Conversations That Connect the Whole Household

Unlike AI designed for individual devices, Samsung Vision AI Companion is purpose-built for the communal screen. It’s designed to bring everyone closer together, turning everyday moments into shared experiences. Whether asking questions about a film during a movie night with friends, discovering fun facts about favorite actors or planning a family dinner, Vision AI Companion sparks conversation and connection around the TV.

At the core of Samsung Vision AI Companion is an upgraded version of Bixby that enables more natural dialogue, deeper contextual understanding and personalized responses. Simply ask a question — about a film, a sports event, a piece of artwork or even travel suggestions — and Samsung Vision AI Companion delivers answers instantly, accompanied by helpful visuals and related content. There’s no need to navigate complicated menus or use additional devices. Everything happens right on the screen, while you continue to enjoy your program.

For example, if you’re seeking a recipe video, you can ask, “What’s the best way to grill pork belly?” Vision AI Companion will share a list of relevant step-by-step videos. And as the holiday season approaches, your TV becomes a helpful resource for planning and inspiration. Ask, “Can you recommend a movie for Christmas?” and you’ll receive a selection of films and related content. Looking for games? Vision AI Companion suggests options ranging from solo activities to fun games for the whole family. Even practical questions like “What’s the weather like in December?” are answered with up-to-date information, making it easier to prepare for the season.

Conversational and Visual Intelligence

What sets Vision AI Companion apart is its ability to answer questions and requests with visualized, intelligent responses through multiple AI agents by simply pressing the AI button on your remote control.

Powered by Generative AI, Vision AI Companion delivers a more natural and conversational experience that understands context and follow-up questions, enabling more fluid interactions that feel like a real conversation — no commands, no menus, no typing.

World’s First Multi-AI Agent TV Platform Supported in 10 Languages

As an open, multi-AI agent platform, VAC combines various LLMs (large language models), including Microsoft Copilot and Perplexity to share visualized, intelligent responses adapted to user questions and requests. With the press of the dedicated AI button on the remote, Samsung Vision AI Companion opens the door to a new kind of search experience, making it easy to access these apps and find organized results, such as personalized recommendations, trip planning and even complex queries like company research and product reviews. Vision AI Companion can be enabled when watching various content sources, including Live TV, Samsung TV Plus and any streaming services.

Other features include:

•   Live Translate: Real-time translation of on-screen dialogue and conversations, breaking down language barriers for global families.

•   AI Gaming Mode: Enhances gameplay with responsive, AI-powered optimization for picture and sound.

•   Generative Wallpaper: Creates dynamic, personalized visuals for the TV, adapting to user preferences and moods.

•   AI Picture, AVA Pro and AI Upscaling Pro: Automatically optimize picture and audio quality, ensuring every scene looks and sounds its best.

With one of the broadest language offerings for conversational AI on a TV or monitor, Samsung Vision AI Companion supports 10 languages — including Korean, English, Spanish, French, German, Italian and Portuguese — bringing advanced AI capabilities to more people in more places than ever before.

Samsung Vision AI Companion is available across the 2025 lineup, including Neo QLED, Micro RGB, OLED, QLED step-up TVs, Smart Monitors and The Movingstyle. The platform is built on One UI Tizen, with seven years of OS software upgrades to maintain security and deliver new features over time.

Driven by Samsung’s commitment to making advanced technology part of daily life for more households, Vision AI Companion puts the TV at the center of a connected home — ready to help, inform and adapt as your needs evolve.

To learn more, visit www.samsung.com.

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

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

A More Connected AI Experience

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

Copilot can be accessed through the Samsung Tizen OS home, Samsung Daily+ and Click to Search, enabling conversational AI support for a range of scenarios. Through natural voice interaction, Copilot offers personalized recommendations, relevant information and interactive learning experiences. Whether viewers are curious about something they’re watching or looking to explore a topic further, Copilot can respond instantly to share quick facts about actors or athletes, summarize plots, support foreign language learning or help break down complex concepts — all from the largest screen in the user’s home.

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

As the leading global TV manufacturer for 19 consecutive years,² Samsung is in a unique position to create the most intuitive and supportive AI companion for the home.

To learn more, visit www.samsung.com

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

¹ Copilot is available on 2025 TV models including, Micro RGB, Neo QLED, OLED, The Frame Pro, The Frame, as well as the M7, M8 and M9 Smart Monitors. Availability will expand to additional regions and models over time and may vary by market.
² Based on the market research firm Omdia.

The Smart Monitor M9 brings together the brilliance of a 4K OLED display with built-in Smart TV Apps, AI-powered features and Samsung Gaming Hub to achieve a seamless experience no matter what’s on screen — no PC required.

Since its release, the device has earned praise from industry experts for its stunning picture quality, intelligent features and gaming-ready performance.

Below is a summary of what leading tech outlets are saying about the Smart Monitor M9 (listed in alphabetical order):

• HomeTheaterReview
• Techaeris
• Tom’s Guide

Next-Level Picture Quality Backed by QD-OLED Brilliance

Highlighting the high-end features and performance improvements of the M9, one of Samsung’s best OLED 4K models in its class, Tom’s Guide wrote, “The new M9 offers a significant upgrade over its predecessor thanks to its 32-inch 4K QD-OLED panel, which dramatically enhances contrast and color for an improved movie-watching experience.”

The Smart Monitor M9 delivers true-to-life visuals powered by QD-OLED technology, producing rich colors and deep inky blacks — complemented by sharp 4K resolution. With support for VESA DisplayHDR True Black 400, content appears with greater depth and contrast, even in dark scenes.

 “The Smart Monitor M9 features Samsung Vision AI, providing advanced upscaling and picture optimisation features,” added Tom’s Guide. “During my time with the M9, I came to the conclusion that it’s a huge leap forward from its predecessor, offering more than enough advancements to justify a price increase.”

Techaeris rated the M9 a 9.7 out of 10, calling its QD-OLED panel “one of the best you’re going to find on any monitor,” and noting the display “looks spectacular” with colors that “pop” and brightness that “doesn’t wash out the colors.”

To help reduce the risk of burn-in and maintain screen integrity over time, Samsung OLED Safeguard+ features advanced technologies like adaptive brightness controls and a proprietary cooling system with a Pulsating Heat Pipe.

Game in High Gear With Pro-Level Specs

“With a brilliant 4K QD-OLED display, 165Hz refresh rate, Smart TV apps, Gaming Hub, and more, this is a do-it-all monitor and TV, perfect for work and play,” wrote Techaeris.

The Smart Monitor M9 is engineered for smooth, fast-paced gaming, featuring a near-instant 0.03ms GTG response time and support for both NVIDIA G-SYNC Compatible and AMD FreeSync Premium Pro.

HomeTheaterReview described the M9 as “one of the most impressive displays money can buy,” pointing to a responsive performance and “color accuracy that creative professionals will drool over.”

Whether jumping into cloud-based titles via Samsung Gaming Hub or connecting to a console or PC, the M9 delivers the speed and clarity needed for an immersive gaming experience. The same reviewer noted they use the M9 just as often without a PC as with one, describing it as “the kind of paradigm shift that makes this monitor truly special.”

A Smarter Screen and a Smarter Experience: AI That Adapts to You

“Imagine a monitor so capable, you might forget to connect a computer,” wrote HomeTheaterReview, which awarded the M9 five stars and an “Editors’ Choice” distinction.

The M9 is a smart entertainment hub that provides built-in access to popular streaming apps like Netflix and YouTube, Samsung TV Plus and Samsung Gaming Hub, enabling cloud-based gaming and content streaming, all without a PC.

Powered by the NQM AI Gen3 Processor, the M9 optimizes both picture and audio for a more immersive viewing experience. Intelligent features like 4K AI Upscaling Pro, AI Picture Optimizer and Active Voice Amplifier (AVA) Pro automatically adapt to content and the display’s surroundings to consistently provide reliable, high-quality entertainment.

Whether used for content viewing, cloud gaming, or everyday tasks, it delivers the flexibility of a monitor and the functionality of a smart TV. Techaeris calls the M9 “an outstanding monitor” and adds, “for those who only want to spend once, this is a solid choice.”

The M9 also features a 90W-charging USB-C, one HDMI 2.1, one DisplayPort 1.4, and eARC ports, supporting a variety of gaming and entertainment input needs. The slim metal stand, which offers tilt and height adjustment, “deserves special mention,” according to HomeTheaterReview, for its balance of form and function in a modern flat-back design.

The Smart Monitor M9 was named a CES 2025 Innovation Awards Honoree, receiving the recognition for its advancements in display performance and intelligent features.

Techaeris named the M9 a Top Pick of 2025, citing its versatility across work, play and everything in between. That recognition joins a growing list of accolades across Samsung’s next-generation display portfolio, including a 2025 Techaeris Innovation Award for the Odyssey 3D G90XF — celebrated for its “mind-blowing” 3D experience and praised as the “real deal” for those seeking a 3D monitor without glasses.

For more information on the Samsung Smart Monitor M9, visit samsung.com.

Samsung’s Micro RGB is built on Samsung’s proprietary Micro RGB Technology, which arranges individually controlled red, green and blue micro RGB LEDs — each less than 100µm in size — in an ultra-fine pattern behind the panel. Unlike conventional backlighting, the architecture enables precision control over each red, green and blue RGB LED.

“Micro RGB achieves unprecedented precision in the control of micrometer-sized RGB LEDs, raising the bar for color accuracy and contrast in consumer displays,” said Taeyong Son, Executive Vice President and Head of the R&D Team of the Visual Display (VD) Business at Samsung Electronics. “With this launch, we’re setting the standard in the large-sized, ultra-premium TV market and reinforcing our commitment to next-generation display innovation.”

Micro RGB is powered by Samsung’s Micro RGB AI engine, which uses AI processing to fully optimize both picture and sound. This advanced technology analyzes each frame in real time and automatically optimizes color output for a more lifelike and immersive picture. With this AI engine, Micro RGB Color Booster Pro recognizes scenes with dull color tones and intelligently enhances colors across all content for a more vivid and immersive viewing experience.

Additionally, Samsung’s Micro RGB features Micro RGB Precision Color, ensuring colors are delivered as intended for maximum accuracy and vividness, with precisely controlled colors that achieves 100% color coverage of BT.2020, an international standard for color accuracy established by the International Telecommunication Union (ITU). The display also received ‘Micro RGB Precision Color’ certification from the Verband der Elektrotechnik (VDE), a leading German electrical engineering certification institute.

With Glare Free technology, Samsung’s Micro RGB minimizes reflections, even in bright lighting conditions for a more comfortable and focused viewing experience. Apart from providing next-generation performance, Micro RGB’s super slim metal design achieves a sleek, minimalistic profile to compliment any interior.

With Samsung Vision AI integrated, Samsung’s Micro RGB brings the latest state-of-the-art AI technologies including AI picture and sound, and a smarter Bixby voice assistant, powered by generative AI, which offers a more conversational and personalized experience for TV users to get more from what they’re watching without leaving the screen.

Samsung’s Micro RGB is also secured by Samsung Knox, the industry-leading security solution designed to protect users’ sensitive personal data, and Samsung’s 7-year free Tizen OS Upgrade program, which ensures ongoing software enhancements and long-term support.

After its debut in Korea, Samsung’s Micro RGB is set to launch in the U.S., with plans for a global rollout featuring a variety of sizes to meet customer needs.

To learn more about Micro RGB, visit, www.samsung.com.

Samsung Electronics today announced an update¹ to its AI-powered Bixby feature on its 2025 TV lineup, introducing a more advanced Bixby voice assistant designed to make information discovery more natural, intuitive and seamless.

“Samsung has led the global TV market for 19 consecutive years, and we continue to raise the bar by delivering meaningful innovation that enhances everyday experiences,” said Hun Lee, Executive Vice President of the Visual Display Business at Samsung Electronics. “With a smarter Bixby, we focused on making AI practical, helping viewers connect with content in smarter, more natural ways.”

Ask Your TV Anything. A Smarter Bixby Answers

A smarter Bixby voice assistant on Samsung TVs now delivers a more natural and personalized experience. With a smarter Bixby, users can easily wake it up by voice or by pressing the mic button to start a conversation — no commands, no menus, no typing.

The new Bixby understands context and follow-up questions, enabling more fluid interactions that feel like a real conversation. Powered by Generative AI, Bixby can answer any questions you may have, whether you’re asking about general information, such as “How tall is Mount Everest?” or recommendations like “Please suggest chill playlists for a rainy day”. By simply asking, Bixby can help answer questions about on-screen content, as it retrieves the most relevant details and displays them on screen. It’s a smarter, faster way to get more out of your TV without breaking your viewing flow.

Smarter Bixby Enhances Click To Search

With this update, Bixby is now integrated into Click to Search, making it easier than ever to discover and explore entertainment and more, whether watching live TV, cable channels or Samsung TV Plus. Users can ask about an actor, a show or a broader topic — and receive answers instantly, right on their TV.

Bixby even enables Click to Search to go beyond what’s on screen. For everyday questions such as “Tell me the recipe for making pasta” or “Do you know any good movies about chefs?” Bixby delivers contextual responses using external information. It’s search made simple.

Effortless Home Device Management With Bixby and SmartThings

Equipped with a smarter Bixby, Samsung TVs can detect, connect and control appliances with Samsung SmartThings enabled. By speaking directly to their screen, users can leverage the SmartThings ecosystem to execute voice commands, such as “Turn off the oven now,” or “Set the air conditioner to 25 degrees,” transforming their smart TV into a central hub for managing other smart home appliances.

Moreover, Bixby is secured by Samsung Knox, the industry-leading security solution designed to protect users’ sensitive personal data. Users can enjoy AI-driven personalized features without worrying about privacy concerns, as no user voice data is stored on servers or TVs.

Ongoing Support and Availability

Smarter Bixby will be available on 2025 Samsung TVs, including Neo QLED, OLED, The Frame and QLED models, with availability starting in South Korea and extending to global markets in phases.

Building on the integration of Bixby within Vision AI, Samsung will introduce a newly upgraded version of Vision AI in October 2025. This evolved Vision AI will be available through Samsung’s 7-year free Tizen OS Upgrade program, which ensures ongoing software enhancements and long-term support.

For more information, visit www.samsung.com.

¹ The update will start rolling out in the U.S. on August 4, with plans to expand to four European countries (France, Germany, Italy, Spain) within August.

Samsung Electronics today announced that Samsung TV Plus will livestream the Jonas Brothers’ “JONAS20 Greetings From Your Hometown” tour from key American stops. Live action from the highly anticipated tour will be available to watch exclusively on the streaming service’s all-new channel Samsung Television Network (STN).

Starting August 10, fans can livestream the Jonas Brothers’ North America tour. The streams will feature backstage access, surprise guests and all the fan-favorite hits, with the concert including a surprise host conducting live interviews, commentary and more.

The Jonas Brothers’ tour marks the first major live event to premiere on STN, the newly launched flagship channel on Samsung TV Plus. STN, which is only available in the U.S., delivers live events, A-list talent and culture-defining entertainment — all in one place. “JONAS20” will join STN’s stellar lineup, which includes Emmy®-winning hits like “Killing Eve,” late-night legends David Letterman and Conan O’Brien, blockbuster movies and live sports from leagues such as Minor League Baseball.

“Partnering with the Jonas Brothers to livestream their upcoming tour on Samsung TV Plus reflects our commitment to connecting audiences with the artists and stories they love, on the biggest screen in their home,” said Salek Brodsky, SVP and Global Head of Samsung TV Plus.

Livestream Jonas Brothers Concert Dates on Samsung TV Plus

Fans nationwide can livestream select dates from the “JONAS 20: Greetings From Your Hometown” tour on STN:

• Aug. 10 | East Rutherford, NJ
• Aug. 31 | Dallas, TX
• Oct. 12 | Milwaukee, WI
• Oct. 26 | Orlando, FL
• Nov. 9 | Buffalo, NY

“JONAS20” on STN delivers a front-row seat to the full concert experience, with immersive behind-the-scenes access and hometown tributes from Joe, Kevin and Nick Jonas. Fans can enjoy the experience individually, host viewing parties or connect with others virtually — with Samsung Television Network as the destination for every song and unforgettable moment.

“This tour is about celebrating where we came from and sharing that with the fans who’ve been with us every step of the way,” said the Jonas Brothers. “Streaming it live on Samsung TV Plus means we get to include every fan, everywhere. No matter where you are, this is your hometown show.”

With over 17 million albums sold worldwide and GRAMMY® nominations for their multi-platinum hit “Sucker” in 2020 and the “Best New Artist” category in 2009, the Jonas Brothers have cemented their place as global pop-rock icons. Their highly anticipated new album of the same name, “Greetings From Your Hometown,” will be released Aug. 8, just days before their tour kicks off at MetLife stadium on Aug. 10. The “JONAS 20 Greetings From Your Hometown” tour celebrates their legacy while deepening their connection with fans around the world.

Now, through their partnership with Samsung TV Plus, they’re expanding that connection even further, bringing the energy of their live shows directly into millions of living rooms and mobile devices.

How to Watch ‘JONAS 20: Greetings From Your Hometown’

Samsung TV Plus is available on Samsung TV, Galaxy, Smart Monitor and Family Hub devices. This includes the 2025 TV series, which spans Samsung Neo QLED 8K, Neo QLED 4K, OLED, The Frame and The Frame Pro, all powered by Samsung Vision AI¹ for AI enhanced picture and sound. The series also includes new personalized features that bring users closer to all the shows, movies and sports they love.

¹ Samsung Vision Al is only available on 2025 Neo QLED 8K, Neo QLED, OLED, QLED and The Frame TV models. Samsung Vision Al features vary by TV model (excludes Crystal UHD, FHD and HD TV models).

Now in its 14th year, the seminar provides field experts with hands-on experiences of Samsung’s latest TV lineup ahead of its official release. This year, the seminar will be showcasing technologies related to AI-powered picture quality, immersive sound, and next-generation viewing experiences.

Revolutionizing the Screen Experience With AI

Samsung’s 2025 TVs will feature powerful AI-driven features designed to enhance the user experience. At the heart of this innovation is Vision AI, an advanced platform that personalizes and simplifies the way users interact with their screens. Features such as Click to Search allows viewers to instantly access relevant information about on-screen content, while Live Translate provides real-time audio translations for seamless global viewing. Quick Remote transforms a smartphone into a control hub, offering a more intuitive and connected experience.

Samsung has also introduced a seamless multi-device experience, enabling effortless content sharing and control across Samsung devices. Features like Storage Share, which allows easy file transfers between Galaxy devices and TVs, and Multi Control, which lets users operate multiple Samsung devices with a single keyboard and mouse, create a more connected and streamlined ecosystem.

Next-Generation OLED & Neo QLED Picture Quality

Samsung’s 2025 OLED TVs introduce Glare Free 2.0, minimizing reflections for a crystal-clear and immersive experience. Powered by the NQ4 AI Gen3 Processor and 128 neural networks, AI Upscaling sharpens details with remarkable precision, while OLED HDR technology boosts brightness and contrast.

The 2025 Neo QLED 4K lineup features advanced local dimming for deeper blacks and enhanced HDR accuracy. AI Motion Enhancer, previously exclusive to 8K models, is now available in 4K TVs, delivering ultra-smooth visuals ideal for sports and action-packed content.

Expanding the Lifestyle TV Portfolio

Samsung’s Lifestyle TV lineup continues to push boundaries of design and innovation, blending cutting-edge technology with personalized home aesthetics.

The Frame Pro redefines both entertainment and home décor, now featuring Mini-LED Local Dimming for enhanced brightness and lifelike picture quality. With access to over 3,000 digital artworks via Samsung Art Store, users can instantly transform their TV into a stunning personal gallery. The addition of Wi-Fi 7 ensures seamless installation, reducing cable clutter for a cleaner, more sophisticated setup.

Meanwhile, The Premiere 5 offers a compact yet powerful projection experience with touch interaction, making it ideal for gaming, education, and immersive home entertainment. Designed for versatility, it delivers immersive visuals in a range of environments, from classrooms to home theaters and much more.

Introducing the Next Era of Immersive Sound

Samsung is redefining audio innovation with Eclipsa Audio, the industry’s first IAMF 3D sound technology developed in collaboration with Google. This advanced system optimizes spatial sound by analyzing environmental reflections, delivering a deeply immersive surround sound experience.

At the 2025 Tech Seminar, attendees will be among the first to experience Eclipsa Audio firsthand and see its seamless integration with Samsung’s latest soundbars for a next-level home theater experience.

“At Samsung, we’re committed to making all the devices you use smarter and more connected,” said Benjamin Braun, Samsung Europe’s Chief Marketing Officer. “Whether it’s using Vision AI to automatically optimize your TV settings or AI-powered services to make activities such as search or home management simpler, we’re showing how technology can feel more personal and tangible than ever before.”

Following the Frankfurt event, Samsung will bring the Tech Seminar series to key regions including Southeast Asia and Latin America, providing more industry professionals with exclusive hands-on previews of its AI-powered display and audio innovations ahead of their market launch.

▲ Kevin Cha from Samsung’s Picture Quality Solution Lab explains how Glare Free 2.0 technology and OLED HDR technology enhance viewing comfort.

▲ Haylie Jung from Samsung’s Picture Quality Solution Lab highlights advanced local dimming and AI-powered enhancements in the 2025 Neo QLED 4K, featuring the NQ4 AI Gen3 Processor.

▲ Steffen Greb from Samsung’s ECSO demonstrates Vision AI and seamless multi-device connectivity across Samsung products.

▲ Deokhwan Kim from Samsung’s Picture Quality Solution Lab demonstrates The Premiere 5’s touch capabilities.

▲ Hyungwoo Kim from Samsung’s Sound Device Lab showcases Eclipsa Audio, Samsung’s 3D audio technology, allowing users to enjoy immersive three-dimensional sound experience.

“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.