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

Along with recent upgrades to Samsung’s Bixby, its on-device voice assistant, Copilot’s integration expands on a riche, contextual smart display experience. The integration also enables Copilot’s advanced conversational AI in Samsung Daily+, the company’s lifestyle hub that offers services across entertainment, wellness, food and more.

Copilot can be accessed through the Samsung Tizen OS home, Samsung Daily+, enabling conversational AI support for a range of scenarios. Through natural voice interaction, Copilot offers personalized recommendations, relevant information and interactive learning experiences. Whether viewers are curious about something they’re watching or looking to explore a topic further, ²

“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 advanced 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.”

To learn more, visit www.samsung.com

About Samsung Electronics Co., Ltd.

Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, digital signage, smartphones, wearables, tablets, home appliances and network systems, as well as memory, system LSI and foundry. Samsung is also advancing medical imaging technologies, HVAC solutions and robotics, while creating innovative automotive and audio products through Harman. With its SmartThings ecosystem, open collaboration with partners, and integration of AI across its portfolio, Samsung delivers a seamless and intelligent connected experience. For the latest news, please visit the Samsung Newsroom at news.samsung.com.

About Microsoft

Microsoft (Nasdaq “MSFT” @microsoft) enables digital transformation for the era of an intelligent cloud and an intelligent edge. Its mission is to empower every person and every organization on the planet to achieve more.

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

Quantum Dots: The Next Generation of Display Innovation

Quantum dots are ultra-fine semiconductor particles that are tens of thousands of times thinner than a human hair. Since inception, their physical characteristics that allow them to provide the highest level of colour accuracy and brightness among existing materials had them positioned to revolutionize display technology.

When used in displays, quantum dots support a wide colour gamut that closely matches colours perceived by the human eye and facilitate pixel-level light adjustment for more accurate black levels. Emitting light in all directions, quantum dots deliver uniform luminance and consistent colour from different viewing angles while minimizing blue light exposure for a more comfortable viewing experience.

SUHD TVs at CES 2015

What Sets Quantum Dot TVs Apart: Content, Film Quality and No-Cadmium Technology

The TV industry continues research and development into the commercialization of quantum dots as the material becomes a game-changer in display technology. For that reason, a variety of quantum dot TVs have hit the market recently — offering a wide range of options to customers.

However, key differences in quantum dot TVs lie in how the technology is implemented and the overall quality of the display. To deliver a premium viewing experience, factors such as the amount of quantum dot content, the quality of quantum dot film and the use of no-cadmium materials must be considered.

Factors to consider when selecting a high-quality quantum dot TV

Quantum Dot Content

The true quality of a Samsung quantum dot TV is defined by its quantum dot content. The quantum dot film requires a minimum of 3,000 parts per million (ppm) of the material to achieve the vivid, rich picture quality and colour expression that quantum dots are known to deliver.

Quantum Dot Film

Samsung QLEDs eliminate the need for a separate phosphor layer, enhancing light and energy efficiency while delivering vivid colours. A quantum dot OLED (QD-OLED), which consists of a thin-film transistor (TFT) layer,¹ a self-emitting light source and a quantum dot film that uses the light emitted from the light source, takes a step further enhancing picture quality. In either case, a dedicated quantum dot film that contains sufficient quantum dots is key in delivering stunning picture quality.

A comparison of QD-OLED and LCD displays

No Cadmium

In the early stages of developing quantum dot TVs, cadmium was essential to achieving the key benefits of quantum dots such as colour reproduction and contrast ratio. At the time, cadmium was considered the most efficient material for producing quantum dots.

However, cadmium’s toxicity became a significant obstacle to the commercialization of quantum dot technology.

In response to this challenge, Samsung developed no-cadmium quantum dot material in 2014 and successfully commercialized quantum dot technology with its SUHD TVs in the following year to open a new era of quantum dot TVs.[2]

10 Years of Quantum Dot Innovation and Leadership

Samsung has quickly recognized the potential of quantum dot technology and sought innovation in the global display market over the past decade through continuous research and investment.

A timeline of Samsung’s quantum dot technology development from 2001 to 2022

Samsung began researching and developing quantum dot technology in 2001 — at a time when there was limited research on non-cadmium materials. Achieving vivid colours required making the nano-sized particles uniform, but the lack of technology and research made mass production extremely challenging.

Despite these obstacles, Samsung succeeded in creating a no-cadmium nanocrystal material in 2014. Since then, the company has accumulated extensive expertise — registering more than 150 patents — and continuously worked on advancing the technology. Samsung’s long-standing commitment culminated in 2015 when the company unveiled the SUHD TVs with no-cadmium quantum dot technology.[3]

QLED TVs (75Q8C and 88Q8F) at Samsung’s First Look 2017 event during CES 2017

Samsung’s QLED lineup was revealed in 2017. By applying metal quantum dot technology, Samsung achieved the Digital Cinema Initiative’s colour standard DCI-P3 and achieved 100% colour volume— thereby presenting amazing colour expression. Notably, the use of inorganic quantum dot technology protected the screens from burn-in² to deliver consistent picture quality over time.

(From left to right) Kwang-Hee Kim, Dr. Taehyung Kim, Dr, Eunjoo Jang, Sungwoo Kim and Seon-Myeong Choi from Samsung Advanced Institute of Technology

Following its success in developing a red light-emitting element for displays in 2019, the company enhanced the luminous efficiency of blue self-emitting QLEDs — considered the most challenging to implement among the three primary QLED colours³ — to a staggering20.2%.

“Discovering a blue material for self-emitting QLEDs and demonstrating performance at the device level were significant achievements of this research,” said Dr. Eunjoo Chang, a fellow at Samsung Advanced Institute of Technology. “Samsung’s distinctive quantum dot technology has once again overcome technical barriers.”

These powerfuladvancements led to the launch of the QD-OLED TVs, making history at CES 2022 by winning the Best of Innovation award for integrating quantum dot technology and OLED displays.

Samsung remains dedicated to advancing quantum dot technology through continuous innovation. The company continues to invest in leading display technology — from SUHD to Neo QLED — by offering high brightness, colour accuracy and frequency. Driven by Samsung’s unrivaled quantum dot innovations, the future of display technology is brighter than ever.

[1] An electronic circuit that adjusts and controls the light-emitting layers

[2] Occurs when a static image is displayed for too long, causing color distortions or ghost images to remain on screen

[3] Red, green and blue

Samsung Neo QLED 4K TV (QN85F)

Samsung Electronics today announced that its smart TVs and monitors will now support Netflix shows and movies in HDR10+[1]. With HDR10+, viewers can enjoy rich contrast, deep colors and stunning visual depth, making their favorite Netflix titles super immersive.

“HDR10+ enhances the way we watch content, delivering deeper contrast and more vibrant colors for a truly cinematic experience,” said Taeyong Son, Executive Vice President of Visual Display Business at Samsung Electronics. “We are excited to bring this technology to Netflix’s 300 million plus members and will continue collaborating with various partners to expand HDR10+ support across our product lineup and the broader streaming ecosystem.”

HDR10+ is a next-generation high dynamic range (HDR) technology pioneered by Samsung, designed to optimize picture quality scene by scene. By dynamically adjusting brightness and contrast levels, HDR10+ ensures that each frame is displayed with exceptional clarity and detail, staying true to the creator’s intent.

With this integration, viewers can experience enhanced realism and depth across a growing library of HDR10+ content, making every scene feel lifelike. HDR10+ content on Netflix will be accessible on 2025 Samsung Neo QLED, OLED and Lifestyle TVs — as well as 2025 and 2024 monitor models — with support for additional models in the future.

This launch marks a significant step in expanding HDR10+ content, bringing enhanced picture quality to more viewers. In addition to Netflix, Samsung is actively working with a growing network of industry partners to further extend HDR10+ support. For more information on Samsung TV, please visit http://www.samsung.com/ca/.

[1] Samsung co-established HDR10+ Technologies LLC in 2018 to provide a royalty-free, open dynamic metadata standard in the industry.

According to market research firm Omdia, Samsung achieved a 28.3% market share in the global TV market in 2024, maintaining the number one ranking it has held since 2006.[1] This continued success is driven by the company’s commitment to premium and ultra-large screen innovation, as well as the introduction of cutting-edge, AI-powered TVs.

“Samsung’s 19-year reign as the global TV market leader has been made possible by the trust and support of our customers,” said Hun Lee, Executive Vice President of Visual Display Business at Samsung Electronics. “We will continue to shape the future of the TV industry with innovations like AI-powered TVs, delivering products and services that meaningfully enrich people’s lives.”

Samsung Electronics secured its position as the global leader in the TV market for the 19th consecutive year (Source-Omdia, Feb-2025. Results are not an endorsement of Samsung. Any reliance on these results is at the third-party’s own risk.)

Dominance in the Premium and Ultra-Large TV Segments

Samsung solidified its leadership in the high-end TV market, particularly in the premium ($2,500+) and ultra-large (75-inch and above) segments:

• Premium ($2,500+) TVs –Samsung captured a 49.6% global market share, accounting for nearly half of the global premium TV market.[1]

• 75-inch and above –Samsung led the ultra-large category with a 28.7% global market share.[2]

QLED and OLED TV Success

Samsung also maintained its leadership in the QLED and OLED segments, reinforcing its dominance in the premium TV industry:

• QLED TVs – With 8.34 million units sold, Samsung commanded a 46.8% global market share, further strengthening its leadership in this category. The global QLED market also saw significant growth, surpassing 10% of total TV sales for the first time.[3]

• OLED TVs – Samsung’s OLED sales reached 1.44 million units in 2024, securing a 27.3% global market share. This marks a year-over-year (YoY) increase of 42% and 4.6% in unit sales and market share globally, respectively, reflecting strong consumer demand for Samsung’s OLED innovations.[4]

Transforming Home Entertainment With AI and Art

At CES 2025, Samsung unveiled Vision AI, a breakthrough in AI-powered screens that extends beyond traditional entertainment. By analyzing user preferences, intents and habits, Vision AI delivers a seamlessly personalized viewing experience that shapes the future of smart home displays.

Samsung is also expanding its Samsung Art Store — originally available exclusively on The Frame — to Neo QLED and QLED models this year, providing more consumers with access to a personalized digital art experience.[5]

[1] Source-Omdia, Feb-2025. Results are not an endorsement of Samsung. Any reliance on these results is at the third-party’s own risk.

[2] Source-Omdia, Feb-2025. Results are not an endorsement of Samsung. Any reliance on these results is at the third-party’s own risk.

[3] Source-Omdia, Feb-2025. Results are not an endorsement of Samsung. Any reliance on these results is at the third-party’s own risk.

[4] Source-Omdia, Feb-2025. Results are not an endorsement of Samsung. Any reliance on these results is at the third-party’s own risk.

[5] Subscription is required to enjoy all the art from the Art Store. Requires Samsung account and internet connection.

Samsung Electronics Co., Ltd. today announced that the quantum dot (QD) sheet used in its QD TVs has received certification for compliance with the Restriction of Hazardous Substances (RoHS) directive and has been verified to contain no cadmium by the global certification institute, Société Générale de Surveillance (SGS).[1]

SGS, headquartered in Geneva, Switzerland, is a world-leading testing and certification body that provides services to ensure organizations meet stringent quality and safety standards across various industries, including electronic products, food and the environment.

Samsung began researching quantum dot technology in 2001, and its ongoing commitment to research and investment has positioned it at the forefront of innovation in the global display market.

After developing the world’s first no-cadmium quantum dot material in 2014, Samsung launched TVs that implemented the technology the following year. Since then, the company has been leading quantum dot technology through continuous technological advancements.

In particular, Samsung successfully created nanocrystal material without cadmium and has secured around 150 patents for the technology.

[1] SGS Certificate PT/25/GEN/0099 issued March 7, 2025

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.

New technology set to transform home entertainment with innovative 3D audio experiences

Samsung Electronics Co., Ltd. today announced the integration of Eclipsa Audio — a groundbreaking 3D audio technology developed in partnership with Google — into its 2025 TV and soundbar lineup. By empowering creators to craft dynamic, immersive audio content and enabling seamless playback on Samsung TVs, Eclipsa Audio brings captivating audio and visual experiences closer to consumers than ever before.

“We are proud to lead the industry with the integration of Eclipsa Audio into our 2025 TV and soundbar lineup,” said Taeyong Son, Executive Vice President and Head of the R&D Team, Visual Display Business, Samsung Electronics. “This innovation opens new possibilities for immersive audio experiences and reinforces our commitment to shaping the future of home entertainment.”

Innovating the Home Entertainment Experience

Samsung, the global leader in the TV market for 18 consecutive years[1], is redefining home entertainment with the integration of Eclipsa Audio. Samsung TVs are poised to make this new technology accessible to more consumers.

Eclipsa Audio allows creators to adjust audio data such as the location and intensity of sounds, along with spatial reflections, to create an immersive three-dimensional sound experience.

As the first in the industry to adopt Eclipsa Audio, Samsung is integrating the technology across its 2025 TV lineup — from the Crystal UHD series to the premium flagship Neo QLED 8K models — to ensure that consumers who want to experience this advanced technology can choose from a wide range of options.

Expanding Content and Playback

Starting in 2025, creators will be able to upload videos with Eclipsa Audio tracks to YouTube. Viewers with 2025 Samsung devices will be able to watch YouTube videos with premium spatial audio.

To ensure consistent audio quality, Samsung and Google are working with the Telecommunications Technology Association (TTA) to create a certification program for devices using Eclipsa Audio, in an effort to ensure that consumers experience the highest standards of sound fidelity.

“We believe that Eclipsa Audio has the potential to change the way we experience sound,” said Jim Bankoski, Vice President of Engineering, Google Chrome. “We are excited to see how the creator community uses it to create new and innovative audio experiences.”

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[1] Source – Omdia, Jan 2024. Results are not an endorsement of Samsung. Any reliance on these results is at the third party’s own risk