Expanded Samsung Art Store and The Frame lineup, including the new The Frame Pro, Neo QLED and QLED, to bring premium art experiences to more homes

New display technologies and strategic partnerships highlight Samsung’s vision for a smarter, more connected future

Samsung Electronics Co., Ltd. today unveiled Samsung Vision AI at the CES 2025 First Look event, showcasing its latest advancements in AI-powered screens and devices designed to enrich everyday life. Samsung also unveiled the latest flagship Neo QLED 8K QN990F and exciting updates to its Lifestyle TVs and future display technologies, reflecting Samsung’s vision to transform screens into adaptive, intelligent companions that simplify and enrich everyday living.

“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, personalization, 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. By being aware of its surroundings, adaptive to user preferences, and 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 personalized features, which redefine how users interact with their screens.

• Click to Search[2] 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[3], eliminates language barriers with real-time subtitle translations, allowing viewers to enjoy global content seamlessly.
• Generative Wallpaper[4] transforms screens into dynamic, personalized art canvases, allowing users to make images that perfectly match their taste or occasion.

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

• Home Insights[5] provide real-time updates about your household environment, including alerts and daily updates, providing peace of mind whether users are home or away from home.
• Pet and Family Care[6] allows you to check in on loved ones, 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 analyze content and environmental factors in real time, dynamically adjusting visuals and audio for an optimized experience. Whether the user is immersed in a dramatic film, watching a high-energy sports match or enjoying a late-night show, Samsung Vision AI ensures stunning clarity and immersive sound.

Driving Innovation Through Open Partnerships in AI

Samsung Vision AI also offers new potential by incorporating various third-party AI platforms, paving the way for even more intelligent and personalized 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 seamlessly search for relevant information about on-screen content using a remote control or voice commands, and to explore a wide range of Copilot services, including personalized content recommendations, accessible through the screen.

With Samsung Vision AI, Samsung is redefining what screens can do — delivering personalized, 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 innovative 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[7]: Elevates lower-resolution content up to stunning 8K quality, ensuring incredible detail and clarity in every frame.
• Auto HDR Remastering Pro: Analyzes content frame by frame, applying scene-adaptive color expansion for lifelike visuals and vibrant colors, even in dark scenes.
• Adaptive Sound Pro: Uses AI to separate and optimize sound components like speech, music, and sound effects, delivering clear, balanced audio.
• Color Booster Pro: Enriches color expression with AI-driven scene analysis and enhanced image processing for each frame.
• AI Mode: Adaptively optimizes 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 innovative 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.

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[8] 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[9], giving users more ways  to transform their screens into personalized 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 colors, sharper contrasts and improved local dimming for deeper blacks[10]. Powered by the NQ4 Gen3 AI Processor, The Frame Pro offers impressive 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.

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 reimagine the role of screens, its advancements deliver more than just technology — they create meaningful, personalized 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.

Samsung also showcased its commitment to shaping the future of display technology with the MICRO LED Beauty Mirror[11]. This innovative mirror display combines advanced reflectance and transmittance capabilities with personalized beauty insights, demonstrating how innovative technology can enhance daily routines. By analyzing individual skin types, the mirror provides tailored product recommendations to make self-care more intuitive, leveraging innovative beauty solutions developed by Amorepacific, Korea’s leading cosmetics company.

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

[2] Available for 6 languages (Korean/English/Spanish/French/Italian/German) in early 2025. Model # Q7F and above

[3] Available for 6 languages (Korean/English/Spanish/French/Italian/German) in early 2025. Model #QN70F and above

[4] Limited to 10 image generation per day. Q7F and above, Except S95F/S90F/S85F

[5] Available features may vary by country and model

[6] Available features may vary by country and model

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

[8] Available features may vary by country and model

[9] Available models may vary by country.

[10] In comparison to The Frame.

[11] Exhibition model only. Will not be available for resale in any market.

▲ (From left) Kyuseong Lee, Kang-il Chung and Sunwoo Kim, the lifestyle TV product planners at Samsung Electronics’ Visual Display Business

The characteristics of Samsung TVs are continuing to evolve in line with the latest trends and lifestyle patterns. Against this backdrop, the role of the television has expanded. While it used to simply be a device for delivering entertainment, the TV has now become a central component of users’ interior design schemes.

To keep up with emerging trends, Samsung Electronics has continued to think outside the box as it explores new possibilities for TVs. Since 2015, the company has been continuously pushing the envelope to develop new looks and features with its televisions, and help ensure that consumers can fit their TV to their lifestyle. So, how did Samsung come up with its lifestyle TV line, and what kind of consumer experience is it aiming to provide? To find out, Samsung Newsroom met with the company’s lifestyle TV product planners, who have contributed to solutions ranging from The Serif to The Terrace.

Lifestyle TVs: Becoming More Than Just a Fixture of the Living Room

Vivid picture and a sense of immersion are two fundamental elements that a television should provide, with a well-designed product capable of delivering both. Nowadays, with lifestyles shifting, viewing has moved out of the living room and people often prefer to consume their content in whichever room they are in at the time.

“Our goal was to allow consumers to have a range of different screens for the various spaces in their house,” said group leader Kang-il Chung. “This would allow them to enjoy whatever content they wanted, wherever they were, based on Samsung’s ‘Screens Everywhere’ philosophy.”

“In order to establish concepts for new TV products and functions, we look at things like how televisions are being used, interior decoration trends and the overall cultural and lifestyle preferences of our users,” explained product planner Kyuseong Lee. During the planning stage, the product planners focus on connecting the desired user experience to the essence of the product. By doing this, the team seeks to make it easier for the user to comprehend both the product’s story and the distinct experience it offers. Added Lee, “Rather than simply adding lots of different functions, we work to clearly define the main concept of the product, then make it different. In this way, we look to realize all aspects of the core experience to perfection.”

The Serif and The Frame: Bringing Classy Décor to Your Other Rooms

Since the time of its invention, the television has been considered a staple of the living room. But now, with a growing number of users also putting TVs in rooms like their bedrooms and studies, this is changing. In line with this trend, Samsung has expanded what it deems the ‘TV space’ from the living room to a range of other rooms. Along with this, the company has started to develop televisions that not only suit the interior aesthetics of those other rooms, but also include features that match the needs and lifestyles of the people using the rooms.

In 2015, Samsung introduced its first lifestyle TV, The Serif, which was designed to help contribute to users’ interior design schemes. The Serif’s iconic I-shaped design was created by the internationally renowned Bouroullec Brothers and is a great choice for those who want an aesthetically pleasing television that works well in any space. “We pursued a meaningful design that emphasized people and space and tried to get away from the usual ‘TV look’,” said Chung. “A lot of consumers claim that The Serif looks more like a lifestyle product than a TV.”

The product planning team’s ongoing efforts to develop new TV models that blend well with their surrounding environments also contributed to the development of The Frame. Looking like a modern picture frame, this television can be matched to consumers’ home décor style and features an ‘Art Mode[1]’ that allows viewers to enjoy artistic masterpieces from the comfort of their homes. The Frame TV’s sensors are also capable of automatically detecting illumination intensity and movement.[2] “Samsung is collaborating with world-renowned curators, renowned art galleries, museums and artists to deliver a broad collection of art through the Art Store[3],” related Sunwoo Kim. “We will keep working hard to ensure that we are able to display an increasingly broad range of great artworks in stunning resolution.”

Thinking Outside the Box: The Sero for Millennials

Samsung’s ‘think outside the box’ development philosophy goes beyond considerations of space and expands to form. Modern viewers’ increasing use of mobile devices means that watching content on vertical screens is becoming more common. The Millennial generation’s tendency to watch content on their smartphones, in particular, has contributed to the increased prominence of vertically displayed content. Thus, The Sero was developed as an answer to the question, ‘what if we could make the TV screen rotatable so that it could better match the lifestyles of Millennial users?’

The Sero is the result of this bold idea. “Developing the Sero with a rotating screen was a long and challenging journey, as it was like we were exploring unchartered territory,” said the product planners. The team had to consider a broad range of factors, such as whether the user would rotate the screen manually or whether it would rotate automatically. The project brought many different teams together as they set out to create a whole new consumer experience, with their efforts eventually culminating in The Sero. “We are witnessing an increasing amount of consumption of vertical, short-form content on social networking sites,” remarked Chung. “And The Sero allows viewers to use screen mirroring to watch this content in a full screen, immersive format.”[4]

Expanding to Other Spaces: The Premiere and The Terrace

Over time, the focus of Samsung’s Lifestyle TVs has continued to shift. Due to the pandemic, many people now prefer watching movies at home over going to the theatre. The Premiere is specifically designed for those who want to create a theatre-like environment in their own homes. This projector boasts an easy-to-install large screen with very sharp picture quality. “With The Premiere, you can enjoy your favourite content on an ultra-large screen from the comfort of your home,” related Kim. “With a premium fabric finish, The Premiere also serves as an excellent complement to your interior décor.” [5]

In the current climate, people are also making more use of private outdoor spaces, such as balconies. In line with such consumer lifestyle changes, Samsung has introduced its first outdoor TV model, The Terrace. With an IP55 rating to help protect against water and dust[6], The Terrace delivers an outstanding outdoor viewing experience [7]. Said Lee, “Going forward, the outdoor TV market is expected to grow exponentially. The Terrace provides an excellent outdoor viewing experience, delivering exceptionally vivid and detailed images.”

As our TVs become increasingly important parts of our lives, some argue that the evolution of the product is nearing its conclusion. But Chung thinks differently, claiming that, “There is still an unending range of possibilities for what our televisions might become in the future.” He expressed hope that himself and his team will be able to keep introducing new and varied lifestyle TV models to keep providing fresh experiences to consumers.

Samsung’s lifestyle TV product planners believe that TVs need to keep evolving in order to keep up with users continuously changing lifestyles. “We want to develop TVs that people want to own, and that they’ll want to show off,” Kim stressed. “Our dream is to build a so-called ‘lifestyle universe’ where each space is equipped with a lifestyle TV that suits the function of the space.”

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[1] Art Mode(Smart Service) and GUI(Graphic User Interface) may vary by model and region.

[2] The ‘Ambient Mode’ background setting feature may vary depending on the environment where the TV is installed including, but not limited to, wall designs, patterns and/or colours.

[3] The Art Store may not be available in some countries. Art pieces in the Art Store are subject to change without prior notice.

[4] Compatible devices only.

[5] The laser projector can be projected on a flat white or bright monotone wall without setting up an additional screen. For a more optimized experience, using a screen dedicated to ultra short throw projector is recommended.

[6] Protection from water and dust based on IP55 (International Protection Rating) standard and operating smoothly at temperatures between -30 to 50℃. Water projected by a nozzle (6.3mm) against enclosure from any direction. * IP55 (Ingress Protection Rating): Degrees of protection provided by enclosures (IEC 60529).

[7]  Installation must be in a shaded area. Please refer to the User Manual.

As sports leagues and experiences start to return to pre-pandemic operation, consumers now have the option to watch their favourite team from home without missing a beat of the action.

A key to bringing this stadium experience to life at home is with an ultra-large, high quality screen to complete the viewing experience.  Samsung’s The Premiere[1] is a lifestyle projector that offers dramatic picture quality and immersive surround sound, helping create the feeling of being right there in the stands yourself.

A 130-inch Ultra-Large Screen Is Your Gateway to the Stadium

The Premiere can create a screen bigger than the average TV, whether you’re projecting on a simple white wall or adding a projector screen, in a matter of minutes. Unlike traditional projectors that require three to four meters of distance from a wall for optimal picture quality, The Premiere cansit super close to the wall and still deliver a screen size of up to 130 inches[2], even when placed just 23.8cm away from the wall.

The projector does not require a complicated installation process either, as users need to simply plug in The Premiere’s power cable and connect to a wireless network – with no need to worry about calculating the distance from the wall or hanging the projector from the ceiling. It also features a compact design so that users can move and rearrange the projector on their own with ease.

Dynamic 4K Resolution for Full Immersion During the Big Game

In order to create an enhanced projector experience, Samsung incorporated its high-end TV technologies into The Premiere, so that users can enjoy dynamic, 4K resolution on an extra-large screen.

By using unique and cutting-edge triple laser technology, The Premiere delivers rich and vibrant picture quality. This laser-enabled model provides users with a premium product that offers optimal viewing experiences. Whether you are streaming the latest 4K sports documentary or your favourite live sports event, The Premiere provides immersive, ultra-large screen entertainment experiences at high resolution with crystal-clear clarity.

Stunning Picture Quality, No Matter the Time of Day

The media quality of a projector can be affected by ambient lighting more than conventional TV screens, meaning that it is important that a projector is able to produce bright images so that you don’t miss a single critical moment in the game.

As the world’s first HDR10+[3] projector, The Premiere offers a maximum brightness of 2,800 ANSI lumens[4]. Users can enjoy cinema-level picture quality even in the middle of the day with bright light in the room you are watching in, allowing you to watch your favourite games regardless of the surrounding ambient light conditions. The Premiere also delivers a 2,000,000:1 contrast ratio, meaning that the projector is able to express the subtle contrasts and detailing in dark images [5].

An Immersive, All-in-One Speaker for That Live Stadium Experience

Powerful sound is key to get the real stadium experience at home. Hearing fans cheering and the commentators roaring along with the action is all part of the enjoyment of any match.

The Premiere produces three-dimensional, captivating sound without any extra speakers required thanks to the robust sound system built into its compact design. The projector is equipped with powerful 4.2 channel 40W built-in speakers that project sound with significant height and width in order to convey every bit of even the most action-packed audio. The projector also features Samsung’s proprietary Acoustic Beam technology to maximize sound from all angles, emitting sound from 44 holes placed on both sides of the projector so that everyone, regardless of where they are sitting in the room, can be engaged and entertained.

Staying Entertained and Connected With Smart TV Features

Just like Samsung’s leading Smart TVs powered by Tizen, The Premiere offers users the same smart features and access to major sports streaming platforms[6] including Amazon Prime and Samsung TV Plus, and music streaming services where popular sports podcasts can be found including Apple Music and Spotify.

The Premiere also supports the ‘Tap View’[7] feature to mirror the content playing on your Galaxy smartphone to your projector; by simply gently tapping the side of The Premiere with your device, you can easily cast pictures or videos from your Galaxy smartphone straight onto the bigger screen.

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[1] Model featured in this article is The Premiere LSTP9.

[2] The laser projector can be projected on a flat white or bright monotone wall without setting up an additional screen. For a more optimized experience, using a screen dedicated to ultra short throw projector is recommended.

[3] HDR10+ certified in accordance with HDR10+ display device requirements. Certified by HDR10+ Technologies, LLC., June 2020.

[4] ANSI Lumen: The level of brightness based on the American National Standards Institute (ANSI)’s standard for expressing the brightness of a projector. 1 ANSI lumen is equivalent to the brightness of one candle.

[5] Data based on Samsung internal research.

[6] Availability of services may vary by region and each OTT service or platform is available after subscription. The Premiere must be connected to the internet in order to access these services.

[7] Tap view service only works with Samsung Galaxy smartphones running Android 8.1 and above, when both the mobile screen and The Premiere are turned on.