Samsung Electronics Co., Ltd. today unveiled Vision AI Companion at IFA 2025, introducing the next evolution of AI-powered displays across compatible Samsung TVs and monitors. With a smarter Bixby voice assistant, Vision AI Companion aims to deliver a more natural and conversational interaction as it integrates Samsung’s most advanced AI features into a single, intuitive AI experience that effortlessly helps users discover content and get contextualised answers.

Vision AI Companion will be available in Australia on eligible 2025 Smart TVs and announced at a later date.

With consumers around the world seeking devices that do more than just stream content, Vision AI Companion reflects the increasingly central nature of TVs in the connected home. By integrating AI into the heart of the viewing experience, Samsung is enabling personalised recommendations, smarter multi-device interactions and intuitive support for your daily life.

“At Samsung, we’re investing in technology that makes experiences more personal, more intuitive, and built for the future,” said Kevin Lee, Executive Vice President of the Customer Experience Team at the Visual Display Business of Samsung Electronics. “With Vision AI Companion, we are redefining what a TV can do, going beyond picture quality and sound to deliver an experience that understands you, interacts with you and evolves with you over time.”

Conversational and Visual Intelligence

What’s special about Vision AI Companion  is its ability to answer questions and requests with visualised, intelligent responses through multiple AI agents.

Powered by Generative AI, Vision AI Companion delivers a more natural and conversational experience by understanding context and following-up questions to enable more fluid interactions that feel like a real conversation.

Vision AI Companion integrates Samsung’s key AI innovations into one experience, making them easier than ever for consumers to access:

• Generative Wallpaper offers dynamic visuals customised to the user’s preferences.
• AI Picture, Active Voice Amplifier Pro and AI Upscaling Pro automatically adjust picture and sound to optimise the viewing environment across content sources.
• AI Gaming Mode delivers responsive, immersive gameplay with AI-powered optimisation
• Copilot by Microsoft and Perplexity, available as standalone AI agent apps, enable task support and productivity directly from the TV to extend Vision AI Companion’s functionality[1].

By unifying these functions, Vision AI Companion eliminates the need to switch between multiple apps or menus, becoming a central hub for entertainment, productivity and connected experiences.

From Concept to Reality

The concept of Samsung’s Vision AI was first introduced at CES 2025, where Samsung outlined its ambition to enhance the home screen experience across compatible TVs, monitors and other displays. At its core, Vision AI enhances display and audio quality, enables seamless communication between Samsung devices and delivers tailored content through advanced AI agents. Vision AI is backed by Samsung’s long-term commitment to consumers, offering seven years of software upgrades through the One UI Tizen platform. This ensures that supported models will always have the latest updates and AI features as well as the latest security updates from Samsung Knox.

With the launch of Vision AI Companion, those ideas now take shape with a new level of personalisation, device integration and user support.

Vision AI Companion will begin rolling out as a software update in late September, starting in Korea, North America and select European markets, with additional regions to follow including Australia at a later date To learn more, visit samsung.com/au/

[1] Copilot is currently available in Australia on 2025 Smart Monitors M9, M8 and M7. Copilot will be available on 2025 TV models including, Micro RGB, Neo QLED, OLED, The Frame Pro, and The Frame in Q4 2025. Availability will expand to additional regions and models over time and may vary by market.

Microsoft Copilot with its 2025 lineup of TVs and Smart Monitors

Samsung Electronics Co., Ltd. today announced a new integration of Microsoft Copilot with its 2025 lineup of compatible TVs and Smart Monitors,[1] building on Samsung’s commitment to offering even more personalised and intelligent features on screen with Samsung Vision AI.

With Copilot built into the display, users can access Microsoft’s powerful AI companion through a simple voice command or click of the remote, making it easier to search, learn and engage with content directly from their screens.

“Through our open AI partnerships, Samsung is setting a new standard for AI-powered screens,” said Kevin Lee, Executive Vice President of the Customer Experience Team at the Visual Display (VD) Business of Samsung Electronics. “Copilot makes it fun and easy to quickly get what you need through tailored experiences, whether you’re learning something new, enjoying entertainment, tackling everyday tasks or more.”

A More Connected AI Experience

Copilot’s integration expands on a richer, more contextual smart display experience. The integration also enables Copilot’s conversational AI in Samsung Daily+, Samsung’s lifestyle hub that offers services across entertainment, wellness, food and more.

Copilot can be accessed through the Samsung Tizen OS home and Samsung Daily+, enabling conversational AI support for a range of scenarios[2]. Through natural voice interaction, Copilot offers personalised recommendations, relevant information and interactive learning experiences. Whether viewers are curious about something they’re watching or looking to explore a topic further, Copilot can respond instantly— all from the largest screen in the user’s home.

“Copilot on Samsung TVs is designed to feel like an AI companion in your living room,” said David Washington, Partner General Manager, Microsoft AI. “Together with Samsung’s leadership in display technology, we’re bringing people a shared experience that helps them discover something to watch, ask questions, make plans, or simply enjoy a moment together, all on the biggest screen in their home.”

As global leader in the TV market for 19 consecutive years[3], Samsung is in a unique position to create the most intuitive and supportive AI companion for the home.

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

[1] Copilot is currently available in Australia on 2025 Smart Monitors M9. M8 and M7 models. Copilot will be available on 2025 TV models including, Micro RGB, Neo QLED, OLED, The Frame Pro, and The Frame in Q4 2025. Availability will expand to additional regions and models over time and may vary by market.

[2] In Australia, Copilot can currently be accessed through the Samsung Tizen OS home and Samsung Daily+ on 2025 Smart Monitor M9, M8 and M7 models. Select Samsung 2025 Smart TV owners will follow the same route in Q4 2025 when Copilot expands to the following TVs: Micro RGB, Neo QLED, OLED, The Frame Pro, and The Frame. Availability will expand to additional regions and models over time and may vary by market.

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

Pictured: The Donaldson’s care for their toddler, pup, kitten and 16 plants

Samsung Electronics Co., Ltd. has today revealed new research that finds Australians are using smart technology to enhance their everyday lives, with up to 80 per cent of Gen MZs (Millennials and Gen Z) surveyed are using smart TVs, phones, tablets, refrigerators, washer, dryers and vacuums to help care for their loved ones[1]. As smart technology – spanning intelligent products and connected ecosystem solutions – becomes embedded in daily life, new research from Samsung reveals Gen MZ are increasingly interested in finding creative, connected solutions to care for people, pets, plants and everything in between.

The research also found that over a third of Gen MZ feel smart tech makes them feel more assured (38 per cent), secure (37 per cent) and connected (36 per cent). From smart TVs that help families stay entertained and informed, to AI-powered appliances that take the guesswork out of daily chores.

 “Smart technology is redefining the way Australians look after their loved ones and the things they care most about – from kids and parents to pets and plants. Our insights tell us Gen MZ are already embracing smart devices to support daily life, and it’s clear that connected living is no longer a future concept, but a current reality. Through the intelligent power of SmartThings and our open connected ecosystem, we’re helping Australians feel more assured in how they live, work and care for others,” said Phil Gaut, Director – Consumer Electronics, Samsung Electronics Australia.

Smart technology – a growing household necessity

As connected devices becoming increasingly common in Australian households, tech-savvy Gen MZs are at the forefront – collectively spending an average of $9.2 billion in the last year[2].

Gen MZ are harnessing smart technology to support a wide range of care with top 5 being, partners (58%), dogs (52%), children (46%), plants (38%) and cats (31%). Gen MZ are redefining home life with smart, intuitive technology. Turning connected living from novelty to necessity by simplifying busy lives and making homes more responsive to their needs.

Smart technology relieves parenting stress

In the busyness of modern family life, Gen MZ parents[3]are turning to smart tech to bring a sense of calm and control. Over a third (34 per cent) admitting to using smart technology to help organise their day, and stay connected (36 per cent) when caring for loved ones. From streamlining the day to day to entertaining the kids, more than half (53 per cent) of Gen MZ parents reveal they use TVs, phones or tablets as tools to entertain or educate their children, suggesting a willingness for smart technology to assist with parenting duties – and the trend is only growing. In fact, over half of Australian parents  (51 per cent) have spent up to $2,000 on smart devices within the past 12 months with a further 78% planning to invest further on smart technology over the next five years, revealing a strong appetite for connected solutions that can help make caring a little easier.

Creative ways to care smarter for your pets

Samsung’s technology can help cater for unique needs, like those of ‘paw-rents’ who are using smart TVs to entertain their fur babies. A third (30 per cent) of pawrents say they use screen time to keep their pets entertained, or to calm them when their pet is stressed. Cartoons are the go-to genre (37 per cent), followed by music videos (27 per cent) and sports (27 per cent). With a quarter of those using screen time (25%) admitting their pets are movie buffs with feature films preferred.

Beyond entertainment, smart tech is also helping paw-rents create a happy home for their pets (30 per cent). From robot vacuums (used by 26 per cent) to smart cameras and monitors (24 per cent) that allow for them to check in whilst they are out and about. Through open ecosystem platforms like Samsung SmartThings, Gen MZ can bring these devices together – scheduling cleaning, streaming calming content, or receiving pet-specific alerts, all from one app. This level of smart integration is helping Gen MZ pawrents feel more connected to their pets, even when they’re apart.

In addition, city based pawrents use smart technology when caring for their pets (34 per cent) over pet owners in regional areas (20 per cent), despite Samsung research showing pawrents are more incident in regional locations (82% vs. 70% in metro).

A growing generation of plant parents

It’s not just people and pets getting the smart tech treatment – plants (38 per cent) are part of the family too for Gen MZ.

Over a third (38 per cent) use smart technology for watering; room temperature and humidity control (33 per cent); and lighting (29 per cent). With 14% of respondents admitting to using speakers to play music to their plant, with pop and classical popular choices.

Open connected ecosystems like Samsung SmartThings can offer plant parents the ability to bring these functions together – setting up routines that controls the homes temperature, automate lighting schedules, and even cue up music. It’s making plant care simpler, smarter, and more in tune with the needs of every leafy companion.

For Gen MZ, connected living is about practicality – streamlining daily life and making smart homes more responsive to their needs. As this shift accelerates, smart ecosystems are transforming home technology. Devices no longer operate in isolation; instead they work together from smartphones, TVs, refrigerators to vacuums and washing machines. All in all creating a more fluid and efficient experience.

Open smart home platforms like Samsung SmartThings enable Gen MZ to integrate existing technology, making home life more seamless and coordinated. Whether managing routines, caring for loved ones, or tending to pets and plants, connected living is becoming an essential part of modern Australian homes.

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

[1] Based on the research commissioned by Samsung Electronics Australia, conducted independently by Pure Profile, an Australian owned Data and Insights business that sampled over 1,000 Australians aged 18–40, in line with the current ABS census statistics. The fieldwork was conducted between 1st to 4th March 2025. Research surveyed Gen MZ Australians who currently care for someone or something and either use or are open to using smart technology to assist in that care. Total sample; Unweighted; base n = 1012

[2] Refers to research commissioned by Samsung and conducted by Pure Profile

[3]   Gen MZ parents are those identified as caring for children between the ages of 0-17

“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.

Samsung Electronics Co., Ltd. today announced new software updates to Galaxy Buds2 Pro and Samsung Smart TVs[1], reshaping the audio experiences across even more connected devices. The new updates extend LE Audio capabilities to Samsung TVs with Auracast broadcast audio technology, enabling rich and complex audio transmission to nearby Bluetooth devices.

LE Audio, an advanced Bluetooth audio standard, broadens the spectrum of audio experiences to deliver more complex and richer sound that goes beyond providing better-sounding music, but also allows users to share sound with others as they personally experience it. As a pioneer of innovative technologies, Samsung has been leveraging new LE Audio-based features that further elevate sound experiences, including 360 Audio Recording, enabling Galaxy smartphone users[2] to capture sound on video precisely as they hear it without the need for professional equipment.

And now, with Auracast broadcast audio technology for Galaxy Buds2 Pro and Samsung 2023 Neo QLED 8K and 2023 MICRO LED, rolling out via software updates starting this September[3], Samsung is again upleveling and expanding connected experiences beyond mobile devices to home appliances. With Auracast, users can turn their eligible device into a shared radio station and be able to broadcast across selected connected devices. Leveraging the new LE Audio, it allows users to connect multiple sets of Buds to a compatible TV[4] while users could only connect a maximum of two devices previously. Auracast opens a variety of potential use cases and possibilities for further device applications — from augmented or assistive listening in a theater or lecture hall for those who want hear better, to sharing a playlist from your smartphone while on a run with friends, to even multi-language support without translation devices by sending different language interpretations via different channels.

“As an innovator across a wide range of electronic devices — from smartphones to wearables, and from TVs to home appliances — we at Samsung are in a unique position to capitalise on delivering more seamless and extended experiences,” said Junho Park, VP and Head of Galaxy Ecosystem Product Planning Team, MX Business at Samsung Electronics. “LE Audio is a perfect example of that shows our commitment to connected experiences across our entire library of devices, and how Samsung is introducing new capabilities and technologies that bring them all together.”

The new Auracast feature is just one example of how Samsung is connecting devices and services and offering novel experiences to users. Stay tuned for more exciting announcements of Samsung’s connected experiences to be shared at this year’s IFA event, held this September 1-5 (CEST) in Berlin.

[1] Available on 2023 Neo QLED 8K and 2023 MICRO LED launched in 2023.

[2] Must be running One UI 5.0 or above

[3] Requires software updates on both Galaxy Buds2 Pro and a paired Samsung TV. Availability may vary by market and model.

[4] The number of Galaxy Buds2 Pro users can connect to may vary depending on the surrounding circumstances such as distance and obstruction.

Gaming Hub is now available via select 2023 Samsung Smart TVs and Smart Monitors. Image simulated of illustrative purposes.

Samsung Electronics Australia has today announced that Australian owners of select 2023 Samsung Smart TVs and Smart Monitors now have access to Samsung Gaming Hub directly from their compatible devices. As an all-in-one game streaming discovery platform, Samsung Gaming Hub makes it easy for gamers of all ages and abilities to search, stream, and enjoy content from leading partners including XBOX, and NVIDIA GeForce NOW – with no additional hardware or downloads needed.

With one in four Samsung Neo QLED owners already using their TV for gaming[1], Samsung Australia is delivering Gaming Hub to further expand opportunities for Australians to live more convenient and passion-led lifestyles.

“Samsung is committed to pushing the boundaries of display AI innovation to enable our Smart TVs and Monitors to deliver the very best entertainment experiences including gaming,” said Jeremy Senior, Vice President-Consumer Electronics, Samsung Australia. “This has enabled us to partner with the best gaming content providers so consumers can explore new worlds and play to win, while enjoying premium picture, incredible audio, and fast gaming speeds from the screens they already have at home.”

Intuitive Gaming Discovery

Powered by Tizen, Gaming Hub bridges Samsung’s expertise in hardware and software, acting as a centralised home for gaming via the TV’s content menu and Smart Monitor’s Smart Mode content menu. Gaming Hub can curate and tailor its home screen to players’ searches and interests, providing recommendations based on the latest and most popular games. Related video clips and detailed game meta information for individual game titles are also offered to inform and excite players to be at their best. Gamers can also use their favourite compatible accessories, such as Bluetooth headsets and controllers with Gaming Hub, reducing the need to purchase new hardware.

Samsung Gaming Hub furthers the gaming entertainment experience by seamlessly integrating music and streaming services such as to further personalise entertainment options during gameplay. Gaming Hub’s Quick Menu also makes multitasking easy, offering access to gaming news, tutorials, curated music playlists, podcasts and more, using either the TV and Monitor’s remote, or compatible gaming controller.

Streaming Innovation Meets Incredible Processor and Picture Quality

Australians can enjoy an amazing gaming experience thanks to advanced motion enhancements and latency reducing technology available via Samsung’s 2023 Smart TV and Smart Monitor line-up. Samsung’s latest display series’ introduce fast decoding and optimised buffer control technology to help reduce input lag. Samsung’s latest AI upscaling technology[2] further optimises game graphics, providing incredible 4K and 8K[3] resolution with high colour accuracy and sharpness.

Access Gaming Hub from today

As of today, owners of the below devices will have access to Gaming Hub via the following 2023 Samsung Smart TV’s and monitors:

• Neo QLED 8K TVs (QN900C)
• Samsung OLED TVs (S95C, S90C)
• Neo QLED 4K TVs (QN95C/QN90C, QN85C/Q80C, Q60C)
• UHD TV (CU8000)
• QLED TV (Q60B/C)
• The Frame 32” lifestyle TV (LS03C)
• Smart Monitor M-Series (M80C, M70C, M50C)
• Odyssey Smart Gaming Monitors (Odyssey Ark, Odyssey OLED G95SC, Odyssey OLED G85NC, Odyssey Neo G70B, and Odyssey G65B)
• High Resolution Monitor (S90PC).

Gaming Hub will be available via select 2022 Samsung Smart TV’s and monitors from August 2023[4].

For more details, visit www.samsung.com/au/tvs/gaming-tv/gaming-hub/

[1] SEAO Samsung Consumer and Market Insights report 2022 n=1,855. Neo QLED owners – what else do you use your TV for (24% gaming n=277).

[2] Picture and sound quality of upscaled content will vary depending on quality and resolution of source content.

[3] Resolution quality is dependent on the particular Smart TV or Smart Monitor model.

[4] Gaming Hub will be available on the following 2022 devices from August 2023: Neo QLED 8K TV (QN900/800B); Neo QLED 4K TV (QN700B, QN95, QN90-70B); Samsung OLED TV (S95B, S90B); QLED TV (Q60B); Odyssey Gaming monitors (G97NB, G85SB, G70/65B); and Smart Monitors (M80B, M70/50B).

Samsung Electronics Co., Ltd., the world’s leading TV manufacturer for 16 consecutive years, today announced that the Xbox App will be available on 2022 Samsung Smart TVs including Neo QLED 8K, Neo QLED 4K, QLEDs[1] to become the world’s first Smart TV platform to include the Xbox app on Smart TVs. With this partnership, users are now able to stream over 100 high quality games, through the Xbox app, including blockbuster titles like Halo Infinite and Forza Horizon 5. Moreover, they can play new games on day one of release from Xbox Game Studios and enjoy iconic franchises from Bethesda Softworks and more.

In addition to the Xbox app offering hundreds of their favorite games via Xbox Game Pass, gamers can also look forward to an amazing gaming experience with minimised latency and amazing visual graphics thanks to advanced motion enhancements and game-play performance technology across Samsung’s 2022 Smart TV lineup and 2022 Smart Monitor Series.

“Xbox has been an integral partner for Samsung and shares in our vision and dedication to bring the ultimate game streaming experience to everywhere in the home,” said Won-Jin Lee, President and Head of the Service Business Team at Samsung Electronics. “We are excited to deepen our partnership with Xbox by adding the Xbox app to Samsung Gaming Hub, which now gives Samsung Smart TV users access to hundreds of Xbox Game Pass games. With the same ease that our customers watch live sports and stream movies on Samsung Neo QLEDs and QLEDs, they can now play their favorite games.”

“We’re on a quest to bring the joy and community of gaming to everyone on the planet, and bringing the Xbox app to smart TVs is another step in making our vision a reality,” said Phil Spencer, CEO of Microsoft Gaming. “That’s why we’re excited to partner with Samsung, a global leader in TVs, on bringing Xbox to more players. Working with Samsung has helped us provide more access to gaming and enabled us to welcome new players into our thriving community.”

The Xbox app will be available on 2022 Samsung Smart TV models in Australia beginning June 30^th and beyond.

[1] 2022 Samsung Smart TV models above BU8000.

Leveraging Samsung’s and Nifty Gateway’s technology, customers can seamlessly browse, display, and interact with NFTs from the comfort of their couch. In addition, customers will have access to more than 6,000 art pieces from emerging and top artists including Beeple, Daniel Arsham, Pak, and more.

“Nifty Gateway’s mission is to bring NFTs to a billion people by empowering creators and simplifying the way customers buy, sell, create, and hold NFTs. We are committed to making NFTs accessible and NFT purchasing more seamless than ever before,” said Duncan Cock Foster, co-founder, Nifty Gateway. “With our mission in mind, we couldn’t be more excited to partner with Samsung to develop a groundbreaking NFT collecting experience. Their dedication to user experience and focus on the highest quality displays aligns perfectly with our vision to allow anyone, anywhere, to interact with their favorite creators.”

As a leading NFT marketplace and pioneer in the industry, with this partnership, Samsung and its customers will benefit from:

• Verified digital art: NFTs minted through Nifty Gateway are verified to ensure customers receive quality content.
• State-of-the art custody technology: Nifty Gateway has a custody option, which means that users can store their NFTs in a secure Nifty Gateway Omnibus wallet.
• Payment flexibility: Customers can use a variety of methods to purchase an NFT, including debit cards, credit cards, or cryptocurrency.

To learn more about Samsung’s TV NFT Platform, please visit Samsung’s press release.

Samsung Electronics Co., Ltd. today unveiled its vision for the future, “Together for tomorrow,” during a pre-show keynote event at CES 2022. Keynote speaker Jong-Hee (JH) Han, Vice Chairman, CEO and Head of DX (Device eXperience) Division at Samsung, highlighted the company’s efforts to usher in a new age of togetherness, with customizable experiences that reflect consumers’ evolving lifestyles, and innovations that mark progress for both society and the planet.

The company’s “Together for tomorrow” vision is one that empowers everyone to create positive change and drives collaborations that address some of the planet’s most pressing challenges. The keynote illustrated how Samsung plans to make its vision a reality by introducing a range of sustainability initiatives, purposeful partnerships, and customizable and connected technologies.

“I’m excited for you to be a part of our vision to see how innovation can create positive change, [and] to join us and work together for tomorrow,” said Han. ”These developments will make sustainability part of your product experience, enabling you to live a more sustainable life.”

Building a Sustainable Future

At its core, Samsung’s vision for the future is built on what the company calls “everyday sustainability.” It is a concept that inspires Samsung to put sustainability at the heart of everything it does. The company has been realizing its vision by adopting new, low-impact product manufacturing practices, footprint-reducing packaging and a more sustainable customer experience, and by responsibly disposing of products at the end of their lifecycles.

Samsung’s efforts to reduce carbon emissions throughout the production cycle have also earned recognition from the Carbon Trust, the world’s leading authority on carbon footprint. Last year, the company’s Carbon Trust-certified memory chips helped reduce carbon emissions by nearly 700,000 tons.

Samsung’s efforts in this area extend well beyond semiconductors and include expanding the use of recycled materials. To introduce everyday sustainability to more products, Samsung’s Visual Display Business plans to use 30 times more recycled plastics than it did in 2021. The company also revealed plans to expand its use of recycled materials to include all mobile products and home appliances over the next three years.

In 2021, all of Samsung’s TV boxes included recycled materials. For this year, the company revealed that it will be expanding the use of recycled materials to include the boxes’ interior packaging as well. Now, recycled materials will be incorporated into Styrofoam, box holders and plastic bags. The company also announced the global expansion of its award-winning Eco-Packaging program. The expansion of the program, which transforms cardboard boxes into cat houses, side tables, and other useful furniture items, will include packaging for home appliances such as vacuum cleaners, microwave ovens, air purifiers and more.

Samsung is also building sustainability into the ways that customers experience its products. Such experiences will be integral to empowering people to reduce their carbon footprint and make positive changes together for a better tomorrow. As an example, the company introduced notable enhancements to its first-of-its-kind SolarCell Remote, which eliminates battery waste with a built-in solar panel that can be charged during both day and night.

The enhanced SolarCell Remote gets electricity from radio frequencies in devices like Wi-Fi routers[1]. “What’s more, it will be included in more Samsung products – like new Samsung TVs and home appliances – with the goal of eliminating more than 200 million batteries from landfills[2]. When you line them up, it is the distance from right here, Las Vegas, to Korea,” said Han.

In addition, by 2025, Samsung plans to make all of its TVs and phone chargers operate on near zero standby power, so that the products will consume almost no energy when not being used.

E-waste is another big challenge for the electronics industry, which is why Samsung has collected more than five million tons of e-waste since 2009. For mobile products, last year, Samsung launched Galaxy for the Planet, a sustainability platform that was created to bring about tangible climate action and minimize devices’ environmental footprints throughout their lifecycles.

“These are important steps,” said Han, “but we cannot achieve our goals alone. We believe open innovation and collaboration are keys to fighting climate change and protecting our environment.” With this in mind, Samsung announced that its eco-conscious technologies like the SolarCell Remote will be made open source, so that others can utilize them for their new devices too.

Samsung’s decision to make such technologies openly available reflects a commitment to innovation – and to everyday sustainability – that transcends industries. The collaboration with Patagonia that Samsung announced at the keynote demonstrates the type of innovation that can result when companies – even those from entirely different industries – come together to address environmental issues. The innovative solution that the companies are designing will help fight plastic pollution by enabling Samsung washing machines to minimize microplastics from entering waterways through laundry cycles.

“This is a serious problem, and not one we can solve on our own,” said Vincent Stanley, Director of Philosophy at Patagonia. Commending the hard work and dedication of Samsung engineers, Stanley described the working relationship as “a perfect example of the kind of collaboration we all need to help turn the tide of climate change and restore nature to health.”

“We are thrilled about this collaboration, but our work won’t stop there,” added Han. “We will continue to explore new partnerships and collaborations, aiming to address the challenges facing our planet.”

Empowering Users with Customized Experiences

In addition to describing steps it is taking to advance everyday sustainability, Samsung outlined various ways it is advancing technology to cater to consumers’ diverse needs. Understanding that each person is unique and wants to customize their devices to suit their lifestyle, Samsung strives to find ways to help people redefine their relationships with everyday technologies. This people-first approach to innovation is a key pillar of the company’s “Together for tomorrow” vision.

The platforms and screens that Samsung unveiled at the event reflect the ‘Screens Everywhere, Screens for All’ era that Han alluded to at CES 2020. The Freestyle is a lightweight and portable screen that gives you a cinema-quality experience no matter where you are. Featuring AI-enabled sound, built-in streaming apps and a host of useful Smart TV accessibility features, The Freestyle can be set up virtually anywhere and projects up to 100 inches.

The Samsung Gaming Hub, meanwhile, offers an all-in-one platform for discovering and playing cloud and console games, and is set to launch on the company’s 2022 Smart TVs and monitors. Lastly, The Odyssey Ark is a 55-inch, flexible and curved gaming screen that takes immersion to the next level with a multi-view experience that allows users to play games, video chat with friends, and watch gaming videos at the same time.

To introduce more tailored product experiences to consumers’ homes, Samsung announced the rollout of even more customization options for its Bespoke lineup of home appliances. This includes new Bespoke options for Samsung’s Family Hub and French 3-Door and 4-Door refrigerators, alongside dishwashers, ranges, and over-the-range microwaves. Samsung is also introducing new products like the Bespoke Jet vacuum and Bespoke Washer and Dryer, expanding the lineup to every room in the home to offer consumers more ways to customize their space to suit their style and needs.

Samsung is constantly exploring ways to harness customization to help users get more out of their devices. The #YouMake Project represents the culmination of those efforts empowering consumers to choose and customize products based on what matters most to them, so they can enjoy a more personalized experience across their devices. Announced at the keynote, the initiative expands Samsung’s Bespoke vision beyond home appliances and brings it to life in the company’s smartphones and large-screen devices.

Ushering in an Era of Seamless Connectivity

Building a better future together for tomorrow requires more than building customization and sustainability into the core of Samsung’s products—it also requires seamless connectivity. During the keynote, Samsung demonstrated its commitment to ushering in an era of truly seamless connected experiences by highlighting its collaborations with partners as well as its next-gen products.

Unveiled for the first time at CES, the all-new Samsung Home Hub takes connected home experiences to the next level with a SmartThings service that integrates with AI-connected appliances to simplify home management. Samsung Home Hub combines six SmartThings services into one convenient device that gives users complete control over their smart home and makes it easier to manage household chores.

To enable different types of smart devices to work better with each other, Samsung announced plans to make SmartThings Hub a built-in feature of its 2022 TVs, Smart Monitors and Family Hub refrigerators. Doing so will help make connected living experiences more accessible and seamless for everyone.

Pointing to the need to offer consumers the best smart home experience regardless of brand, Samsung also announced its role as a founding member of the Home Connectivity Alliance (HCA), which brings together various smart home appliance manufacturers. The organization aims to foster greater interoperability between devices across brands to give consumers more choice, and to enhance the security and safety of products and services.

“As a global coalition of smart home appliance manufacturers, HCA members share a belief that connected ecosystems and digital technology will allow us to further develop product experiences that are elegant, hyper-personalized, and truly smart for our consumers,” said Katherine Shin, Vice President of Customer Experience at Trane Technologies. “The HCA invites any global manufacturers with a similar vision for efficiency, interoperability and innovation to come and build with us.”

Samsung’s keynote underlined a deep commitment to corporate social responsibility that continues to characterize its approach to innovation. That commitment is not only realized in the company’s technologies, but also in its dedication towards programs that empower the next generation to bring about the changes they want to see in the world. By nurturing young people’s development and building skills for the workplaces of tomorrow, programs like Solve for Tomorrow and Samsung Innovation Campus are turning dreams into action.

“Today, I’m honored to share that Samsung’s programs to empower the next generation have now reached more than 21 million people since 2012,” said Han. “This is the better tomorrow we all seek: enabling people to reach beyond their dreams, a planet protected so others can experience its wonders, [and] innovation as the spark for change.”

For more information, including images and videos of the products Samsung is announcing at CES 2022, please visit news.samsung.com/global/ces-2022.

[1] For radio frequency harvesting, a physical proximity of SolarCell Remote to a 2.4 GHz Wi-Fi router is required.

[2] Estimate is based on expected sales volume and average usage period of related products.

Samsung Electronics Australia has today expanded its lifestyle television offering with the launch of the Serif TV, a new category of Samsung TV that delivers a completely new format in design, functionality, and aesthetic for Australian homes.

Designed to create a focal point in the décor of the home, the Serif TV was developed through a collaboration with two of the world’s most esteemed industrial designers, Ronan and Erwan Bouroullec. The Paris-based Bouroullec brothers specialise in creating furniture through their approach to industrial design.

The iconic “I” shape profile of the Serif beautifully integrates into your personal style and interior décor. And, with its seamless and harmonious design you now have the freedom to place your TV anywhere in a living space either using the metal stand (included with the product) or placed on a counter or traditional TV stand.

“Serif TV is a completely new way for Australians to think about how televisions can play a role in the décor of the home as it combines brilliance in industrial design, the latest in Samsung QLED panel technology, and a format that delivers a harmonious integration with its surrounds,” said Hass Mahdi, Director for Audio Visual, Samsung Electronics Australia. “The Serif extends Samsung’s evolving lifestyle TV range and builds on the success of The Frame, as well as our wider QLED 4K and 8K TV ranges.” 

QLED Picture Quality

In addition to its harmonious design, the Serif harnesses Samsung’s advanced QLED technology to offer stunning picture quality, delivering remarkable colour with incredible brightness and vibrancy. The inclusion of support for HDR10+ video formats optimises the contrast of each scene, ensuring the viewer can see the clearest and crispest details in a range of natural and artificial lighting conditions. 

Ambient Mode

The Serif panel also offers an update to Samsung’s iconic Ambient Mode function which transforms the TV panel when switched off from normal viewing mode.* Ambient Mode on the Serif offers two exclusive Bouroullec created designs (Fabric and Leaf) which are available in five different colours (blue/black, white, salmon, olive, and light blue).

With Serif TV’s latest Ambient Mode features, customers can analyse the colour and pattern of its surroundings to display complementary imagery and themes. Customers can also choose to display a range of images from six categories or simply show the time or the latest weather updates.

*Ambient Mode performance may vary depending on where the TV is installed including wall designs, patterns or colours.

Samsung Smart TV

While offering the benefits and user functionality that is synonymous with Samsung’s Smart TV Hub, Serif TV introduces the use of Near Field Communication (NFC) which enables users to play music from their compatible smartphone by placing their device on the TV.* By simply resting their compatible Android smartphone on the right of the Serif’s top panel to connect, users can begin streaming their favourite tunes to the Serif’s powerful 40W 4ch speakers.

Offering Bixby, Google Assistant, Amazon Alexa, and Apple Airplay 2 functionality, the Serif also enables Australians to control their SmartThings-enabled devices directly from its screen, which acts as a control centre to manage smart appliances and security functions in the home.**

The Samsung Serif comes in an immaculate white finish and two sizes – 55-inches and 43-inches.

*This feature works with all Android devices that support Near Field Communication (NFC) wireless information sharing. Connects using Bluetooth v5.0.

**SmartThings is compatible with selected devices. Please see samsung.com/au/SmartThings/.

Pricing and availability

The Samsung Serif is available today from the Samsung website and select Harvey Norman and Good Guys locations for the following recommended retail prices.

• Samsung Serif 55-inches – $2,399
• Samsung Serif 43-inches – $1,599

Discover more about the Samsung Serif here: https://www.samsung.com/au/theserif/