Samsung Electronics today unveiled TRUEBench (Trustworthy Real-world Usage Evaluation Benchmark), a proprietary benchmark developed by Samsung Research to evaluate AI productivity.

TRUEBench provides a comprehensive set of metrics to measure how large language models (LLMs) perform in real-world workplace productivity applications. To ensure realistic evaluation, it incorporates diverse dialogue scenarios and multilingual conditions.

Drawing on Samsung’s in-house use of AI for productivity, TRUEBench evaluates commonly used enterprise tasks — such as content generation, data analysis, summarization and translation — across 10 categories and 46 sub-categories. The benchmark ensures reliable scoring with AI-powered automatic evaluation based on criteria that are collaboratively designed and refined by both humans and AI.

“Samsung Research brings deep expertise and a competitive edge through its real-world AI experience,” said Paul (Kyungwhoon) Cheun, CTO of the DX Division at Samsung Electronics and Head of Samsung Research. “We expect TRUEBench to establish evaluation standards for productivity and solidify Samsung’s technological leadership.”

Recently, as companies adopt AI for tasks there has been a growing demand for measuring the productivity of LLMs. However, existing benchmarks primarily measure overall performance, are mostly English‑centric, and are limited to single‑turn question‑answer structures. This restricts their ability to reflect actual work environments.

To address these limitations, TRUEBench is composed of a total of 2,485 test sets across 10 categories and 12 languages¹ — while also supporting cross-linguistic scenarios. The test sets examine what AI models can actually solve, and Samsung Research applied test sets ranging from as short as 8 characters to over 20,000 characters, reflecting tasks from simple requests to lengthy document summarization.

To evaluate the performance of AI models, it is important to have clear criteria for judging whether the AI’s responses are correct. In real-world situations, not all user intents may be explicitly stated in the instructions. TRUEBench is designed to enable realistic evaluation by considering not only the accuracy of the answers but also detailed conditions that meet the implicit needs of users.

Samsung Research verified evaluation items through collaboration between humans and AI. First, human annotators create the evaluation criteria, and then the AI reviews it to check for errors, contradictions or unnecessary constraints. Afterward, human annotators refine the criteria again, repeating this process to apply increasingly precise evaluation standards. Based on these cross-verified criteria, automatic evaluation of AI models is conducted, minimizing subjective bias and ensuring consistency. In addition, for each test, all conditions must be satisfied for the model to pass. This enables more detailed and precise scoring across tasks.

TRUEBench’s data samples and leaderboards are available on the global open-source platform Hugging Face, which allows users to compare a maximum of five models and enables comprehensive AI model performance comparisons at a glance. Moreover, data on the average length of response results are also published, enabling simultaneous comparison of both performance and efficiency. Detailed information can be found on the TRUEBench Hugging Face page at https://huggingface.co/spaces/SamsungResearch/TRUEBench.

¹ Chinese, English, French, German, Italian, Japanese, Korean, Polish, Portuguese, Russian, Spanish and Vietnamese

The launch of the world’s first AI phone — the Galaxy S24 series in 2024 — marked the moment smartphone evolution gave way to AI innovation. From that point on, Samsung has expanded its mobile AI ecosystem by advancing multimodal intelligence and integrating AI across wearables, tablets, PCs and beyond.

Since last year, Galaxy AI has redefined what it means to live freer and smarter. Explore the journey in the infographic below.

The AI Cyber Challenge is a prestigious competition hosted by the Defense Advanced Research Projects Agency (DARPA), a research and development institute of the U.S. Department of Defense, with a total prize pool of $22.5 million.

The finals took place during DEF CON 33, a major hacking and security conference. Universities, research institutions and global tech companies from various countries participated, engaging in a fierce AI security technology competition.

Samsung participated in the competition as Team Atlanta, a joint team led by Samsung Research, the Device eXperience (DX) Division’s advanced research institute, in collaboration with security experts from leading global universities, including the Georgia Institute of Technology (Georgia Tech), Korea Advanced Institute of Science and Technology (KAIST) and Pohang University of Science and Technology (POSTECH).

The competition, which spanned two years starting from 2023, saw forty-two teams compete in the semifinals last year, with only seven advancing to this year’s finals.

“Samsung Electronics was able to achieve meaningful results by demonstrating its AI-based security technology capabilities at a global security technology competition,” said Taesoo Kim, VP of Samsung Research, who led Team Atlanta. “We will continue to expand collaboration with global security experts to further advance Samsung Electronics’ security technology proficiency.”

Team Atlanta advanced to the finals with exceptional technical capabilities, being the sole participant to detect an unintended vulnerability — not a flaw that had been set up for the competition — in the semifinals, and once again proved world-class security technology capabilities in the finals.

The finals evaluated each team’s ability to analyze source code vulnerabilities and apply security patches using AI-powered security technologies alone, without any human intervention.

By showcasing leading expertise with precise and sophisticated AI security technology, Team Atlanta earned the honor of first place and received $4 million in prize.

Building on its achievement, Samsung plans to develop next-generation security solutions powered by AI that can autonomously identify and mitigate security vulnerabilities, enabling continuous enhancement of products and service security.

Making its debut at Galaxy Unpacked 2025 in Brookyln, the Galaxy Z Flip7 instantly grabbed attention with its significantly larger FlexWindow and innovative AI features — all optimized for the foldable form factor.

From design to usability, Samsung Newsroom unboxed the Galaxy Z Flip7 to explore how the device has been taken to the next level.

▲ The Galaxy Z Flip7 and its packaging

Right Out of the Box: First Impressions of the Galaxy Z Flip7

▲ Contents of the Galaxy Z Flip7 box

The cover of the slim black package features a design element inspired by the Galaxy Z Flip7, creating a minimal yet premium impression. The Galaxy Z Flip7 box contains the device, a USB-C cable and a simple user manual.

▲ The Galaxy Z Flip7

When lifting the device out of the box, the first thing that stands out is how light and compact it feels in one hand. The Galaxy Z Flip7 is the slimmest model in the Galaxy Z Flip series yet, measuring just 13.7mm thick when folded.

▲ The Armor FlexHinge provides smooth, reliable folding over extended use.

▲ The Galaxy Z Flip7 is slimmer than ever, measuring 13.7mm thick when folded and 6.5mm when unfolded.

The Armor Aluminum Frame and Armor FlexHinge create a sleek but strong appearance, conveying a sense of stability when held in the hand.

▲ The back of the Galaxy Z Flip7

In a first for the Galaxy Z series, the Blue Shadow color is available in a luxurious navy tone — enhancing the Galaxy Z Flip7’s iconic design and making it stand out even more.

▲ The colors of the Galaxy Z Flip7

FlexWindow: Capturing High-Quality Selfies on a Larger Screen, Without Unfolding

▲ A comparison of the FlexWindow sizes between the Galaxy Z Flip6 and Z Flip7

The most noticeable change in the Galaxy Z Flip7 is its FlexWindow. The bezel surrounding the dual cameras measures just 1.25mm thick, making the 4.1-inch FlexWindow — which spans the entire surface — the largest ever featured in the Galaxy Z Flip series.

Even when it’s folded, users can easily handle essential daily tasks directly from the FlexWindow, taking the out-of-your-pocket, ready-to-use foldable experience to the next level.

▲ Front view of the Galaxy Z Flip7 with the FlexWindow

When the screen is turned on, its bright and vivid display provides a clear, expansive view. Compared to its predecessor, the Galaxy Z Flip7 delivers a peak brightness of up to 2,600 nits and a 120Hz refresh rate, allowing users to enjoy a variety of content with stunning clarity.

Dragging the camera icon to launch FlexCam opens a wide camera preview on the FlexWindow. When users turn on the Cover camera effects feature, first introduced on the Galaxy Z Flip7, the ring that surrounds the dual camera hole will change color depending on the shooting mode, immediately capturing the users’ attention: white for standard, yellow for photo and red for video. This allows the users to see the current mode at a glance.

▲ The activated FlexCam displays its status with colored rings around the camera lenses.

▲ The Zoom Slider on the FlexWindow

The Zoom Slider on the FlexWindow allows for intuitive zooming in or out with a simple swipe, making it easier to adjust the camera angle for selfies. When taking full-body shots or group photos with friends, the Auto Zoom feature automatically adjusts the framing based on the subject’s position, ensuring a well-balanced composition.

▲ Real-Time Filters on the FlexWindow

Meanwhile, users can apply filters in real time directly on the FlexWindow, allowing them to capture their desired look without additional editing. Thanks to this feature, users can take the perfect selfie — using only the FlexWindow — to mark their first encounter with the Galaxy Z Flip7.

A New FlexWindow Optimized for AI

The FlexWindow becomes even more powerful when combined with intelligent AI features. With the latest Android 16-based One UI 8, the Galaxy Z Flip7 offers a UX optimized for the form factor, enabling a more intuitive and seamless AI experience right from the FlexWindow.

Long pressing the power button launches the AI agent to activate Google Gemini. After initiating the camera view and asking a question like “Can you recommend an outfit color that matches today’s makeup?”, a natural conversation follows, with real-time styling tips provided to complement the user’s makeup.

▲ Users can activate Google Gemini directly from the FlexWindow. (* To listen to the audio, click the speaker button at the bottom of the video)

With the Galaxy Z Flip7, users can effortlessly handle everyday tasks — such as adding calendar events or getting local recommendations — using only voice commands from the FlexWindow. Moreover, users can also engage in a conversation to receive real-time information, just like chatting with a friend.

Taking it a step further, Now Bar, located at the bottom of the FlexWindow, enables users to instantly control music and video playback, as well as quickly check information from various apps and get real-time updates. Meanwhile, Now Brief delivers personalized information based on location, time and usage patterns — which can also be accessed without unfolding the device — further enhancing everyday convenience.

▲ Now Brief

Unfolded: More Powerful, More Versatile

Even when the device is folded, the Galaxy Z Flip7 offers versatility for users. When it’s unfolded, there is even more that the Galaxy Z Flip7’s main display has to offer.

▲ A comparison of the main displays of the Galaxy Z Flip6 and Z Flip7

The larger screen and expansive feel of the Galaxy Z Flip7 immediately stand out when placed side by side with its predecessor, the Galaxy Z Flip6. The 6.9-inch Dynamic AMOLED 2X main display delivers vibrant image quality and a smooth refresh rate, offering a more immersive viewing experience.

The Galaxy Z Flip7 is also the first in the Galaxy Z series to support Samsung DeX. By unfolding the device and connecting it to an external display, mouse or keyboard, users can instantly turn it into a portable workstation.

Compact in form yet powerful with AI, the Galaxy Z Flip7 redefines the foldable mobile experience, offering seamless, ready-in-your-pocket AI usability and expanded functionality when unfolded. Samsung looks forward to how the Galaxy Z Flip7 will shape users’ everyday life.

We are living through a defining moment in history. Technology has become a central force in our daily lives like never before, and the pace of innovation and change is truly extraordinary. In this rapidly evolving world, the human element — our thoughts, emotions, aspirations and needs — matters more than ever. Even as technology takes the lead, we believe our greatest strength lies in empathy and care.

As designers, our mission goes beyond creating innovative products. We aim to elevate people’s lives — to design tools and experiences that help them live better, longer and more meaningfully, by taming technology in service of humanity.

Samsung Electronics is a worldwide leader in tech and already plays an essential role in the lives of billions around the globe. Through our products, we help you clean your home, wash your clothes and dishes, preserve your food, store your memories, stay entertained, stay connected and express yourself — whether at home, on the move or in public spaces. This reach is both a tremendous privilege and, in the age of AI and accelerated technological change, an incredible opportunity and an immense responsibility.

That sense of purpose is what inspired me to join Samsung this year, after more than two decades as a designer and business leader across industries and cultures. I was drawn by the possibility to help reimagine the relationship between people and technology — putting humans at the heart of our product universe, to create a world where innovation truly supports and enhances our lives, unlocking, amplifying and elevating the human side of technology.

Rewriting the Code of a Design-Driven Company

To me, design is far more than a product or a user interface. It’s more than the interplay of form and function. I like to define design as the art of dreaming, crafting and taking to life distinctive solutions, meaningful experiences and authentic stories that deeply resonate with people’s needs and aspirations. In this sense, form and function follow meaning. Design becomes a force for purposeful innovation — one that begins and ends with people.

Across Samsung’s product portfolio, design serves as a language — one that understands people and interprets the complexity of the world around us. It has the power to humanize technology, transforming algorithms into emotion, features into feelings. In a time of accelerating complexity, design is how we restore clarity and foster deeper connections — with ourselves, our cultures and our lives.

Samsung’s commitment to design thinking dates back to 1996, when it declared the “Year of Design Revolution.” That year marked a turning point, with design officially recognized as a core strategic asset. With a “human-centered design philosophy” at its heart, Samsung laid the foundation for a design ethos that continues to evolve and grow.

Now, in the era of AI, our challenge is to build upon that legacy — to amplify its intent, refine its spirit and redefine what design means in a new cultural and technological landscape. Products can be copied, but a design philosophy — its purpose and point of view — cannot be replicated. This is why culture matters. For individuals and for organizations alike, consistency, authentic creativity and genuine care at every touchpoint are what set great companies apart.

A New Challenge to Everyday Innovation

Today, Samsung innovations are already transforming everyday life. Robot vacuum cleaners quietly maintain our homes. Smartwatches provide real-time insights into our health. Intelligent appliances, from washing machines to dishwashers, offer greater efficiency, performance and ease of use. Smart refrigerators adapt to our habits to keep food fresher for longer. Our screens deliver breathtaking visuals, our audio systems fill rooms with immersive soundscapes, and our smartphones, tablets and wearables keep us connected through intuitive design and purposeful features.

All of this is remarkable. Yet, the real frontier lies in something greater: the seamless integration of all these devices into a coherent, human-centered journey. We’re not just designing individual products — we’re designing an ecosystem of experiences. We’re redefining what “smart” really means by infusing technology with empathy, meaning and emotional resonance.

Samsung’s design now goes beyond the object. It places thoughtful connections, insightful information, and intentional emotions at the center. Through a cohesive design experience across our entire ecosystem — from mobile to TV to home appliances — we’re committed to enriching every interaction.

Our vision is a future where design brings warmth to innovation, and where technology helps us not only do more — but live longer, live better, and live more connected, and more meaningfully, creating an empathetic layer between people and their environments. This personal field of emotionally attuned, physiologically aware, and ethically governed technologies interconnects to form constellations of care — enabling shared rhythms and deeper connection across the home, family and community.

The Future Is Emotional, Meaningful, Connected Intelligence

The next frontier of smart technology must offer more than just functionality. With Samsung’s advancements in AI, empowered by hardware and software, we are unlocking a new dimension of emotional intelligence — where technology doesn’t just work for us, but resonates with us.

What excites me most about AI in product design is how it enables us to listen, learn and craft experiences that feel deeply personal. As intelligence becomes ambient — woven seamlessly into our everyday devices — design takes on a greater responsibility: to ensure that intelligence feels warm, human and caring. We’re shifting from devices that demand our attention to those that pay attention, anticipating needs, adapting preferences and forming meaningful relationships with users.

We’re envisioning an ecosystem where intelligence isn’t confined to one device, but exists around you — quiet, empathetic, always present when needed, and gracefully invisible when not. Samsung’s holistic approach to AI spans across the entire ecosystem — from smartphones to TVs, wearables to home appliances — transforming each product into a thoughtful companion in your daily life.

Imagine a TV that mirrors your mood. A refrigerator that understands your dietary goals. A watch or ring that knows when you need rest, and gently guides you toward better mental and physical wellbeing. This is not just innovation — it’s a design philosophy where intelligence surrounds you, senses you, learns from you and ultimately adapts to serve you better. Each product becomes part of a larger, unified story, grounded in empathy, awareness and care.

Design as a Force for Meaning — And for a Better Tomorrow

Technology will always continue to evolve. But what truly matters is the meaning it brings — to individuals and to society. At Samsung, we innovate not just because we can, but because we care. It starts with a sincere commitment to people and a deep sense of responsibility for the impact we create.

What has always inspired me about Samsung is its belief in openness — not just as a platform strategy, but as a cultural principle. Openness to collaboration. Openness to bold, unconventional ideas. Openness to meeting people where they are. This spirit of openness removes barriers, fuels connection and sets the stage for truly meaningful innovation.

These are the values that have shaped my career and the principles I believe will drive our industry forward. They reflect a shared mission: to build technology that enriches human life, with empathy at its core.

Through our love for humanity and our clear vision for the future, we invite you to join us on this journey — one shaped by Samsung Design, and guided by purpose, care and imagination.

Samsung Electronics today announced its latest Smart Monitor lineup, featuring the flagship Smart Monitor M9 (M90SF model) alongside the updated Smart Monitor M8 (M80F model) and M7 (M70F model). With the introduction of QD-OLED technology to the M9 and advanced AI features across the lineup, the new offerings provide a more personalized and connected screen for work and entertainment.

“The Smart Monitor series continues to evolve based on how people work, watch and play,” said Hoon Chung, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “With the introduction of QD-OLED and AI-powered enhancements, the M9 delivers a more responsive and refined screen experience — all within a single, versatile display.”

Smart Monitor M9: OLED Picture, Intelligent Performance

The Smart Monitor M9 introduces QD-OLED technology to the Smart Monitor lineup for the first time. Its 32-inch 4K QD-OLED panel delivers deep contrast and vibrant color, offering a more immersive visual experience across productivity, streaming and gaming. Samsung OLED Safeguard+ helps maintain screen integrity over time with a proprietary cooling system designed to reduce the risk of burn-in. The M9 also features a Glare-Free display to minimize reflections and ensure consistent visibility and comfort — even in bright lighting conditions.

The M9 is powered by AI Picture Optimizer, 4K AI Upscaling Pro and Active Voice Amplifier (AVA) Pro, which work together to enhance picture and sound quality in real time based on content and surroundings. Whether users are watching, creating or multitasking, the display adapts automatically to deliver optimized performance.

The M9 also serves as a smart entertainment hub with access to popular streaming apps, Samsung TV Plus and Samsung Gaming Hub — which enables cloud-based gaming without a connected console or PC. With a 165Hz refresh rate, a 0.03ms response time and NVIDIA G-SYNC compatibility, the M9 supports smooth, fast-moving visuals ideal for high-performance use.

The M9 also features a slim metal design that blends premium aesthetics with functional form, creating a modern look that complements any workspace.

Recognizing its precise and reliable color performance, the Smart Monitor M9 has achieved Pantone Validated certification. This certification assures users that the M9 has passed the rigorous standards of testing and can replicate over 2,100 colors and more than 110 SkinTone shades from Pantone’s library. Paired with its brilliant QD-OLED display, the monitor ensures visuals appear just as content creators intended, providing confidence and clarity for any application.

Smart Monitor M8 and M7: Versatile Displays With AI Functionality and Enhanced Connectivity

The new Smart Monitor M8 and Smart Monitor M7 extend Samsung’s smart monitor experience to a broader audience, offering 32-inch 4K UHD screens with vibrant picture quality and built-in AI features. Equipped with Samsung’s advanced VA panel technology, both models deliver sharp detail and rich contrast, making them ideal for everyday productivity, streaming and much more.

Both displays support AI-powered discovery tools, including Click to Search.¹ These features help users explore content, retrieve information and engage with their screen more intuitively, while Tizen OS Home personalizes recommendations and makes it easier to access frequently used services and inputs.

Designed for flexibility, all three models integrate with SmartThings, support Multi Control between Samsung devices and offer Multi View for side-by-side working or entertainment. With Microsoft 365 access, users can create and edit documents directly from the monitor without a PC, making the lineup a practical solution for modern work setups.

Ongoing Support and Availability

The Smart Monitor M9, M8 and M7 are available in 32-inch screen sizes and will begin rolling out to markets worldwide starting this month.²

To ensure long-term usability and support, Samsung offers up to seven years of One UI Tizen upgrades for the Smart Monitor lineup, allowing users to continue benefiting from the latest features and services over time.³

For more information about Samsung’s Smart Monitor lineup, please visit www.samsung.com/.

¹ Feature available in certain regions and models only.
² Availability of models may vary by market.
³ Free One UI Tizen upgrades are available for Smart Monitors models released in 2023 and onward.

One UI is Samsung’s integrated software platform, designed to help Galaxy devices simplify everyday routines and enhance productivity and convenience. Thanks to the mutual partnership between Samsung and Google, One UI 8 will debut on Samsung’s newest foldables this summer and will gradually expand to more Galaxy devices so users can now enjoy an enriched, more personalized mobile experience with the latest version of Android.

Through open communication, Samsung and Google actively shared their respective design systems and real-time feedback with one another, accelerating software development that made One UI 8 one of the first UI platforms to adopt Android 16.

In addition to being the first generation of upgrades to launch alongside new foldable devices, the launch of One UI 8 also initiates a new rhythm for Samsung’s software evolution with major UX and AI updates. You can get a first glimpse of this innovation by signing up for the beta program kicking off today, starting with the Galaxy S25, S25+ and S25 Ultra in Germany, Korea, the United Kingdom and the United States.

Personalized AI for Seamless, Natural Interactions

The official rollout of One UI 8 will introduce an AI experience that will make your everyday smarter and more convenient by enhancing the AI features first introduced in the Galaxy S25 series. There are three main factors that realize this: multimodal capabilities, UX tailored to different device form factors, and personalized, proactive suggestions. Intelligent multimodality enables you to have natural, seamless communication with AI that understands what you’re looking at or watching in the moment. The updated UX is optimized for the unique form factors across the Galaxy product portfolio, boosting your everyday productivity and efficiency. One UI 8 will also recognize your context, offering personalized, proactive suggestions that support your unique daily routine. Features like Now Bar¹ and Now Brief² will deliver even more customized insights and suggestions to help you stay on top of tasks and support your daily routine, through curated AI information.

This intelligent, personalized AI experience did not just come out of nowhere. It is made possible by robust security that safeguards your data. Samsung Knox Vault combines a dedicated secure processor with secure memory to isolate sensitive data from the rest of your user data and ensure that no one else can physically or remotely reach your personal information. One UI 8 also provides settings where you can choose to process data only on the device, as many of our Galaxy AI experiences use both on-device and cloud-based AI processing. With transparency and user choice at its core, One UI 8 will deliver a personalized AI experience without compromising privacy.

Enhanced Everyday Convenience

One UI 8 is not only about providing the AI experience, but also includes convenient, intuitive tools designed to make your day-to-day experiences with your mobile devices even more seamless. Auracast³ — a broadcast audio technology based on Bluetooth LE Audio⁴ — will support effortless audio connection via QR code scanning and sharing, allowing multiple Auracast devices⁵ — like Galaxy Buds3 and hearing aids — to join a shared audio stream without the hassle of a complex manual setup. Additionally, customer support at repair centers will be faster and more convenient, thanks to QR- and NFC-enabled support⁶ accessible right in Samsung Account. You can now register with QR or NFC without having to write any registration forms, reducing wait times and simplifying service requests.

The Reminder app will be your travel supporter with more convenient and intuitive features. If you are planning a trip to New York with your family, you can manage all your reminders in one place as soon as you open the app with a UX that is easy-looking even for first-time users. You can also share a list of to-dos for your trip with the press of a button. When your hands are full of shopping bags, you can use your voice to add reminders on the go as it is voice enabled.

Sharing memories with family and friends will also be easier than ever with enhanced Quick Share.⁷ A single tap of the Quick Share button in the Quick settings panel will let you instantly send and receive files.

The future of Galaxy AI starts now. Sign up through the Samsung Members app to be among the first to experience the power of One UI 8.

¹ Availability of functions supported may vary by country and model. Some functions may require a network connection and/or Samsung Account login.
² Now Brief feature requires a Samsung Account login. Service availability may vary by country, language, device model or apps. Some features may require a network connection.
³ The quality of the Auracast audio stream may vary depending on the application, network connection and other factors.
⁴ Available on devices with Bluetooth 5.2 and above that support Auracast.
⁵ Auracast Transmitter/Assistant supported devices: Samsung Galaxy flagship smartphones, tablets released in 2023 or later with Samsung One UI version 6.1 or above. Auracast Receiver supported devices: Galaxy Buds3, Buds3 Pro, Buds2 Pro. May require software update. Availability may vary by market and model.
⁶ Available on 36 countries: U.S., Argentina, Austria, Brazil, Chile, Colombia, Czech Republic, Ecuador, France, Greece, Guatemala, Hungary, India, Indonesia, Kenya, Korea, Malaysia, Mexico, Netherlands, New Zealand, Nigeria, Pakistan, Panama, Peru, Philippines, Poland, Portugal, Singapore, South Africa, Spain, Taiwan, Thailand, Türkiye, Ukraine, Uzbekistan, Vietnam. Availability may vary by country. The feature availability will expand to more countries via further updates. The feature is available in limited number of repair shops, and will be expanded further afterwards. Available on with Android 10 or above, NFC availability may vary by device, Samsung Account app is available on devices with Android 10 or above. Availability may vary by NFC Memory support availability.
⁷ Bluetooth Low Energy and Wi-Fi connection are both required for Quick Share. Number of devices Quick Share can share to at the same time may vary depending on the Wi-Fi chip hardware of the sharing device. Actual speed may vary depending on device, network condition and user environment.

Samsung Electronics has led the evolution of the Galaxy camera under three development principles:

• Delivering the best picture quality for anyone, anywhere, anytime
• Offering features that satisfy even professional users
• Providing the ability to create content with easy and simple editing

The Galaxy S25 series is the culmination of these innovations, delivering a camera experience that pushes the limits of smartphones with high-pixel sensors, high-performance APs and powerful AI models.

So how did the Galaxy S25 series’ revolutionary camera experience come together? Samsung Newsroom sat down with camera developers from the Visual Solution Team of the MX Business at Samsung to hear the story directly from them.

▲ (From left) Jihye Kim, Pyojae Kim, Yunju Bae and Wonchul Choi from the MX Business’ Visual Solution Team

From Landscapes to Portraits, Every Moment Is Crystal Clear

The Galaxy S25 Ultra is equipped with a 50MP ultra-wide-angle camera, the first in the Galaxy series. “This means that photos with a wide angle of view can be taken with greater clarity and detail,” said Wonchul Choi, who led the development of camera quality. “We optimized not only hardware upgrades such as high-pixel sensors and lenses, but also software technology by building a system that enables AI models to operate organically,” Choi explained. As a tip for getting the most out of the feature, he added, “The ultra-wide-angle camera is ideal for capturing vast landscapes, but it can also be used for close-up shots to create a unique sense of depth.”

▲ Wonchul Choi

The ProVisual Engine, which uses AI-powered technology to enhance the camera experience, has also evolved. “We analyzed a full range of skin tones and preferences, and worked to use AI technology to present options for a broader variety of users. For better results, developers of various age groups took portraits themselves in different environments,” said Choi, explaining the improved portrait experience compared to previous models. “AI recognition and processing technologies analyze elements such as the person, clothing and background in the photo and optimizes each area to bring out the finer details, such as hair texture and even the subject’s pupils.”

The Nightography feature for shooting in low-light conditions has been improved as well. “For the Galaxy S25 series’ Nightography, we focused a lot on video shooting,” said Choi. “We applied 10-bit HDR video as the default for videos to achieve more realistic and richer picture quality, and applied a solution that separates the subject from the background and analyzes movement to remove noise with precision,” he said.

Shooting and Editing With DSLR Quality Like a Pro

Is it possible to get DSLR-quality results with a smartphone camera? The new Virtual Aperture feature in the Expert RAW app does by creating depths of field and aperture effects similar to those of a DSLR camera, delivering high-quality results that look like they were shot by a professional.

“We applied an interface that recreates the effect of changing the aperture of a lens on a DSLR camera, allowing users to flexibly select deep or shallow depths of field,” said Pyojae Kim, who led the development of the Virtual Aperture feature, before proudly adding that the AI-powered innovation overcomes the physical limitations of smartphones.

▲ Pyojae Kim

Achieving the depths of field and bokeh effects unique to DSLR cameras was no easy task. The training image database was built using more than 200,000 photos taken simultaneously with both Galaxy and DSLR cameras. “We had to manually control both the focus and exposure of the DSLR camera, and there were some nerve-wracking moments of having to dispose of our hard work because the photos were out of focus or taken with the wrong exposure,” said Kim. “We learned how difficult of a task it is to obtain data.”

While photos have a DSLR-like quality, videos can now be filmed in Log Video mode, a feature normally found in digital cameras that professionals use. Log video is a recording format that makes it easier to color-correct in post-production and create high-quality videos. To make log videos accessible to the average user, the Galaxy S25 series also comes with the Color Correction feature, which allows users to easily correct their video footage in the Gallery app with the click of a button.

Fun and Easy AI Editing With Just a Few Taps

First introduced in the Galaxy S24 series, Generative Edit has evolved by leaps and bounds in the Galaxy S25 series. “We focused on enhancing the fun and useful features that only generative AI can deliver,” said Jihye Kim. “We’ve improved the AI models so that they can now accurately recognize areas of the photo with only a simple touch and seamlessly erase those areas or add onto them. We also made improvements to each of the component technologies involved in generative editing.”

▲ Jihye Kim

The AI models used for Generative Edit and other generative AI features were developed through continuous collaboration with Google. “My team members and I took turns traveling to Google’s San Francisco Campus for a month at a time,” Jihye Kim said. “I remember staying up late at night, sharing ideas with the developers to improve the model.”

The nature of generative AI, which produces different results each time, often posed challenges during development. “We constantly mulled over how to quantitatively evaluate the results in a situation where they change every time. We also had to anticipate a wide range of edge cases to prevent the AI from producing inappropriate images,” she explained.

New to the Galaxy S25 series and the Galaxy lineup as a whole is the Best Face feature. This feature selects the best facial expressions of up to five people from multiple Motion Photos and composites them into a single picture-perfect group shot. “The Best Face feature can not only change a closed-eyed face to an open-eyed face, but can also turn a face from looking to the side to looking straight ahead,” Kim said. “My mom kept closing her eyes every time we took family photos, so we often had to retake them several times. It’s very useful in that kind of situation,” she added with a laugh.

An Unrivaled AI Filter Experience That Captures the User’s Unique Vibe

With Filters, the Galaxy S25 series also offers a variety of filters that intuitively capture each user’s unique aesthetic.

“We have enhanced the AI-powered feature to make it easier for anyone to capture the color or mood of their favorite photos while also improving the overall user experience to make it more user-friendly,” said Yunju Bae, who led the development of Filters. “We went through detailed tuning and repeated evaluations to balance technology and aesthetics to perfect filter quality.”

▲ Yunju Bae

Filters let users choose a photo they like and utilize AI to analyze the color and style of the photo to produce a personalized filter. “I often look at a photo and think, ‘I want to take a photo with this kind of vibe,’ so I wanted to make it easy to recreate the style I like without going through complicated editing,” Bae said as she explained the background behind the feature’s development.

Filters’ new film-style filters naturally capture the aesthetic unique to analog film. “The look and feel of analog film is a subjective area, so we went through a lot of trial and error to quantify it for digital reproduction,” Bae said. “We analyzed a lot of actual film, and through constant experiments and adjustments, we made meaningful progress in numerical representation to adequately reproduce the aesthetic of analog film,” she said. Bae also expressed her gratitude for the various experiments and analyses done in collaboration with Samsung Research, which played an integral role in enhancing the technical reliability of Filters.

The Future of the Galaxy Camera Visual Experience

The Galaxy S25 series has set a new standard for mobile cameras — but the Visual Solution Team is just getting started. The developers are already working on even bigger innovations to shape the future of smartphone imaging.

Asked about the team’s plans and ambitions for the future, Wonchul Choi replied, “Our goal is to further strengthen the camera’s picture quality fundamentals, all while maximizing convenience and accessibility so that it can perform at its best no matter where or when it’s used.”

“We plan to analyze the market’s response to Virtual Aperture and incorporate it into Portrait mode. By continuing to expand the features, we’ll ensure that the photo quality of the best DSLR cameras out there can be fully experienced on mobile devices,” added Pyojae Kim.

“We’ve put forth our best effort to continuously improve quality and introduce new generative AI features to users, but there’s always room to do better We’ll make these features more accessible so that users can more easily and comfortably utilize the powers of generative AI,” said Jihye Kim.

Sharing her bold aspirations, Yunju Bae concluded with, “We want to expand the shooting experience to the point where artistic sensibilities and technology naturally blend together through AI. We aim to deliver an experience that’s good enough to replace different types of hardware.”

Smartphone cameras are no longer just a technical feature. They’ve become iconic, indispensable items that capture and share life’s stories. The Galaxy camera is constantly evolving to make it easier for anyone to create high-quality photos and videos, and to personalize their content. As it evolves, so too will the ways users see, share and shape the moments that matter most.

Samsung Electronics today announced that select Galaxy A series devices will soon support AI assistant activation through the side button, bringing a fan-favorite feature from the Galaxy S series to more users and furthering Samsung’s vision of democratizing the latest AI experiences. With this update,¹ users will be able to enjoy smarter AI experiences, including launching Gemini,² Google’s AI-powered assistant, by simply pressing and holding the side button. Samsung introduced Awesome Intelligence³ on the latest Galaxy A series – Galaxy A56 5G, Galaxy A36 5G and Galaxy A26 5G – including select fan-favorite AI-powered features that open up Galaxy’s incredible mobile AI experiences to more users. Now, the upcoming update makes it easier for even more Galaxy A series users around the world to complete everyday tasks more intuitively with direct access to Gemini with the side button.

Known for its balance of performance and value, the Galaxy A series now offers a smarter mobile experience thanks to this update. With easier access to Gemini, users can effortlessly check their schedule, find nearby restaurants or get recommendations for birthday gifts using voice commands. They can also carry out tasks across apps⁴ with just a single command – like finding a dinner spot on Google Maps and sending the address to a friend through Messages – spanning Samsung, Google and select third-party apps.

“Samsung and Google have been working together to deliver seamless, intuitive and meaningful AI experiences, making the latest technology more accessible for more users,” said Jay Kim, Executive Vice President and Head of Customer Experience Office, Mobile eXperience Business at Samsung Electronics. “We’re excited that Galaxy A series users will now be able to activate Gemini faster and more naturally through a simple gesture that brings intelligent support into the flow of daily tasks.”

Faster access to Gemini means help is ready in everyday moments – like making last-minute dinner plans. With a simple voice command, users can say “Find French, pet-friendly restaurants with terrace seating nearby” to Gemini and get suggestions in seconds, making it easy to pick a spot and share it with a friend, without typing a single word.

The software update will roll out globally to select Galaxy A series models starting in early May.

For more information about the Galaxy A series, please visit: Samsung Newsroom, Samsungmobilepress.com and Samsung.com

¹ Availability and supported features may vary by market, carrier and device model. This update will be only available on Galaxy A56 5G, A55 5G, A54 5G, A36 5G, A35 5G, A34 5G, A26 5G, A25 5G, A25e 5G and A24 running One UI 7, and is scheduled to begin rolling out in May. Timing subject to change.
² Internet connection and compatible operating system required. Availability may vary by device, country/region, and language.
³ Awesome Intelligence is available on Galaxy A56 5G, Galaxy A36 5G, and Galaxy A26 5G. Availability of Awesome Intelligence features may vary by country/region, One UI/OS version, device model, and carrier.
⁴ Requires internet connection and Google Account login. Service availability may vary by country/region, language, and device model. Works on compatible apps. Feature availability may differ depending on subscription and results may vary. Set up may be required for certain functions or apps. Accuracy of results is not guaranteed.

Samsung Electronics and Stanford University today jointly announced a research project with Stanford Medicine to initiate an innovative health solution based on Samsung’s obstructive sleep apnea (OSA) feature¹ which has received De Novo — the first of its kind authorization — by the United States Food and Drug Administration (FDA). In recognition of World Health Day, this project underscores the importance of sleep in overall health by taking further steps in proactive care, beginning with a pioneering study.

Led by professor Robson Capasso as principal investigator and professor Clete Kushida as co-principal investigator, the joint study is designed to explore potential ways to further enhance Samsung’s Sleep Apnea feature to better support sleep health through timely interventions. Looking ahead, efforts will focus on going beyond detection by leveraging AI technology for daily monitoring to sleep apnea management, empowering users with the best possible sleep tools to improve their health.

Samsung’s Sleep Apnea feature on the Galaxy Watch,² which detects signs of moderate to severe obstructive sleep apnea, previously received authorization by the US FDA following approval by Korea’s Ministry of Food and Drug Safety (MFDS). With its latest approval by Brazil’s National Health Surveillance Agency (ANVISA), the feature will become available to users in Brazil in late April, increasing availability to 29 markets globally. The Sleep Apnea feature will continue to be expanded to more countries around the world, allowing more people to proactively spot symptoms earlier, which help prevent further long-term OSA health-related complications.

“The ethical, equitable and evidence-based use of technology, after its validation through research is crucial in developing new approaches to detection and management of sleep apnea and other serious sleep-related health conditions,” said Robson Capasso, MD, FAASM, Chief of Sleep Surgery, Professor of Otolaryngology and Head and Neck Surgery, former Associate Dean of Research, Stanford University School of Medicine. “We are excited about this groundbreaking collaboration and proud to be initiating a study utilizing smartwatches, a friendly and commonly accepted wearable.”

“This collaboration with Stanford Medicine will combine our deep technological expertise with Stanford’s leading research capabilities to unlock new innovation in preventive care,” said Dr. Hon Pak, Senior Vice President and Head of the Digital Health Team, Mobile eXperience Business, Samsung Electronics. “Together, we aim to move beyond screening to also provide more meaningful daily support that helps people better understand and manage their sleep health.”

¹ The Sleep Apnea feature is an over-the-counter (OTC), software-only, mobile medical application operating on a compatible Samsung Galaxy Watch and Phone. This feature is intended to detect signs of moderate to severe obstructive sleep apnea in the form of significant breathing disruptions in adult users 22 years and older, over a two-night monitoring period. It is intended for on demand use. This feature is not intended for users who have previously been diagnosed with sleep apnea. Users should not use this feature to replace traditional methods of diagnosis and treatment by a qualified clinician. The data provided by this device is also not intended to assist clinicians in diagnosing sleep disorders.
² Availability may vary by market, carrier, model, or a paired smartphone. Available on Galaxy Watch4 series and later models. The watch requires the Wear OS 5.0 version or later and must be paired with a Samsung Galaxy smartphone with Android 12.0 or later.

Through AI-powered assistance, Galaxy users can more naturally engage in conversational interactions that make everyday tasks easier. Just press and hold the side button to show Gemini Live¹ what you see while simultaneously interacting with it in a live conversation.

Imagine picking out an outfit or reorganizing a closet. Gemini Live can now make those everyday decisions easier. By simply pointing the camera, users can get suggestions on how to categorize items and optimize space, or share their screen while browsing online retailers to receive personalized style advice. With the ability to see what the user sees and respond in real time, Galaxy S25 series feels like a trusted friend who’s always ready to help.

“Together with Google, we are marking a bold step toward the future of mobile AI, delivering smarter interactions that are deeply in sync with how we live, work and communicate,” said Jay Kim, Executive Vice President and Head of Customer Experience Office, Mobile eXperience Business at Samsung Electronics. “With this new visual capability, Galaxy S25 series brings next-generation AI experiences to life, setting new standards for how users engage with the world through their devices.”

On April 7, Gemini Live with camera and screen sharing capabilities will start rolling out to all Galaxy S25 series users at no additional cost. For more information about Galaxy S25 series, please visit: Samsung Newsroom, Samsungmobilepress.com and Samsung.com.

¹ Check responses for accuracy. Compatible with certain features and accounts. Internet connection required. Available in select countries and to users 18+.

“As Samsung continues to lead the way in mobile AI, we are committed to bringing its power to even more users, providing new ways to explore and capture the world around them through Awesome Intelligence,” said TM Roh, President and Head of Mobile eXperience Business at Samsung Electronics. “With the launch of the new Galaxy A series, we look forward to more people benefitting from smart and fun mobile experiences that unleash their creativity, all while ensuring the security and reliability users expect from us.”

The latest Galaxy A series brings users Galaxy’s fan-favorite AI-powered features. Enhanced Circle to Search with Google³ offers a seamless way to find answers, enabling users to instantly bring information to their fingertips with a simple gesture. With Object Eraser,⁴ users can easily remove unwanted elements from photos for a cleaner, more polished look. For those who enjoy customizing their photos even further, Filters⁵ can create unique effects inspired by their favorite images. Available only on Galaxy A56 5G within the Galaxy A series, Best Face⁶ allows users to select the best expressions from multiple frames and combine them into a single photo so everyone looks their best.

Galaxy A56 5G and Galaxy A36 5G feature a 6.7-inch⁷ FHD+ Super AMOLED display with a peak brightness of up to 1200 nits,⁸ offering a vivid and immersive viewing experience in any environment. A 5,000mAh battery powers all three models, allowing users to enjoy every moment for longer. Galaxy A56 5G and Galaxy A36 5G deliver enhanced performance, with a larger vapor chamber⁹ that ensures smoother multitasking, gaming and video playback. The new Galaxy A series also provides an extra, fortified layer of device safety, transparency and user choice with Samsung Knox Vault. Additionally, these devices are built for long-term use and peace of mind, with support for up to six generations of OS upgrades and six years of security updates.

The new Galaxy A series will be available globally through carriers, retailers and Samsung.com starting March 28, and will come in a range of stylish color options.¹⁰ Galaxy A56 5G is available in Awesome Lightgray, Awesome Graphite, Awesome Olive and Awesome Pink. Galaxy A36 5G comes in Awesome Lavender, Awesome Black, Awesome White and Awesome Lime. Galaxy A26 5G is available in Black, White, Mint and Peach Pink.

For more information about Galaxy A56 5G, Galaxy A36 5G and Galaxy A26 5G, please visit: Samsung Newsroom, Samsung Mobile Press and Samsung.com.

¹ Availability may vary by country, region and carrier.
² Samsung Account login may be required to use certain features. Samsung does not make any promises, assurances or guarantees as to the accuracy, completeness or reliability of the output provided by Intelligent features. Availability of features may vary depending on the region/country, OS/One UI version, device model and carrier.
³ Service availability may vary by country, language and device model. Requires an internet connection. Users may need to update Android and Google app to the latest version. Results may vary depending on visual or audio matches. Accuracy of results is not guaranteed. Works on compatible apps and surfaces, and with ambient music only. Will not identify music coming through headphones or if phone volume is off.
⁴ Results may vary based on the images and the object the user is trying to remove.
⁵ Filters feature is unavailable in the 3:4 64MP aspect ratio setting. Its availability might differ based on device model and software version. Filter availability may vary based on resolution and aspect ratio settings.
⁶ Accuracy of results is not guaranteed. Best Face feature is available exclusively on the Galaxy A56 5G device from the Galaxy A series. Best Face is only available for photos taken with Motion Photo turned on. The feature does not generate new facial expressions but selects from frames within the Motion Photo video clip. It can recognize up to five people per image and suggest up to three alternative expressions per person.
⁷ Measured diagonally, the screen size is 6.7″ in the full rectangle and 6.5″ accounting for the rounded corners. Actual viewable area is less due to the rounded corners and the camera hole.
⁸ 1,200 nits in High Brightness Mode (HBM).
⁹ Compared to previous generation.
¹⁰ Color and model availability may vary depending on country, region or carrier.

Bold New Design for Greater Personalization

One UI 7 comes with a simple, impactful and emotive design, bringing streamlined and cohesive experience to Galaxy users. A simplified home screen, redesigned One UI widgets and lock screen allow users to intuitively and seamlessly customize their devices.

For added convenience, Now Bar² provides real-time updates that matter most right on the lock screen. So during a morning run, users can easily check their progress and see what song is playing in your Galaxy Buds — all with a simple swipe, without unlocking their phone.

Smarter AI Features for More Intuitive Experience

One UI 7 introduces seamless AI-driven experiences that help users to stay productive and explore their creativity.

With Galaxy AI, users can simplify everyday tasks, minimizing the need to switch between applications. AI Select³ intuitively recommends by understanding context. For example, a user can simple swipe the Edge Panel and click ‘AI Select’ icon when watching a video to save it as a GIF file. Writing Assist⁴ allows users to easily summarize or automatically format contents in which texts can be selected.

One UI 7 also enables simple edits to give users more creative control and freedom. Drawing Assist⁵ helps bring ideas to life with more than a single input, including combinations of text prompts and images or sketches. Audio Eraser⁶ makes advanced editing accessible for all, by isolating categories of sounds and removing unwanted noise in videos.

With deeper Google Gemini⁷ integration, controlling the device is as easy as speaking to a friend. Long-press the side button and say, “Find Italian, pet-friendly restaurants with outdoor seating nearby.” Gemini instantly pulls up recommendations in one seamless interaction.

Natural language search⁸ extends to Settings, making it easier to adjust preferences. Users can simply go into Settings and say “My eyes are feeling tired.” In an instant, recommended options such as adjusting brightness or turning on Eye comfort shield appear.

Availability

One UI 7 will begin rolling out on April 7, expanding to more Galaxy smartphones and tablets in the following weeks,⁹ including the Galaxy S24 series, Galaxy S24 FE, the Galaxy S23 series, Galaxy S23 FE, Galaxy Z Fold6 and Z Flip6, Galaxy Z Fold5 and Z Flip5, the Galaxy Tab S10 series and the Galaxy Tab S9 series.

For more details, please visit: Samsung Newsroom, Samsungmobilepress.com and Samsung.com.

¹ Availability may vary by market.
² Availability of functions supported within the apps may vary by country. Some functional widgets may require a network connection and/or Samsung Account login.
³ Results may vary depending on model. Accuracy of results is not guaranteed. Requires internet connection and Samsung Account login. Service availability may vary by country, language or device model. Availability of supported languages may vary. Certain languages may require language pack download.
⁴ Writing Assist is available for Galaxy S24 series, Galaxy S24 FE, Galaxy S23 series, Galaxy S23 FE, Galaxy Z Fold6 and Z Flip6, Galaxy Z Fold5 and Z Flip5, Galaxy Tab S10 series and Galaxy Tab S9 series.
⁵ Drawing Assist is available for Galaxy S24 series, Galaxy S24 FE, Galaxy S23 series, Galaxy S23 FE, Galaxy Z Fold6 and Z Flip6, Galaxy Z Fold5 and Z Flip5, Galaxy Tab S10 series and Galaxy Tab S9 series. Requires a network connection and Samsung Account login. A visible watermark is overlaid on the image output upon saving in order to indicate that the image is generated by AI. The accuracy and reliability of the generated output is not guaranteed.
⁶ Audio Eraser is available in Galaxy S24 series, Galaxy S24 FE, Galaxy Z Fold6 and Z Flip6 and Galaxy Tab S10 series. Results may vary per video depending on how sounds present in the video. Samsung Account login required. Certain types of sound can be detected such as voices, music, wind, nature, crowd and noise. The actual sound detection may vary depending on audio source and the condition of the video. Accuracy of results is not guaranteed.
⁷ Internet connection and compatible operating system required. Availability may vary be device, country and language.
⁸ Currently supported languages include Korean, English, German, French, Italian, Spanish, Chinese, Japanese and Portuguese. Available in Galaxy S24 series, Galaxy S24 FE, Galaxy Z Fold6 and Z Flip6 and Galaxy Tab S10 series. Accuracy of results is not guaranteed.
⁹ Availability and timing may vary by market.

To maximize and bring the power of AI into Radio Access Networks (RAN), Samsung has made significant technological progress leveraging its in-house AI and radio expertise since the beginning of 2024. One of the pivotal milestones achieved was the interoperability between Samsung’s O-RAN compliant virtualized RAN (vRAN) and NVIDIA’s accelerated computing, which took place in Samsung Research’s lab in late last year. Samsung has successfully demonstrated a proof-of-concept to verify how NVIDIA’s accelerated computing can be seamlessly integrated into software-based networks to help enhance AI capabilities.

This achievement further solidifies Samsung’s strides in moving ahead with its unique innovation of combining AI and RAN. With the baseline, Samsung can seamlessly deliver AI-RAN by integrating its vRAN (virtualized Distributed Unit, vDU) with NVIDIA’s accelerated computing into a commercial-off-the-shelf (COTS) server where Samsung’s vRAN software is installed.

▲ At Mobile World Congress (MWC) 2025, Samsung showcased its real-world vRAN combined with NVIDIA’s accelerated computing.

In addition, the companies will continue to explore the best-of-breed combinations of AI-RAN options leveraging Samsung vRAN with NVIDIA’s Grace CPU and/or GPU based AI platform using Compute Unified Device Architecture (CUDA) technologies. All of these are optimal for each network deployment environment — from rural, sub-urban to dense urban.

At MWC 2025, Samsung presented its leadership in AI-For-RAN innovations, as exemplified through two AI-RAN demonstrations, endorsed by the AI-RAN Alliance and developed in collaboration with various members including NVIDIA. The demonstrations included AI-based physical uplink shared channel (PUSCH) estimation and non-uniform modulation, showing a glimpse in innovative ways to infuse AI into mobile networks.

▲ (From left) NVIDIA Senior Vice President for Telecom Ronnie Vasishta and Samsung Electronics Executive Vice President & Head of R&D  June Moon

“While AI is reshaping the telecommunications landscape, Samsung is helping operators to build the right network architecture and environment where AI can thrive, all powered by our proven and AI-powered vRAN,” said June Moon, Executive Vice President, Head of R&D, Networks Business at Samsung Electronics. “This collaboration with NVIDIA signifies our continued efforts to expand GPU and CPU ecosystem, and we look forward to exploring more possibilities in the future.”

“AI-RAN is a critical technology that delivers transformative gains in network utilization, efficiency and performance, while enabling new AI services,” said Ronnie Vasishta, Senior Vice President for Telecom at NVIDIA. “Samsung is a frontrunner in AI-RAN development. Their vRAN expertise and software integrated with the NVIDIA’s AI accelerated computing will accelerate the path to AI-native wireless networks.”

As one of the founding members of the AI-RAN Alliance forged in 2024, Samsung is actively participating in advancing AI-RAN technologies with academic institutions and industry leaders like NVIDIA. As an elected Vice Chair of Board of Directors as well as the Working Group #3 (AI-on-RAN), Samsung is leading industry towards AI-powered next-generation networks.

Samsung’s end-to-end software-based network architecture is the optimal foundation to easily deploy and adopt AI across every layer of the network. As such, Samsung can empower operators with its flexible networks and sharpen their competitive edge to stay at the front of the AI era. This advancement opens doors for utilizing network infrastructure not only for mobile communications but also for processing general workloads, providing a data center-like network architecture that will present new business opportunities.

Samsung has pioneered the successful delivery of 5G end-to-end solutions, including chipsets, radios and cores. Through ongoing research and development, Samsung drives the industry to advance 5G networks with its market-leading product portfolio, from vRAN 3.0, Open RAN, core to private network solutions and AI-powered automation tools and applications. The company currently provides innovative network solutions to mobile operators and enterprises that deliver boundless connectivity to hundreds of millions of users worldwide.

▲ Dr. Younsun Kim, Master at Samsung Research

Samsung Electronics today announced that it has secured a leadership position at the 3rd Generation Partnership Project (3GPP), the world’s largest telecommunications standard development organization.

During the plenary meeting held in Incheon on March 12, Dr. Younsun Kim, Master at Samsung Research, Samsung Electronics, was elected as Chair of 3GPP Technical Specification Group Radio Access Network (TSG RAN),¹ which is responsible for standardizing all aspects of wireless technology, such as the physical layer, protocol aspects and radio resource control.

“I believe that my election as chair is further recognition of Samsung’s leadership in mobile communication technology,” said Dr. Kim. “6G standardization involves more than just solving technical issues; it is a collaborative effort requiring participation from all companies and organizations in the mobile communication sector. I will make every effort to successfully lead 3GPP’s TSG RAN and advance the standardization of 6G.”

Since its establishment in 1998, 3GPP has led the development of global mobile communication technology standards with participation from major telecommunications companies and organizations worldwide, including Samsung, Apple, Qualcomm, Huawei, Ericsson and Nokia.

In May 2021, Dr. Kim was elected Chair of 3GPP Radio Access Network Working Group 1 (RAN WG1), which is the largest working group within 3GPP and responsible for developing physical layer specifications for 3GPP radio access technologies. Over the past four years, Dr. Kim has successfully led the standardization of 5G physical layer technology, significantly contributing to the emergence of the 5G network industry.

Through Dr. Kim’s expanded role as Chair of 3GPP TSG RAN starting in May, Samsung will be able to contribute to the standardization of 6G, the next generation of mobile communication technology.

Dr. Kim’s appointment to the chair position of the Technical Specification Group is viewed as a recognition of Samsung’s contributions and technological leadership in the mobile communication industry.

The company currently holds two chair positions in RAN WG1 and SA WG2, as well as four vice-chair positions in RAN WG2, SA WG4, SA WG6 and CT WG3. With Dr. Kim’s election as Chair of 3GPP TSG RAN, Samsung Electronics will maintain the industry’s highest number of chair positions within 3GPP, even after the RAN WG1 chair term expires, solidifying its pivotal role among over 800 member companies.

The advancement of mobile communication systems is now at a turning point. It must not only enhance transmission speeds but also drive 6G standardization with a focus on new values. 3GPP plans to launch research on 6G in the second half of this year.

6G aims to achieve future-oriented and sustainable advancements in mobile communication technology, including improving the energy efficiency of networks, enhancing network quality using AI and introducing security technologies to prevent attacks originating from quantum computers. At this critical milestone, Dr. Kim’s election as chair by the support from international mobile communication standards experts holds great significance.

Meanwhile, Samsung recently published a 6G White Paper titled, “AI-Native & Sustainable Communication” that outlines the latest trends and future of next-generation mobile communication technologies. It also highlights Samsung’s leadership in 6G research and other key technologies.

With its leadership in next-generation communication technology and Dr. Younsun Kim’s role as Chair of 3GPP, Samsung is expected to lead the standardization of 6G technology and make significant contributions to the advancement of the mobile communication industry overall.

¹ The 3GPP comprises three Technical Specification Groups (TSGs): Radio Access Network (RAN), Service and System Aspects (SA), and Core Network and Terminals (CT). Each TSG consists of 4–6 Working Groups (WGs), for a total of 15 working groups.

Samsung Electronics, the global leader in TV innovation for 19 consecutive years, today announced that it has maintained its position as the world’s top soundbar brand for the 11th year in a row. According to market research firm FutureSource Consulting, Samsung captured a global market share of 20.1% in revenue and 18.4% in sales volume in 2024, further strengthening its leadership in the premium audio industry since 2014.

Samsung’s continuous success in the market is driven by the immersive sound experience delivered by its soundbars and their seamless integration with Samsung TVs. The flagship HW-Q990D, launched in 2024, has been particularly well received, offering Q-Symphony technology that enhances synergy between the soundbar and Samsung TVs, as well as AI-powered audio optimization features for a one-of-a-kind home entertainment experience.

This commitment to innovation has earned Samsung widespread recognition from industry experts and global tech media. Newsweek recognized the HW-Q990D with its prestigious Editors Choice award, praising it as “the best Dolby Atmos soundbar you can buy in 2024.” Additionally, the HW-S800D, Samsung’s sleek lifestyle soundbar, was named Editor’s Choice by Techlicious, which described it as “the perfect choice for anyone looking to upgrade their TV’s sound without sacrificing style or space.”

Building on this momentum, Samsung continues to push the boundaries of home audio technology. The company’s 2025 soundbar lineup introduces AI-enhanced surround sound, improved connectivity and refined audio processing, reaffirming its dedication to delivering superior audio experiences to consumers worldwide.

“We’re proud to be recognized as the global leader in soundbars for 11 consecutive years and believe this honor is a testament to our commitment to delivering premium audio experiences,” said Hun Lee, Executive Vice President of Visual Display Business at Samsung Electronics. “We will continue to push innovation forward, enhancing both sound quality and usability to create an even more seamless and immersive home entertainment experience.”

The beta program will be available for Galaxy Z Fold6 and Z Flip6 in India, Korea, the U.K. and the U.S. starting from March 6, rolling out to more devices within the month¹ including Galaxy S23 series, Tab S10 series and A55. Users can apply to join the beta program via Samsung Members. Official update of One UI 7 will be available within April.

Integrating leading AI agents with multimodal capabilities into every touch point of the interface, One UI 7 marks a significant leap forward in creating a new kind of mobile experience where every interaction feels more intuitive than ever before.

¹ Availability may vary by device model and market.

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. 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)

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% market share, accounting for nearly half of the global premium TV market.
• 75-inch and above – Samsung led the ultra-large category with a 28.7% market share.

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

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, intent 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.

Following the first 6G white paper “The Next Hyper-Connected Experience for All.” in July 2020, this white paper covers the latest trends driving 6G standardization and next-generation mobile communications — including evolving market and technology needs, emerging services, key attributes of 6G and enabling technologies.

Samsung aims to integrate the latest AI technology throughout the telecommunication system and improve network quality for a future-oriented and sustainable user experience.

“We are intensifying our 6G research efforts, focusing on AI-enabled communication technologies and sustainable networks,” said Charlie Zhang, Senior Vice President of Advanced Communications Research Center (ACRC), Samsung Research. “As the telecommunication industry accelerates 6G standardization this year, Samsung will develop technologies to align with market demands.”

Market and Technology Trends Toward 6G

Mobile data traffic has surged, driven by the proliferation of AI technologies and the rise of streaming services. Now more than ever, there is a pressing need for technological advancements to manage increased data traffic and enhance user experiences in next-generation mobile communications.

Since the introduction of 5G, the telecommunications industry has been particularly focused on optimizing system operations, sustainability and user experiences. Beyond communication performance improvements such as data rates and latency, there is an urgency to reduce operating costs, enhance energy efficiency, expand service coverage and introduce innovative technologies such as AI.

Emerging Services

5G-Advanced will provide further enhanced 5G performance and incorporate AI to support new services and use cases — ultimately becoming the foundation for 6G technology.

In this white paper, some key emerging services such as immersive extended reality (XR), digital twin, massive communication, ubiquitous connectivity and fixed wireless access (FWA) are highlighted.

6G Key Attributes

In the white paper, Samsung highlighted four key attributes crucial to adapting to evolving market demands — AI-native, sustainable network, ubiquitous coverage and secure and resilient network.

6G Timeline

With the release of this white paper, Samsung solidifies its leadership in shaping the direction of 6G research and key technologies.

The telecommunications industry and standardization organizations have been researching 6G since 2020. In 2030, the 6G technology standards are expected to be finalized — following candidate technology development, evaluation and consensus-building processes. With the recent timelines from the International Telecommunication Union Radiocommunication Sector (ITU-R)¹ and 3rd Generation Partnership Project (3GPP),² momentum for 6G research and development is expected to intensify.

Samsung will continue to lead global standardization efforts and prepare for the 6G era while incorporating lessons learned from 5G commercialization and adapting to new market requirements.

Last November, Samsung held the Silicon Valley Future Wireless Summit and hosted an in-depth discussion with industry experts on the convergence of telecommunications and AI technologies. The company demonstrated AI-RAN technologies and Proof of Concept (PoC) results, showcasing the possibilities of AI-native technologies and garnering significant interest from major telecommunications operators.

¹ ITU is the United Nations specialized agency for information and communication technologies with memberships of 193 Member States and more than 1,000 companies, universities, research institutes and international and regional organizations. The ITU’s Radiocommunication Sector (ITU-R) is responsible for regulating and standardizing global radio communication.
² 3GPP is dedicated to developing the global unified technical specifications for mobile communications.

Samsung Electronics today announced its next generation of commercial displays that feature AI-powered solutions at Integrated Systems Europe (ISE) 2025.

The Samsung Color E-Paper delivers new levels of energy efficiency, while the AI features in SmartThings Pro and the Interactive Display increase the intelligence, control and usability of business-focused screens. In addition, the supersized 115” Smart Signage screen brings a new level of immersive visuals to life. All of these innovative solutions are being displayed at ISE, in booth 3F500.

“For commercial displays, it is crucial to address the market’s demand for energy efficiency and simple device management, while at the same time meeting the public’s desire for immersive experiences,” said Hoon Chung, Executive Vice President of Visual Display Business at Samsung Electronics. “Our latest innovations, including the near-zero power Samsung Color E-Paper and advanced AI capabilities brought by all the models, showcase our commitment to pioneering new markets and providing transformative business solutions worldwide.”

Samsung Color E-Paper Brings Greater Energy Efficiency and Flexibility

Samsung Color E-Paper (EMDX model) redefines energy-efficient digital signage by combining digital ink with innovative full-color e-paper technology. This ultra-low power, lightweight and slim display serves as an eco-conscious alternative to traditional analog and paper-based promotional materials while delivering the high visibility and functionality that businesses demand.

Leveraging advanced digital ink technology, the EMDX operates at 0.00W power when displaying static images, while consuming significantly less energy during image transitions compared to traditional digital signage, resulting in substantial cost savings.¹ The ultra-slim and lightweight design ensures effortless installation, while the range of sizes — 13″ (1,600 x 1,200); 25″ (3,200 x 1,800); 32″ QHD (2,560 x 1,440); and an outdoor version that is 75″ 5K (5,120 x 2,880) — are optimized to cater to diverse business needs. The Color E-Paper also includes a rechargeable 5000mAh battery, two USB-C ports for charging and data transfer, 8GB of memory, and Wi-Fi and Bluetooth support for enhanced connectivity.

For seamless device management, a dedicated mobile app² allows users to remotely operate displays, schedule wake-up and sleep times, and even set playlists with predefined intervals. Samsung VXT (Visual eXperience Transformation) further simplifies content operation with a feature exclusive to the Samsung Color E-Paper. A specialized algorithm optimizes content visibility for the display and includes a preview function to ensure content and color are accurate before deployment.

Content management is made simple through the mobile app and Samsung VXT, with businesses also able to use their own solutions through Tizen Enterprise APIs, which enable easy integration with existing management systems.

Moreover, as part of Samsung’s ongoing commitment to a sustainable future, the cover of the Color E-Paper is made from over 50% recycled plastics, while its packaging is made entirely from paper.

AI Features Bring New Intelligence and Control to SmartThings Pro and Interactive Display

In 2025, SmartThings Pro, Samsung’s hyper-connected business-to-business (B2B) management platform, brings enhanced AI and automation capabilities to improve operational efficiency.³

The platform offers Interactive View, which uses AI to convert 2D floor plans into 3D images of business premises. This 3D visualization makes it easier to understand and navigate spaces intuitively, enabling business operators to manage connected devices with ease.

SmartThings Pro also features advanced automation controls, allowing businesses to adjust settings — such as power, volume and brightness — based on pre-set conditions like ambient lighting, room occupancy and store operating hours. These automated adjustments save time while ensuring devices are optimized for their environments. When using SmartThings Pro on displays, switching between content streams is equally seamless. This is because users are able to effortlessly change channels or input sources for a streamlined experience.⁴

Additionally, Samsung Smart Signage features CryptoCore, a FIPS 140-3-certified encryption module that safeguards sensitive authentication data for IoT connections and ensures that these connections between devices remain secure.⁵

At ISE, Samsung is also showcasing the 2025 Interactive Display (WAFX-P model), powered by Android OS 15 and featuring new AI capabilities that enhance education and collaboration opportunities.

The WAFX-P model provides AI capabilities, featuring Circle to Search, which enables users to easily search for images or translate text directly on-screen, and AI Summary, which automatically generates concise recaps of lectures or meetings.

Supersized 4K Smart Signage Redefines Immersion

Samsung’s 115” 4K Smart Signage (QHFX model) leads the industry in advancing supersized displays, offering businesses bold new ways to captivate audiences and transform environments with immersive visuals.

Building on the success of last year’s 105” QPDX-5K model, which features a 21:9 aspect ratio optimized for video conferencing, the 115” QHFX delivers greater versatility with its 16:9 aspect ratio, and its multi-view functionality — which supports up to four split windows — makes it ideal for simultaneously showcasing multiple content streams. This adaptability makes it suitable for a wide range of applications, from meeting rooms to luxurious retail stores requiring premium, large-scale displays.

The QHFX also eliminates visible borders commonly associated with traditional video walls, creating an uninterrupted display that engages viewers and enhances any environment. Featuring QLED 4K resolution, 700 nits of maximum brightness and Tizen OS 8.0, it ensures vibrant visuals and smooth performance. The QHFX integrates seamlessly with SmartThings Pro and Samsung VXT, while additional user-friendly features — like a built-in handle for easy installation and VESA⁶ compatibility — provide businesses with flexibility and convenience.

¹ The power measurement is based on IEC62301 standards from the International Electrotechnical Commission. According to the standards, the average power below 0.005W is indicated as 0.00W.
² Samsung Color E-Paper mobile app supports Android 10 and above, and iOS 15 and above. Availability may vary by device, software version and region.
³ For Smart Signage and Hotel TVs, SmartThings Pro is available on models running Tizen 7.0 or above.
⁴ A phased update is scheduled to begin in March 2025.
⁵ For Smart Signage, CryptoCore is available on models running Tizen 8.0 or above.
⁶ Video Electronics Standards Association.

Samsung Electronics is reimagining smart homes through Home AI, a new vision of smart living that understands user needs and delivers hyper-personalized experiences.

Samsung Newsroom attended the final Tech Forum session, titled “Understanding Home, Understanding You: Rethinking the Role of the Home in the Era of AI,” to examine the transformative potential of AI in smart home innovation and the need for collaboration to deliver on the promise of Home AI.

▲ (From left) Tobin Richardson, Jaeyeon Jung, Patrick Chomet and moderator Carolina Milanesi

Smart UI as the Gateway to Home AI

User interface (UI) is a critical element in the Home AI experience, serving as the bridge between users and their mobile devices, TVs, home appliances and more.

▲ Patrick Chomet from Samsung Electronics

“UI is a key area in the age of AI,” said Patrick Chomet, Mobile Strategy Advisor at Samsung Electronics. “With the advent of LLM multimodal AI, a big shift has taken place in User Interface (UI), enabling people to get things done in natural and simple ways such as gesture, voice or text interaction. Users no longer needs to understand devices, rather the device should understand the user’s intent.”

He explained how intelligent user interfaces not only enable more intuitive interactions but also procure deeper understandings of user context and intent, which brands can use to optimize in-home solutions.

▲ Jaeyeon Jung from Samsung Electronics

“We have implemented an intuitive and concise UI for various SmartThings features,” said Jaeyeon Jung, Executive Vice President and Head of SmartThings Team at Samsung Electronics.

She engaged the audience with examples of the latest SmartThings functions including Quick Remote, a feature that enables users to control their TVs with a connected Galaxy smartphone; 3D Map View, a feature that allows users to manage their entire home and check energy consumption through Galaxy smartphones and tablets; and Home Insight, a feature that provides timely home reports and delivers personalized recommendations to users.

The Role of Platforms and Standardization in Shaping Smart Homes

The panelists then delved into the efforts required to make Home AI a reality. Moderator Carolina Milanesi, CEO and founder of Heart of Tech and President at Creative Strategies, introduced the topics of integrated AI platforms and industry standards to guide the discussion.

“As we scale our AI platform to reach across applications, services and multiple devices, the experience can be optimized around the user,” said Chomet. “User context and richer insights can be gathered to deliver relevant and truly personalized experiences.”

▲ Jaeyeon Jung and Patrick Chomet from Samsung Electronics

“The SmartThings platform is 10 years in the making and while the concept of a smart home isn’t new, AI technology is what is truly creating the intelligent home” added Jung, highlighting how a consistent and connected AI platform empowers users to enjoy effortless convenience from anywhere. “The transition from a device-centric philosophy to an AI-powered, user-centric one provides users with a personalized, connected experience that feels like home — no matter where they are.”

▲ Tobin Richardson from the CSA

Tobin Richardson, President and CEO of the Connectivity Standards Alliance (CSA), noted the importance of industry standards in building an ecosystem in which devices can be connected simply, securely and seamlessly.

“Building blocks for AI in the home are grounded in seamless connectivity, with AI relying on device interoperability to thrive. A common language like Matter enables devices to communicate effortlessly, setting the stage for AI innovation,” he said, highlighting that the goal is not just to create a perfect connected experience but to foster a robust and trustworthy industry while making smart homes more accessible and reliable.

“Alliance Members like Samsung are doing remarkable work in the AI space, showcasing how technology can adapt to users’ needs, creating a smarter and more personalized living experience,” said Richardson, reaffirming the company’s dedication to collaboration. “I am continually inspired to see how these advancements are shaping the future of connected homes.”

A More Personalized, Secure Smart Home

Addressing concerns regarding the challenge of providing personalized experiences in homes shared by multiple people, Chomet spoke on how AI technology can understand intent and context to provide an optimized experience for each user. He emphasized that Samsung will innovate for multi-device connectivity, rather than individual products.

▲ Patrick Chomet, Jaeyeon Jung and Tobin Richardson

Jung also cited practical cases of how Samsung Health and SmartThings are connecting data and devices to provide hyper-personalized health experiences. For example, Samsung Health and SmartThings can optimize sleep environments by automatically adjusting temperature and humidity based on users’ sleep patterns and the environmental conditions they live in. When Galaxy devices recognize that users have been exercising, SmartThings will activate appliances such as air conditioners and washing machines upon their return home.

▲ Carolina Milanesi poses questions to the panelists.

The discussion then touched on the critical role of security and the protection of personal information in smart homes.

“Samsung places the highest priority on security in every aspect,” said Jung. She highlighted how Knox Matrix safeguards the smart home ecosystem while Knox Vault protects hardware. “By integrating the expansive SmartThings ecosystem and AI with the robust security of Samsung Knox, users can enjoy personalized smart living experiences safely.”

“With more than eight out of ten consumers stating that security is ‘important’ or ‘very important’ to them, security and privacy protection are key factors,” said Richardson, echoing the importance of trust in connected devices. “Matter, our next-generation smart home standard, is built with security in mind and offers a level of trust and clarity users can rely on.”

The Home AI session highlighted the advancements AI brings to creating smarter, safer and more adaptive living spaces. By combining hyper-personalized experiences with advanced security measures, Samsung’s innovations are paving the way for a new era of intelligent, connected homes that integrate into every aspect of daily life.

Following Galaxy Unpacked 2025, Samsung Electronics held its Galaxy Tech Forum event on January 23 in San Jose, California. Tech leaders and experts from around the world discussed the future of AI at Blanco, an Urban Venue, a three-story space located in the heart of Silicon Valley that blends historic architecture with a modern white design.

▲ Blanco, an Urban Venue

The forum was organized into four sessions — Sustainability, Health AI, Galaxy AI and Home AI — each addressing the transformative changes and challenges innovation will bring to these areas. With around 100 media representatives and industry professionals in attendance, the panels centered on the disruptive potential of AI and offered blueprints for future technologies across various sectors.

Samsung Newsroom visited the first Galaxy Tech Forum session, titled “How Mobile Technology Can Accelerate a Sustainable Future,” to learn about Samsung’s mobile innovations and partnerships that are contributing to a brighter tomorrow.

Driving Mobile Innovation and Sustainability

Samsung is committed to accelerating a sustainable future for both people and the planet.

▲ (From left) Tamara Gondo, Michael Stewart, Dr. Stuart Sandin, Daniel Araujo and moderator Cassie Smith

Despite the numerous benefits offered to modern society, the rapid growth of the mobile industry has also brought significant environmental challenges. To address those challenges, Samsung has made the actualization of a sustainable future a cornerstone of the company’s vision for mobile devices.

▲ Daniel Araujo from Samsung Electronics

“We’ve made significant progress in fostering sustainable practices throughout our product lifecycle and this is only possible through open collaboration with like-minded partners. And there is even more to come,” said Daniel Araujo, Head of Sustainability Management Office, Mobile eXperience Business at Samsung Electronics.

“Each device of the S25 series will include at least 50% recycled cobalt, and for the first time in Galaxy history, the battery of the S25 model will be made with recycled cobalt sourced from previously used Galaxy smartphones,” he continued, highlighting Samsung’s advancements in product circularity.

Leveraging Galaxy Camera Technology To Restore Vital Marine Ecosystems

Since the launch of the Galaxy S22 series in 2022, Samsung has incorporated over 150 tonnes of discarded fishing nets — equivalent to the weight of 15 million plastic water bottles — into Galaxy products. Along the way, the company has recognized the critical threat ocean-bound plastic poses to coral reefs and has taken a leading role in restoration efforts through strategic partnerships.

Dr. Stuart Sandin, a professor at the Scripps Institution of Oceanography, University of California San Diego said coral reefs are home to a quarter of all marine life, and over half a billion people depend on reefs for food, income and protection from storms and erosion. He added that with more than 50% of the world’s coral reefs already lost and ocean-bound plastic threatening the remaining marine ecosystems, new restoration methods using mobile technology are gaining traction.

▲ Dr. Stuart Sandin from the University of California San Diego, Scripps Institute of Oceanography

“We partnered with Samsung because of our shared commitment to innovation and collaboration. Our optimistic and technology-forward approach is contributing to new solutions for coral reef restoration,” said Michael Stewart, co-founder of Seatrees — a nonprofit dedicated to protecting marine ecosystems. His announcement of the organization’s partnership with Samsung was followed by a trailer for an upcoming documentary about the collaborative efforts between the companies.

▲ Michael Stewart from Seatrees

▲ Trailer for the documentary ‘Coral in Focus’

Araujo explained that to support Seatrees’ efforts, Samsung developed Ocean Mode¹ — a new camera setting that optimizes underwater photography on the Galaxy S24 Ultra. He discussed how the feature will provide valuable visual data that can be used to 3D map coral reefs to aid efforts for their restoration. The panelists acknowledged that mobile technology is making environmental conservation more accessible since high-quality data can now be collected with lightweight, user-friendly smartphones.

Empowering Young Leaders Through Technology

“Beyond environmental efforts, Samsung has collaborated with the United Nations Development Programme (UNDP) to empower future generations in achieving the Global Goals,” explained moderator Cassie Smith, Senior Manager of Corporate Sustainability and U.S. Public Affairs at Samsung Electronics America. The success of Samsung’s five-year partnership with the UNDP led to the launch of the Samsung Global Goals app and Generation17 initiative.

▲ Cassie Smith from Samsung Electronics America

“Being part of Generation17 gave me confidence, access to resources and a global platform, which opened up a world of possibilities that inspired me to grow my business, Liberty Society, and its impact,” said Tamara Gondo, CEO of Liberty Society — a social enterprise that funds upskilling for marginalized women. “Participating in global events such as Mobile World Congress and the United Nations General Assembly gave me a seat at the decision-making table.”

▲ Tamara Gondo, CEO of Liberty Society and a Generation17 Young Leader

Araujo underscored Tamara’s remarks and stressed the importance of young leaders in achieving the Global Goals, encouraging ongoing efforts and inviting attendees to look forward to the new group of Young Leaders later this year.

The Sustainability session provided an in-depth exploration of how mobile technology can address environmental and social challenges. Samsung’s unwavering commitment to innovation and sustainability is paving the way for meaningful change on a global scale.

¹ Exclusively developed for this project and only available to Seatrees and its partners.

With over 25 years of experience in the medical field and now as Head of Digital Health team at Samsung Electronics, I spend a lot of time contemplating how technology can truly drive progress in healthcare, rather than being just another innovation for innovation’s sake. That’s why I’m very excited about AI as it offers new ways to address many of society’s health problems by simplifying complexity and at scale.

In our ongoing work to reimagine healthcare, Samsung is leveraging advanced AI algorithms and extensive technical expertise to develop solutions like Energy Score. This feature quantifies physical and mental energy levels through multiple health indicators including sleep, heart health and physical activity. Our vision is to include more comprehensive metrics like nutrition, mental health and additional mobile usage patterns to provide a holistic view of users’ health status, powered by AI.

AI holds great promise for early disease prevention through analyzing patterns and behaviors, detecting abnormalities, and even predicting potential health issues. By combining our long-standing sensor innovations with AI leadership, we aim to elevate our capabilities in preventing diseases, beyond sleep apnea and expanding to cardio-metabolic conditions. In particular, blood glucose is a big area of focus for us, and Samsung has been working to develop a sensor algorithm that predicts early signs of diabetes — along with non-invasive blood glucose monitoring technology and continuous glucose monitoring-integrated nutrition coaching.

Our goal is to support proactive health management, lowering healthcare burdens on individuals, families and communities at large. I strongly believe that AI will revolutionize the digital health industry and simplify the wellness journey for everyone. As a global tech leader, Samsung is uniquely equipped to make this a reality with our mix of technology innovations and a growing ecosystem of partners.

Samsung Electronics today unveiled its new AI-powered Interactive Display (WAFX-P model) at Bett 2025, Europe’s largest education technology exhibition. Through Samsung AI Assistant, the education-focused display combines advanced hardware and cutting-edge AI capabilities to create smarter learning environments that are more engaging and collaborative.

“Samsung envisions a future where every classroom benefits from the transformative power of AI. By integrating advanced tools like generative AI and real-time transcription into our classroom displays with Samsung AI Assistant, we are not just enhancing learning — we are revolutionizing it,” said Hoon Chung, Executive Vice President of the Visual Display Business at Samsung Electronics. “We are committed to creating technology that inspires educators and students to explore, discover and grow together.”

Transforming Classrooms With Samsung AI Assistant

Samsung AI Assistant is a new educational solution built to adapt, engage and transform learning for the next generation. This dedicated teaching solution equips educators with intelligent, intuitive tools to organize lessons and transform traditional teaching into dynamic, interactive experiences that maximize learning outcomes.

Samsung AI Assistant includes several innovative educational tools:

• Circle to Search instantly delivers search results from trusted sources when users simply circle on-screen images or text, making exploration during class effortless.
• AI Summary creates concise lesson recaps automatically, making lesson planning easier for teachers and simplifying post-class reviews for students.
• Live Transcript converts spoken words into text in real time for students to revisit and reinforce their classroom lessons.

Expanding Educational Opportunities Through Global Partnerships

Samsung also plans to expand its AI services in the education market through partnerships with global AI companies.

In collaboration with Google, Samsung aims to develop diverse and powerful AI scenarios for fostering digital classrooms of the future.

The WAFX-P is Google EDLA-certified,¹ as well, providing seamless access to services like Google Classroom and Google Drive, which further enrich the educational experience. With these features, Samsung’s AI Interactive Display acts as a powerful teaching assistant, fostering exploration and collaboration.

Advanced Technology for AI-Powered Learning

With 65”, 75” and 86” options, the full WAFX-P lineup supports powerful AI capabilities, with advanced hardware to deliver a seamless user experience. A neural processing unit (NPU) capable of performing up to 4.8 trillion operations per second ensures smooth operation of its AI features. Additional specifications include 16GB of RAM, 128GB of SSD storage and an octa-core CPU, collectively enabling efficient multitasking and resource-heavy educational applications. Its 450-nit max brightness, built-in 4K camera, microphone and 20-watt speaker create an immersive, multimedia-ready environment for video conferencing and collaborative learning.

The WAFX-P is a versatile interactive display powered by Android 15 that includes software features to organize and maximize learning outcomes. Smart Note-On allows seamless transitions between handwriting and digital content, and File Converter simplifies the conversion of various file formats to enhance the display’s functionality and streamline workflows.

Samsung’s Commitment to Long-Term Support

In line with its commitment to empowering education, Samsung will continue to support its previous-generation displays, ensuring that the 2024 WAF series remains compatible with the new AI-based, interactive functionalities. This approach underscores the company’s commitment to delivering enduring value and innovation to educational institutions worldwide.

Samsung looks forward to seeing its peers, customers and partners in person at booth #NE20 at Bett 2025. To learn more about Samsung’s interactive displays, please visit http://samsung.com.

¹ Enterprise Devices Licensing Agreement, a program Google introduced at the end of 2022 to help solutions providers offer devices with built-in Google Mobile Services.

▲ Bixby displays the day’s schedule on the refrigerator’s screen.

Personalized Scheduling Assistance Powered by Bixby’s Voice Recognition

When asked, “Tell me my schedule for today,” Bixby instantly displayed the day’s agenda linked to the connected account on the Bespoke 4-Door Refrigerator with AI Family Hub. Bixby’s ability to distinguish between multiple voices¹ allows each household member to access information from their personal account.²

Additionally, Bixby offers an accessibility feature³ that automatically syncs and transfers phone settings with connected appliances through voice recognition. For instance, if large print mode is activated on a user’s phone to accommodate vision impairments, the setting will automatically sync with the Family Hub refrigerator and display information in the same large text format for improved usability.

In addition, Bixby is useful for retrieving photos or locating a misplaced smartphone.

From Recipe Recommendations To Automated Cooking Settings

▲ Bixby helps make the most of food ingredients.

Bixby generated a list of food ingredients on the refrigerator screen when asked, “Are there any ingredients nearing their expiration date?” Noting that cream cheese and eggs were about to expire, Bixby suggested a selection of dishes when a request was made for recipes using those ingredients. Finally, Bixby promptly began preheating the Bespoke Slide-in Range when instructed to choose the first recipe and send to the oven.

Bixby’s ability to set cooking times and temperatures with just a few simple voice commands highlights the convenience of Samsung’s Home AI technology. Integrated with AI, Samsung’s appliances streamline meal preparation — changing a traditionally time-consuming process into something more efficient and manageable. Bixby and the Bespoke 4-Door Refrigerator with AI Family Hub’s AI Vision Inside feature provide helpful tools for navigating everyday cooking, simplifying the kitchen experience for those who often struggle to decide what to make.

Intelligent Home Monitoring and Management While Users Are Away

▲ AI-powered appliances handle cleaning tasks when users are away and send cleaning report notifications to their smartphone.

Home AI revolutionizes household management by utilizing mobile GPS and appliance sensors to detect when no one is home, enabling devices to automatically initiate regular maintenance tasks.⁴

With schedules set through SmartThings, appliances can begin operations like cleaning and laundry when the house is empty. The Bespoke Jet Bot Combo AI empties its dustbin and cleans the floors, while the Bespoke AI Laundry Combo performs a drum cleaning cycle.⁵ Progress can be monitored remotely through SmartThings notifications, such as cleaning reports, delivered directly to smartphones.

Appliances can complete tasks like cleaning and laundry before anyone arrives when users pre-set return times, offering an efficient and hands-off experience. Home AI brings a new level of convenience to daily life, creating a home environment that is consistently comfortable and refreshed.

Intruder Detection and Monitoring for Enhanced Home Security

▲ The Bespoke Jet Bot Combo AI responds to movement by navigating to the area and monitoring the situation using its camera.

Even when the household is away for an extended period, Samsung’s AI appliances can keep the home safe through real-time video monitoring and intrusion detection. During a demonstration in the Home AI exhibition, sensors in nearby appliances identified movement and directed the Bespoke Jet Bot Combo AI to the detected location. Functioning like a CCTV, the robot vacuum monitored the situation using its camera and sent an alert to the registered user’s account.

In this way, appliance sensors will detect suspicious activity while the user is away if the intruder detection feature⁶ is activated. Notifications are sent via SmartThings, allowing users to view live monitoring footage and quickly assess the situation. For an added layer of security, AI appliances can also alert linked security services if they determine the activity to be a potential intrusion.

Reliable AI Appliances, Backed by Robust Security

Above all, Samsung’s interconnected AI appliances offer peace of mind with their robust security features. The company’s smart appliances⁷ are safeguarded by the Samsung Knox security solution, protecting personal data from malicious software and external threats while significantly enhancing data safety within the home.

Additionally, appliances connected to Wi-Fi can monitor each other’s security status through Knox Matrix.⁸ If a threat is detected, the affected device is disconnected from the network — and the user is immediately notified.

The Home AI exhibition at CES 2025 highlighted unmatched convenience and an impressive array of features, driven by advanced security and voice recognition technology. Samsung’s vision of interconnected AI appliances that seamlessly integrate into the household — proactively supporting and streamlining daily operations — reflects a forward-thinking approach to innovation that is quickly becoming a reality.

¹ Voice recognition feature that switches Family Hub accounts to provide personalized information such as schedules, phone location and photos will be introduced in 2025.
² Samsung, Google and Microsoft accounts are supported.
³ Synchronization of smartphone accessibility settings will be introduced in 2025.
⁴ Features like dust bin emptying or washing machine drum cleaning when a user is away will be introduced in 2025.
⁵ Requires Smart Control feature to be activated.
⁶ Monitoring service linked to home appliance sensors will be introduced in 2025, and the security alert service will be introduced after 2026.
⁷ Samsung Knox is applied to select smart home appliances launched in 2018 and later. Timing of introduction may vary by product and technology.
⁸ Designed to encrypt shared data between devices, the Knox Matrix credential synchronization feature was introduced to the Bespoke 4-Door Refrigerator with AI Family Hub in 2024. Expansion of Knox Matrix to key new Bespoke AI appliance models is planned for 2025.

The Vision Highlight zone offered a comprehensive look at the future of smart living powered by Samsung’s advanced technologies such as SmartThings and Samsung Knox. Each section of Samsung’s dynamic booth demonstrated the unlimited potential of AI and IoT technologies within and beyond the home — highlighting smart solutions designed to optimize home environments, shared residential spaces, offices, commercial settings, vehicles and even marine vessels.

Watch the video below to see how Samsung’s booth brought an AI-powered future to life.

The press conference underscored Samsung’s focus on seamless connectivity between devices and a unified user experience enabled by AI. Expanding the scope of its technology outside the smart home, the company introduced innovative solutions for vehicles and marine vessels leveraging One UI and SmartThings.

Samsung further emphasized the evolving role of technology, moving beyond mere functional convenience to foster social value through AI-driven personalization and sustainable solutions.

Watch the video below for key highlights from Samsung’s CES 2025 press conference and an in-depth look at the company’s forward-thinking innovations.

Samsung Electronics today unveiled its new “AI for All” vision at CES® 2025, with the focus of making AI an “Everyday, Everywhere” experience. Building on a decade of connected home leadership, Samsung is leveraging the power of AI to bring intelligence to every day, enabling people to experience a more personal, impactful and empowering world.

Jong-Hee (JH) Han, Vice Chairman, CEO and Head of Samsung’s Device eXperience (DX) Division, opened Samsung’s CES 2025 press conference by introducing the company’s roadmap for Home AI, a plan for redefining the meaning of home by providing truly personalized services across all intelligent, connected devices. This strategy, alongside Samsung’s innovations in AI-powered devices across mobile, home appliances and visual display, is a testament to Samsung’s longstanding commitment to human-centric innovation and brings the power of AI to everyday experiences to make life better for all.

“I’m proud of how we have introduced new technologies and intelligence to the home, connected key devices and set the standard for the home of the future,” Vice Chairman Han said. “This year at CES, we are reinforcing our commitment to delivering personalized experiences through our widespread implementation of AI and we will continue this journey of AI leadership in the home and beyond, not just for the next decade, but for the next century.”

Elevating Everyday Experiences With Home AI

Later in the press conference, Jonathan Gabrio, Head of the Connected Experience Center at Samsung Electronics America, expanded on Samsung’s Home AI vision, underscoring the company’s commitment to integrating AI across the entire connected experience to cater to diverse lifestyles. From single person households to multi-generational families under one roof, Home AI learns from habits and adapts to individual routines for a hyper-personalized smart home experience.

Security and Privacy are at the heart of Samsung’s strategy for Home AI. Samsung recognizes that as users introduce more connected devices into their homes and AI becomes more personal, it must also protect users’ privacy. To meet these evolving needs, the company has extended its security capabilities. Now, Samsung Knox Matrix protects home appliances along with mobile devices and TVs with its signature blockchain technology, ensuring that connected devices are working together to protect the user’s home, data and each other from digital threats. With Knox Matrix Dashboard, a transparent privacy control, Samsung offers simplified security management across the entire connected home. As information syncs across devices, Knox Matrix’s Credential Sync ensures that data can only be encrypted or decrypted from the user’s devices, and Samsung Knox Vault adds another layer of protection, keeping sensitive information like passwords or PINs isolated in a secure location.

Samsung’s One UI provides an integrated software experience across all connected Samsung devices, enhancing interoperability, empowering users with AI-based features and providing software updates for up to seven years.

Underpinning it all is SmartThings, Samsung’s smart home platform that brings intelligent connectivity to hundreds of millions of users around the world. With Samsung’s belief in open innovation and partnership as a foundation, SmartThings is being equipped with the latest AI technology to streamline and personalize the smart home experience for complete convenience. SmartThings Ambient Sensing intuitively understands the user’s environment and situational context by analyzing even human movements and ambient sounds through connected devices within the home, thereby enabling those devices to intelligently and seamlessly respond and adapt to daily routines.

Bixby Voice, an enhanced AI voice assistant, will be integrated to increase usability. The assistant has been trained so that it can recognize individual voices and respond to commands in a way that works best for each user.

Another way SmartThings simplifies everyday life is with Flex Connect, Samsung’s energy demand response program which incentivizes customers to enroll their devices with SmartThings and use SmartThings Energy. Users can decrease strain on local electricity grids and receive rewards in the form of Samsung Rewards points. In 2025, the program will be expanded from New York and California to select regions in Texas, helping address critical grid needs in the state.

These Home AI updates free up time previously spent on home management, allowing users to focus on what matters most and explore new passions. Samsung’s new Galaxy Book5 Pro and Galaxy Book5 360 are AI PCs built to boost productivity with Intel® Core Ultra Processors (Series 2) and enhance creativity with features like AI Select and Samsung Studio. AI Select works to make browsing a breeze, while Samsung Studio lets users edit across their Galaxy smartphone, tablet or PC wherever inspiration strikes, at home or on the go. Powered by the NPU, Photo Remaster upscales low-resolution photos into high-quality visuals, while Storage Share lets users directly access the files on their smartphone from their PC, avoiding the process of downloading.

With productivity comes proactivity, too. When AI and Samsung Health combine, users are empowered to take control of their health and wellness. With AI-driven health insights gathered on the Galaxy Ring and Galaxy Watch, Samsung is helping users make sense of their data and arrive at more informed decisions about their well-being. These new capabilities will further improve the overall experience of Samsung Health, which stands apart as an end-to-end health solution that integrates the entire home seamlessly.

Seamless Entertainment in the AI Era

Samsung’s latest screen experiences, powered by Samsung Vision AI, bring unexpected joy to users’ days through unparalleled personalization and exciting new features. The AI Screen experience infuses intelligence into TVs, bringing Generative Wallpaper, Live Translate and Click to Search to users. At the forefront of this technology is the Neo QLED 8K, which provides the most advanced viewing experiences though AI features like 8K AI Upscaling Pro, Auto HDR Remastering Pro and Color Booster Pro — all of which work behind the scenes to intelligently enhance picture quality. Plus, The Frame’s art experience is expanding, allowing all Samsung QLEDs to come with a digital collection of over 3,000 art pieces, making it so that they can turn any room into a personal gallery.

Samsung’s commitment to its Screens Everywhere strategy is reflected in new display options for its appliances, including its new refrigerators with 9″ AI Home displays and other devices with 7″ screens. Consumers will be able to enjoy heightened functionality — including various entertainment services, AI features such as AI Vision Inside and direct access to the online grocery service Instacart — on a broader range of products.

Taking AI Everywhere

Beyond the home, Samsung’s AI innovations are set to transform new categories and industries with SmartThings Pro. Created to bring the same AI-powered digital solutions to business partners as SmartThings offers consumers, SmartThings Pro is a B2B solution spanning multi-residential homes to retail spaces, hotels, schools and more. Since its launch last June, SmartThings Pro provides businesses with integrations to better understand energy usage, proactively identify devices with maintenance needs and offer comprehensive control of connected solutions. Samsung is working with partners to create an innovative platform, Future Innovation Technology (FIT), for larger businesses and buildings to set automated climate controls that save energy and reduce electricity costs.

The company is also working with Samsung Heavy Industries on a new SmartThings collaboration that uses the Matter connectivity standard to connect with compatible ships. SmartThings for Ships offers a Pre-Sailing Mode, which allows captains and crews to automate when the engine starts and turn on settings for temperature and lights, saving time and energy. Meanwhile, Care Mode provides a complete view of a ship’s power, AC systems and smoke alarms, while Protection Mode constantly monitors for — and will alert captain and crew to — any abnormal activity.

Additionally, Samsung is expanding its SmartThings and automotive integrations in a new partnership with Hyundai Motor Group to bring SmartThings to Hyundai EVs. With the expanded ecosystem, users can now use SmartThings Find to easily locate their parked car, even in crowded parking lots. With the power of Home AI, SmartThings can make recommendations on when to recharge EVs based on schedules and rates. And if there is a neighborhood power outage, it will automatically activate Battery Backup Mode, which works alongside AI Energy Mode to extend the battery energy to power home essentials.

In the Automotive space, Samsung and its subsidiary Harman continue their promise to transform the in-car experience with new products that bring contextual awareness into the cabin. Leveraging Samsung’s expertise in UX and AI, HARMAN’s new in-vehicle avatar acts as an intelligent digital copilot that works with Harman products like Ready Care and Ready Vision to anticipate needs while drivers focus on the road.

Empowering the Next Generation

Finally, Inhee Chung, Vice President of the Corporate Sustainability Center, underscored how Samsung’s AI for All vision is rooted in the brand’s commitment to harness the power of advanced technology for a better, more inclusive world. Samsung is introducing diverse and enhanced accessibility features through its AI-powered devices and services, starting with the ability to automatically sync accessibility features across home appliances from a smartphone.

From the first half of this year, Bixby will automatically have connected devices display text in high contrast or provide a voice guide for family members with low vision, all by simply recognizing their voice. For those with low vision, AI is improving Audio Subtitles by lowering foreign language audio and reading out the subtitles in the language of the user’s choosing.

Chung also discussed how initiatives like Samsung Solve for Tomorrow, Samsung Innovation Campus and the company’s work with the United Nations Development Programme (UNDP) are enabling the next generation of innovators. Today, Samsung Solve for Tomorrow challenges more than 2.6 million students across 66 countries to use STEM to address challenges in their community. In particular, during the Paris 2024 Olympic Games last year, Samsung and the International Olympic Committee (IOC) launched a digital community “Together for Tomorrow, Enabling People” and appointed top 10 teams from global Solve for Tomorrow as community ambassadors. Meanwhile, Samsung Innovation Campus has helped prepare nearly 180,000 young people across 33 countries for the workforce through training on emerging technologies like AI, IoT and big data.

In a video message, Achim Steiner, UNDP Administrator, joined VP Chung to share an update on Samsung and UNDP’s partnership to harness the power of technology for good. Since its initiation five years ago, the Samsung Global Goals app has raised over $20 million thanks to nearly 300 million users who are using a Galaxy smartphone, tablet or watch. Plus, Samsung and UNDP’s joint work through the Generation17 initiative continues to inspire extraordinary young leaders around the world who are mobilizing their communities to advance the Global Goals.

“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: Smarter, Adaptive Screens for Seamless Living

Samsung Vision¹ 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 personalized 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, 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 provides 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 analyze content and environmental factors in real time, dynamically adjusting visuals and audio for an optimized 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 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 explore a wide range of Copilot services, including personalized 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 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, and The Frame 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: 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 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.

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 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 picture quality — delivering brighter colors, 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.

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, 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. This innovative mirror display combines advanced reflectance and transmittance capabilities with personalized beauty insights, demonstrating how cutting-edge technology can enhance daily routines. By analyzing 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.

¹ Available features may vary by country and model.
² Available models may vary by country.

The 2025 models raise the bar for monitors by bringing AI features, industry-first sizes in the OLED market and new form factors that ignite the passions of users worldwide — whether they’re working, gaming or creating.

“With the new monitors in our industry-leading lineups, we’re giving people more ways to explore the content and connections that they love in new ways,” said Hoon Chung, Executive Vice President of Visual Display Business at Samsung Electronics. “Because of our new AI capabilities and size options, 2025 will see users across the world find the right monitor that fits them.”

Smart Monitor M9: Entertainment and Efficiency Get an AI Upgrade

The Smart Monitor M9 (M90SF model) introduces industry-first AI features that enhance entertainment and interactivity through smart picture adaptation and search functions.

As the first monitor to integrate on-device AI, the M9 features AI Picture Optimizer, which analyzes input signals to determine the type of content being viewed — such as gaming, video or productivity applications — and automatically adjust the display settings for the best visual experience.¹ For gamers, the AI goes further by recognizing the genre of the game being played and fine-tune the picture settings to deliver an optimal and immersive experience for every playstyle.²

The M9 also incorporates 4K AI Upscaling Pro, which uses advanced AI processing and neural networks to upgrade lower-resolution content up to 4K quality.³ By analyzing input signals and existing image data, this feature delivers crystal-clear visuals with enhanced detail, regardless of the original resolution.

These smart and personalized features enhance the hardware performance of the M9. It features a 32” 4K OLED screen with VESA DisplayHDR True Black 400 for incredible details and vivid colors. Its thin design, along with the Easy Setup Stand, allows users to effortlessly create their ideal workspace, and a built-in 4K camera makes it convenient to use in any environment.

Samsung Odyssey Series: Two Industry Firsts With a 27” 4K OLED Gaming Monitor and an OLED Screen With a 500Hz Refresh Rate

The Odyssey gaming monitor series powers up industry-leading performance in new sizes with the 2025 Odyssey OLED G8 and G6 models.

The Odyssey OLED G8 (G81SF model) is the first 27” 4K (3,840 x 2,160) OLED gaming monitor in the world. The screen packs in 165 PPI (pixels per inch) with a refresh rate of 240Hz. The level of pixel density and screen smoothness gives game creators and players a new level of detail and picture quality as they build and explore realistic gaming worlds.

On the other hand, the Odyssey OLED G6 (G60SF model) redefines speed as the first-ever OLED screen with a 500Hz refresh rate on its QHD (2,560 x 1,440) screen. The lightning-fast speed and ultra-smooth gameplay unleashes the potential for gamers who demand the best to gain a winning edge from device performance.

Both models deliver a response time of 0.03ms (GTG) for smooth visuals and crisp gameplay, even in fast-paced gaming environments. They also support AMD FreeSync Premium Pro and are NVIDIA G-Sync Compatible, allowing them to provide smooth pictures with less tear and flickering. VESA DisplayHDR True Black 400⁴ delivers rich darks without bloom or color bleed, making the most of the OLED screen, while OLED Glare Free screens keep the focus on the game by reducing distracting reflections and glare.

Samsung is also showcasing the 27” Odyssey 3D (G90XF model) gaming monitor at CES. Thanks to its lenticular lens attached to the front of the panel and its front stereo camera, the Odyssey 3D provides a customizable 3D experience without the need for separate 3D glasses. It can also add a new depth to content by using AI to analyze and convert 2D video into 3D.

ViewFinity S8: A Bigger Canvas for Productivity and Creativity

The 37” ViewFinity S8 (S80UD model) is the largest 16:9 4K monitor to date. Its screen is approximately 34% larger than the previous model⁵ and is designed to maximize productivity, immersion and efficiency. More information can be seen at a glance while making the most out of desk space — ushering in a new era of large, high-productivity monitors.

With its sRGB 99% color gamut faithfully presenting colors on the 4K (3,840 x 2,160) screen, the ViewFinity S8 delivers the color representation and brightness necessary for professional users to do their best work.

The 2025 ViewFinity S8 has been certified by TÜV Rheinland⁶ for ‘Ergonomic Workspace Display,’ recognizing its ergonomic design that enhances work immersion, task efficiency and productivity. TÜV-certified⁷ Intelligent Eye Care reduces fatigue in users’ eyes — even during prolonged use — by adjusting the color temperature based on the environment’s lighting. Eye saver mode and a flicker-free feature also protect eyes from strain.

With a simple Easy Setup Stand, the S8 also keeps productivity high through a built-in KVM⁸ switch, turning the monitor into a single command station for multitasking across several devices with only one mouse and keyboard. Devices can also be connected and charged at the same time with a 90W USB-C connection, making it easy to quickly manage all the accessories a user needs.

¹ AI Picture Optimizer is available only when the monitor is connected to a PC.
² Support may vary depending on the game title.
³ AI Upscaling Pro works only when using the built-in Smart TV apps and Samsung Gaming Hub (PQ priority mode).
⁴ VESA DisplayHDR True Black 400 certification is underway and expected to be finalized before the product launch date.
⁵ Screen size compared with the 2024 ViewFinity 32” model.
⁶ Technischer Überwachungsverein (TÜV) Rheinland is one of the world’s leading testing service providers and tests, inspects and certifies technical systems and products.
⁷ Technischer Überwachungsverein (TÜV) Rheinland is one of the world’s leading testing service providers and tests, inspects and certifies technical systems and products.
⁸ Keyboard, video, mouse.

Samsung Electronics is accelerating preparations for future communications by integrating AI technology into the entire Radio Access Network (RAN), from radio units (responsible for conversion between analog and digital signals at base stations, antennas, etc.) and digital units (including modems for digital signal modulation and demodulation, schedulers for resource allocation, etc.) to system operation, thereby advancing the convergence of telecommunications and AI technologies.

In mobile communication networks, RAN, which connects mobile phones to the core network, is a critical component that determines user experience in terms of transmission speed and communication quality. As RAN accounts for the largest share of energy usage among the entire communication network, including core networks and data centers, the need for energy-saving technology is also high.

Samsung is conducting research on AI-RAN technology, which integrates AI technology into RAN. In particular, at the Silicon Valley Future Wireless Summit held last November, AI-RAN technologies were demonstrated in collaboration with industry partners, showcasing capabilities to improve base station data throughput (i.e., the amount of data successfully transmitted by a base station over a certain period), communication coverage (i.e., the geographical range where communication services provided by a base station are available) and energy efficiency, among others.

One example is to utilize AI technology to improve the performance of channel estimation technology for estimating the state of wireless channels where data is transmitted between base stations and mobile phones. The result showed that the downlink data throughput from the base station to the mobile phone and the uplink data throughput from the mobile phone to the base station were significantly improved compared to 5G RAN.

In addition, it was shown that energy efficiency was enhanced by applying power adaptively according to the strength of transmitted signals.

These industry-first demonstrations shown to telecommunications operators with Proof of Concept (PoC) results applying AI across the entire RAN have identified AI’s potential to significantly enhance communication performance, user experience and energy efficiency in future communication networks.

“We thank our partners for collaboration on these ground-breaking AI wireless innovations,” said Charlie Zhang, Senior Vice President at Samsung Research America (SRA) and Head of the 6G Research Team at Samsung Research. “Samsung Electronics will continue to work with our ecosystem partners to lead innovation in making AI-RAN a reality in the coming years.”

Leaders from major global wireless operators were very pleased with the promising results of integrating the latest AI technology into the design of future RAN and appreciated Samsung’s efforts in leading the industry efforts on the AI-Native wireless technology.

Additionally, leaders from Samsung’s global partners, who were also collaborators for these demonstrations, were thrilled to be part of the collective effort in leading the way toward an AI-Native next generation network and shared their vision on how AI can help shape the future of wireless communications.

The successful demos are widely recognized as a promising starting point of industry collaboration to bring AI-Native Wireless to future radio access networks. Samsung plans to build on the innovation momentum and continue to work with partners in the ecosystem through industry associations such as AI-RAN Alliance, where Samsung is a founding member, to enhance user experiences by making the promise of AI in RAN a reality.

Through collaboration with Rainbow Robotics, Samsung will further strengthen its foundation in the development of advanced robot technology. Rainbow Robotics was founded in 2011 by researchers from the Korea Advanced Institute of Science & Technology’s (KAIST) Humanoid Robot Research Center who developed the first two-legged walking robot “Hubo” in Korea.

By combining Samsung Electronics’ AI and software technology with Rainbow Robotics’ robotics technology, the collaboration plans to accelerate the development of intelligent advanced humanoids.

Samsung will also form a synergy council with Rainbow Robotics to strengthen leadership in the advanced robot global business, with the council expected to serve as a bridge to foster the growth of both companies by developing future robot technologies and core business strategies and identifying and assessing market demand.

With the collaboration, Samsung plans to utilize Rainbow Robotics’ collaborative robots, dual-arm mobile manipulator and autonomous mobile robots for manufacturing and logistics automation tasks. These robots can greatly improve their work capabilities by learning and analyzing situational data and environmental variables that occur in the field through AI algorithms. Rainbow Robotics is expected to actively enter overseas markets by utilizing Samsung’s global sales infrastructure.

Establishment of Future Robotics Office

Samsung also established a Future Robotics Office reporting directly to the CEO. The office will focus on developing future robots including humanoid robots, aiming to secure competitiveness in new technologies for future robots that will advance current paradigms and transform them into a key growth engine.

Dr. Jun-Ho Oh, a founding member of Rainbow Robotics and honorary professor at KAIST, will serve as an advisor to Samsung and head of the Future Robotics Office after retiring from Rainbow Robotics. Dr. Oh will provide robotics technology and business expertise to Samsung’s future robot development from his deep experience in industry-academia collaboration.

Samsung Electronics today announced it will unveil the new refrigerators with AI Hybrid Cooling technology at CES® 2025, which will be ready to expand into global markets this year. These new refrigerators introduce AI Hybrid Cooling technology, which combines artificial intelligence with innovative cooling methods to meet the diverse needs of modern households.

“Since refrigerators run 24/7, we placed a strong emphasis on developing a cooling system that meaningfully enhances energy efficiency for users,” said Jeong Seung Moon, EVP and Head of the R&D Team for Digital Appliances Business at Samsung Electronics. “With the global unveiling of the AI Hybrid Cooling technology, we are showcasing our commitment to technological innovation in home appliances. We will continue to introduce home appliances that incorporate innovative technologies to make consumers’ daily lives more convenient.“

Optimize Energy Use Through Adaptive Hybrid Cooling

The AI Hybrid Cooling technology combines a highly efficient compressor with a Peltier module,¹ which is a semiconductor device that achieves cooling by harnessing the temperature change arising from the flow of electric current. The introduction of the Peltier module enables the refrigerator to function like a hybrid car, by using two power sources together only when needed to efficiently cool the inside of the fridge.

For instance, when significant cooling demand is detected or anticipated — like when many items are added at once after grocery shopping, or when storing hot food or if it’s the hot summer season — the refrigerator activates the Peltier module alongside the compressor. In normal use, however, it relies solely on the compressor to ensure optimal efficiency. During the process, the AI algorithm detects the current status of the refrigerator and predicts temperature changes inside the fridge to properly adjust the cooling mode.

The high-efficiency AI Inverter Compressor² also contributes to the efficient use of energy, thanks to an enhanced design that increases the radius of its rotating components. With 4.1 times greater inertia compared to Samsung’s conventional F3 compressor,³ it operates longer while using less energy.⁴ Leveraging an AI algorithm, the compressor dynamically optimizes its speed.⁵

As a result of continued efforts, Samsung plans to introduce a model that can be recognized as the Most Efficient⁶ of ENERGY STAR in 2025 to the market.

Extend Freshness With Precise Temperature Control

The AI Hybrid Cooling technology enhances freshness for perishable foods with Hybrid Precise Cooling, which reduces internal temperature fluctuations in the fridge when activated — even during the device’s automatic defrost cycles. Since it leverages residual heat from its Peltier module during the defrosting process, it reduces the chance of excessive temperature fluctuations that can compromise food quality. As a result, the food ingredients can be kept fresher and longer. Tests show that when the Hybrid Precise Cooling is turned on,⁷ fresh foods such as pork and salmon can last by up to 1.4 times and 1.2 times respectively,⁸ compared to when it is turned off.

Secure More Storage and Everyday Convenience

The refrigerators featuring AI Hybrid Cooling technology redefine space efficiency with an impressive 900-liter capacity,⁹ offering enhanced usability while maintaining the same external dimensions. By replacing traditional heating elements with a Peltier module, it better utilizes interior space, resulting in a 25-liter increase in internal capacity. This allows for 60mm deeper shelves¹⁰ and a 13.8%¹¹ larger loadable area, accommodating up to 240 beverage cans¹² — 24 more than conventional models.

A Step Forward for Home Refrigeration

The refrigerators with AI Hybrid Cooling technology exemplifies Samsung’s dedication to combining intelligent technology, energy efficiency and user-centric design. Making its debut at CES 2025, this innovative appliance is poised to redefine modern home living and lead the way into a new era of AI-applied home solutions.

¹ The Peltier module operates under one of the following conditions:
– When the temperature in the fridge rises above the normal range.
– When AI analyzes the user’s refrigerator usage patterns, predicts the temperature after a certain period and detects situations like large-scale stocking or cleaning.
² AI inverter compressor requires a Wi-Fi connection and a Samsung account and operation of AI Energy Mode through the SmartThings app available on Android and iOS devices.
³ Based on internal testing compared to conventional F3 Samsung compressors.
⁴ The applicable models and energy saving rate based on AI algorithm varies up to the model and the region.
⁵ AI Energy Mode must be turned on in the SmartThings App available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.
⁶ Model code: RM80F23VM***
⁷ It may increase the amount of energy use.
⁸ Based on the testing by Food Analysis Research Center of Suwon Women’s University. Effects may vary depending on refrigerator operating conditions, as well as the type, condition, size and storage method of the food.
⁹ The capacity and other figures differ according to the model codes. The following figures are based on model RM70F91**.
¹⁰ Deeper shelves apply only to the upper and middle shelves of the refrigerator compartment.
¹¹ Comparison made with Samsung refrigerator RF85C90N1AP.
¹² Based on a 355 ml canned beverage measuring 66 x 122 mm (diameter x height).

A few weeks ago, we launched the One UI 7 beta program. It marked the start of a new era with the first AI-integrated operating system, a true AI platform that vastly improves mobile experiences for users through unprecedented personalization.

Galaxy’s approach to AI personalization, from our launch of the first AI phone to our continuous innovation of on-device AI, is to never compromise on privacy. We know you want the benefits of mobile AI that truly understands you. You want a phone, tailored to your lifestyle, that adds to what you can do while removing everyday barriers — all with no risk of personal information being misused.

In anticipation of the next standard-setting Galaxy S series smartphones, we’re giving Galaxy users greater peace of mind alongside greater personalization. That’s why we’ve created the Personal Data Engine, a powerful privacy advancement that ensures on-device, cross-app personal data protection.

Personalized data is stored in a secure space, carefully safeguarded by an encryption key that’s managed by Knox Vault. That’s the same trusted platform used to secure the most sensitive information on your smartphone, such as your biometric data. And as an added layer of protection, post-quantum cryptography future-proofs the security of your data against rising quantum computing threats.

* Actual UX/UI may vary.

On this fortified foundation of privacy, we’re opening up more possibilities for mobile experiences tailored to your life, only with Galaxy.

One defining element of One UI 7 is Now Bar, which gives personalization a new meaning by seamlessly integrating your everyday actions and most-used apps into your lock screen. It’s where you’ll control your entertainment, time your next personal best workout, get directions to your next meeting or start communicating in other languages.

Now Bar will also be an access point for the most comprehensively insightful experiences ever on Galaxy. Now, your phone won’t just ping you, it will power your lifestyle.

Imagine you’re packing for a trip from Seoul, Korea, to San Jose, California. While you get ready, your phone offers a prompt to create a folder of your essential apps for quicker access. So you don’t miss your flight, it lets you know when it’s time to leave for the airport. It even provides a curated travel playlist to set the mood for your long flight.

With a single swipe, you can access the weather forecast — no need to search or check various apps. Throughout your trip, your phone captures the magic of each moment, and as each day winds down, it helps you relive the highlights.

Morning and night, Galaxy AI will keep you both informed and inspired with actionable tips and recommendations¹ uniquely tailored to your life. Game-changing personalization with privacy you can always trust. This is the next evolution of Galaxy AI.

¹  Some features may require Samsung Account login. Service availability may vary by country, language, device model, apps.

• Paul Kyungwhoon Cheun, President, CTO of the Device eXperience (DX) Division and Head of Samsung Research
• Younsun Kim, Master at Samsung Research
• Timothy Hospedales, Head of Samsung Research’s Europe AI Center
• Michael Scott Brown, Head of Samsung Research’s AI Center in Toronto
• Yuri Masuoka, Fellow and Head of the SRAM Lab in the Foundry Business of the Device Solutions (DS) Division

The title of ‘IEEE Fellow’ is the highest membership grade and, following a thorough review process, is granted annually to the top 0.1% of IEEE members who have demonstrated significant contributions to societal advancement. Those with at least ten years of experience in their fields are chosen based on seven evaluation criteria, including outstanding research and development achievements, contributions to the industry and expertise in the field.

Achievements in Telecommunications and Standardization of 5G Mobile Communication

▲ President Paul Kyungwhoon Cheun (left) and Master Younsun Kim (right)

Paul Kyungwhoon Cheun was appointed as a Fellow in recognition of his leadership in 5G and virtualized Radio Access Network (vRAN) technologies.

Having joined Samsung Electronics in 2012 and serving as head of the Network Business Division, Cheun is a telecommunications technology expert who has led the development of core technologies and commercial solutions for 5G. He has contributed to the global network business by successfully commercializing the world’s first 5G mobile communication technology.

“Being appointed as an IEEE Fellow is an honor,” said President Cheun. “Samsung Electronics will dedicate itself more to innovative technology research and development that will lead the future, taking the initiative in technological advancements that add value and provide convenience and enrichment to people’s daily lives.”

Younsun Kim received IEEE recognition for contributions and leadership in 5G physical layer standardization. He has served as both the vice chair and chair of the 3rd Generation Partnership Project (3GPP) Radio Access Network Working Group 1 (RAN WG1) for the past seven years, and is currently preparing for 6G RAN standardization which will be fully launched starting from next year.

Newly Elevated Fellows in Machine Learning, Cameras and Foundry

▲ (From left) Timothy Hospedales, Michael Scott Brown and Yuri Masuoka

Timothy Hospedales received Fellowship honors for his contributions to data-efficient machine learning and meta-learning. Hospedales, who joined Samsung Electronics in 2019, is a machine learning and data intelligence expert. Currently, he oversees Samsung Research’s overall research and development of AI across Europe at the AI Center located in Cambridge, U.K..

Michael Scott Brown contributed to in-camera color image processing to a degree that led to the IEEE naming him a Fellow. Brown, joined Samsung Electronics in 2019 and is an expert in computer vision, currently overseeing research and development at the AI Center in Toronto.

Yuri Masuoka was also named to the IEEE Fellow Class of 2025 for her contributions to leading-edge foundry transistor development.

Samsung Electronics has previously had several IEEE Fellows in various fields, including Executive Vice President Sunghyun Choi of the Network Business, Fellow Juho Lee of Samsung Research and Senior Vice President Charlie Zhang of Samsung Research.

¹ The Institute of Electrical and Electronics Engineers (IEEE) is the largest professional organization dedicated to the advancement of technology related to electricity, electronics, computing, and telecommunications. With over 460,000 members from more than 190 countries, IEEE actively manages over 2,250 ongoing projects.

In this final installment of Samsung’s AI Leadership series, Samsung Newsroom explores how Samsung’s technological expertise and research initiatives aim to refine AI-driven user interactions across its expansive portfolio.

Prioritizing Customer Experiences

Samsung utilizes on-device and cloud-based AI solutions in its offerings. This strategy is further reinforced by the pursuit of hybrid AI, which integrates the strengths of both technologies to provide context-aware, tailored solutions for diverse user needs. The decision on which type or combination of technologies to employ is anchored by this ultimate goal — “How can we best serve the consumer?”

On-device AI delivers secure and efficient AI experiences in devices such as smartphones and TVs by utilizing only the data and resources on the device itself. Because on-device AI doesn’t communicate with the cloud, responses are virtually instantaneous. Since data doesn’t leave the device, the technology is often considered safer for sensitive procedures such as those that involve personal information.

Similarly, edge AI operates independently of cloud infrastructure and relies solely on specific local resources to perform AI functions. In interconnected home environments where appliances and IoT devices work in tandem, data processing in edge AI can be handled by either devices with higher performance specifications or devices nearby — without depending on the cloud. Thus, edge AI offers speed and security benefits akin to on-device AI.

While on-device and edge AI rely on technologies that use smaller models and fewer computations in constrained hardware environments, experiences that require access to extensive online information or high-performance computing are supported by cloud-based AI. The technology utilizes vast datasets and large-scale AI models hosted on servers to deliver a range of advanced capabilities. To achieve high performance while maintaining efficiency and security, Samsung conducts extensive research in areas including minimizing data latency, optimizing model efficiency and implementing data anonymization and encryption.

With expertise in all these different forms of AI — on-device, edge and cloud-based — Samsung takes a step further and combines different formats as necessary to best serve the needs of each use case. In hybrid AI, sensitive and quick-response data can be processed using on-device AI models while the cloud can manage processing that requires external resources like up-to-date information or high-performance models. Galaxy AI, for instance, uses both on-device AI and cloud AI — operating either independently or simultaneously as needed — to deliver optimized solutions for users.

▲ Daehyun Kim, Head of Global AI Center, Samsung Research explains Samsung’s AI Strategy.

Generative AI Integrated Into Everyday Life

Samsung continues to drive innovation in the realm of generative AI, further enhancing the versatility of its products and services. For instance, Galaxy AI offers a suite of features¹ including Chat Assist, which supports translation and interpretation in select messaging apps; Note Assist, which helps summarize notes and generates note covers; and Photo Assist, which edits images with generative AI.

Generative AI is also supported on select Samsung TVs and home appliances through the Generative Wallpaper feature.² Users can enjoy 4K wallpapers that fit their tastes on the 2024 Neo QLED TV or transform their kitchens with AI-generated cover screens on the Family Hub refrigerator.

▲ Generative Wallpaper on Samsung’s AI TV

To offer the best generative AI experience on its devices, Samsung not only collaborates with partners but also develops its own AI models. From fundamental technologies beginning with initial research — including foundation model development — to data collection and training as well as lightweight AI model development, Samsung leverages its vast expertise across the AI R&D board to optimize solutions and meet each product’s specific needs.

For example, Samsung developed proprietary foundation models specifically for image generation, editing and transformation to support a wide range of visual creation experiences. This was a challenge because unlike text data — which is composed of discrete values — image data consists of continuous values, offering nearly limitless possibilities for generation. To address this complexity, the company applied specialized training techniques to the image models while reducing their size for efficient on-device operation. Developers refined deep learning algorithms and data augmentation techniques to allow for rapid computation and seamless image creation with minimal processing requirements.

These foundation models were then fine-tuned for specific applications. For instance, the Photo Ambient wallpaper in Samsung’s latest smartphones integrates the image model with real-time data to create dynamic wallpapers that visually reflect current conditions such as snowfall or a starlit night depending on the time and weather.

Samsung Gauss2: Samsung’s Proprietary Generative AI

The application of generative AI is rapidly expanding beyond personal daily use into enterprise environments. Samsung has developed a proprietary generative AI model to strengthen its competitiveness in AI technology, securely manage sensitive internal information and optimize performance and scalability for specific purposes. Proprietary generative AI allows the company to establish models tailored to a wide range of products and services while improving internal productivity in a more secure environment.

Samsung recently unveiled its upgraded proprietary generative AI model, Samsung Gauss2 with better performance and efficiency compared to its predecessor, Samsung Gauss1, introduced last year. Samsung Gauss2 is a multimodal³ model capable of simultaneously processing and understanding various data types.

Samsung Gauss2 is available in three models tailored to specific use cases — Compact, Balanced and Supreme. The Compact model is a lightweight variant optimized for on-device AI. The Balanced model, a medium-sized cloud-based variant, is designed for tasks such as text and code generation. The Supreme model, a large cloud-based variant, is built to support high-performance services with a particular focus on improving workplace productivity.

▲ Samsung unveiled its upgraded proprietary generative AI model, Samsung Gauss2.

To efficiently implement large models like the Supreme variant, Samsung has incorporated the Mixture of Experts (MoE) technique to selectively activate only the “expert models” most suitable for specific tasks within a large-scale neural network.

MoE significantly reduces the number of computations during training and inference by activating only the necessary components, rather than running all expert models simultaneously in response to each query. This selective activation not only enhances efficiency but also facilitates the expansion of the model to address increasingly complex problems by adding more expert models. Samsung has meticulously trained these expert models to operate accurately and without interference.

▲ MoE optimizes computation to implement large AI models more efficiently.

Samsung Gauss2 is already being applied across multiple areas within Samsung. For instance, the Device eXperience (DX) Division employs Samsung Gauss2’s coding assistant service to support research and development activities. This service leverages a specialized model — trained on Samsung’s proprietary data, code and processes — to generate code needed for product and service development. Fully integrated into the company’s internal software development environment, the coding assistant supports natural language interactions and various programming languages to streamline developer workflows.

The Samsung Gauss Portal, a conversational AI service, is widely used for workplace tasks such as document summarization and translation, email drafting and more. Future updates aim to enhance the portal’s natural language question-and-answer capabilities and expand its multimodal features to include interpreting tables and charts and generating images.

Strengthening AI Capabilities Through Consumer Engagement

Leveraging its extensive product lines, Samsung is developing technologies that support on-device, cloud and generative AI to deliver a distinct competitive edge in AI capabilities.

By connecting with consumers through its products, the company gains valuable insights into user behaviors and needs to enable the development of practical AI solutions. This creates a virtuous cycle — whereby user data informs AI advancements, which in turn deliver value back to consumers.

Samsung couples this understanding of products with in-house advancements and strategic partnerships to implement optimal AI technologies. For instance, neural processing units (NPUs) — specialized accelerators for AI computation — must be tailored to meet the specific requirements of individual products, rather than applied uniformly across all devices. Samsung not only designs NPUs in-house for its own products but also applies software optimizations to partner chipsets, ensuring support for AI functions and peak performance in Samsung devices.

In addition, the company draws on the expertise and perspectives of product-specific specialists to address security issues and facilitate the immediate application of solutions to products while driving continuous technological improvement. The blockchain-based, multi-device security solution Knox Matrix is a notable example of how this collaborative approach can create an environment in which connected devices check each other for threats to enhance security.

▲ Samsung is leading in AI thanks to consumer insights gained from various products.

Through the implementation of customized AI technologies, Samsung continues to unlock new possibilities for users. Looking ahead, the company plans to deliver more differentiated AI experiences that empower users through meaningful and enriching interactions.

¹ Availability of Galaxy AI features may vary by region, country, OS or One UI version, model and carrier.
² Generative Wallpaper feature may vary by region and model.
³ Capable of simultaneously understanding and processing various types of data (modalities) including text, images, audio and video.

Just as performance metrics and physical measurements are essential to designing customized workout routines for professional athletes, data plays a crucial role in creating personalized AI. As such, Samsung is prioritizing data intelligence research to transform vast amounts of data into meaningful and intuitive user experiences.

Samsung Newsroom takes a closer look at how Samsung’s advanced data research and innovative connectivity solutions are pioneering the era of personalized AI.

The Power of Data Intelligence in Personalized AI

A truly personalized AI experience starts with understanding the user. Data intelligence identifies a user’s needs at specific moments based not only on historical device usage data but also on the user’s present context. This enables appropriate services to be delivered in a timely manner. However, there are challenges — for example, users don’t hand in refined reports of their needs and wants; the matching of expected needs and potential services must be carried out in real time; and most of all, personal information must constantly be kept safe.

As Samsung reaches consumers across nearly all daily touchpoints — including work, entertainment, household chores, health and security — the company has the unique opportunity to gain deep insights into user behaviors and preferences.

In order to harness this potential, Samsung has strengthened its data technology capabilities by researching user data collected annually from hundreds of millions of devices and services — all in strict compliance with internal and external regulations. As AI models develop a better understanding of users through data collection, processing and analysis, they can leverage retrieval-augmented generation (RAG) to deliver more personalized services for different contexts. By using technologies to connect reliable, logic-based knowledge bases to large language models (LLMs), these AI models access the latest, most reliable information and find the most suitable answers.

As Samsung focuses on technologies that connect data to refine personalized AI experiences, a key question is how can such vast and complex data be managed more effectively and tailored precisely to individual needs? The answer, in part, lies in knowledge graphs.

▲ Yunsu Lee, VP, Head of Data Intelligence Team, Samsung Research explains data intelligence.

Enhancing AI Experiences With Knowledge Graphs

A knowledge graph is a knowledge representation technology that organizes related information in an interconnected graph format, making it easily interpretable for both humans and computers. By defining individual entities within the data and linking them, their relationship can be represented as a “triple” in the form of “subject — predicate — object.” For example, “the capital of South Korea is Seoul” can be represented in the following graph, “South Korea — capital — Seoul.” Various types of knowledge such as people, objects, times and places can be structured in a highly refined manner by connecting numerous entities in this triple format.

Unlike traditional relational databases that fill tables with information, knowledge graphs effectively store data and quickly retrieve information or new inferences as needed.

▲ (Right) Knowledge graphs can store data more efficiently than relational databases (left).

Samsung is actively advancing research in knowledge graphs. While earlier forms of data usage were limited to individual apps, this technology allows for free data search and utilization across app or service boundaries — enabling a hyper-personalized experience as if the device were tailored exclusively to the user.

When combined with Samsung’s on-device AI, knowledge graphs allow users to experience highly customized AI services while protecting sensitive personal data from external exposure. This technology is expected to be applied across various products and devices.

The key to implementing knowledge graphs is the ability to quickly find specific answers from information represented in the graph. Converting constantly changing real-world data into graphs and efficiently extracting information requires complex computations — and as the graphs grow, rapid information retrieval becomes more challenging.

To bolster its capabilities in this area, Samsung acquired Oxford Semantic Technologies in July. Oxford Semantic Technologies, a U.K.-based startup renowned for its knowledge graph technology, specializes in optimizing data processing and advanced inference to facilitate swift understanding and precise extraction of information from knowledge graphs.

Samsung has collaborated with Oxford Semantic Technologies on graph databases and ontologies¹ since 2018, and the recent acquisition is anticipated to create synergy in personalized AI research across Samsung’s product ecosystem. The company plans to develop applications that offer valuable experiences to consumers and explore new research avenues in various areas including the integration of generative AI and knowledge graphs.

Empowering Everyday Life With Data-Driven Insights

Samsung is rapidly incorporating personalized AI features powered by data intelligence across a wide range of products and services to enrich users’ daily lives.

Digital healthcare is one example. The Galaxy Watch7 and Galaxy Ring comprehensively analyze user health data including sleep, exercise and heart rate to offer an Energy Score via the Samsung Health app. Going beyond simple data measurement, this analysis provides an easy-to-understand numeric summary of a user’s daily health status and personalized insights for individual activities. By researching the weighted importance of each factor in the Energy Score based on age and gender, Samsung has developed a more customized approach to health management.

The entertainment experience has also been enhanced through data-driven insights. In the U.S., Gaming Hub — Samsung’s game platform available on its smartphones — uses explainable AI (XAI) to offer personalized game recommendations. Leveraging a model of the user’s preferences, this technology not only recommends games but also explains the reasoning behind each suggestion to help users select the games that suit them best.

▲ Energy Score

Refined AI Experiences With SmartThings

Personalized AI will evolve as more devices connect with each other and acquire usage data from users’ daily lives. At Samsung Developer Conference 2024 (SDC24) in October, Samsung unveiled Home Insight — a service that allows users to manage and control their smart home through SmartThings. The feature analyzes users’ lifestyle patterns, device usage history and home conditions to provide real-time reports and tailored recommendations such as turning off devices or utilizing specific features based on different situations.

In addition, Samsung has a personalized AI feature to support the well-being and safety of family members in need. Launched in June, SmartThings Family Care allows users to remotely monitor family members and take any necessary actions through SmartThings-connected devices and location-based data. The company plans to expand these AI-connected capabilities to health devices, supporting family health in areas like sleep and diet.

Samsung is advancing technology that allows devices to recognize users and provide seamless, personalized experiences across all connected devices. For example, the company is planning to enable users who have large text mode activated on their smartphones to automatically apply the setting to other devices with a single voice command. Additionally, Samsung is exploring functions that use sensors and devices within the home to detect a user’s location and adjust lighting, temperature and humidity according to individual preferences.

▲ Samsung welcomed new AI experiences at SDC24.

Personalized AI Needs Robust Security

Security is a fundamental requirement for delivering safe, personalized AI. To ensure the protection of personal information and address biases in AI systems, a multi-faceted approach is needed — including improving data processing and model training processes and implementing a rigorous verification process for outputs.

When collecting internal and external data for AI model training, Samsung performs data pre-processing to check and filter for privacy violations. Additionally, the company is strengthening its safety verification of AI outputs by addressing risks related to harm, bias, privacy and jailbreak² vulnerabilities.

Samsung’s Knox Matrix further elevates security in a multi-device connected environment. Using blockchain technology, connected devices can monitor each other for security threats through Trust Chain; securely share user data by transmitting only encrypted information to servers via Credential Sync; and apply consistent security standards across operating systems such as Android, Tizen and Windows with Cross Platform. Samsung plans to expand Knox Matrix to cover its mobile devices, TVs and home appliances.

▲ Knox Matrix

Samsung continues to expand its user base through advanced data technology and multi-device connectivity experiences, leveraging data insights to drive research and bolster its competitive edge. Through these endeavors, the company is fueling the rapid advancement of personalized AI and placing increasingly innovative experiences at users’ fingertips. In part three of this series, Samsung Newsroom will explore how various methods in Samsung’s AI strategy meaningfully change users’ lives.

¹ A search method that finds objects by adding logic such as connection relationships and inclusion relationships.
² Attack methods that bypass safety measures and ethical guidelines of AI models to create malicious content.

Central to Samsung’s AI innovations is on-device AI. This technology enables AI to operate independently within the device and does not require a server or the cloud. Users benefit from quick AI response times without needing a network connection, reducing concerns over personal data leakage.

On-device AI has now evolved beyond simple functions to handle demands requiring vast amounts of data — such as generative AI — using only the device’s internal resources.

Samsung Newsroom explores how Samsung is leading the world in on-device AI innovations.

No Cloud Required: Transforming the On-Device AI Experience

Citing the need for speed and security, much of the tech industry has focused on running complex generative AI in an on-device environment. With long-term investments that date back more than a decade, Samsung has already customized AI features for many of its devices and positioned itself front and center in providing on-device AI experiences for everyday life.

Samsung’s Galaxy AI, for example, offers on-device capabilities across the company’s latest mobile devices and tablets.¹ Now supporting a total of 20 languages,² Galaxy AI enables communication without language barriers including real-time conversation interpretation as well as message and web page translation.

For TVs, Samsung leverages its expertise as a global leader in the market to train AI models. Since 2020, the company has continuously enhanced its TV-specific processor with a built-in NPU (neural processing unit). The 2024 Neo QLED 8K model’s NQ8 AI Gen3 processor features 512 neural networks for enhanced image and sound quality. By analyzing and modifying pixels, frames and sound sources, the processor delivers superior upscaling, smooth motion and clear dialogue for a seamless viewing experience in all situations.

The key to on-device AI is minimizing model size while maintaining performance. To achieve this, Samsung has focused on efficient implementation while utilizing specialized AI training data tailored to specific tasks.

▲ Sunmin Kim and Cheulhee Hahm, Master, Visual Display Business, Samsung Electronics explain on-device AI.

Smaller and Faster: Samsung’s AI Optimization Research

As AI technology advances and data processing requirements increase, model optimization has become crucial. In other words, high-performance AI models must be able to operate efficiently within the limits of the devices’ resources — including their processors, memories and batteries — while retaining performance levels and reliability for daily use. Key technologies for this include model compression, hardware optimization and data processing acceleration.

Samsung has secured various technologies in the field of model compression to reduce the size of AI models. The company has succeeded in developing light and fast AI models through techniques like quantization, which enhances response speed by simplifying algorithms and optimizing computation processes; pruning, which removes non-essential elements of a larger model; and knowledge distillation, which transfers knowledge from large models to smaller models.

Samsung also continues to innovate in hardware optimization and data processing acceleration to swiftly and efficiently run AI. For example, flash utilization technology partitions large AI models and significantly reduces memory usage. Additionally, the company has developed patented technology that is expected to assist quick inference on low-end devices without an NPU to broaden AI applications across various products. Further research is underway on increasing inference speeds with speculative decoding, a technology that predicts AI model outcomes, and enhancing computing power by running various hardware simultaneously.

▲ Pruning and knowledge distillation

End-to-End Expertise: From In-house Development to Implementation

With expertise spanning hardware, software, components and end products, Samsung is spearheading on-device AI innovation from research and development to product implementation.

From a device perspective, Samsung’s market leadership in mobile devices, TVs, home appliances and more represents its excellence in both hardware and software. Samsung integrates AI into its own devices, allowing the company to leverage both in-house development and open collaboration with industry partners to create hardware-optimized AI models.

Samsung’s expertise also includes system software to bridge hardware and application software. For example, the Tizen operating system and the NPUs on Samsung TVs power on-device AI for a smarter, more enhanced viewing experience. The company also provides developers with Vision AI and Language AI SDKs, as well as machine learning APIs to facilitate AI model training and inference.

Samsung Research, the company’s advanced research and development hub, is focused on enhancing competitiveness by utilizing specialized expertise from its global network of labs — from AI model structure development and model compression in the U.K. and U.S. to creating AI acceleration solutions in India and Poland.

From a components perspective, Samsung has endlessly driven progress in NPU performance as a leading manufacturer of semiconductors and plans to continue working with its partners to develop new ways of utilizing on-device AI.

▲ Samsung introduced a new AI TV experience at Samsung Developer Conference 2024 in October.

With its on-device AI capabilities expected to expand across more products and services, Samsung is pioneering groundbreaking changes that will see AI technologies transform daily life. In part two of this series, Samsung Newsroom will explore the company’s innovations in personalized AI.

¹ Galaxy AI-supported devices include the Galaxy Z Fold6, Flip6, Fold5, Flip5, Fold4, Flip4, S24 series, S23 series, S22 series, S24 FE, S23 FE, Tab S10 series, Tab S9 series, Tab S8 series, etc.
² Galaxy AI-supported languages include Korean, English, Arabic, Simplified Chinese, Dutch, French, German, Hindi, Indonesian, Italian, Japanese, Polish, Portuguese, Romanian, Russian, Spanish, Swedish, Thai, Turkish and Vietnamese.

The event is scheduled to begin at 2:00 p.m. local time (5:00 p.m. EST) at the Mandalay Bay Ballroom, South Convention Center, Mandalay Bay Hotel. Jong-Hee (JH) Han, Vice Chairman, CEO and Head of Samsung’s DX (Device eXperience) Division, will open the press conference, introducing the theme of ‘AI for All: Everyday, Everywhere.’

The press conference will be streamed live on Samsung Newsroom. Until then, stay tuned to Samsung Newsroom for more updates on the company’s plans for CES 2025.

Samsung Electronics, the world leader in advanced memory technology, today announced it has developed the industry’s first 24-gigabit (Gb) GDDR7¹ DRAM. In addition to the industry’s highest capacity, the GDDR7 features the fastest speed, positioning itself as the optimum solution for next-generation applications.

With its high capacity and powerful performance, the 24Gb GDDR7 will be widely utilized in various fields that require high-performance memory solutions, such as data centers and AI workstations, extending beyond the traditional applications of graphics DRAM in graphics cards, gaming consoles and autonomous driving.

“After developing the industry’s first 16Gb GDDR7 last year, Samsung has reinforced its technological leadership in the graphics DRAM market with this latest achievement,” said YongCheol Bae, Executive Vice President of Memory Product Planning at Samsung Electronics. “We will continue to lead the graphics DRAM market by bringing next-generation products that align with the growing needs of the AI market.” The 24Gb GDDR7 utilizes 5th-generation 10-nanometer (nm)-class DRAM, which enables cell density to increase by 50% while maintaining the same package size as the predecessor.

In addition to the advanced process node, three-level Pulse-Amplitude Modulation (PAM3) signaling is used to help achieve the industry-leading speed for graphics DRAM of 40 gigabits-per-second (Gbps), a 25% improvement over the previous version. The GDDR7’s performance can be further enhanced to up to 42.5Gbps, depending on the usage environment.

Power efficiency is also enhanced by applying technologies that were previously used in mobile products to graphics DRAM for the first time. By implementing methods like clock control management² and dual VDD design,³ unnecessary power consumption can be significantly reduced, leading to an improvement of over 30% in power efficiency.

To boost operational stability during high-speed operations, the 24Gb GDDR7 minimizes current leakage by using power gating design techniques.

Validation for the 24Gb GDDR7 in next-generation AI computing systems from major GPU customers will begin this year, with plans for commercialization early next year.

¹ Graphics Double Data Rate 7 (GDDR7)
² Clock control management refers to methods used to regulate the clocks (timing signals) of chips.
³ Dual VVD (voltage supply) design is a power management technique that supplies different voltage levels in the same chip.

Samsung Electronics today announced it has been recognized by Interbrand, a global brand consultancy, as a “Global Top 5” brand for the fifth year in a row. Interbrand releases its list of “Best Global Brands” each year, and on this year’s list, it was revealed that Samsung’s brand value reached $100.8 billion and grew by 10% year-on-year.

The significant increase of Samsung Electronics’ brand value was driven by growth in the AI industry, particularly its leadership in on-device AI and competitiveness in the semiconductor sector. Since its first top five ranking in 2020, Samsung Electronics has experienced an impressive 62% growth over four years and remains the only Asian business among the global top five brands.

“This year’s substantial brand growth is a direct result of our holistic approach to AI and efforts to put this powerful technology into the hands of Samsung users around the world,” said YH Lee, President and Head of the Global Marketing Office at Samsung Electronics. “Moving forward, we will lean even further into the qualities that our users have come to both love and expect.”

Company Recognized for On-Device AI, enhanced connected experiences and AI Leadership

According to Interbrand, Samsung Electronics’ evaluation was positively influenced by the following:

• Deployment of AI technologies in key products and leadership in the on-device AI market
• Enhanced connected experiences through AI-enabled platforms and products
• AI leadership based on its competitiveness in the semiconductor sector
• Implementing a consistent brand strategy in the global market
• Ongoing commitment to a more sustainable future.

This year, under the vision of AI for All, Samsung is expanding its portfolio of products infused with AI technologies to enhance customer experiences. With the release of the Galaxy S24 series, Samsung has been leading the mobile AI. It has also launched AI TVs equipped with AI processors and AI upscaling while introducing Bespoke AI appliances that empower user’s daily life.

The company is expanding the SmartThings ecosystem to provide a unified connectivity experience, enabling not just its own products, but also various third-party devices. This integration offers substantial benefits that go beyond more convenience, including energy conservation and family care.

As a leader in the semiconductor industry, Samsung is making bold investments in R&D to meet rising AI demand and — with innovative memory products like DDR5, GDDR7, HBM3E, LPDDR5X, 9^th Gen V-NAND, Exynos SoC, high resolution image sensor— is proactively addressing server and on-device AI needs.

As for brand strategy, the company has been recognized for delivering consistent brand values and build authentic relationships with customers.

Additionally, Samsung focuses on implementing environmentally conscious activities and initiatives by adopting various recycled materials across a wide range of product categories. It has participated in global initiatives and collaborated with industry leaders with focus on goals such as reducing carbon emissions associated with device usage. Samsung Electronics’ sustainability efforts as well as fostering a diverse corporate culture have also received positive evaluations.

Samsung’s Recognized Efforts in Each Business Division

Mobile

• Leading the mobile AI era with Galaxy AI following the release of the Galaxy S24 series
• Making the new Galaxy AI upleveled by the unique Galaxy Z Fold6 and Z Flip6 foldable experience
• Strengthening leadership in the health AI with the release of the Galaxy Ring and new Galaxy Watch series

Networks

• Strengthening leadership in virtualized Radio Access Network (vRAN) and Open RAN
• Leading the technical standardization of 6G
• Consistently innovating technologies to support various 5G use cases, including streaming and gaming
• Enhancing partnerships with customer companies and communicating the sustainability aspects of Samsung’s network technology

Visual Display

• Solidifying global leadership in the TV and soundbar markets
• Consistently innovating with products like AI TVs, MICRO LED displays and the Music Frame
• Innovating the viewing experience with cutting-edge technologies, including AI upscaling and Active Voice Amplifier Pro
• Positioning itself as a core gaming partner through various partnerships
• Strengthening security and privacy through Samsung Knox

Digital Appliances

• Maintaining global leadership in categories such as refrigerators and washing machines through consistent product innovation and advanced AI capabilities
• Providing customer-centered value and experience through Bespoke AI appliances
• Enhancing accessibility with Auto Open Door and the upgraded Bixby voice control
• Offering substantial benefits — such as energy efficiency through SmartThings AI Energy Mode — and the expansion of SmartThings connectivity experience worldwide

Semiconductor

• Delivering the industry’s first GDDR7 DRAM, HBM3E DRAM, LPDDR5X DRAM and 9^th Gen V-NAND as well as solidifying market leadership for the AI era
• Consistently advancing AI technologies such as ISOCELL Auto 1H1 sensors, optimized for the development of autonomous vehicles
• Exceeding customer expectations with the consistent rollout of exceptional B2C SSD products like 990 EVO and SSD T9

Interbrand’s Best Global Brands are listed according to the evaluation of each brand value, which is a result of comprehensive analysis of the financial performance of the company, the influence of the brand on customer purchases and brand competitiveness (strategy, empathy, differentiation, customer engagement, consistency, trust, etc.). It is a brand value evaluation with one of the longest histories in the world and is widely recognized for its credibility.

Celebrating the tenth anniversary of Samsung Developer Conference, SDC24 welcomed approximately 3,000 developers, partners and media from around the world under the theme “AI for All — A Decade of Open Innovation and Beyond.”

Samsung Newsroom attended SDC24 to observe the possibilities of a new future powered by AI.

Personalized and Secure AI Experiences

The event commenced with a keynote address by Jong-Hee (JH) Han, Vice Chairman, CEO and Head of Device eXperience (DX) Division at Samsung Electronics. During his speech, Han unveiled a vision of delivering more personalized and secure experiences through multi-device AI technology.

“In the future, Samsung devices will recognize who is speaking and deliver a customized experience. What’s more, connected devices and sensors throughout the home will be able to recognize your location to provide another level of personalization,” he said. “As Samsung has the widest range of devices from mobile to TVs and home appliances, I believe we are best positioned to provide this customized AI experience.”

▲ Vice Chairman JH Han delivers his speech at SDC24.

Daehyun Kim, Executive Vice President and Head of Global AI Center, Samsung Research, outlined the company’s AI research direction and security technology strategy.

“We have more solutions that protect your privacy without compromising game-changing technology and experiences, for both on-device AI and cloud AI experiences,” he said. “Our generative AI for text, images and speech has come to life through work with our partners and plays a crucial role in shaping our vision for the future of AI.”

▲ EVP Daehyun Kim explains the intersection of AI and security.

AI-Driven Innovations for Smarter Experiences

Samsung is integrating AI across its portfolio to enhance customer experiences. The company announced plans to extend One UI beyond mobile devices to become the software experience for all Samsung consumer products.

“As we want more people to benefit from AI experiences, we will be expanding a selection of these Galaxy AI experiences beyond our flagship devices into our A series and continue to bring Galaxy AI to the entire Galaxy ecosystem,” said Sally Hyesoon Jeong, Executive Vice President and Head of Framework R&D, Mobile eXperience (MX) Business.

She also gave attendees a sneak peek into the forthcoming One UI 7. The beta version will be available to developers before the end of this year.

“We’re exploring a brand new UX design,” Jeong added. “One UI 7 will bring a fresh new look to the entire interface.”

▲ EVP Sally Hyesoon Jeong previews One UI 7.

“We’ve been working on new ways to integrate Bixby into our AI home to control appliances and improve experiences,” said Young Ah Lee, Vice President and Head of UX, Digital Appliances (DA) Business. “Our latest update for Bixby leverages AI technology to make your interactions with appliances as easy as talking to a friend.”

▲ VP Young Ah Lee discusses user experiences with Bespoke AI home appliances.

Moon-soo Kim, Vice President and Head of Application S/W R&D, Visual Display (VD) Business, shared how the upgraded Bixby helps users find and enjoy tailored TV content with simple voice commands. Meanwhile, Samsung AI Cast allows AI-generated materials from mobile devices to be sent directly to Samsung TVs.

“These kinds of interactions make Samsung TVs truly the best experience for AI interoperability,” he said.

▲ VP Moon-soo Kim highlights the new features of Samsung’s AI TVs.

In January of this year, Samsung launched Samsung Visual eXperience Transformation (VXT) — a next-generation content management solution. Alex YW Lee, Executive Vice President and Head of Visual eXperience PM, Visual Display (VD) Business, showcased how users can create and organize B2B displays with AI and access a broad range of Pre-Integrated Repeatable Solutions from partners.

“As we look ahead to the future of VXT, we’re continuing to find new ways to partner with developer communities,” he said. “Join us in shaping this new ecosystem and producing the world’s best apps and services on VXT.”

▲ EVP Alex YW Lee emphasizes the importance of AI in the B2B space.

Platform Innovation and Responsible AI

In addition, Samsung revealed the latest SmartThings updates that rely on open collaboration and AI to offer more personalized and seamless user experiences.

“We just released Home Insight,” said Jaeyeon Jung, Executive Vice President and Head of SmartThings, Device Platform Center. “Designed to understand the way you live, it provides timely home reports and delivers recommendations tailored to your usage patterns, preferences and even the time of year.”

▲ EVP Jaeyeon Jung introduces the newest SmartThings services.

Hobum Kwon, Vice President and Head of Platform, Samsung Research, highlighted how Tizen OS includes AI models powered by Samsung’s neural processing unit chips and offers improved connectivity with Galaxy devices.

“Tizen’s clean software architecture ensures that Tizen devices receive OS upgrades for up to seven years,” he said.

▲ VP Hobum Kwon presents the newest features of Tizen OS.

Platform innovation is propelled by advanced security technology.

“Samsung is committed to advancing AI responsibly, and we have three core AI ethics principles — fairness, transparency and accountability — that guide everything we do,” said Shin Baik, Head of Security Assurance, Device Platform Center. “We believe that automating vulnerability detection is essential to keeping pace with this evolving threat landscape. This means that we use AI technology to conduct automated security checks on new products. You’ll see this first on Tizen products, and we’ll continue rolling this capability out across Samsung’s entire product and service portfolio.”

▲ Shin Baik, Head of Security Assurance, stresses the need for responsible AI innovation.

Building Tomorrow With Developers and Partners

Throughout the presentation, attendees witnessed Samsung’s latest software technologies and developer support initiatives. Samsung will continue growing its AI ecosystem through open collaboration with developers and partners to reinforce the company’s competitive edge in the AI era.

▲ Developers and partners watch the keynote at SDC24.

Samsung Electronics today held its annual Samsung Developer Conference (SDC) at the San Jose McEnery Convention Center. Celebrating a decade of collaboration and innovation with developers, the company shared its vision for providing a more personalized and secure experience with the latest multi-device AI technology in the spirit of “AI for All.”

With about 3,000 developers, partners and media in attendance, Jong-Hee (JH) Han, Vice Chairman, CEO and Head of Device eXperience (DX) Division at Samsung Electronics said, “We have continued our journey of innovation with our many developers and partners for the last ten years,” highlighting the importance of open collaboration to strengthen both competitiveness and mutual growth in today’s AI era.

JH shared further detail surrounding the company’s commitment to using AI technology to offer stronger security, advanced personalization, better family care experiences and new opportunities for B2B businesses. “Samsung Electronics will continue advancing AI technology to a level where AI automatically recognizes each user individually — from their voice to their location — to provide a more personalized experience,” he explained. “These efforts will create more convenient and secure multi-device experiences by leveraging Samsung’s AI-based software, platform innovation and security technology.”

In addition, the company announced that it will integrate the software experience of its major product lines — from mobile devices to TVs and home appliances — under the name One UI next year. By providing a cohesive product experience and committing to software upgrades for up to seven years, Samsung will continue to bring innovation for its customers.

To realize its AI for All vision, Samsung will also create AI for good, empowering innovators to leverage new technologies to break new ground, address societal challenges head-on and create a better world for future generations.

Samsung Reiterates AI for All Innovation

At SDC24, the company reiterated its commitment to use AI technology to open possibilities, protect personal information and enhance the daily lives of all who use it. Building on over a decade of investment into advanced intelligence technologies, Samsung shared how its commitment to AI for All is guiding the company’s research and innovation roadmap for developers and customers alike.

Inspired by the need to create AI rooted in personalization for every individual, Samsung’s AI is made for all; it’s for families who want to make managing their evening routines easier, homeowners who are getting used to new spaces, and creators and innovators exploring cutting-edge technologies for inspiration. Samsung is providing AI for All without compromising privacy by leveraging on-device AI capabilities, while continuing to offer game-changing performance through cloud and generative AI.

Samsung is also committed to developing AI to better our world, as all employees uphold the global AI ethics principles of “Fairness,” “Transparency” and “Accountability” for both developing and using AI.

The AI for All strategy will more closely integrate Galaxy AI on mobile devices to enhance productivity, creativity and communication; Bespoke AI appliances to simplify users’ daily life; AI-powered displays on Samsung smart TVs with Tizen; and cross-platform AI enhancements coming to Bixby, SmartThings and One UI 7.

A Sneak Peek at One UI 7

One UI has always been designed to bring users the most personalized, creative and productive experiences possible on mobile devices. Samsung previewed a sneak peek of One UI 7 at SDC24, highlighting its new UX focused on simple, impactful and emotive design alongside more ways to seamlessly integrate Galaxy AI features into daily activities. One UI 7 beta will be available to developers before the end of this year.

The AI Home Comes to Life

Samsung’s Bespoke AI appliances are bringing better experiences to the entire household, from the kitchen to the living room. With AI Vision Inside¹ in the refrigerator with AI Family Hub or AI-applied features like AI Floor Detect in the Bespoke Jet Bot Combo AI, Samsung’s smart home appliances leverage the best of AI technology to make lives better, simpler and easier than ever.

That capability grows even stronger with the AI-upgraded Bixby.² Users can control their entire smart home from anywhere within earshot of a Bixby-enabled appliance. Bixby also provides accessibility benefits for users. For increased accessibility at home, it can open appliance doors with a simple call, without wake-up commands³ thanks to the Auto Open Door.

Bixby’s enhanced capabilities extend to Samsung smart TVs, as well. Users can now search for content using only descriptive details and customizing settings with multiple commands, thanks to Bixby. Inspired by a continued commitment to simplifying the lives of everyday users, the mobile remote control feature enables users to control their TV from their phone and Samsung AI Cast can send AI-generated results from mobile devices to the TV. Available from the TV home screen, users can enjoy images and content lists developed with generative AI, including an integration with ChatGPT, now on a bigger display.

Samsung is integrating AI across its visual display applications too, from AI Upscaling and AI Customization on smart TVs to offering a new Daily Board Software Development Kit (SDK) for developers to turn any smart TV screen into a one-stop-shop for daily information like weather, device health and local updates through a new partnership with Nextdoor.

Next-Generation Signage Solutions With VXT

Samsung also showcased the next generation of signage solutions with Visual Experience Transformation (VXT), its software platform and accompanying content management solution (CMS) for content production, operation and management. By using an AI-powered chatbot with the Pre-Integrated Repeatable Solution (PIRS) & Widget aNd Extension (WiNE) Framework, VXT offers efficient, streamlined signage solutions and allows developers to seamlessly integrate solutions and simplify processes on the platform.

Tizen Leverages On-Device AI for World-Class Performance

Samsung’s major OS Tizen is bringing its industry-leading experience to more devices and services, as Samsung has equipped certain AI-enabled home appliances with the AI Home,⁴ a 7-inch LCD touchscreen display.

Tizen is also getting a boost with Tizen AI services. Powered by the Samsung Neural Processing Unit (NPU) and optimized to suit Samsung products and respond to user needs, Tizen AI services will provide smarter, safer and more personalized experiences, from controlling echo and noise levels while watching TV or making video calls to analyzing users’ writing styles to improve notetaking.

Samsung’s commitment to enhancing experiences with AI is also reflected by stronger interoperability between Tizen and the Galaxy ecosystem. Multi-Control, which enables users to navigate and control both their smartphone and tablet using the same Bluetooth tools including mice and keyboards, will extend to smart monitors and TVs with Tizen.

Samsung has developed Tizen based on RISC-V⁵ for developers, and a new SDK for Tizen applications designed with RISC-V will be available in 2026.

Tizen also supports the latest version of Flutter, the cross-platform development framework, and will continue providing extension tools for app developers for a greater level of debugging and profiling.

SmartThings Takes New Leap Forward With AI and Expands to Health Experience

Over the past decade, Samsung SmartThings has grown into one of the largest connected platforms with more than 350 million subscribers and over 340 “Works with SmartThings” (WWST) partners.

Samsung is using advanced AI technology to unlock higher-level SmartThings experiences and explore a wider range of partnerships. SmartThings will play a key role as the groundbreaking technology that sets the company’s products and services apart.

One of the major updates coming to SmartThings this month is Home Insight,⁶ which analyzes user data, usage patterns, device history and home stats collected in real time to offer a better home experience. It also recommends features to optimize the home, such as powering off idle devices while away during a specific time of day or season. Plus, the Galaxy Tab S10 is equipped with the Home Insight Widget, so it can be conveniently used as a home dashboard to monitor and control the house.

Samsung also introduced its plan to have all its products with screens run the SmartThings Hub. This will make Samsung devices better at working together to take care of the home, and even includes connectivity with partner devices. The plan includes adding Edge AI⁷ technology based on the SmartThings Hub, which embeds AI capabilities in the home’s connected devices, contributing to the vision of a truly AI-enhanced home.

In the spirit of open collaboration and innovation, Samsung shared the details of its latest SmartThings partnerships. This included a new partnership with various smart key developers, including Schlage⁸ and Aqara,⁹ which will add the SmartThings Door Lock function to the Digital Home Key inside Samsung Wallet in 2025.

Sustainability was also highlighted, particularly a partnership between SmartThings and Kohler.¹⁰ Kohler’s Chief Sustainable Living Officer (U.S.) Laura Kohler joined Jaeyeon Jung, Executive Vice President and Head of SmartThings, onstage to share how the new integration will help users monitor and reduce water usage with smart showerheads and faucets.

Tobin Richardson, Head of the Connectivity Standards Alliance (CSA), virtually announced that Samsung SmartThings was the first service to adopt the Matter¹¹ 1.3 standard, playing a crucial role in the continued support and expansion of the Matter ecosystem.

Samsung also introduced a closer integration between SmartThings and Samsung Health. Girish Naganathan, CTO of the continuous glucose monitoring system (CGM) company Dexcom,¹² joined Samsung onstage to discuss the companies’ shared vision of more personalized, convenient health management at home, for both users and their loved ones.

Security as the Foundation for the AI Era

Finally, Samsung continued to highlight its commitment to robust security and privacy standards. With Samsung Knox, the company is continuing to invest in strengthening its security governance to ensure that the latest AI experiences never require the sacrificing of personal data. The blockchain-based, multi-device security solution Knox Matrix will expand from mobile devices to TVs and home appliances to further enhance security across multi-device experiences.

Samsung also highlighted the expansion of Passkey, which will come to Tizen beginning with 2025 TV models, the refrigerator with AI Family Hub and home appliances with AI Home. Passkey will bring greater convenience and security to users, while also supporting web browser-based logins through mobile QR code scanning.

Each of these features has a major role to play in keeping users more secure, developers supported, and devices offering the latest and greatest AI-powered innovations to make the most of our new AI era.

Samsung invites developers, creators and partners, among others, to join in its commitment to open innovation and better experiences enabled by connectivity. For additional information about SDC24, please visit developer.samsung.com/sdc.

¹ As of March 2024, AI Vision Inside can recognize up to 33 food items, such as fresh fruits and vegetables. If a food item is not recognizable, it may be listed as an unknown item. AI Vision Inside cannot identify or list any food items in the refrigerator door bins or freezer. It recognizes food items based on deep learning models, which may be updated periodically to improve accuracy.
² The update is available for appliances launched in 2024 including the Bespoke 4-Door French Door Refrigerator with AI Family Hub; Bespoke AI Laundry Combo; Bespoke Slide-in Range; Bespoke Jet Bot Combo AI; and Bespoke AI WindFree Gallery Freestanding Air Conditioner.
³ The feature is currently available on select refrigerators and washing machines.
⁴ Does not mean all services available on the AI Home are AI or generate information or outcomes using AI. AI Smart Dial, AI Wash & Dry and Voice enabled with Bixby accessible through the AI Home utilize AI-based algorithms, which may be updated periodically to improve accuracy. AI-based algorithms may generate incomplete or incorrect information.
⁵ RISC-V is an abbreviation of “Reduced Instruction Set Computer,” which is a combination of CPU commands that enable faster and more efficient processing of complicated operations.
⁶ Summary and suggestion features are currently available only in the US and Korea and will gradually expand to other regions as of `24.10. Supported devices are Galaxy smartphones, tablets and Samsung smart TVs with plans for further expansion.
⁷ Edge AI is a technology that processes data with high-performance devices at home without going through the cloud. It enables faster data processing speed and more powerful security.
⁸ https://www.schlage.com/en/home.html
⁹ https://www.aqara.com/en/
¹⁰ https://www.kohler.com/en
¹¹ Matter: Connectivity standard recognized by CSA (Connectivity Standards Alliance) to improve interoperability between devices.
¹² https://www.dexcom.com/

Further expanding the AI for All vision, the conference included chapters “AI Meets the World” and “AI Meets You” where speakers from across the company and its partners demonstrated the critical role AI plays in improving users’ quality of life, equipping them with tools they can use to enrich their lives.

“Since our presentation at IFA last year, discussions around AI and its role in our lives have grown significantly,” said Benjamin Braun, Chief Marketing Officer, Samsung Europe. “At Samsung, we are proud to make AI more accessible and understandable, showing how it can simplify life rather than complicate it. We believe AI should act like multiple pairs of helping hands, meeting you needs and the world beyond them. Our AI-enabled products allow people more time to focus on the things they care about.”

▲ Benjamin Braun, Chief Marketing Officer, Samsung Europe, speaking about AI For All at Samsung’s IFA 2024 presentation, where the company unveils its latest innovations and celebrates the possibilities AI can create for everyone.

AI For All

Samsung’s AI for All spans a wide range of its AI enabled products, from mobile devices, home appliances and home entertainment systems. By the end of 2024, Samsung expects there will be 200 million Galaxy AI-enabled devices in users’ hands. Samsung understands its AI features need to adapt to how consumers want to live — as well as supporting the needs of the earth.

Central to this is the expanding SmartThings ecosystem, which connects over 500 million devices, offering seamless remote control of all Samsung AI-enabled products, from turning the heating on or off, managing all appliances when home or away and navigating Samsung TVs.

Never before has it been so easy for people across the world to use of the power of AI to take control of the world around them. Samsung AI enable products give this power to its users, allowing them to curate their everyday experiences. Whether striving for more sustainable living, expanding creativity or connecting with their loved ones.

However, only 15% of people said they have a full understanding of how AI can be used in their daily lives and yet 66% of us are looking for ways to create more time. This shows a clear opportunity for Samsung AI to give back to people, and why AI is for All.¹

Launching following IFA, the latest operating system upgrade, One UI 6.1.1, will make AI features from the Galaxy Z Fold6 and Z Flip6, such as Live Translate and Circle To Search, available on the Galaxy S24, Z Fold5 and Flip5.

This rollout of One UI 6.1.1 will also include brand new apps which bring more opportunity for creativity and connection. Including, Sketch to Image, which allows users to visualise their ideas through image options generated from a simple drawing and Portrait Studio which propels creativity by helping users create a more personalised avatar to use online.

▲ Deborah Honig, Chief Customer Officer and VP of One Samsung, speaking about SmartThings at Samsung’s IFA 2024 presentation, where the company unveils its latest innovations and celebrates the possibilities AI can create for everyone.

AI Meets You

Samsung believes that its AI should enhance daily life by allowing users to personalise entertainment experiences. At IFA 2024, Samsung launched the Premiere 7 and 9 Projectors, Galaxy Book5 Pro 360 and Galaxy Book4 Edge 15-inch, all designed to help users focus on what they care about and who they share it with.

The Premiere 9 and The Premiere 7 projectors, bring advanced laser technology to home entertainment, delivering exceptional 4K resolution and immersive audio on screens up to 130 inches. They include AI-powered technology, including Upscaling, which enhances content to 4K quality, and Vision Booster, which adjusts brightness and contrast for optimal viewing in various lighting conditions. Designed to transform living spaces into premium home cinemas, these projectors offer a superior viewing experience with cutting-edge technology.

▲ Stephanie Chosen, Samsung Brand and Product Marketing Manager, speaking about The Frame and The Art Store’s collaboration with Jean-Michel Basquiat at Samsung’s IFA 2024 presentation, where the company unveils its latest innovations and celebrates the possibilities AI can create for everyone.

The Galaxy Book5 Pro 360, in collaboration with Intel, combines the power of the new Intel® Core Ultra processor with Samsung’s mobile leadership to unlock the next level of cross-device AI experiences. Featuring Galaxy AI, it offers personalised productivity and seamless connectivity. With all-day battery life, users can accomplish more efficiently, while its enhanced graphics and displays provide a premium entertainment experience within Galaxy’s extensive mobile AI ecosystem.

The ultra-thin Galaxy Book4 Edge 15-inch, designed with Qualcomm, is powered by the Snapdragon® X Plus processor for exceptional performance and long battery life. It integrates advanced NPU technology for top-tier AI capabilities and combines Copilot+ PC features with Galaxy AI. This portable device enhances creativity and connectivity on a vibrant 15-inch display.

Also showcased on stage at IFA were the latest innovations in Samsung TVs. Since 2015, Tizen OS has powered hundreds of millions of smart TVs, leading the evolution of television viewing. 2024 Samsung AI TVs will receive Tizen OS upgrades for seven years considering hardware specification.² This ensures that consumers can continue to enjoy the latest innovations and enhanced connectivity across all their Samsung devices.

Samsung’s Neo QLED 8K AI screens provide an enhanced viewing experience with built-in NQ 8 AI Gen 3 processors. These processors feature 512 neural networks — eight times more than before—and, when combined with the power of AI, deliver a customised, high-quality sound and picture experience. This technology upscales on-screen content to deliver the sharpest and smoothest picture yet.

The latest developments in The Frame and Art Store were also celebrated at IFA with the announcement of several new partnerships. Along with collaborations with Finnish design house Marimekko and Jean-Michel Basquiat, Samsung introduced an exclusive collection of 12 masterpieces by Belgian surrealist René Magritte. These partnerships enable users to bring extraordinary art into their homes, adding a touch of magic to their everyday surroundings.

Samsung also announced the exciting launch of the new Samsung Music Frame in partnership with Universal Picture’s Wicked. The Music Frame wireless speaker was launched earlier this year, delivering superior sound quality that fills any space with rich, clear audio. With built-in woofers and intelligent Dolby Atmos technology inside, the Music Frame intelligently adapts to your home acoustics and brings every sound and note to life. The limited-edition Wicked Music Frame comes with two movie art images and one wonderful exclusive image (only available as part of the limited-edition Music Frame) of the beloved Glinda and Elphaba, along with character autographs and an authenticity certificate.

Samsung is creating simple user experiences through its Bespoke AI appliances,³ which now offer enhanced voice control through Bixby upgrades. The upgraded Bixby can understand multiple commands in one sentence, recall previous context⁴ to carry out continuous commands for personalised responses and provide answers to product related questions.⁵ It allows users to express their needs more naturally and easily than before.

Samsung also opens up greater control and accessibility benefits for users. For example, Samsung developed and applied an Auto Open Door feature on some washing machine and refrigerator models so users can open doors with a light touch. A recent update allows people to open the door by simply saying, “Open the refrigerator door”, even without wake-up commands like “Hi Bixby”.

AI Meets World

Samsung believes that AI is a force for good and one which has a critical role to play in allowing us all to take better care of the planet and each other.

Samsung has continued its mission to become Net Zero by 2050, with 93% of its DX Division operations running on to Renewable Energy sources.⁶

Within its products, Samsung continues to prioritise energy efficiency and is passionate about using AI to make this possible. Whether that’s AI inside appliances such as its refrigerators and washing machines or using AI to unlock the potential of its SmartThings Eco System to save more energy.

Samsung’s AI Hybrid refrigerators have been built with energy saving front of mind. By combining two power sources, a compressor and Peltier cooling technology, the fridge intelligently responds when more energy than usual is being used. For example, if the fridge door is left open for longer, the Peltier technology works as an extra cooling source to improve overall energy efficiency.

On stage at IFA, Samsung revealed that the Bespoke AI Laundry Combo is now rolling out across Europe. The All-in-One washer and dryer combo is a single space efficient appliance that finishes the wash and dry cycle in one queue. The wash cycle not only meets but surpasses the minimum energy efficiency requirements for the A-grade rating by up to 20%,⁷ and the wash and dry cycle combined also meets the A-grade rating.⁸ This impressive performance is achieved through advanced heat pump drying technology, which dries clothes quickly, gently and efficiently at lower temperatures.

▲ Katharina Mayer, Samsung Head of LifeStyle Lab Europe – Digital Appliances, speaking about the Bespoke AI Laundry Combo at Samsung’s IFA 2024 presentation, where the company unveils its latest innovations and celebrates the possibilities AI can create for everyone.

The SmartThings Ecosystem remains at the core of Samsung’s ability to pioneer energy efficiency, as it can make lots of small changes to make a big difference. The AI Energy Mode in SmartThings Energy⁹ can save up to 70% of energy consumption for washing machines.^{10 11} Also with SmartThings Away Mode users never have to worry about forgetting to turn off a light or the TV when they go out. Sensors in various appliances sense when there is no-one in the room and then shut down systems to save energy.

Bespoke AI appliances can also save energy costs through Optimal Scheduling and Optimal Charging. These features delay the start of a wash cycle and charging to avoid peak hours in order to reduce energy costs when combined with smart tariffs.

For more information on the products mentioned within this release, please visit the Samsung Global Newsroom here.

The Samsung exhibition at IFA will be open from September 6 to 10 at the City Cube, Berlin.

* The content has been revised to provide more accurate information.

¹ This research was conducted between July 11th and July 19th, 2024, to gauge public sentiment towards AI across Europe. The survey sampled 11,000 adults from ten countries: the UK, Germany, France, Italy, Spain, Sweden, Finland, Norway, Denmark and Poland, with each country contributing 1,000 respondents, except the UK, which had 2,000 respondents.
² Details on supported models and features to be determined.
³ The update is available for appliances launched in 2024 including the Bespoke 4-Door Refrigerator with AI Family Hub; Bespoke AI Laundry Combo; Bespoke Slide-in Range; Bespoke Jet Bot Combo AI; and Bespoke AI WindFree Gallery Freestanding Air Conditioner (sold in Korea only).
⁴ Only available when the dialog box is open.
⁵ Understanding multiple commands and Recalling previous context are supported in the following languages: English (US, UK, India), Korean, Spanish (Latin America, Europe), French, German, Italian and Portuguese (Brazil). Answering product-related questions is currently available for English (US) and Korean. The following scenario is based on English (US) and may vary depending on user language settings.
⁶ In September 2022, Samsung announced its New Environmental Strategy which includes the company’s goals to achieve net zero Scope 1,2 emissions by 2050, maximize resource circularity to contribute to a circular economy and tackle environmental challenges through technological innovation. Samsung’s Device eXperience (DX) division aims to reach net zero Scope 1,2 emissions by 2030. The DX division achieved 93.4% renewable energy conversion as of the end of 2023 — which includes 100% renewable energy used at major global manufacturing facilities in the United States, Europe, Korea, China, Brazil, India and Vietnam.
⁷ Based on internal testing of energy efficiency of household washing machines according to Regulation (EU) 2019/2016. This 18kg washer model comes with 20 percent more energy efficiency (38.9 EEI) than the conventional A-rated energy efficiency class (52 EEI).
⁸ Based on internal testing. Complete operating cycle from washing to drying of this model is rated Energy efficiency class A as defined by EU Regulation 2019/2014.
⁹ Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.
¹⁰ Savings amount estimated based on tests performed by Samsung. Estimated savings may differ from users actual savings. https://blog.smartthings.com/smartthings-energy/how-to-reduce-your-carbon-footprint-with-smartthings-energy/
¹¹ Wi-Fi connection, Samsung account and SmartThings required. Can be applied when the selected washing temperature is 20~40°C. Max saving results from washing a 40 degree cycle as a cold wash. Savings based on internal testing on the WW11BB944AGB model in normal usage conditions. Results: Power consumption without AI Energy Mode = 0.539 KWh. Power consumption with AI Energy Mode = 0.145 KWh. Results may vary depending on the actual usage conditions.

Samsung formed Team Atlanta — comprised of more than 30 security researchers from the Georgia Institute of Technology, New York University (NYU), Korea Advanced Institute of Science and Technology (KAIST), Pohang University of Science and Technology (POSTECH) as well as Samsung Research, a leading research and development organization within Samsung.

▲ Team Atlanta members pose for a photo.

AIxCC participants compete to detect and mitigate vulnerabilities in large-scale software systems using AI. With a total prize pool of over $20 million, the competition aims to promote the development of new technologies to improve computer code security for social infrastructure systems including transportation, public utilities and healthcare.

The competition is held in conjunction with DEF CON, an annual cybersecurity and hacking conference in Las Vegas. Following the announcement of AIxCC in August 2023, Team Atlanta developed and submitted their cyber reasoning system — before advancing through the semifinals at DEF CON 32 from August 9 to 11, 2024. Securing $2 million in research funds, Team Atlanta will attend the final round at DEF CON 33 in August 2025.

During the semifinal round, Team Atlanta demonstrated its ability to automatically detect security vulnerabilities in large-scale software and apply security patches using their system. Team Atlanta earned significant recognition from organizers as it was the only team out of 39 to discover a genuine vulnerability — not a flaw that had been set up for the competition.

“We will thoroughly prepare for the upcoming final round by diversifying applications of AI and researching programming languages and countermeasures against vulnerabilities,” said Taesoo Kim, Vice President of Samsung Research, who led Team Atlanta.

▲ AIxCC finalists

As cyberattacks become more frequent and complex, the importance of AI technology in security is becoming increasingly evident. By learning from vast amounts of data, AI can analyze and infer from new data to anticipate and respond to security threats. Generative AI, in particular, improves efficiency in the security sector by better understanding software programs and more effectively addressing security threats. As such, the application of AI in security has become a necessity.

Samsung will continue leveraging AI to improve security. Through ongoing research on AI technology that detects vulnerabilities and automates security patches, the company plans to strengthen its competitive edge by increasing product and service reliability.

Samsung Electronics, the world leader in advanced memory technology, today announced it has begun mass production for the industry’s thinnest 12 nanometer (nm)-class, 12-gigabyte (GB) and 16GB LPDDR5X DRAM packages, solidifying its leadership in the low-power DRAM market.

Leveraging its extensive expertise in chip packaging, Samsung is able to deliver ultra-slim LPDDR5X DRAM packages that can create additional space within mobile devices, facilitating better airflow. This supports easier thermal control, a factor that is becoming increasingly critical especially for high-performance applications with advanced features such as on-device AI.

“Samsung’s LPDDR5X DRAM sets a new standard for high-performance on-device AI solutions, offering not only superior LPDDR performance but also advanced thermal management in an ultra-compact package,” said YongCheol Bae, Executive Vice President of Memory Product Planning at Samsung Electronics. “We are committed to continuous innovation through close collaboration with our customers, delivering solutions that meet the future needs of the low-power DRAM market.”

With the new LPDDR5X DRAM packages, Samsung offers the industry’s thinnest 12 nm-class LPDDR DRAM in a 4-stack structure,¹ reducing the thickness by approximately 9% and improving heat resistance by about 21.2%, compared to the previous generation product.

By optimizing printed circuit board (PCB) and epoxy molding compound (EMC)² techniques, the new LPDDR DRAM package is as thin as a fingernail at 0.65 millimeters (mm), the thinnest among existing LPDDR DRAM of 12GB or above. Samsung’s optimized back-lapping³ process is also used to minimize the package height.

Samsung plans to continue expanding the low-power DRAM market by supplying its 0.65mm LPDDR5X DRAM to mobile processor makers as well as mobile device manufacturers. As demand for high-performance, high-density mobile memory solutions in smaller package sizes continues to grow, the company plans to develop 6-layer 24GB and 8-layer 32GB modules into the thinnest LPDDR DRAM packages for future devices.

¹ Structure with four layers packaged together, and each layer consists of two LPDDR DRAMs.
² Material that protects semiconductor circuits from various external environments such as heat, impacts, and moisture.
³ Grinding the backside of a wafer.

Samsung Electronics today announced that it has signed an agreement to acquire Oxford Semantic Technologies, a UK startup specializing in knowledge graph technology.

Established in 2017 by three Oxford University professors — Ian Horrocks, Boris Motik and Bernardo Cuenca Grau — Oxford Semantic Technologies holds cutting-edge technological capabilities in the areas of knowledge representation and semantic reasoning. With its AI-centric engine, RDFox®, the company currently collaborates with organizations across Europe and North America involved in the finance, manufacturing and e-commerce sectors.

Knowledge graph technology stores information as an interconnected web of related ideas and process data in a manner similar to how humans acquire, remember, recall and reason over knowledge. By integrating and connecting data, this technology enhances the understanding of how people use a product or service and enables rapid information retrieval and recommendation. As such, it is considered one of the key technologies for realizing more sophisticated and personalized AI solutions.

Knowledge graph technology is challenging to implement due to the complex computations used in the process of converting dynamic and extensive real-world data into knowledge graphs and utilizing them. However, Oxford Semantic Technologies has developed and successfully commercialized knowledge graph technology that optimizes data processing and enables advanced reasoning, in the cloud and on-device.

Samsung Electronics has been collaborating with Oxford Semantic Technologies on various projects since 2018, including investment of Samsung Ventures. With this acquisition, Samsung will secure advanced core engines for personal knowledge graphs. These graphs integrate information and context dispersed across various services and apps, crafting a user experience that is tailor-made by becoming increasingly familiar with users’ preferences and usage.

Combined with on-device AI technology, such as that on Samsung’s Galaxy S24 series, personal knowledge graph technology facilitates hyper-personalized user experiences while ensuring sensitive personal data remains secure on the device. It will be applicable across all of Samsung’s products, extending beyond just mobile devices to televisions and home appliances.

“We are delighted to be working with Samsung,” said Peter Crocker, CEO of Oxford Semantic Technologies. “By integrating Samsung’s expertise in user experience and data with our advanced knowledge graph and reasoning technology, we will provide Samsung’s customers with even more sophisticated personalization. In addition, developing RDFox with Samsung, and being part of the larger group, will provide all of our clients with an even better product, service and support.”

“As global consumers realize their growing need for more personalized AI experiences, the acquisition of Oxford Semantic Technologies will further boost Samsung’s strong capabilities in knowledge engineering,” said Paul Kyungwhoon Cheun, Head of Samsung Research and CTO of Samsung Electronics. “This acquisition is another important step forward as we strive to deliver tailor-made AI experiences built upon our hallmark technological innovation.”

About Oxford Semantic Technologies Ltd.
Oxford Semantic Technologies is a spin out of the University of Oxford by leading academics in the field of knowledge representation and reasoning. With its innovative software RDFox®, the company helps leading companies across many sectors to integrate diverse data sets and apply reasoning across them. Use cases include recommendation engines, product configurators, integration of maps for autonomous vehicles and anomaly detection in financial transactions. For more information, please visit www.oxfordsemantic.tech.

Samsung Electronics today announced that it has launched its 3D Map View feature, which was first unveiled at CES 2024 and is now available in all countries with SmartThings access.

Map View streamlines home management by turning real floor plans into virtual images in the SmartThings app. Users can clearly see their devices and conveniently adjust lighting, temperature, air quality and energy consumption at any time and place.

Map View addresses the challenge of managing the growing number of connected devices in every home worldwide and eases smart home management by eliminating the need to find each device separately before using it. It shows users their entire home at a glance and updates in real time as more devices are connected.

Map View’s previous version was a 2D model that only worked for homes where the floor plan was provided. However, this newly updated 3D Map View takes advantage of Spatial AI in Samsung devices — such as the Bespoke Jet Bot — using LiDAR¹ sensors in the device to precisely measure and map a home’s layout. Now, users can more easily understand the shape and spatial conditions of their homes on 3D maps.

The feature has also enhanced its filter function to allow for more efficient monitoring and control of required devices. It aims to offer a more customized and user-friendly smart service by using AI characters, which were also unveiled at CES 2024, by the end of the year.

Availability

Map View is available through the SmartThings app on Android and iOS mobile devices,² as well as TVs.³ Controls for the feature will also be made available through additional hubs, such as Family Hub refrigerators,⁴ within the first half of the year.

Initially, Map View was rolled out in Korea and the United States last year. But now, it can be used in all countries with access to the SmartThings app.

“Samsung is constantly working to enable customers to control their home devices without any inconvenience at any time and place, and Map View is the result of these efforts,” said Seungbeom Choi, Head of Device Platform Center at Samsung Electronics. “We will continue to introduce a variety of relevant services and features so our customers can enjoy optimal smart home experiences with a better life.”

Samsung is currently collaborating with construction companies to expand Map View beyond homes to apartments and office spaces. The company aims to help create smart environments for customers worldwide by adding functionality. These include an optimized user experience (UX) for large screens that assists B2B operators with signage, and Quick Control, which enables users to easily access key functions.

¹ Light Detection and Ranging (LiDAR) sensors use laser light to detect objects in 3D for the accurate representation of environments.
² Android OS 9.0 ↑ with minimum of 6GB RAM / iOS 15↑ with minimum of 6GB RAM and 792 x 828 resolution.
³ Samsung Smart TV released after 2024 (DU 7000↑)
⁴ 4 Family Hub refrigerators; Some models released after 2021/ More detailed required specifications will be disclosed at the time of application.

Centered on the theme “AI for All: Connectivity in the Age of AI,” Samsung’s booth highlighted the company’s unwavering commitment to industry-leading innovation and strategic work in improving lives. With the potential to enhance experiences at home, at work, and everywhere in between, Samsung’s vision for AI encompasses all aspects of daily life.

▲ View scenes from the Samsung booth on the opening day of CES

Read on for a detailed look at the five unique zones in Samsung’s CES 2024 booth, where technical excellence creates new, meaningful experiences.

▲ The Samsung booth at CES 2024 showcased the company’s innovations in the Sustainability Zone, SmartThings Zone, Screen Experience Zone, Home Experience Zone and Mobile Experience Zone.

▲ Visitors gathered at the entrance to view the company’s newly announced AI vision on The Wall, an ultra-large MICRO LED display.

Eco-Conscious Insights at the Sustainability Zone

Upon stepping into the booth, attendees were welcomed into the Sustainability Zone that provided insights into Samsung’s environmental strategy, resource circularity efforts and accessibility enhancements. Featuring a wall built from recycled materials, the zone demonstrated how sustainability shapes the company’s developmental direction. Additionally, attendees learned about partnerships with startups working to tackle environmental issues as well as SmartThings Energy — the company’s home energy service helping users live more eco-consciously.

▲ View of the Sustainability Zone

▲ Attendees observed details of Samsung’s sustainability efforts at the Circular Workshop.

Smarter Living Made Simple at the SmartThings Zone

In the SmartThings Zone, attendees interacted with Samsung’s ever-expanding home ecosystem — which currently includes 196 SmartThings-compatible devices and products from 48 partner companies. The zone featured a variety of scenarios related to different tasks and rooms in the home, allowing users to imagine how SmartThings could improve their daily lives. Topping off the engaging experience, attendees were able to enjoy a live cooking show with British food influencer Oli Paterson.

▲ View of the SmartThings Zone

▲ (From left) Visitors engaged in immersive gaming experiences. Attendees tested out a number of SmartThings-enabled capabilities including Pet Care.

Breaking the Boundaries of Entertainment at the Screen Experience Zone

Samsung welcomed visitors to learn how the company is enhancing its displays with AI technology at the Screen Experience Zone. Presenting its suite of premium TVs including the new Transparent MICRO LED, the zone transformed content viewing from a passive activity into an immersive experience. What’s more, attendees were excited to meet the newly revamped Ballie — Samsung’s AI companion robot that offers more personalized services.

▲ View of the Screen Experience Zone

▲The new Transparent MICRO LED display and Ballie robot attracted the attention of many viewers.

An AI-Powered Lifestyle at the Home Experience Zone

The Home Experience Zone invited attendees to learn how AI technology minimizes the hassle of chores and daily tasks through Samsung’s home appliances — including the Bespoke AI Laundry Combo, Bespoke 4-Door Flex Refrigerator with AI Family Hub+, and more. In this zone, attendees witnessed how smart cycles like AI OptiWash and AI Optimal Dry enhance the laundry process and how intelligent features such as AI Vision Inside manages food ingredients.

▲ View of the Home Experience Zone

▲ Visitors listened to detailed explanations of Samsung’s suite of Bespoke home appliances.

A Hyper-Connected Device Ecosystem at the Mobile Experience Zone

The Mobile Experience Zone at the end of the booth featured Samsung’s portable devices. Attendees tested the new AI capabilities, upgraded processing power, and precise touchscreen of the latest Galaxy Book4 series. Additionally, the zone illustrated the company’s partnerships with industry leaders, such as Microsoft, who are building a more connected Galaxy ecosystem.

▲ View of the Mobile Experience Zone

▲ Attendees tested out the new Galaxy Book4 series and gained insights into the hyper-connected Galaxy ecosystem.