feature is called Adaptive Sound Pro. Performance may vary depending on installation environment and surroundings.

[13] 3D effects may vary depending on the game content and PC capabilities. 3D capabilities may be limited in multi-monitor environments with more than one Odyssey 3D monitor. Game compatibility can be seen in Samsung Odyssey 3D Hub, which can be downloaded from Samsung.com or Microsoft Store.

[14] Refresh rate and response time may vary based on the performance of the input source.

[15] The Frame Pro LS03HW 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

[16] Stream complimentary curated art or additional artworks available via subscription. Internet connection required. Offering 30 refreshed artworks monthly through Art Store Streams and over 70 ambient content supported complimentary throughout the year.

[17] Based on internal Samsung data as at 16 February 2026.

Samsung Electronics, Co., Ltd. today held the final session in its CES 2026 Tech Forum series, “The Human Side of Tech: Designing a Future Worth Living,” at Samsung’s The First Look space at The Wynn Las Vegas. The panel, moderated by Debbie Millman, host of “Design Matters,” featured Samsung Chief Design Officer Mauro Porcini and industry-leading designers Karim Rashid and Fabio Novembre.

With minimalism having defined the visual language of the tech industry for the past two decades, this panel of designers convened by Samsung asked: What comes next? Together, the panelists explored how warmer, more expressive and emotionally resonant technology can shape meaningful experiences in today’s AI era, while also charting a path forward for the industry.

Design as an Act of Love

The session covered a shared view on the purpose of design as fundamentally people-first. “In recent years, design in tech has been somewhat uniform,” said moderator Debbie Millman. “Compared to other industries, the uniformity in the world of tech is an anomaly. So what if we were to extend technology beyond specifications and functionality?”

Samsung is currently addressing this question by focusing on how technology fits into people’s lives, experiences and needs. The panelists discussed the growing importance of this mindset in the current landscape in which traditional barriers to entry such as access to tools, scale and technical capability continue to diminish.

The Human Side of Tech

The discussion highlighted technology’s role in making intention, care and humanity visible in everyday life. Panelists noted that technology should help people recognise the thoughtfulness embedded in the products they invite into their homes and routines.

In this context, Samsung Chief Design Officer Mauro Porcini shared Samsung’s design purpose: to enhance everyday lives through meaningful technology. He outlined the company’s commitment to help people through advanced technologies that support wellbeing, creativity and self-expression.

Panelist Karim Rashid added to this sentiment, saying, “When we think about physical things in our world, we think not only about diversity of choice but also the fact that we can develop strong connections to objects,” he said. “Through design, you can end up with a very powerful, emotional connection with inanimate objects, or even products.”

Designing for Human Values

The panel went on to explore how AI can unlock new possibilities for expression when shaped by human values. Panelists discussed a shared view that AI reaches its true potential when guided by Emotional Intelligence and Human Imagination, not as a replacement for human creativity but as a force that expands it.

CDO Porcini articulated this with “AI × (EI + HI),” his approach to balancing Emotional Intelligence and Human Imagination to bring meaning to innovation. While describing this philosophy, CDO Porcini said, “When we design and develop, AI is amplified by Emotional Intelligence and Human Imagination. “Then, when people use products, AI amplifies Emotional Intelligence and Human Imagination.”

Through these insights, the session reinforced the belief that technology is shaping people’s lives in increasingly new and meaningful ways.

Expressive Design Drives More Meaningful Experiences

The discussion reinforced the importance of expressive design in bringing human-centered purpose to life, creating experiences that reflect emotion, support self-expression, invite connection and stimulate imagination.

“Happiness is the aim of design,” said Fabio Novembre. “Our pursuit of happiness is through design. I strongly believe in design, and that it must move back to the centre of the stage.”

Panelists noted that this reflects a shift from merely designing objects to designing experiences where emotion, meaning and identity are increasingly integral to how people relate to technology. This approach inspires a new kind of expression, resulting in designs that range from subtle and minimal to bold and imaginative — all meant to shape a better future.

During the session, Samsung emphasised its focus on expanding the TV’s capabilities through next-generation AI while delivering exceptional picture quality. 2026 will be a pivotal year for the VD business, with Micro RGB and OLED leading the premium TV segment, mini LED increasing accessibility to premium TV technology, and ultra-large displays further enhancing the immersive entertainment experience at home and beyond. As a result, the full lineup will bring Samsung’s state-of-the-art screen experience to a wider range of consumers, while reinforcing the company’s leadership in performance and innovation.

“We are currently experiencing a transformation in the way viewers enjoy the television experience, shifting from one centred on viewing to one based on direct interaction with users,” said President Yong. “As television evolves, Samsung is continuing to earn its leadership role year after year by building on its legacy of hardware excellence.”

Elevating the TV Experience With Vision AI

At the heart of Samsung’s 2026 strategy is Vision AI Companion (VAC)[1], a new intelligent platform designed to make television more intuitive.

By embedding AI across its ecosystem, Samsung is expanding the TV’s role beyond entertainment, enabling refined smart home integration and more meaningful engagement. This approach reflects Samsung’s commitment to building connected experiences that adapt to users, while maintaining the picture quality consumers continue to prioritise.

Redefining Scale, Design and Lifestyle Innovation

During the session, Hun Lee, Executive Vice President (EVP) of VD Business, provided additional detail surrounding Samsung’s new Micro RGB 130-inch TV, a Samsung first technical achievement, as well as the company’s commitment to lifestyle TV innovation.

“As the quality of content improves, it’s natural for users to want a higher degree of immersion,” said EVP Lee. “As we develop our products, Samsung is focusing on the tangible experiences brought by technologies like VAC, rather than just their technical specifications.”

As Samsung celebrates twenty consecutive years as a top TV brand, the VD Deep Dive underscored a clear message: leadership is earned through continuous innovation. By combining hardware excellence with intelligent, connected experiences, Samsung is shaping a future in which TVs deliver not only superior picture quality, but smarter, more personal and more meaningful experiences in homes around the world.

[1] Feature available in certain regions and models. Availability and supported features may vary by region and watching conditions. Voice commands recognise English, French, Spanish, Portuguese, German, Italian, and Korean, but not all accents, dialects, and expressions are recognised. Requires a specific Bluetooth remote (TM2660H/TM2661H) (sold separately on some models). In-box remote for some models (M70H/U800H) does not support voice recognition. Requires either a Mobile Quick Remote or separately purchased Bluetooth remote. Feature accessible with the AI button or the Home button (via long press) on remote controls without an AI button.

Led by Cheolgi Kim, Head of the DA Business, the session laid out how Samsung’s Bespoke AI appliances are seamlessly connected through SmartThings to become “Home Companions.”

These devices are equipped with Bixby voice recognition technology, screens, and cameras that allow them to see, hear and understand to proactively respond to users. This makes them capable of intelligently adapting to users’ daily lives. At the same time, intelligent adaptation extends beyond home appliances to TVs and mobile devices to build a broader AI ecosystem in which devices can fulfil the role of a true Home Companion.

“Samsung’s ultimate goal is to enable better living through Bespoke AI,” said Cheolgi Kim. “Through our extensive ecosystem that connects devices across DX products – including mobile phones and TV – and our appliances’ unique form factors, we are providing differentiated experiences to our consumers and creating more value through those experiences.”

Regional Strategies Powering Global Growth

Also during the session, JS Moon, Head of R&D at the DA Business, highlighted how Samsung is tailoring its 2026 appliance portfolio to meet regional market needs. In North America, innovative form factors like the Bespoke AI Laundry Combo continued to drive strong growth. In addition to the AI lineup, new kitchen packages featuring unified stainless-steel designs are expected to satisfy local preferences in 2026.

Latin America continues to see strong momentum led by laundry and air conditioning solutions, while rising interest in smart home ecosystems and localised AI features like regional language support and expanded AI Energy Mode represent a major growth opportunity in Asia.

“At Samsung, we aim to deliver meaningful AI experiences that are deeply aligned with local lifestyles and needs,” said EVP Moon. “As such, we will keep enhancing these regional features and expand core AI features such as AI Energy Mode to a wider range of price points and product types beyond premium lineups.”

Expanding the Role of AI in Everyday Life

Looking ahead, Samsung reaffirmed its commitment to expanding beyond traditional appliances into areas such as HVAC, modular homes, and connectivity in new aspects of daily life. By combining open collaboration, regional customisation and long-term software support, Samsung aims to deliver AI experiences that feel practical, trusted and deeply aligned with everyday lives.

Samsung Electronics Co., Ltd. today convened leaders across industries in to discuss the importance of smart home interoperability in the first of its Tech Forum panels at CES 2026 at The Wynn in Las Vegas, Nevada. In the session, titled “When Everything Clicks: How Open Ecosystems Deliver Impactful AI,” experts discussed how cross-industry partnerships are transforming connected homes into intelligent environments that feel seamless.

Openness as the Foundation of Home AI

The panelists agreed that the next era of home intelligence must be built on open collaboration, not closed ecosystems. As homes increasingly rely on devices and services from many brands and industries, openness enables AI systems to work together in ways that create real-world impact. Samsung shared its belief that open connectivity allows appliances to deliver experiences that would be impossible in siloed environments.

“Home is the most personal place in our lives, so home AI must earn trust — quietly, respectfully, and with value users can feel,” said Yoonho Choi, President & Chair of the Board of the Home Connectivity Alliance and Head of Strategic Alliances at Samsung Electronics. “That requires interoperability across brands, so the home works as one system instead of disconnected features. Through cooperation with HCA and across industries, we’re turning openness into outcomes: safer homes, simpler routines and measurable savings — built on consent and transparency.”

Powering A Connected Home Ecosystem

Samsung highlighted the scale and depth of its connected ecosystem, noting that millions of users are already part of the SmartThings community. With over a decade of leadership in connected living, Samsung brings deep insight into how AI companionship in the home is evolving, from today’s smart devices to tomorrow’s system-wide intelligence.

This foundation allows Samsung to design AI experiences that coordinate across appliances and services, delivering value that feels seamless.

“It’s crucial to deliver tangible user benefits that make people’s lives better,” said Michael Wolf, founder and editor-in-chief of The Spoon. “Along these lines, there’s no area that will bring more benefit than a broadly connected kitchen — one that allows users to understand what’s in their refrigerator, allowing for a more holistic understanding of everyday life.”

Turning Collaboration Into Measurable Consumer Benefits

The panel also examined how open ecosystems enable measurable benefits for consumers through cross-industry partnerships. Samsung highlighted its collaboration with Hartford Steam Boiler (HSB) as a first-of-its-kind example of how smart home data — used responsibly and transparently — can deliver meaningful outcomes.

“We’re at a point where the connected home can bring seamless integration into user lifestyles, which begins to develop trust in smart home equipment that results in direct benefits to consumers,” said Jed Usich, Senior Vice President of Strategic Growth Solutions at HSB. “Through our partnership with Samsung, we’ve created a bridge to the insurance industry that takes simple datapoints and turns them into tangible savings for consumers.”

Designing AI That Feels Human

Throughout the discussion, the panelists emphasised that for home AI to succeed, it must fit naturally into routines including cooking, relaxing, entertaining and caring for families. Design, storytelling and behavioral understanding all play a role in making connected devices feel like calm, reliable companions.

Together, the panelists agreed that the future of home AI depends on interoperability, responsible data use and collaboration across industries, ensuring intelligent homes deliver real value.

Samsung remains focused on building open ecosystems that make connected living simpler and more meaningful, proving that when everything clicks, home AI can help improve everyday life.

To stay up to date with the latest product news and special offers on Samsung’s 2026 product line-up, Australians can register their interest via https://www.samsung.com/au/handraiserces/

We have said farewell to 2025 and as we look ahead and welcome a new year, I am immensely proud of what our teams across Southeast Asia and Oceania (SEAO) have achieved together so far. To Samsung, the SEAO region is more than a collection of markets; it is a strategic hub of innovation, defined by dynamic growth, cultural diversity, and rapid digital adoption. While commercial targets continued to be important last year, we were also focused on anchoring Samsung as a genuine, long-term partner in SEAO’s development.

To strengthen the fundamentals that we established in 2025, I would like to share three core strategic pillars that will continue to anchor our growth path in 2026: delivering breakthrough innovations, empowering the next generation, and driving transformation for our customers; all underpinned by our commitment to become a truly AI-driven company.

Delivering Breakthrough Innovation Through an AI-Driven Future

At Samsung, we believe AI has fundamentally changed how we operate, innovate, and serve our customers. We have embraced a bold vision to be an AI-driven company and are already weaving AI meaningfully into our R&D product development, operations and user experience.

We first introduced Galaxy AI[1] to the world back in 2024 and we reinforced our AI leadership in 2025 as we delivered an even broader vision of living with AI. In addition to democratisation, we are driving a new era of multi-modal intelligence. This means ensuring that our hardware and software evolve together, creating devices that do not just process commands, but function as intuitive companions.

At CES 2026, we announced our efforts to create a more unified and personal experience across mobile, visual display, home appliances, and services with our “Companion to AI Living” Vision.

What excited audiences at CES 2026 was how Samsung’s displays, such as the 130-inch Micro RGB, are merging hardware excellence and visual intelligence to create a true entertainment companion for your homes. For instance, Samsung’s Vision AI Companion (VAC) uses AI technology to recommend what to watch and even what music to listen to.

Lastly, we introduced our long-term vision for intelligent care driven by Samsung’s integrated device ecosystem. I am truly excited about how we can redefine care from a reactive need to proactive opportunity. We will strive to promote healthier lives by delivering helpful features across AI, phones, appliances, wearables and other connected devices.

Empowering the Next Generation

What also continues to excite me is that the next generation in SEAO will not just be users of technology; they will be creators, innovators, and entrepreneurs who shape how these applications of AI serve their communities.

I believe that technology should serve as a bridge that enables everyone, regardless of background, to connect, create, and thrive. To fully unlock this potential, we have directed our corporate social responsibility (CSR) efforts towards cultivating and investing in our youth, nurturing the next generation of talent.

Our flagship Solve for Tomorrow (SFT) program empowers young people to drive meaningful change through technology and innovation. In 2025, participation grew by 40% from 2024, with a total of more than 16,900 youth across the region developing solutions to address challenges in their communities. This growth highlights young people’s readiness to apply technology in practical and meaningful ways when given the tools and opportunities.

Last year, the Samsung Innovation Campus (SIC) actively bridged the regional skills gap by providing advanced information and communications technology (ICT), coding, and AI education across multiple SEAO markets. This approach mirrors our internal capability-building methodology: just as we train our employees through a structured GenAI curriculum, SIC provides youth with a similar roadmap for progression, enabling them to build foundational AI capabilities and progress to working with more complex applications.

These initiatives are more than CSR programs, but strategic investments we are making to contribute and build up the talent pipeline for our region’s AI-driven digital economy.

2026 is set to be a year where we build on this strong momentum with our CSR programs, as we aim to do even more with governments, corporations, schools, NGOs and community partners.

Driving Ecosystem Transformation

Finally, the foundation of a hyper-connected world fueled by AI agents must be trust. At Samsung, security and privacy are at the heart of our strategy. This principle is increasingly critical as we enter an era of Agentic AI, where intelligent systems do not just respond to commands but anticipate needs on users’ behalf. The power of our “One Samsung” ecosystem ensures that intelligence extends seamlessly from mobile to the entire connected home via SmartThings[2], protected by Samsung Knox.

We also uphold this standard of trust at the enterprise level. Last year, Samsung Business Experience Studios (BES) were launched in markets including Indonesia, Thailand, and Singapore. These spaces are designed to help organisations envision how they can adopt innovative Samsung solutions to meet their specific industry challenges. With additional studios set to roll out across Southeast Asia and Oceania, we look forward to more opportunities for collaboration as we partner with enterprises to implement smart and secure solutions for their businesses.

Shaping Our Future Together

My first year leading SEAO has been characterised by our efforts to innovate, empower youth, and transform ecosystems across industries, all anchored in our evolution as an AI leader.

While we are encouraged by what we have achieved so far, our work here is far from over. I invite all our partners, consumers, and regional leaders to continue this journey with us in 2026 and beyond. As we pursue our ambition to establish Samsung as the undisputed leader in AI, we will strive to ensure that AI serves everyone throughout everyday life.

Together, let us shape a future where technology does not just connect devices, but connects people, communities, and possibilities across our vibrant region.

[1] Galaxy AI features are currently free of charge, with any specific plans for premium AI services to be decided in close coordination with our partners. There are currently no plans to charge for Galaxy AI features, however different terms may apply to other AI features provided by third parties.

[2] Requires Samsung Account, internet connection and SmartThings enabled devices. Please visit www.samsung.com/au/apps/smartthings/ for a list of current compatible devices.

Samsung Electronics Co., Ltd. yesterday held “FAST Forward: How New Streaming Models Are Shaping the Next Generation of TV” as part of its Tech Forum panel series at CES 2026. Taking place at The Wynn in Las Vegas, Nevada, the panel brought together leaders from entertainment and media to explore the evolution of streaming and the rapid rise of free-ad-supported television (FAST).

The session highlighted the interconnected relationship between today’s rapidly evolving consumer behaviours and preferences, the transformation of content by technology and monetisation models, the expanding role of creators as studios and the ways in which interactive and live experiences are catalysing a shift from passive viewing into active engagement.

Moderated by Natalie Jarvey of The Ankler, the panel featured Salek Brodsky, SVP and Global Head of Samsung TV Plus; Alessandra Catanese, CEO of Smosh; and Bruce Casino, EVP, Sales & Distribution, U.S., NBCUniversal Global TV Distribution.

FAST Gains Momentum as Audiences Recalibrate Value

As audiences grapple with subscription fatigue and a fragmented streaming landscape, the panel focused on how FAST is restoring simplicity and value to television. Samsung TV Plus anchored the conversation as a platform designed to reduce friction, offering hundreds of live and on-demand channels in one free, easily accessible experience across compatible Samsung TVs and devices across the world.

“The TV experience today can often feel like too much work for the viewer,” said SVP Brodsky. “Our goal with Samsung TV Plus is to simplify television again and combine the power of linear discovery with a modern, connected experience that feels effortless, curated and truly valuable.”

The panelists emphasised that FAST has evolved into a core part of the streaming ecosystem, complementing subscription and traditional models while delivering premium, proven programming at scale. For Samsung TV Plus, that evolution is rooted in shared experiences that elevate viewing and meet users not just where they already are, but where they want to be.

Hybrid Models Redefine the Streaming Ecosystem

Panelists emphasised that the evolution of streaming is less about replacing traditional models and more about expanding how audiences engage with content. FAST, subscription and linear distribution models are increasingly working in tandem, allowing studios to extend the life of proven franchises, reach new viewers, and unlock additional value without sacrificing performance elsewhere. By leveraging data, audience behaviour and decades of content insight, media companies are deploying FAST to complement existing channels and create more resilient and diversified ecosystems.

EVP Bruce Casino highlighted how this approach has enabled NBCUniversal to bring both classic and contemporary content to FAST audiences while continuing to see strong performance across platforms. “FAST doesn’t replace traditional distribution, it extends it,” said Casino. “What we’re seeing is that when great content shows up in multiple places, it creates incremental value rather than cannibalisation – allowing franchises to thrive across FAST, streaming and linear channels.”

Creators Emerge as the New Studios

The panel also examined how the changing nature of consumer habits and television platforms means content creators do not have to work exclusively with legacy studios to reach a broad audience. As this medium expands from social platforms to the living room, FAST is helping bridge digital culture and traditional TV, while also serving to elevate its production quality.

Samsung TV Plus was highlighted as a platform that helps creators evolve from digital-first brands into full-fledged television studios, helping expand reach, unlock new monetisation opportunities, and introduce content to broader, global audiences.

One of the clearest examples of a brand that has taken the step from digital-first brand to legitimate TV studio is sketch comedy-improv collective Smosh. By launching a FAST channel with Samsung TV Plus, Smosh has been able to strengthen its connection with its already-dedicated fans while gaining access to a much larger viewer base. Due to this evolution, Smosh has enhanced long-term growth.

“Partnering with Samsung TV Plus allowed us to elevate our production quality and invest in the future of the Smosh brand,” said CEO Alessandra Catanese. “It was the right platform to help us reach a broader audience while positioning our content in a premium environment that supports where we’re headed as a company.”

Live and Interactive Experiences Drive Engagement

Looking beyond on-demand viewing, panelists discussed how live programming like concerts and interactivity are reshaping the television experience by creating shared moments that audiences actively participate in.

With features such as synchronised premieres and real-time participation, technology is transforming television from a passive activity into an interactive experience – fostering connection, excitement and a sense of belonging that brings viewers together organically. Together, the panelists agreed that the future of television will be defined by flexibility, cultural connection and experiences that invite participation, not just consumption.

“Authentic content that creates cultural connection and brings people together is what matters most,” said SVP Brodsky. “That’s why we’re investing in live events, creator programming and interactive formats that remind people why TV has always been the center of the home.”

As streaming continues to evolve, Samsung is focused on helping shape a TV ecosystem that delivers value for viewers, opportunity for creators and scale for advertisers, redefining what television can be in 2026 and beyond.

To stay up to date with the latest product news and special offers on Samsung’s 2026 product line-up, Australians can register their interest via https://www.samsung.com/au/handraiserces/

Under the theme “Your Companion to AI Living,” Samsung outlined its vision for bringing joy, convenience and care to people’s daily lives — unveiling new products and technologies designed to support that goal. The company also emphasised its commitment to democratising AI by integrating the technology across its product lineup and services.

Watch how Samsung is embedding AI into everyday life.

To stay up to date with the latest product news and special offers on Samsung’s 2026 product line-up, Australians can register their interest via https://www.samsung.com/au/handraiserces/

TM Roh, CEO and Head of Samsung’s Device eXperience (DX) Division, opened The First Look by describing the company’s AI and how, due to its vast, AI-enabled, connected ecosystem, Samsung can provide users with an elevated experience in their daily life. This approach gives users a chance to access more than just the basics from their technology and instead, provides opportunities to find more meaningful moments everywhere.

“Samsung is building a more unified, more personal experience across mobile, visual display, home appliances and services,” said CEO TM Roh. “With our global connected ecosystem, and by embedding AI across categories, Samsung is leading the way to offer more meaningful everyday AI experiences.”

Entertainment Companion: Extending the Experience Beyond Simple Viewing

SW Yong, President and Head of the Visual Display (VD) Business at Samsung Electronics, and Sukhmani Mohta, Chief Marketing and Partnerships Officer, VD Business at Samsung Electronics America took the stage to describe how Samsung’s displays are combining hardware excellence and visual intelligence to provide a true entertainment companion. Drawing from twenty years of leading the TV industry, Samsung has built a full AI TV lineup that provides an entirely new way for users to interact with their TV.

The centre of the display lineup is the 130-inch Micro RGB, which represents a monumental leap in scale and picture quality. The 130-inch Micro RGB marks a new era of colour, featuring the widest and most detailed spectrum ever seen in Samsung TVs while its Timeless Frame design helps to minimise distractions and allows the picture to take centre stage with understated elegance. A micro-sized RGB light source drives the incredible picture quality, with each micro-sized red, green, and blue diode shining independently to produce colour in its purest, most natural form. Micro RGB AI Engine Pro[1] enables precise control of RGB colors and creates overwhelmingly vivid picture quality in virtually every scene.

Elevating this next-level viewing experience, Vision AI Companion (VAC)[2] uses AI technology to work alongside users as an entertainment companion to enhance viewing.

Samsung also offers intuitive modes to personalise the viewing experience. For soccer fans, AI Soccer Mode Pro delivers a more exciting gameday experience through AI-driven picture and sound tuning to near stadium-level quality. AI Sound Controller Pro[3] lets you raise or lower the volume of the crowd, commentary, or background music, providing a personalised listening experience for TV shows and movies. Users can simply make verbal requests, and any TV equipped with VAC – which includes Micro RGB, OLED, Neo QLED, and UHD TV[4] – contextually carries out those requests.

The Movingstyle is designed to move easily throughout the home and kitchen appliances, for a multi-device experience achieved through complete ecosystem integration.

Samsung has led the global soundbar market for 11 consecutive years[5]. This year, it is introducing two new WiFi speakers, the Music Studio 5 and 7, to further expand its integrated ecosystem. These models support a wider range of sound system combinations, enhance audiovisual quality, and improve the aesthetics of any space. Each model shares a timeless, dot design concept by renowned designer Erwan Bouroullec, inspired by a universal symbol in music and art, and grounded in Samsung’s signature design language.

Samsung also unveiled a host of new products that blend beautifully with users’ homes and aesthetics.  The new, ultra-thin Samsung OLED S95H features a refined bezel that gives it art gallery elegance, and Samsung’s new portable projector, The Freestyle+, supported by VAC, allows users to view content on walls and ceilings, as well as uneven surfaces like corners and curtains.

The 2026 TV lineup[6] supports HDR10+ ADVANCED, delivering enhanced brightness, genre-based optimisation, intelligent motion smoothing, advanced local tone mapping, and improved gaming experience.

Samsung also unveiled its most advanced Odyssey gaming monitor lineup yet, introducing five new models that push the boundaries of resolution, refresh rate, and immersive visual performance. Led by Samsung’s first 6K 3D Odyssey G9, the 2026 lineup debuts Samsung’s first display technologies for gamers and creators, including the next-generation Odyssey G6 and three new Odyssey G8 models.

At the centre of all these display innovations is the most powerful Tizen OS[7] yet. Users can now enjoy seven years of Tizen OS upgrades, ensuring that TVs continue to evolve long after they have entered the home.

Home Companion: Connected Smart Appliances That Guide You Through Your Day

Cheolgi Kim, Executive Vice President and Head of Digital Appliances (DA) Division at Samsung Electronics, and Elizabeth Anderson, Head of Integrated Marketing, DA at Samsung Electronics America (SEA) outlined Samsung’s vision to evolve from providing home appliances to true home companions that work to eliminate the stress of daily chores.  The AI-enabled Family Hub refrigerator is the centerpiece of the home and now, with an upgrade to AI Vision built with Google Gemini, it refines living for an AI future. With this update, AI Vision unlocks existing limitations in recognising food items, seamlessly tracking what is placed into and taken out of the refrigerator, making meal planning and food management simpler than ever. The Family Hub has won 10 CES Innovation Awards, while Samsung’s AI-enabled fridges have received the award for the past three years.

Through a gamified “What’s for Today?”[8], select refrigerators provide recipe recommendations based on what is in the refrigerator or also random recommendations, reducing the stress caused by choosing what to cook. When selected, recipes show up through SmartThings Food, where users receive a step-by-step guide to help them get started instantly. The selected recipe can also be sent to connected cooking appliances to begin the process seamlessly. Video to Recipe[9] adds even more simplicity, providing users with recommended cooking videos and converting those videos into easy-to-follow steps, allowing users to follow along while they cook without pausing the video or backtracking.

Samsung also unveiled FoodNote[10], a new weekly report that recaps users’ food intake patterns, from most-used ingredients and recipe recommendations, and which items it’s time to restock.  Additionally, Now Brief[11] includes more widgets on the Family Hub screen and with Voice ID[12], can distinguish between family members to display content relevant to each individual. Ultimately, these features work together to provide helpful insights and information throughout the week.

In the laundry room, the Bespoke AI Laundry Combo removes the need to transfer loads of laundry, solving a major pain point for households. This year’s model comes with enhanced features like a faster super speed cycle and enhanced drying performance. Moreover, Samsung’s new Bespoke AI AirDresser is here to solve another common problem with your clothes. It features Auto Wrinkle Care, which blasts strong air and steam jets to smooth out shirts. All users have to do is hang their shirt and wait, reducing the burden in busy mornings.

Around the house, the Bespoke AI Jet Bot Steam Ultra, powered by a Qualcomm Dragonwing processor, features an Active Stereo 3D Sensor to recognise liquids like coffee, juice, or even transparent liquids like water. While its camera helps with navigation, it also allows the robot vacuum to serve as a monitoring device for when users are away from home. Plus, with a smarter Bixby[13], users can speak conversationally to their robot vacuum to carry out tasks with ease. For the deep level of connectivity and integration that forms the backbone of a holistic, AI-powered experience, Samsung’s Bespoke AI appliances have received a CES Innovation Award.

Care Companion: Shifting From Reactive to Proactive Care

Finally, Praveen Raja, Vice President and Head of Digital Health at Samsung Research America (SRA), introduced Samsung’s long-term vision for intelligent care enabled by Samsung’s integrated device ecosystem, redefining care as a reactive need to a proactive opportunity.

For example, Samsung aims to provide a personalised wellness experience by deepening integration within its ecosystem, offering effective exercise, sleep coaching and suggesting appropriate recipes based on ingredients available in connected refrigerators.

Samsung Knox and Knox Matrix serve as the foundation of this hyper-personalised ecosystem, safeguarding user data at every turn. As AI is constantly evolving, so are Knox and Knox Matrix. To maintain security despite constant changes, Samsung’s security systems are consistently identifying AI risks by advancing to protect data in AI training processes and approving models through red team analysis.

The Samsung Exhibition Zone at CES is available to the public Jan. 4-7. For more information, visit the Samsung Newsroom.

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

[2] Feature available in certain regions and models. Availability and supported features may vary by region and watching conditions. Voice commands recognise English, French, Spanish, Portuguese, German, Italian, and Korean, but not all accents, dialects, and expressions are recognised. Requires a specific Bluetooth remote (TM2660H/TM2661H) (sold separately on some models). In-box remote for some models (M70H/U800H) does not support voice recognition. Requires either a Mobile Quick Remote or separately purchased Bluetooth remote. Feature accessible with the AI button or the Home button (via long press) on remote controls without an AI button.

[3] * Performance may vary depending on installation environment and surroundings.

[4] Vision AI Companion is available on all 2026 models from UHD up and select 2025 models.

[5] Source – Omdia, Feb 2025. Based on overall TV market share by manufacturer on an annual unit & revenue basis

[6] HDR10+ ADVANCED will be available on the following models: QN990H, R95H, S95H, S90H, R850H, S85H, LS03HW, LS03H, and QN80H.

[7] 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. Tizen OS upgrades will be provided for 7 years, starting from release year 2025.

[8] A Wi-Fi connection and a Samsung account are required.

[9] A Wi-Fi connection and a Samsung account are required.

[10] A Wi-Fi connection and a Samsung account are required.

[11] A Wi-Fi connection and a Samsung, Google, or Microsoft account may be required. You must use the same log-in account on each of the devices. Availability of certain apps may vary by country, region, service provider, network environment, or device, and may change without notice.

[12] Each user must register for a Samsung Account on screen appliances in advance. Up to six accounts can be registered on a single device. To use Voice ID, users must have agreed to the Bixby terms and conditions. Voice ID registration is available on select appliances, TVs and mobiles, and only one voice can be registered per account.

[13] Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on the country. Bixby recognises selected languages and certain accents/dialects, including Korean, English (US/GB/IN), Spanish (MX/ES), German, French, Italian, and Portuguese (BR). The user interface may change and differ by device. The availability of Bixby features and content providers may vary depending on the country/carrier/language/device model/OS version. A Samsung account log-in and data network connection (Wi-Fi or data network) are required.