“Samsung sees TVs not as one-directional devices for passive consumption but as interactive, intelligent partners that adapt to your needs,” said SW Yong, President and Head of Visual Display Business at Samsung Electronics. “With Samsung Vision AI, we’re reimagining what screens can do, connecting entertainment, personalisation, and lifestyle solutions into one seamless experience to simplify your life.”

Samsung Vision AI[1]: Smarter, Adaptive Screens for Seamless Living

Samsung Vision AI represents the next step in Samsung’s journey to deliver intelligent, intuitive, and seamless screen experiences. With the ability to make your Samsung TV aware of its surroundings, adaptive to user preferences, and autonomous in delivering intuitive features, Samsung Vision AI transforms screens into smart companions that enhance entertainment, simplify interactions, and seamlessly integrate into connected lifestyles.

At the core of Samsung Vision AI are its personalised features, which redefine how users interact with their screens.

• Click to Search offers instant information about what’s on screen — whether identifying an actor or exploring displayed content — all without disrupting the viewing experience.
• Live Translate, powered by on-device AI translation model, eliminates language barriers with real-time subtitle translations, allowing viewers to enjoy global content seamlessly.
• Generative Wallpaper transforms screens into dynamic, personalised art canvases, allowing users to make images that perfectly match their taste or occasion.

Beyond personalisation, Samsung Vision AI positions screens as central hubs for smarter living through integration with the SmartThings ecosystem:

• Home Insights provide real-time updates about your household environment, including safety alerts and daily updates, ensuring peace of mind whether users are home or away from home.
• Pet and Family Care keeps a watchful eye on loved ones, detecting unusual behavior in both pets and family members. It enhances comfort by automatically adjusting room settings, like dimming the lights when a child falls asleep, while providing real-time updates and recorded events through TVs.

Samsung Vision AI also delivers exceptional advancements in picture and sound quality, making every on-screen moment captivating. On-device AI picture and sound technologies analyse content and environmental factors in real time, dynamically adjusting visuals and audio for an optimised experience.

Building on its history of recognition for innovation, Samsung’s latest Vision AI features, such as Click to Search and Live Translate, along with cutting-edge products like the AI companion Ballie and the Smart Monitor M9 featuring Copilot, have earned the prestigious 2025 CES Innovation Award.

Driving Innovation through Open Partnerships in AI

Samsung Vision AI also offers limitless potential by collaborating with various AI partners such as Microsoft, paving the way for even more intelligent and personalised experiences and AI screen ecosystem expansion.

In collaboration with Microsoft, Samsung announced the new Smart TVs and Smart Monitors featuring Microsoft Copilot. This partnership will enable users to explore a wide range of Copilot services, including personalised content recommendations.

Samsung also plans to work closely with leading AI partners such as Google and others to expand what Vision AI can do.

With Samsung Vision AI, Samsung is redefining what screens can do — delivering personalised, intelligent experiences that adapt to users’ needs, simplify their routines and enhance their daily lives.

The Era of AI Screens: Samsung Brings Samsung Vision AI to Its Widest Lineup Yet

Samsung is ushering in a new era of AI-driven screen technology, with Samsung Vision AI features now integrated across its most comprehensive lineup ever — including Neo QLED, OLED and QLED models. This expansion underscores Samsung’s commitment to bringing intelligent, adaptive screens to more users, redefining what’s possible in home entertainment and smart living.

At the forefront of this innovation is the Neo QLED 8K QN990F, Samsung’s most advanced TV to date, designed to deliver unparalleled performance, sleek design, and smarter, AI-driven experiences. Powered by the latest NQ8 AI Gen3 Processor, the TV leverages a suite of on-device AI features to enhance picture quality, sound clarity, and overall viewing experience:

• 8K AI Upscaling Pro: Elevates lower-resolution content up to stunning 8K quality, ensuring incredible detail and clarity in every frame.
• Auto HDR Remastering Pro: Analyses content frame by frame, applying scene-adaptive colour expansion for lifelike visuals and vibrant colours, even in dark scenes.
• Adaptive Sound Pro: Uses AI to separate and optimise sound components like speech, music, and sound effects, delivering clear, balanced audio.
• Colour Booster Pro: Enriches colour expression with AI-driven scene analysis and enhanced image processing for each frame.
• AI Mode: Adaptively optimises picture and sound leveraging AI-based content recognition and TV area analysis for an optimal viewing experience in any setting.

Encased in an ultra-slim, minimalist design, the QN990F is a premium home entertainment device that combines cutting-edge technology with elegant aesthetics. With its advanced features and refined design, it elevates both the performance and style of any living space, offering a truly sophisticated entertainment experience.

The Neo QLED 8K QN990F will be coming to Australia in the first half of 2025. Pricing is yet to be announced.

A New Vision of Art: Expanding the Samsung Art Store and Introducing The Frame Pro

Samsung is continuing its commitment to blending art and technology with the expansion of Samsung Art Store and the launch of The Frame Pro, a new addition to the iconic Frame lineup. Together, these innovations reinforce Samsung’s mission to make art more accessible, personal, and seamlessly integrated into daily life.

Samsung Art Store now features over 3,000 curated works from prestigious global partners, including MoMA and the estates of Magritte and Basquiat. For 2025, this expanded collection is available not only on The Frame and MICRO LED series but also on Neo QLED and QLED models[2], giving users more ways than ever to transform their screens into personalised art galleries. This marks another milestone in Samsung’s commitment to enriching homes with dynamic art experiences.

Complementing The Frame, Samsung unveiled The Frame Pro, the latest model of the lineup, which enhances the art and entertainment experience with advanced Neo QLED technology — delivering brighter colours, sharper contrasts and improved local dimming for deeper blacks. Powered by the NQ4 Gen3 AI Processor, The Frame Pro offers unparalleled picture quality for both artwork and video content. It also comes with the innovative Wireless One Connect, allowing for more flexible installations that blend in seamlessly with their environment.

The Frame Pro will be coming to Australia in the first half of 2025. Pricing is yet to be announced.

Further strengthening its connection to the art world, Samsung has partnered with Art Basel, making The Frame the official art display of the globally celebrated event.

“As our mission is to power the world of art, having Samsung as our official global display partner is helping us break down physical and digital barriers, allowing more people to experience art in innovative and meaningful ways,” said Hayley Romer, Chief Growth Officer at Art Basel. “Through The Frame and the Samsung Art Store, art lovers can bring world-class works into their homes, transforming how they engage with and appreciate art.”

Shaping the Future of Display Technology

As Samsung continues to lead the way in reimagining the role of screens, its advancements deliver more than just technology — they create meaningful, personalised experiences that elevate everyday life.

At First Look 2025, Samsung unveiled The Premiere 5, the industry’s first interactive triple-laser ultra-short-throw (UST) projector. Designed to redefine home entertainment, The Premiere 5 introduces an interactive touch feature, allowing users to engage directly with the screen. This innovation seamlessly combines high-quality projection with versatile functionality, featuring Samsung LightWARP technology to project images onto everyday objects for creative and immersive experiences.

The Premiere 5 will be coming to Australia in 2025. Pricing is yet to be announced.

Samsung also showcased its commitment to shaping the future of display technology with the MICRO LED Beauty Mirror[3]. This innovative mirror display combines advanced reflectance and transmittance capabilities with personalised beauty insights, demonstrating how cutting-edge technology can enhance daily routines. By analysing individual skin types, the mirror provides tailored product recommendations to make self-care more intuitive and effective, leveraging innovative beauty solutions developed by Amorepacific, Korea’s leading cosmetics company.

To find out more about Samsung’s 2025 AV line-up, register your interest for updates as they drop via www.samsung.com/au/tvs/ceshandraiser

[1] Available features may vary by country and model.

[2] Available models may vary by country.

[3] Available in Korea and the USA only at this time.

By prioritising its premium product lineup, Samsung has upheld its position in the TV industry for an impressive 17 years, exemplified by its Neo QLED lineup. From 2006 to 2022, Samsung’s worldwide TV market share based on annual revenue has doubled[2].

“Our track record of industry leadership over the past 17 years was made possible by our consumers’ continued loyalty and trust in our products,” said Cheolgi Kim, Executive Vice President of Visual Display Business at Samsung Electronics. “We will continue to pave the path to create the most premium device experiences that go beyond premium picture quality.”

Samsung Electronics has been recognised for its global market leadership and excellence.

Samsung’s leadership in global TV market share for 17 consecutive years is a testament to the company’s commitment to providing innovative products with consumer-centric designs and upgraded user experiences.

Samsung continued to push the boundaries of picture quality and innovation by introducing products with the latest technologies as well. In 2017, Samsung defined the term “next-generation display” by unveiling its first QLED TV, which utilised quantum dot technology. In 2018, the company launched the groundbreaking QLED 8K, followed by the Quantum Mini LED-backed Neo QLED and the self-illuminating MICRO LED in 2021. This collection of innovative technologies redefined the standard for Samsung’s TV picture quality.

Additionally, Samsung has been at the forefront of pioneering new categories such as the Lifestyle series. Starting with the iconic design of The Serif in 2016, Samsung has continued to evolve its product lineup with designs to enhance the user experience through products such as The Frame, The Sero, The Terrace, The Premiere, and The Freestyle.

In 2023, Samsung’s commitment to innovation continues with the development of intuitive technology designed to meet the needs of users. SmartThings will enable seamless integration and connectivity of multiple devices with security remaining a top priority, empowering users to create deeply personalised experiences that accommodate both their unique preferences and needs.

Samsung Electronics has been recognised for its global market leadership and excellence.

[1] Source – Omdia, Jan-2023. Based on overall TV market share by manufacturer on an annual unit & revenue basis.

[2] Source – Omdia, Jan-2023. Based on overall TV market share by manufacturer on an annual unit & revenue basis.

The study, conducted in May, explores the common trends in homes around the country and the behaviours and attitudes which continue to evolve the more time we spend at home. This year’s research uncovers a house-proud nation obsessed with cleaning.

“Our daily routines have changed over the last twelve months and our homes will be never be the same,” explains Jeremy Senior, Vice President, Consumer Electronics, Samsung Australia.

“For most, home is a safe haven. It’s where we stay connected, our classroom, our office and our cinema/ entertainment hub. Our latest research reveals Australians have become more obsessed than ever with cleaning and decluttering. We have updated our appliances to be more efficient and with our change in daily routines we have adopted ‘chore snacking’ – doing smaller more frequent cleans rather than saving-up lots of tasks for the weekend.

“As a house proud nation, seven in 10 have said that having a cleaner home provides a barrier of comfort and safety as we declutter and dial up cleaning their spaces, surfaces and air in the home.”

“As we adopt new routines, technology is here to support and give families back time for activities they love. Time together with the family around the TV proving the key escapism and reward from our chores, work and schooling.” concludes Mr. Senior.

Obsessed with cleaning

Over the last year, one quarter of Australians have changed their cleaning routine as they adapt to more time living and working at home. Almost one-third of Australians now consider themselves ‘obsessed’ with cleaning (29%), increasing to 44% for young families and 43% amongst millennials.

The research also found that 34% of Australians are doing a ‘deep clean’ at least weekly and over half (64%) are cleaning around the home daily.

Having a clean home also makes 3 in 4 Australians feel less stressed, while 7 in 10 say a clean home makes them feel safe. For those obsessed with cleaning, 72% think their home is one of the cleanest they know.

New routines

Stress has been reduced from tireless chores thanks to ‘chore-snacking’. 60% admit they are doing smaller, more frequent cleans of the home each day – helping Australians feel on top of the cleaning and giving them more time back at the weekend for activities they love.

To support their new ‘chore-snacking’ routine, 38% of Australians have purchased a new appliance to make cleaning easier.

Working from home has also allowed over half of Australians to catch up on chores and feel more in control; with 22% washing dishes, 18% vacuuming and 24% admitting to doing more laundry during work hours or lunchbreaks.

A return to the traditional

With ‘chore snacking’ alleviating time pressure at the weekend, a quarter of Australians are turning to the kitchen as a form of relaxation, while mealtimes have become increasingly important as a time to reconnect with loved ones (43%, higher for young families at 60%).

61% of Australians also admitted they would rather have a good home cooked meal than go out for dinner, and 2 in 5 said they are cooking more meals from scratch in the past 12 months – higher amongst young families (50%).

With more time, and a greater connection to home, many Australians are finding comfort and entertainment in generation-old traditions. 1 in 2 are partaking in activities such as knitting, cross stitching, embroidery, crochet, jam making, and baking with 56% of Australians doing at least one of these in the past 12 months.

Enjoying spending time together (and apart)

34% of Australians say they watch TV to share time together with others, and 69% prefer to watch movies with others – cementing our desire to connect with family and friends in the home. The research also revealed the average household has three TVs, and whilst the primary purpose of the living room TV is to spend time with others, 46% will retreat to the bedroom to watch TV away from others.

31% of Australians have TVs in the bedroom where they unwind and watch their ‘own’ shows without judgement or interruption – with reality TV (42%), news (42%) and documentaries (46%) proving the most popular to watch solo.

Samsung Australians@HOME 2021 Products

Jet 90 Stick Vacuum and Clean Station – RRP from $899

• 200W suction and 60mins run time
• 5 layered filtration system
• Accredited by Sensitive Choice

Air Purifier range – RRP from $449

• Purifies air in all types of living spaces quickly and powerfully
• HEPA filter, Captures up to 99.97% of ultrafine dust and even bacteria
• 3-way air flow and dual power fan

9000 Series Family Hub – RRP from $5,999

• Beverage centre with autofill infuser jug
• Family board and view inside
• Flat door design with recessed handles and fingerprint resistant finish

85″ QN900A Neo QLED 8K Smart TV – RRP from $21,999

• Infinity Display
• 8K Resolution & AI Upscaling
• Picture quality with Quantum Matrix Technology
• Vivid colour with Quantum Dot

HW-Q950A 11.1.4ch Home Theatre Soundbar – RRP from $2,099

• Surround sound with Dolby Atmos speakers
• Q-Symphony technology that synchronises motion tracking sounds from compatible Samsung QLED TVs

About the Australians@HOME research

The Australians@HOME research by Samsung seeks to uncover the role technology plays in helping make Australian lives easier, taking the pressure off household chores and helping to save time through effective use of appliances and food storage.

The 2020-21 Australians@HOME research is the third study conducted following similar research in 2015 and 2017, and seeks to support Samsung in its ongoing efforts to understand the lives of Australians. This research was in field in May 2021 (sample: n=1000 nationally representative on age, gender and state among people aged 18-75) and was conducted by third-party research agency Fiftyfive5.