Samsung Electronics is catering to these needs with a diverse lineup of laundry solutions tailored to different living spaces. From space-saving all-in-one washer-dryer combos to washers and dryers with high-capacity and flexible installation options, Samsung’s Bespoke AI appliances provide a more personalized and efficient laundry experience.

Watch the video below to find the ideal Bespoke AI laundry solution for your home.

Bespoke AI Laundry Combo: Wash and Dry in a Single Unit

Designed for homes where space is limited but both washing and drying are essential, the Bespoke AI Laundry Combo delivers both functions in a single unit. With 25 kg washing and 20 kg drying capacities,¹ it offers powerful, space-efficient performance. It also significantly streamlines the laundry process because once washing is complete, there’s no need to transfer wet clothes to a dryer — everything can be completed in a single cycle.

Bespoke AI Laundry Hub: Handle Large Loads With Ease

The Bespoke AI Laundry Hub is a practical, high-capacity solution for larger households that do laundry frequently. It features a 26 kg washer on the bottom and a 24 kg dryer on top,² enabling efficient handling of large volumes. The integrated structure supports simultaneous or separate cycles, making it easier to manage different fabric types. A centrally located touchscreen enables seamless control of both units to enhance overall usability.

Bespoke AI Washer and Dryer: Design Your Laundry, Your Way

If you prioritize flexibility in layout and design, standalone Bespoke AI Washer and Dryer units offer versatile installation options. The units can be stacked vertically, placed side by side, or installed separately across different spaces, while still delivering optimal performance. This flexibility is particularly useful when your living environment changes due to relocations or evolving household needs.

Find the Perfect Match on Samsung.com

In January, Samsung launched “Help Me Choose,” a digital tool on Samsung.com designed to help you identify the right product for your home. By selecting a few simple options — including household size, available installation space, preferred features and colors — you can quickly receive washer and dryer recommendations that match your lifestyle.

1. The capacity may vary by market. ︎
2. The capacity may vary by market. ︎

As one of Europe’s most modern planetariums, the Zeiss Grand Planetarium is a key venue for science communication, showcasing events and exhibitions centered on astronomy and space travel. To enhance this experience, the Planetarium Berlin Foundation opted for an immersive LED installation in the foyer to serve as a visual gateway to the cosmos.

The installation consists of 85 Samsung IEA series LED cabinets (IE020A model). Featuring a 2.0 mm pixel pitch and a refresh rate of 3,840 Hz, the display ensures sharp, detailed and flicker-free imagery, even at close viewing distances or when captured on camera. This high-performance setup allows the planetarium to present complex scientific content and vivid space imagery with clarity and precision.

Beyond its technical capabilities, the LED wall serves as a central attraction within the venue. It functions both as an engaging visual centerpiece and a popular photo opportunity for visitors, contributing to a more interactive and memorable guest experience. The flexible design of the installation enables a wide range of content formats, including educational visualizations, previews for upcoming events and even live looks at the International Space Station (ISS).

“This opens up exciting prospects for a modern visitor experience that sparks curiosity and leaves visitors wanting more,” says Tim Florian Horn, Chairman of the Planetarium Berlin Foundation.

“Our LED technology delivers brilliant picture quality, high reliability and flexible application options. In the Zeiss Grand Planetarium, we have installed the LED cabinets in such a way that they create an immersive spatial experience. Installations like this demonstrate how technology brings knowledge to life in an emotional way and transforms spaces into places of experience,” says Amit Chatterjee, Manager of Presales Solutions at Samsung Electronics.

By integrating LED solutions, Samsung and Zeiss Grand Planetarium are demonstrating how advanced display technologies can enhance public engagement with science by making complex topics more accessible and visually compelling.

Samsung Spatial Signage changes that. Its slim 52 mm profile, combined with Samsung’s patented 3D Plate technology, delivers depth and dimension without the heavy, boxy structures of conventional 3D signage.

Available in multiple sizes¹ — 32-inch, 55-inch and 85-inch — Spatial Signage can be placed on shelves, used to highlight a product zone or anchor a larger feature wall.² This gives retailers and venues a flexible way to add impact where it matters most, without redesigning the entire space.

If content creation and management are a concern, Samsung VXT (Visual eXperience Transformation) provides a solution. Through Samsung VXT, businesses can remotely manage connected screens³ and create signage-ready video content with ease. With the AI Studio app,⁴ newly added to Samsung VXT today, users can create signage-optimized content from just one product image and a text prompt.

The app offers an option to upscale the content to 4K UHD resolution at 60 frames per second. Not only does it support general digital signage, but it can also optimize videos specifically for Spatial Signage with an optional feature, delivering a truly immersive experience on the 3D display.

Samsung VXT allows businesses to remotely control and manage content for both conventional digital signage and Spatial Signage within the same platform, reducing workflow complexity across display types.

Watch the video below to see how retail displays come to life with Spatial Signage.

1. The availability of each size may vary by region. 32-inch and 55-inch models will be available later this year. ︎
2. Spatial Signage is compatible with wall mount accessories for installation, sold separately. ︎
3. Samsung VXT is sold separately, and solution availability varies by region. ︎
4. AI Studio may incur additional costs depending on usage. ︎

Samsung Color E-Paper provides a more efficient way forward. Utilizing digital ink technology, it maintains the visual appeal of traditional paper posters while significantly reducing the challenges associated with installation and management. This is a super-thin, ultra-low power and lightweight digital signage that transforms the traditional paper experience.

Unlike conventional digital signage, it consumes zero watts power when showing static images.¹ When content is updated, overall energy use remains far lower than that of conventional digital signage, which helps lower operating costs over time.²

Available in 32-inch, 20-inch and 13-inch sizes, it also makes the transition to digital easier in real spaces. The 20-inch³ and 13-inch sizes align with familiar paper formats so that businesses can move from print to digital without redesigning layouts. The signage can be wall-mounted, hung or placed on a movable stand, so it works flexibly across café counters, retail walls, and franchise locations.⁴

With the dedicated Color E-Paper mobile app,⁵ local management stays simple. Content can be updated right from a mobile device, allowing changes to be made instantly on the spot.

For businesses operating both Color E-Paper and other connected displays, Samsung Visual eXperience Transformation (VXT)⁶ makes remote display management straightforward. Updates roll out instantly without the need for manual visits — making Samsung Color E-Paper an ideal smart signage solution for business of all sizes, from small retailers to large franchises.

Watch the video below to see how Color E-Paper helps businesses modernize signage with greater efficiency, flexibility and control.

1. Content refresh, content changes, or device monitoring and control require additional power. Content refresh is essential and automatically performed when the power cable or battery is connected. ︎
2. Battery duration may vary based on factors including network environment, hardware components and user activity. Operating costs may vary by product sizes and years of use. ︎
3. The availability of each size may vary by region. 20-inch models will be available 2H 2026. ︎
4. The Color E-Paper includes 2 rear holders and 2 hanging brackets. The 13-inch model also includes 2 simple stands. Additional installation hardware may be required depending on your mounting configuration and must be purchased separately. ︎
5. Samsung Color E-Paper mobile app supports Android 10 and above, and iOS 15 and above. ︎
6. VXT is sold separately, and feature availability may vary by region. VXT can be connected to both LCD and LED signage operated by Tizen 4.0 or above. ︎

Samsung Hotel TV and LYNK Cloud,¹ Samsung’s comprehensive hospitality cloud solution, are designed to work together as a single connected solution. Samsung Hotel TV brings hotel information, dining, services and entertainment onto one screen, so guests can explore the property, access key services and enjoy content more easily without leaving their room. It also takes in-room entertainment to the next level with support for Google Cast and Apple AirPlay,² allowing guests to stream content securely and seamlessly from their personal devices.

LYNK Cloud connects these touchpoints, helping hotel IT managers, service managers and operators manage hotel TVs, on-screen services and guest-facing content at once from a central platform.

With its Business Intelligence feature, LYNK Cloud helps hotels see which menu items guests order most or which TV channels they spend the most time watching. These insights help hotels better understand guest preferences and improve their overall experience during their stay.

Watch the video below to see how Samsung Hotel TV and LYNK Cloud work together in real hotel environments to simplify operations and elevate the in-room experience.

1. LYNK Cloud is sold separately, and feature availability may vary by region. LYNK Cloud supports Samsung Hotel TVs with Tizen 5.0 or higher. ︎
2. Availability of Google Cast and Apple AirPlay varies by model. ︎

Drawing on works by Johann Sebastian Bach and George Frideric Handel, the sounds create a deeper, more immersive listening experience in everyday life.

A Sound Philosophy Inspired by Nature

Galaxy has established “Inspired by Nature” as the core concept of its sound design, applying it across all interaction sounds — from ringtones to touch sounds. Extending this philosophy, Samsung brings nature-inspired classical music to Galaxy, creating a more refined listening experience in everyday interactions.

New ringtones on the Galaxy S26 series include Bach’s “Prélude” from Cello Suite No. 1, whose symmetry, repetition and harmony evoke natural patterns such as plant growth and ocean waves.

Also included is Handel’s “Alla Hornpipe” from Water Music Suite No. 2, famously performed on the River Thames for King George and known for its flowing rhythm and structured progression.

Both pieces were previously used as ringtones during the Anycall era of the 1990s and 2000s, returning as familiar, nostalgic melodies.

Global Collaboration Behind the Sound

Global experts collaborated throughout the recording process to enhance sound quality. The ringtones were recorded at Abbey Road Studios — the world’s first recording studio and the birthplace of many iconic Beatles tracks. Jonathan Allan handled recording and mixing in London, while Tae Ho Lee of MiXNBLE led mastering in Seoul, highlighting East–West collaboration.

The Royal Philharmonic Orchestra, a world-renowned U.K. symphony orchestra, performed both pieces. The Bach piece features co-principal cellist Jonathan Ayling.

A Unified Vision for Galaxy Sound

The new ringtones on the Galaxy S26 series go beyond simple alerts, reflecting Galaxy’s sound identity shaped by nature-inspired design and refined technology.

“Classical music transcends time and space, resonating deeply with people,” said Myoung Woo Nam, Principal Sound Designer, Mobile eXperience (MX) Business at Samsung Electronics.  “We hope more users can experience classical music naturally in daily life through Galaxy.”

Samsung plans to continue applying a consistent sound philosophy across its products while expanding Galaxy’s unified sound identity.

Samsung Newsroom experienced the Galaxy S26 Ultra’s camera firsthand after Galaxy Unpacked 2026 in San Francisco, showcasing the city’s diverse scenery and unique atmosphere.

Sharp Detail at Any Distance

Pier 39, one of San Francisco’s most iconic landmarks, offers sweeping ocean views. With Galaxy S26 Ultra, even Alcatraz Island across the bay — typically seen clearly only up close by boat — appears crisp and detailed.

Galaxy S26 Ultra features a 200MP wide-angle camera and a 50MP telephoto camera with 10x optical zoom. The 200MP camera delivers exceptional detail, especially when images are enlarged. The wider F1.4 aperture captures more light than its predecessor, producing richer textures and finer detail. Even when zooming in or cropping, details remain sharp.

The camera also excels at video recording. When filming the sea lions at Pier 39 in 8K, even distant landmarks like the Golden Gate Bridge remain clear and detailed when zoomed in.

Stable Video in Motion

Galaxy S26 Ultra is the first Galaxy device to support the Advanced Professional Video (APV) codec, a professional-grade format that preserves detail even after multiple edits.

When filming in crowded areas or on the move, Super Steady keeps footage stable. The new horizontal lock option maintains a level frame in motion-heavy situations.

To test the feature, Galaxy S26 Ultra was panned side to side at a nearby theme park. With the horizontal lock option on, the footage maintains a stable horizon. Compared with footage shot under the same conditions with the feature off, the difference is clear.

With Galaxy S26 Ultra, users can record stable video without camera shake — from travel vlogs to activities like running or cycling.

Clear, Vivid Nights

As the sun sets, San Francisco’s streets take on a different atmosphere. With Galaxy S26 Ultra’s enhanced Nightography, the city’s iconic cable cars appear in motion at night.

A wider aperture and improved ProVisual Engine reduce noise in low light while preserving the mood of nighttime scenes. Moving cable cars and the night sky appear natural, reflecting the city’s after-dark atmosphere. Its nighttime charm — different from its daytime appeal — is rendered in vivid detail.

From the ocean and lively streets to the city at night, Galaxy S26 Ultra showcases San Francisco in stunning detail, creating vivid, lasting travel memories.

In part two of this series, Samsung Newsroom will explore the AI features of Galaxy S26 Ultra that extend the experience beyond capture to make everyday moments even more meaningful.

Samsung Electronics’ third-generation AI phone brings those possibilities to life. Powered by true agentic AI that understands context and anticipates user needs, the Galaxy S26 series makes everyday experiences more intuitive and convenient.

Samsung Newsroom highlights the key features that expand what’s possible with the Galaxy S26 series in the videos below.

Privacy Display: Built-In Screen Protection

Agentic AI: Context-Aware, Proactive Assistance

Camera and Editing: Smarter With AI

Creative Studio: Personalized Content Creation

Samsung Electronics’ new Galaxy Buds4 series combines immersive sound with an ergonomic design to deliver a truly hands-free experience powered by AI. Users can answer calls with a nod or activate AI agents by voice, accessing a range of features without ever taking out their phones.

Enhanced Adaptive Active Noise Cancellation (ANC) analyzes the wearing conditions in real time for optimal noise control, with seamless connectivity across the Galaxy ecosystem.

Samsung Newsroom takes a closer look at the everyday freedom enabled by the Galaxy Buds4 series in the video below.

Marking the third generation of Samsung’s Galaxy AI phone, the Galaxy S26 series combines the most powerful performance in Galaxy S series history with the most intuitive AI experience to date.

Samsung Newsroom got an early hands-on look at the Galaxy S26 series during Galaxy Unpacked 2026.

Design: Sleeker and Lighter Than Ever

The Galaxy S26 series makes a strong first impression with its refined, modern aesthetic, featuring a rounded curvature and cohesive color palette that create a unified design identity across the lineup.

The slimmer, lighter build is equally notable. Galaxy S26 Ultra is 0.3 mm thinner than its predecessor and weighs 214 grams. Its slimmer profile enhances portability while maintaining a secure, comfortable grip.

Display: Privacy From Every Angle

Debuting on Galaxy S26 Ultra, Privacy Display limits side-angle viewing without the need for a separate screen protector. The display remains clear from the front while restricting visibility from the sides to help shield on-screen content from nearby onlookers.

Users can also assign the Privacy Display to the side button’s double-press function for greater convenience. Even when viewed from the side, content stays concealed — making it especially useful on crowded public transportation or in elevators.

Galaxy AI: Intuitive AI for Everyone

Galaxy AI stands out on the Galaxy S26 series, combining enhanced contextual awareness with proactive suggestions to simplify everyday tasks.

The new Now Nudge feature reduces app switching by surfacing relevant information in context. When a friend asks about evening plans on messaging apps, Galaxy AI checks the calendar, detects conflicts and displays a tailored “Nudge” pop-up.

A fan favorite since its debut on the Galaxy S24 series, Circle to Search has evolved to support multi-element searches. Circling a celebrity’s outfit, for example, generates curated pieces to recreate the look.

The Galaxy S26 series further expands its AI ecosystem with Bixby, Gemini and Perplexity. For example, users can use natural language commands to adjust settings, allowing them to effortlessly control their device even without knowing exact setting names or specific commands. Saying “My eyes feel tired,” for instance, prompts Bixby to suggest activating Eye comfort shield — eliminating the need to navigate complex menus. Together, these agents understand user intent and context to streamline daily routines, reducing steps and delivering a more seamless, efficient mobile experience.

Camera: Pro-Level Capture, Powered by AI

The Galaxy S26 series marks another leap in mobile photography. Powered by advanced AI, the device enables effortless capture and editing of high-quality content — no expertise required.

Galaxy S26 Ultra features a 200-megapixel (MP) wide-angle camera and a 50 MP telephoto camera with 5x optical zoom and 10x optical-quality zoom, complemented by a wider aperture for enhanced low-light clarity. With upgraded Nightography, even a recreated San Francisco nightscape inside the exhibition hall appeared vivid and detailed despite dim surroundings. The AI ISP (Image Signal Processor), previously used in the rear camera, also extends to the front camera, capturing fine details — from individual hair strands to eyebrows — while preserving natural skin tones.

Beyond capture, the Galaxy S26 series expands creative possibilities. Powered by Galaxy AI, it provides an intuitive environment that turns ideas into finished results in moments.

The upgraded Photo Assist goes further — removing unwanted objects and naturally adding new elements. When prompted to restore a cake with a bite taken out, AI seamlessly reconstructs it as if untouched. The feature can also transform day into night or adjust wardrobe details to match the mood, enabling faster, more effortless editing.

With Creative Studio, edited photos can be turned into polished content. Users can simply type a prompt — such as “Please draw me a dog” — to generate a context-based sticker set, ready for use in messages or when editing photos. The feature also supports invitations, profile cards and wallpapers, expanding everyday creative possibilities in the future.

Starting with the Galaxy S24 series, the Galaxy S series has ushered in a new era of AI phones. With the Galaxy S26 series, Samsung introduces its third-generation AI phone — delivering personalized experiences that go beyond intent recognition. Featuring the most powerful performance and the most intuitive Galaxy AI to date, the Galaxy S26 series opens a new chapter in mobile innovation.

Each year, Samsung reimagines “Over the Horizon” with a new theme to express its brand philosophy through music. Following a traditional Korean orchestra in 2024 and a big band jazz interpretation in 2025, the 2026 edition conveys a message of sustainability through the rich harmonies of a full orchestra. Released ahead of the unveiling of the new Galaxy S series on February 25 (PST), the piece illustrates both the grandeur and delicacy of nature — portraying a harmonious coexistence between technology and the planet.

Los Angeles-based composer and pianist Eunike Tanzil is credited with the music and arrangement for the 2026 edition of “Over the Horizon.” Known for her lyrical melodies and expressive harmonies, she first drew Samsung’s attention in February 2024 with her reinterpretation of the theme on social media.

In her arrangement, Tanzil translates inspiration from nature into music. The majestic opening — led by brass and horns — evokes towering mountains, while smooth legato strings in the middle section recall the calm sea. She also incorporates the angklung, a traditional Indonesian instrument, into the Western orchestral setting to create a distinctive harmony. Reflecting on this creative decision, she said, “Blending instruments with different identities was an enjoyable challenge and became a meaningful chapter in my musical journey.”

“Over the Horizon 2026” was recorded at Abbey Road Studios in London. The Royal Philharmonic Orchestra performed the piece, adding depth and resonance to the melody. Producer and engineer Jonathan Allen used Dolby Atmos technology to create an immersive listening experience, while careful microphone placement enhanced the natural sense of space.

Watch the “Over the Horizon 2026” videos below to see its message of sustainability brought to life.

That’s the next evolution of the Galaxy camera: an end-to-end experience with the brightest Galaxy camera system ever as the foundation.

Mobile cameras are moving beyond capture, as the latest Galaxy AI unifies advanced creative capabilities for capturing, editing and sharing in one intuitive platform. The result is a seamless experience and a more fluid creative process — eliminating the need to switch between apps or navigate complex tools, so creativity feels faster, simpler and more natural.

At the core of this evolution is the belief that creativity should not be limited by technical skill or experience. From shooting to editing, the Galaxy camera has quietly redefined what’s possible. Now anyone can create cinematic videos, track stars across the night sky or capture richly detailed photos, even in low light. And with natural, multimodal input, editing becomes as simple as describing what you have in mind in just a few words.

Stay tuned for the easiest and most user-friendly Galaxy camera experience yet, unveiling next week at Galaxy Unpacked February 2026.

Visiting Samsung Electronics’ The First Look 2026 exhibition in Las Vegas, Ahn explored a range of new technologies designed to make watching, listening and interacting feel more immersive and personal.

Big Screen. Bigger Emotions.

The centerpiece of the Samsung booth was the 130-inch Micro RGB TV, winner of a CES Innovation Awards 2026 Best of Innovation. Built with sub-100-micrometer red, green and blue LEDs and a seamless floating-screen design, it delivers breathtaking clarity and color depth — qualities that amazed Ahn not only as a viewer, but as an actor.

“When I watch movies at home, there are always moments where I think ‘This really should be in a theater.’ But with a screen like this, I feel like you could fully immerse yourself at home.”

Inspired by Samsung’s 2013 design legacy, the 130-inch model pairs cutting-edge Micro RGB technology with a refined aesthetic, enabling the TV to serve as both a cinematic display and an object of art in the home.

Smarter Watching, Thanks to AI

Ahn also explored Vision AI, Samsung’s new suite of intelligent viewing features that tailor picture and sound based on content and user preferences.

He was especially intrigued by AI Soccer Mode, which uses real-time scene analysis to optimize visuals and sound, enhancing on-screen ball motion and adjusting commentary volume levels to match the moment. Viewers can even interact with the TV in real time to check stats, player bios and more through Vision AI Companion.

“The AI Sports feature caught my eye right away,” said Ahn. “I honestly thought this could be the next generation of how we experience sports.”

Music Studio 5: Where Sound Meets Style

Among the many products on display, one in particular became a personal favorite for Ahn: Music Studio 5, a Wi-Fi speaker designed in collaboration with renowned French designer Erwan Bouroullec, creator of Samsung’s The Serif.

Ahn, a self-professed speaker collector, was instantly drawn to the product’s elegant design and expressive sound.

“I already have six or seven speakers at home, so I was really trying to hold back, but the Samsung Music Studio products made me lose my self-control.”

Music Studio 5 was also recognized as Best Home Audio by CNET in its Best of CES 2026 awards, further underscoring its appeal as both a quality sound system and a design statement.

Sharpen Skills and Set the Scene: Fender and The Freestyle+

Ahn also tried out Fender Play TV, a guitar-learning app developed in collaboration with iconic instrument brand Fender. Previously available on Samsung mobile devices and tablets, the app now comes to life on large TV screens, inviting users to practice, play and dive into a richer, more immersive music-learning journey at home.

“Seeing a guitar at the exhibition today and picking it up after a long time brought back a really nice sense of nostalgia. It’s a hobby I used to really enjoy, but I put aside for a while. It definitely made me want to start again.”

He also explored The Freestyle+, a new portable projector that stole the spotlight at CES with its twice-as-bright display and exclusive AI OptiScreen technology, highly praised by CNN Underscored as Best of CES, for seamless setup to automatically adjust for uneven surfaces and colors, plus Vision AI Companion for conversational content interaction — a nod to Samsung’s continued innovation in personal entertainment.

Seeing the Screen in a New Way

Reflecting on his experience at the booth, Ahn shared what the visit meant to him personally.

“It’s an honor to start 2026 as a Samsung TV Ambassador,” he said. “Today reminded me why Samsung has stayed the global leader in TVs for 20 years — it’s not just about the technology. It’s about creating experiences that connect with people.”

And just like that, the actor known for bringing characters to life on screen walked away with a deeper appreciation for the screen itself.

Samsung Newsroom stepped inside to see how hardware innovation and AI-driven visual intelligence come together to create new immersive experiences.

Micro RGB 130”: CES Innovation Awards 2026 Best of Innovation Winner

The Micro RGB 130” TV made its debut at First Look. Visitors were first struck by its scale, then by the precision of its color reproduction across varied content. Micro RGB 130” also delivers 100% of the BT.2020 wide color gamut, certified by Verband der Elektrotechnik (VDE), to enable more accurate, life-like colors.

As screen sizes grow, maintaining image consistency becomes more challenging. Samsung addressed this with Glare Free technology, enabling uniform image rendering without distracting reflections — a key reason the Micro RGB 130” TV earned a CES Innovation Awards 2026 Best of Innovation honor.

Beyond the technology, the Micro RGB 130” TV’s Timeless Frame design reflects a modern evolution of Samsung’s TV legacy — preserving the Timeless Gallery concept first introduced at CES 2013. The lower edge of the frame meets the floor, creating the effect of a window that blends seamlessly into its surroundings.

The Micro RGB TVs will be available in 100-, 85-, 75-, 65- and 55-inch sizes.

Vision AI Companion: From Convenience to Comfort In Everyday Life

“Which team do you think will win today’s soccer match?”
“Can you tell me the recipe for the food on screen?”

The Vision AI Companion area showcased the range of interactions available through the TV. First introduced in 2025, the Vision AI Companion now understands casual, conversational prompts and delivers intelligent responses — from providing detailed information about a film to recommending music based on mood and even placing food orders.

Art TVs: Bringing Art Gallery Experiences Into the Home

The Frame and The Frame Pro

Building on the art experiences offered through Samsung Art Store, Samsung spotlighted its expanded Art TV lineup with a larger The Frame 98”. The built-in One Connect design simplifies installation, while the packaging box doubles as a wall-mounting guide.

Displayed alongside it, The Frame Pro 85” evoked the feel of a gallery space — showcasing Neo QLED picture quality with vivid clarity.

OLED S95H

The newly released OLED S95H TV, a CES Innovation Awards 2026 honoree, features an ultra-slim, bezel-free design that resembles a high-end picture frame mounted on the wall.

Art TVs can display more than 5,000 works currently exhibited in museums and other venues around the world. Samsung plans to expand the service through collaborations with global partners.

6K Gaming: Immersion on Another Level

Odyssey 3D Monitor

The glasses-free Odyssey 3D 32″ (G90XH6K) — the world’s first 6K 3D gaming monitor — invited visitors to experience their favorite games in new ways. Around 60 games can be enjoyed in 3D including “The First Berserker: Khazan,” “Stellar Blade,” “Lies of P: Overture” and “Mongil: STAR DIVE.”

“I tried gaming in 3D for the first time, and it felt completely new and immersive,” said Jerry Ruiz, a digital content creator from Kennewick, Washington. “Being able to play 3D games without wearing glasses was especially impressive — I don’t think I’ll be able to go back to regular gaming.”

Personalized Entertainment: Tailored to Individual Lifestyles

Tizen

The new Tizen operating system enables personalized recommendations through expanded content discovery. Viewers can access curated programming based on viewing trends and seasonal themes through a simple, intuitive interface.

Samsung extended entertainment beyond watching and listening by inviting visitors to take the mic with Stingray Karaoke on Samsung TV. With microphone connectivity, tambourine effects and applause sounds, the TV transforms into a karaoke system, while features such as echo, reverb and voice tuning recreate the feel of a professional performance. Visitors could also test their skills with Fender Play TV, available exclusively on Samsung TV. The service offers guitar tutorials led by top instructors, along with virtual band sessions through Jam mode.

Available in 30 countries, Samsung TV Plus brings a wide range of entertainment programming — from sports and music to creator content — across more than 3,500 channels and 66,000 video-on-demand titles.

Big Screen, Glare-Free Immersion

The large-display setup demonstrated Samsung’s Glare Free technology, delivering immersive paired with Micro RGB picture quality and spatial audio. The experience reflected Samsung’s vision of the TV as an Entertainment Companion.

Portable Screens: Made for Life on the Move

The Freestyle+

One area of the exhibition resembled a camping trip, featuring the new The Freestyle+ projector. Designed for portability, the device lets users enjoy their favorite content wherever they go.

Lightweight and compact, the projector features a minimalist design that blends into any space. AI OptiScreen automatically adjusts the image for different surfaces — including walls, ceilings and curtains — ensuring optimal viewing from virtually anywhere.

In addition, 3D Auto Keystone delivers an optimized, near-rectangular image even when projected onto uneven surfaces such as three-sided corners or curved curtains.

Audio Innovation: Sound for Every Space

Music Studio Series and Q-Symphony

Samsung unveiled a range of audio devices in multiple form factors, each made to deliver high-quality sound. Created in a second collaboration with French designer Erwan Bouroullec — following his earlier work with Samsung on The Serif TV — the Music Studio series of Wi-Fi speakers blends refined design with immersive audio, enhancing interior spaces wherever they are placed. The Music Studio series received a CES Innovation Awards 2026 honor.

Q Series All-in-One Soundbar

Samsung introduced its most cinematic soundbar to date with the new Q Series All-in-One Soundbar. The system features 13 built-in speakers and Sound Elevation technology — which raises dialogue toward the center of the screen. With Auto Volume and flexible installation options including wall mounting or tabletop placement, the soundbar delivers a clearer, more natural listening experience.

Sound Tower

The Sound Tower rounded out the audio lineup. Equipped with a built-in telescopic handle and wheels, the speaker can be easily moved and positioned as needed. Users can adjust lighting colors and effects with Party Lights+ and sound settings to suit different environments. With IPX4 water resistance, the Sound Tower delivers stadium-level energy for an immersive match-day experience.

Next-Generation Technology: Innovation Beyond the Screen

Micro LED 140″

Using microscopic chips that independently render color, the Micro LED delivered lifelike visuals with exceptional clarity. Shown on a massive 140-inch screen, the imagery created an immersive, cinema-like experience that felt true to life.

AI Beauty Mirror

In the next area, visitors entered a space modeled after a powder room where an oval-shaped mirror revealed itself as the AI Beauty Mirror. Powered by on-device AI, the technology signaled Samsung’s technology expansion into the beauty space.

The hybrid design combines a polarized mirror with a half mirror to improve reflectivity and transparency, delivering clearer, more precise visuals.

Audio-Visual Design Blends Sound With Form

A lineup of visually striking audio devices added a strong visual element to the booth. Reimagining the turntable, the Transparent Micro LED functioned as a music visualizer — resembling an LP floating in midair — while a built-in premium sound system ensured audio quality remained uncompromised.

Spatial Signage

Samsung also introduced Spatial Signage, a new display form factor that combines detailed 2D content with immersive 3D effects. Using spatial optical technology measuring just 52 millimeters thick, the display creates a pronounced sense of depth — as if an additional layer of space exists within the screen. The system integrates with existing Samsung signage, enabling centralized remote management of both content and hardware.

With life-size 3D effects and vivid visuals, Spatial Signage can be used for advertising, events, artist exhibitions and museum displays.

The Entertainment Companion zone at The First Look 2026 went beyond visual and audio enhancements, illustrating how AI can deliver both convenience and comfort when seamlessly integrated into everyday life.  Samsung aims to bring greater comfort and enjoyment to everyday life.

Samsung Newsroom experienced how an AI-powered appliance ecosystem delivers smarter, more seamless everyday living.

Making Daily Life Easier: Appliances that See, Listen and Suggest

At the entrance to the exhibition, connected AI appliances offered a glimpse of how intelligent connectivity can support everyday life at home. The Bespoke AI Refrigerator Family Hub, a CES Innovation Awards 2026 honoree, displayed Now Brief — a personalized overview of schedules and activity information — on its screen. FoodNote recapped food intake patterns and recommended recipes to help users make more informed grocery decisions.

Bespoke AI Jet Bot Steam Ultra robot vacuum cleaners assessed their surroundings using built-in cameras before starting to clean, while users asked Bixby questions and received immediate, conversational responses. The experience highlighted how appliances that see, listen and suggest are transforming the way household tasks are managed.

AI-Enriched Kitchens: Intelligence at the Heart of Food

In the AI Kitchen zone, Samsung showcased a range of home appliances including the Bespoke AI Refrigerator Family Hub, Bespoke Double Wall Oven, Bespoke AI 3-Door AutoView French Door Refrigerator and the Bespoke AI Wine Cellar. The lineup delivered a differentiated food experience powered by enhanced AI Vision, with Google Gemini integrated into the Bespoke AI Refrigerator Family Hub — the first such integration in a home appliance.

Visitors saw how AI Vision in the Bespoke AI Refrigerator Family Hub recognizes a wider range of food items as ingredients are added to or removed from the refrigerator.

Building on this capability, an improved AI Food Manager supports ingredient management and grocery planning, recommends recipes, and analyzes refrigerator usage to generate reports that help users use food more efficiently.

Visitors tested how the refrigerator’s built-in camera  out AI Vision functions by placing ingredients and removing them from the refrigerator, demonstrating how AI Vison works. They were also invited to open and close refrigerator doors using the hands-free voice command feature, Auto Door.

For wine storage, the SmartThings-based AI Wine Manager recognized wine bottle labels, updated storage locations in real time and tracked detailed information such as the wine’s name, category, grape variety and vintage.

Samsung’s advanced AI Hybrid Cooling technology drew visitors’ attention, as the world’s first system to detect appliance usage conditions while adjusting cooling methods in real time. Built on a dual-power structure combining an AI Inverter Compressor and a Peltier element, the system operates each power source separately or together as needed — reducing energy consumption while maximizing cooling efficiency.

AI-Optimized Homecare: Intelligent Cleaning for Everyday Living

The Home Companion concept extends into garment care and cleaning too. From washing and drying to everyday cleaning, appliances assess conditions independently and operate accordingly, helping to reduce the daily burden of household chores.

The Bespoke AI Laundry Combo features an additional booster heat exchanger alongside the main heat exchanger, improving dehumidification by up to 15% and supporting a maximum drying capacity of 20 kilograms while helping prevent overheating.

AI Wash+ detects load weight, fabric type and soil level to automatically adjust water and detergent levels, wash intensity, and drying temperature and time. AI VRT+ uses AI to analyze floor types and reduce washing machine vibration, helping create a quieter laundry environment.

“I really find doing laundry bothersome. The Bespoke AI Combo seems like it would make the process much simpler, which would be extremely helpful,” said David Watkins, an industry analyst from France. “I think the biggest advantage of achieving zero housework is the time it saves.”

Garment care is further enhanced through seamless device connectivity. When a specialized cycle — such as a blouse cycle — is selected on the Bespoke AI Combo, the same setting is automatically synchronized with the Bespoke AI AirDresser for a smooth transition from washing to post-laundry care.

In addition, the wrinkle-focused care function uses powerful airflow and high-temperature steam to remove wrinkles in a short amount of time.

The cleaning lineup impressed visitors with its enhanced performance. Samsung showcased its cordless stick vacuums, including the Bespoke AI Jet Ultra which offers the world’s strongest suction power as well as the recently released Jet Fit, its lightest model to date.

The Bespoke AI Jet Bot Steam Ultra uses AI object and liquid recognition to intelligently identify furniture, cables and even colored or clear liquids — cleaning or avoiding them based on user settings. The EasyPass Wheel allows the robot vacuum to navigate door thresholds and mats up to 60 millimeters with ease, while side brushes and a mopping pad clean along corners and walls.

Powered by up to 10 watts of suction power and a Qualcomm Dragonwing AI chipset, the vacuum removes dust and debris from floors, washes mop pads at high temperatures and sanitizes them with 100 degrees Celsius steam — helping to reduce odors and maintain a cleaner, more hygienic home environment.

“I have three dogs, and hair gets everywhere,” said Vanessa Katherina Morales Gurrero, a digital content creator from Panama. “The robot vacuum will be my best friend.”

Durability and Reliability: Built to Last

For home appliances to serve as long-term companions, performance must be matched by durability. Over the past 50 years, Samsung has improved the design of key components — producing more than half a billion compressors and motors — to boost efficiency and durability while extending product lifespan.

Software support is equally robust. With up to seven years of software updates, users benefit from new features as well as ongoing improvements in device connectivity, security and the user interface. Samsung introduced Home Appliances Remote Management (HRC) in 2017 to allow users to update and manage their appliances. Visitors were introduced to the new AI version that can actively monitor performance and usage, recommending preventative measures before they come up.

Designed around the vision of freedom from household chores, Samsung’s Home Companion zone showcased how AI-powered capabilities and camera-, screen- and voice-based form factors are expanding the role of home appliances in everyday life. Samsung looks ahead to a future shaped by appliances that truly see, listen and suggest.

The Dynamic AMOLED 2X display with a tough screen, protected by Corning® Gorilla® Glass with DXC, offers vivid color and clarity. Meanwhile, our advanced speaker system with Dolby Atmos® and refined two-tone keyboard elevate the user experience. With up to 30 hours of battery life and rapid charging, users stay powered all day.

Galaxy AI features — like AI Select — enable smarter, more intuitive work across devices, unlocking new possibilities for productivity and creativity. Backed by Samsung Knox security and rigorous quality testing, Galaxy Book6 Series are built for reliability and peace of mind.

The First Look 2026 by Samsung Electronics unveiled a forward-looking vision for AI under the theme “Your Companion to AI Living.” Held in Samsung’s dedicated space at Wynn Las Vegas, the exhibition guided visitors through how AI can enhance everyday enjoyment and convenience while supporting health and safety.

Samsung Newsroom explored the exhibition, highlighting the company’s evolving AI companion experiences across entertainment, home and care.

AI Gallery Zone: An Artistic Welcome to AI Living

The AI Gallery zone welcomed visitors with iconic works from both Eastern and Western art, seamlessly integrated into the space. Featured pieces included Vincent van Gogh’s “Starry Night Over the Rhône,” along with selections from the Lee Kun-Hee Collection — donated to public institutions by the late Samsung chairman and available through Samsung Art Store — such as Jeong Seon’s “Clearing After Rain on Mount Inwang” and the Joseon Dynasty painting “Sun, Moon, and Five Peaks.”

Entertainment Companion Zone: Every Moment of Sight and Sound

The Entertainment Companion zone stood out as the exhibition’s largest area, featuring a variety of visual display and audio products. Excitement built as Samsung debuted the Micro RGB 130” TV, winner of the CES Innovation Awards 2026 Best of Innovation.

Centered on the Micro RGB TV, the Vision AI showcase highlighted hands-free interaction. Through voice commands, visitors could look up match predictions, search for recipes or play music — demonstrating how the TV functions as an Entertainment Companion.

Beyond innovation, this year’s lineup emphasized a refined design philosophy balancing simplicity and elegance. Highlights included the Music Studio 5 and Music Studio 7, Wi-Fi speakers developed in collaboration with French designer Erwan Bouroullec; the AI Beauty Mirror for personalized beauty care; the Sound Tower with lighting optimized for sports viewing; and the Transparent Micro LED, reimagining the nostalgic charm of vinyl records as a floating visual audio device.

The zone concluded with Spatial Signage — an interactive display that animates visitors in real time — combining the clarity of 2D imagery with the depth of 3D expression.

Home Companion Zone: Less Housework, More Everyday Freedom

The Home Companion zone presented the evolution of Samsung’s home appliances — moving beyond reducing household chores toward eliminating them and pointing to a future with less housework.

At the entrance, three flagship Samsung AI home appliances — the Bespoke AI Refrigerator Family Hub 32”, Bespoke AI Laundry Combo washer-dryer and Bespoke AI Jet Bot Combo robot vacuum — demonstrated how cameras, screens and voice interaction work together to support daily life as an integrated Home Companion.

The home appliances highlighted smarter food management through AI Vision and hands-free control through voice recognition, offering greater freedom in the kitchen.

A North America kitchen package, unveiled publicly for the first time at the exhibition, also drew attention from visitors.

The exhibition showed that a zero-housework home is within reach, highlighting stronger connectivity among washing machines, dryers and garment care systems, alongside advances in the AI capabilities of robot vacuums.

Care Companion Zone: A Safer, Healthier Everyday Life

In the Care Companion zone, visitors saw how the latest Galaxy form factors — including the new Galaxy Z TriFold — connect mobile and wearable devices with home appliances to serve as a central hub for AI-powered living.

The area demonstrated how Samsung Health is continuing to improve sleep environments by controlling air conditioners, air purifiers, lighting and sensors. A brain health training program for users concerned with cognitive health was also showcased. Other features of the health platform include analyzing health metrics through connected devices to help identify potential signs of chronic conditions, as well as exercise and sleep coaching and recipe recommendations based on ingredients in connected refrigerators.

Samsung further highlighted its Care Companion approach through a Pet Care system that helps identify potential health issues in companion animals and Home Care services, such as SmartThings Safe, that can request emergency assistance in critical situations.

“What impressed me was how everything is connected,” said Maxence Fleury, a digital content creator from Los Angeles. “The exhibition clearly showed how the ecosystem is expanding and the impact it is having.”

“Once again, Samsung didn’t disappoint,” said Lucy Hedges, host of The Travel Show on the BBC. “What I especially liked was how AI blends naturally into everyday life. These connected products ultimately make users’ lives easier and more comfortable.”

As a standalone exhibition, The First Look 2026 presented a more expansive and advanced range of AI products and experiences than ever before. Samsung’s vision of AI — as a trusted companion in everyday life — offers much to look forward to in the years ahead.

Under the theme “Your Companion to AI Living,” Samsung outlined its vision for bringing joy, convenience and care to people’s daily lives — unveiling new products and technologies designed to support that goal. The company also emphasized its commitment to democratizing AI by integrating the technology across its product lineup and services.

Watch how Samsung is embedding AI into everyday life.

Samsung AI appliances are approaching another turning point, delivering differentiated experiences that more deeply understand users’ daily lives and significantly enhance the value of everyday living. The next phase will be unveiled at CES 2026, the world’s largest consumer electronics and IT exhibition. Stay tuned for what’s next.

The teaser reflects Samsung’s vision of integrating AI across its products and services, positioning the company as a trusted partner that enhances and supports AI experiences throughout users’ daily lives.

Designed to build anticipation for the event, the video uses vibrant lights and lines to form silhouettes of new innovations set to debut at The First Look, symbolizing the seamless integration of AI across Samsung’s portfolio. In the final scene, the light flows into Wynn Las Vegas, where the event will be held, revealing the theme.

The First Look 2026 will officially kick off on January 4 at 7 p.m. PST — two days before the opening of CES 2026 — with a media event at Wynn Las Vegas, followed by four days of exhibitions, tech forums and other events through January 7.

The media event will feature key Samsung executives, including TM Roh, CEO and Head of Device eXperience (DX) Division; SW Yong, President and Head of Visual Display (VD) Business; and Cheolgi Kim, Executive Vice President and Head of Digital Appliance (DA) Business. Together, they will outline customer experience innovation strategies across their respective areas.

The tech forums will be held from January 5 to 6, with four sessions covering topics including AI, home appliances and design. More information about The First Look 2026 will be revealed on Samsung Newsroom.

This year, Samsung Electronics once again elevated the TV experience with ‘Micro RGB,’ which uses sub-100 μm red, green and blue LEDs for ultra-precise light control and improved color accuracy. Attention is now focused on what the company will showcase at CES 2026, the world’s largest IT and home appliance exhibition. Stay tuned for what’s next.

Featuring the voices of the planners and developers behind the products, the videos offer insight into the intent and development work driving the core AI functions of Bespoke AI refrigerators and washing machines. Starting December 16, the videos will be available sequentially on YouTube and social media channels in over 50 countries.

The first video explores the planning and development of the Bespoke AI refrigerator, now a data-driven food management system.

The segment demonstrates how AI Vision Inside recognizes food items, tracks their expiration dates and recommends recipes accordingly. When users have their hands full while cooking, Bixby lets them open the refrigerator door with voice commands.

The clip also highlights features such as AI Hybrid Cooling — which pairs an AI digital inverter compressor with a Peltier cooling unit — reflecting the developers’ intent to embed AI into everyday life.

The second video showcases the Bespoke AI Laundry Combo, an all-in-one solution that connects washing and drying into a single seamless process.

The film introduces AI Wash & Dry and the Flex Auto Dispense System — features that analyze fabric type, weight and soil level to set wash cycles and detergent amounts. Bixby lets users schedule wash cycles with simple voice commands, and AI Vibration Reduction Technology Plus (AI VRT+) minimizes vibration based on the installation environment — demonstrating how AI reduces user effort and inconvenience.

“We created these videos to show the commitment and effort of Bespoke AI planners and developers working to maximize user convenience,” said Jessie Song, Vice President and Head of Marketing Group, Digital Appliances (DA) Business at Samsung Electronics. “We will continue striving to deliver new value through differentiated AI features and become a trusted brand in AI appliances.”

Galaxy Z TriFold features a 10-inch (253.1 mm) main screen that expands into a panoramic display for a cinematic viewing experience in vivid color and clarity. Multi-window lets users run three portrait-sized apps side by side, enabling endless versatility. Powered by Samsung DeX, the device transforms into a full working environment from virtually anywhere.

Lightweight and versatile, Galaxy Z TriFold opens limitless possibilities for everyday use and marks Samsung’s next step in mobile evolution. Watch the full unboxing video below to discover how Galaxy Z TriFold is redefining the foldable experience.

TM Roh, CEO and Head of Device eXperience (DX) Division, will be the keynote speaker for The First Look. SW Yong, President and Head of the Visual Display (VD) Business, and Cheolgi Kim, Executive Vice President and Head of Digital Appliances (DA) Business, will also appear on stage to share their respective business directions for the upcoming year.

The event will be streamed live on Samsung Newsroom, Samsung Electronics’ official YouTube channel and as well as Samsung TV Plus, the company’s FAST (free, ad-supported TV streaming) service. Additional Samsung events and exhibitions will take place at the company’s exclusive exhibition at the Wynn Las Vegas through January 7.

Built on a decade of foldable smartphone innovation, Galaxy Z TriFold demonstrates engineering mastery with its most advanced foldable technologies, optimized for the unique demands of the form factor. This includes the enhanced robotic precision, craftsmanship and rigorous testing to deliver an innovative structure that performs reliably in daily life. 

For example, two different-sized Armor FlexHinges — optimized for the multi-folding design — are assembled through advanced automated systems, while a specialized display attachment process and 3D laser scanning ensure the device’s surface quality and cinematic viewing experience on its 10-inch display. 

Advanced inspection methods ensure every small requirement is met, including high-speed CT scanning of the flexible printed circuit board to verify that it has been correctly manufactured according to the design. This ensures accuracy and reliability before bonding it with the display components.

For long-term reliability, Galaxy Z TriFold’s main display undergoes a 200,000-cycle multi-folding test — equivalent to folding the device approximately 100 times a day for five years — along with a series of scenario-based evaluations.

From manufacturing to everyday use, Galaxy Z TriFold is built to unfold new possibilities and elevate the user experience. Watch the full video below to witness the innovation and craftsmanship behind this groundbreaking device.

Now in its 11th year, AWFF continues its mission of elevating Asian filmmakers onto the global stage. This year, Samsung’s participation added something quietly meaningful: not a new layer of technology, but a new level of care in how each story meets its audience.

Filmmakers See Their Stories in a New Light

For many directors premiering work at AWFF, seeing their films on an Onyx Cinema LED screen was more than a technical upgrade, it was a moment of recognition. With traditional projection, even subtle variations in brightness, shadow or color can shift the experience away from how a film should have felt. But inside the Onyx auditoriums, filmmakers found the version of their film that most closely resembled what they created in the grading suite.

For Al Chang, director of the short film “Cindy,” the difference was immediate. After screening films in a wide range of theaters, he was struck by the consistency and clarity: “I’ve had short films screen in a lot of theaters, and there’s always some variation — washed-out blacks or colors that don’t translate the way we graded them. Here, it was like watching it on my own TV.”

Executive producer Kira T. Bixby, whose film “Rooftop” tells a Korean American story rooted in Los Angeles, emphasized how much the image supported the story’s emotion. “Everything really popped for us — the colors, the compositions, the details we worked so hard to craft,” she said. “Film is such a visual language, so how you’re able to see it really matters.”

“Seeing movies presented with this level of precision gives filmmakers confidence that their work is being treated with respect.”

— Asel Sherniyazova, Co-Founder and Managing Director, AWFF

The experience resonated with filmmakers from the Korean Parallel Smartphone Film Festival (KPSFF) as well — a program that empowers creators and performers, including those with disabilities, to make films using smartphones. Seeing their work on a large LED cinema screen was both unexpected and affirming.

Director Byun Seung Chae, known for her color-driven storytelling, recalled the moment the film began: “What struck me right away was how unbelievably clear the image was. The colors were beautiful, and I was amazed that a film could look that sharp on such a large screen. I turned to the person next to me and said, ‘I didn’t expect it to look this good!’”

LA-based filmmaker Zenon Samuels, who attended the festival and works extensively with nighttime visuals and neon-heavy palettes, echoed that sentiment after experiencing an Onyx screening for the first time. “The blacks are super dark, and with a film that’s so bright and colorful, the high dynamic range made the colors really pop and helped bring the energy and nighttime aesthetic to life.”

Together, these voices reflected a consistent theme: Onyx didn’t alter their films — it respected and faithfully recreated the choices behind them. For directors and performers seeing their work in this format, the experience felt both cinematic and deeply personal.

Audiences Rediscover What Cinemas Can Be With Samsung Onyx

Festivalgoers — many encountering Onyx for the first time — described a level of clarity and contrast that felt distinct from traditional projection.

New York attendees Jack Joyce and Matthew Gallopo noted how the presentation shaped their experience: “Those darker colors — and not having that graininess — kind of put you in the moment a little bit. It was cool,” Joyce said. Gallopo added, “The color certainly popped, and a lot of it was pretty crisp.”

For some, the impact was emotional as much as technical.

Entertainment lawyer Jesse Weiner, who watches films professionally as part of his work, noted how the detail and richness altered the way he connected with the narrative unfolding onscreen. “Watching this film on Samsung Onyx, the picture was bright, rich… about as good as I can imagine seeing a film with that kind of quality and texture,” he added. “It looked very lifelike — almost like being immersed in the action of the film.”

Others reflected on what experiences like this might mean for the future of theaters. As streaming, gaming and home entertainment rapidly evolve, festivalgoers were struck by how an elevated cinema environment can bring people together again.

“Innovations in the cinema industry should help audiences truly see the story, and Samsung’s Onyx screens do just that.”

— Georges N. Chamchoum, Executive Director, AWFF

Across ages, backgrounds and filmmaking experience, the audience conversations pointed to the same conclusion: cinema remains powerful — and when the screen elevates rather than competes with the storytelling, the theatrical experience becomes even more compelling.

A Thoughtful Dialogue on the Future of Cinema

At this year’s festival, Samsung also hosted the panel discussion “Redefining the Cinema Experience with Samsung Onyx,” bringing together leading voices shaping the craft and technology of modern filmmaking. The panel featured:

• Glenn Gainor, CEO & Producer, Hollywood Ventures Group
• Steven Poster (ASC, CSC), Board Member, 6P Color; President Emeritus, International Cinematographers Guild Local 600
• Philip Holland, Director, Cinematographer, Digital Cinema Specialist & Color Scientist
• Craig German, Former C-Suite Executive, Amazon Studios and Paramount

Over the hour-long conversation, the panelists explored how advancements in HDR, color accuracy and display technology are reshaping both creative possibility and audience expectation. Much of the discussion focused on how deeper blacks, wider color gamuts and consistent presentation can reinforce cinematic emotion rather than alter it.

“We had the ability to capture [the darkest of dark and the brightest of bright] on film, but not to project it — until now.”

— Glenn Gainor, Head of Production, Hollywood Ventures Group

Gainor reflected on the shift in audience expectations as viewing environments improve across the board, noting, “Clearly, I work in the movie business, so my home system is probably pretty good. [But it’s] never going to be as good as what we just saw. This is an entirely different, immersive experience.”

Steven Poster spoke to how companies and the technology they develop can support — not interfere with — creative intent. “Samsung was one of the first to listen to creators with filmmaker mode — and that really mattered,” he said. “Motion interpolation destroyed suspension of disbelief, and now we can have that back.”

Holland pointed out how emissive displays strengthen emotional immersion by revealing details often lost in projection. “Because this tech can achieve such deep black, you don’t get milky shadows,” he said. “In a room like this, there were moments when you couldn’t see the edge of the frame — you felt like you were there.”

That depth and precision became a larger theme as the panel discussed the creative range made possible by HDR. Gainor described it as an expansion of storytelling itself: “The art of storytelling allows us to get the darkest of dark and the brightest of bright.” Poster added: “We had the ability to capture it on film, but not to project it — until now.”

AWFF 2025: Where Art and Technology Meet

During the festival, one theme echoed across screenings, hallways and panel rooms alike: when the viewing experience respects the filmmaker’s intent, the connection between audience and story becomes stronger. That idea also shaped how AWFF leadership reflected on this year’s partnership with Samsung.

Executive Director Georges N. Chamchoum — an Emmy and multiple award-winning film director and producer — said, “AWFF has always been about cultural exchange, introducing Asian filmmakers to the world and giving their stories the visibility they deserve. Samsung’s support strengthens that mission.” He added that “innovations in the cinema industry should help audiences truly see the story, and Samsung’s Onyx screens do just that.”

Co-Founder and Managing Director Asel Sherniyazova highlighted the responsibility of presenting films with care: “A film may travel across continents before reaching our stage. Seeing it presented with this level of precision gives filmmakers confidence that their work is being treated with respect.”

Samsung’s role at AWFF 2025 reaffirmed that technology can amplify the heart of a story when used with care. By helping films reach audiences exactly as their creators intended, this year’s festival offered a promising look at how cinemas can continue to inspire, connect and bring stories to life.

This collaboration builds on Samsung’s ongoing partnership with Netmarble. Earlier this year, the two companies joined forces at Gamescom 2025 in Cologne to present the first-ever 3D mode of MONGIL: STAR DIVE on Odyssey 3D monitors. Now at G-Star, the collaboration took the experience a step further, allowing fans to meet their favorite game characters in life-sized 3D through Spatial Signage.

Characters Come to Life in 3D: Spatial Signage Transforms the Exhibition Experience

At Netmarble’s booth, Samsung Spatial Signage captivated attendees with an immersive 3D experience that plunged them into the game world like never before. Beloved characters appeared to leap from the screen, showcasing dynamic movement and breathtaking visual game effects that bring the action to life.

“Since forming our 3D partnership with Samsung, we’ve worked together at Gamescom, the Tokyo Game Show and the Brazil Game Show, closely monitoring user reactions,” said Lee Jung-ho, Game Publishing Director at Netmarble. “Using those insights, we’ve prepared a wide range of fresh and exciting content for G-Star 2025.”

Spatial Signage can create stunning three-dimensional effects, making the characters appear genuinely alive, without the need for special 3D glasses. This groundbreaking technology quickly became one of the most exciting and attention-grabbing highlights among attendees.

“I usually play games on a monitor, so seeing the characters on such a large screen felt completely different,” said visitor Lee Sun-jae. “Feeling that 3D depth without wearing glasses was amazing. It really felt like facing the game characters in real life.”

Another visitor, Kim Gui-hee, added, “I could clearly feel the three-dimensional depth as if the character was moving inside a box. It was fascinating — it really looked like the character was moving right in front of me.”

Samsung’s Spatial Signage delivers a striking 3D effect without the need for bulky hologram boxes or special 3D glasses. With a slim profile of just 52mm, the display combines lifelike depth and realism with easy installation and versatile content applications. This innovation offers new opportunities to enhance customer experiences across a range of spaces, including pop-up stores, retail environments and exhibitions.

“Spatial Signage is a next-generation exhibition platform that transcends traditional displays, seamlessly bridging the physical and virtual worlds,” said Lee Hwayul from the Visual Display Business at Samsung Electronics. “This innovative solution enhances the brand experience by creating more immersive environments, especially at high-engagement events like G-Star.”

“Traditional hologram devices are usually large, bulky and old-fashioned in design,” Lee Jung-ho noted. “Samsung’s Spatial Signage, however, isn’t a hologram — it delivers true 3D visuals in an impressively slim form factor, which was truly remarkable.”

He continued, “At G-Star 2025, two of our latest titles Solo Leveling: KARMA and EVILBANE are available for play for the first time. By presenting them on Samsung’s Spatial Signage, we’re giving visitors a chance to experience the games in a fresh and dynamic way.”

Visitor Jang Jae-hyuk, who attended with his children, said, “I could really feel how much technology has advanced. My kids were thrilled to see Sung Jinwoo from Solo Leveling in such a large, lifelike way — and taking photos with him was a great bonus. I hope Spatial Signage will be installed in various museums and education centers across the country so more people can enjoy it.”

Odyssey Gaming Zone: Immersive Play on 3D Monitors

At Netmarble’s gaming zone, visitors were offered the chance to fully immerse themselves in the publisher’s new title, MONGIL: STAR DIVE, on Samsung’s Odyssey 3D gaming monitor (G90XF). The glasses-free 3D display uses advanced eye-tracking technology, offering a vivid gameplay experience that feels like stepping directly into the game world.

The Odyssey 3D gaming monitor is equipped with a focal distance feature that controls 3D depth by adjusting the distance between the camera and the focus point. It also provides customizable 3D settings that optimize depth for each game by detecting the parallax between left and right images. With these features, users can truly enjoy a captivating 3D gaming environment.

Building on these advancements, Samsung and Netmarble are working together to expand an ecosystem for immersive content by enhancing the overall quality of 3D game experiences. Combining Samsung’s leading display technology with Netmarble’s expertise in high-end graphics development, the 3D depth of character movements, battle scenes and dynamic backgrounds comes to life with remarkable clarity.

 “Netmarble is pursuing a range of technological partnerships with Samsung to create the best possible environment for 3D gameplay,” said Lee Jung-ho. “The Odyssey 3D monitor has opened exciting new possibilities for immersion without 3D glasses, capturing the thrill of gaming in a whole new way. By finely tuning the 3D effects to match each scene in MONGIL: STAR DIVE, players can feel the tension of every battle and the emotion behind every character — and we’ve seen an enthusiastic response from visitors today.”  

From Watching to Experiencing: A Truly Immersive Display

Samsung is revolutionizing how content comes to life across spaces, expanding beyond traditional flat screens to immersive three-dimensional spatial displays with cutting-edge products such as Spatial Signage and 3D gaming monitors. The recent collaboration with Netmarble at G-Star has been widely praised for moving past mere product sponsorship, merging storytelling and technology to engage visitors in new ways.

“Spatial Signage will soon expand its reach across a wide range of areas, including exhibitions, art, education, in addition to gaming,” said Nam Yujin, Visual Display Business at Samsung Electronics. “This technology marks a pivotal shift from passive viewing to an active, engaging visual experience where immersion and interaction thrive.”

With innovations like Spatial Signage and Odyssey 3D gaming monitors, Samsung continues to set new standards for immersion and engagement across the industry.

Samsung Onyx is the world’s first cinema LED display, introduced by Samsung Electronics in 2017. The first theater equipped with Samsung Onyx opened that same year at Lotte Cinema World Tower in Seoul, Korea, followed by five additional Lotte Cinema locations¹ around the country.

Now, in October 2025, the latest evolution of Samsung Onyx — the company’s first major update to the technology in eight years — makes its Korean debut at Lotte Cinema Sillim’s Gwang-eum LED theater, the cinema brand’s seventh LED venue.

So why is Lotte Cinema expanding its lineup of cinema LED theaters and moving away from traditional projectors? Samsung Newsroom visited the new Gwang-eum LED theater to experience the difference firsthand and hear what moviegoers and theater representatives had to say.

A Rich Interplay Between Contrast and Color

The difference was clear the moment the screen lit up. As fine beams of light gradually filled the pitch-black display, Samsung Onyx delivered breathtaking contrast and deep blacks, while the interplay of light and color revealed an exceptional range of hues that almost felt tangible.

Unlike conventional projector systems, Samsung Onyx generates its own light through LEDs, producing perfectly defined blacks and whites along with an exceptionally rich color palette. Its outstanding contrast ratio and deep blacks ensure uniform brightness across the entire screen without light bleed, allowing even the darkest scenes to maintain their texture and depth.

“Even during the brightest and darkest scenes, my eyes didn’t feel strained,” shared moviegoer Jeonghyeon Yoon after watching a popular animated film at the theater. “The frames flowed so smoothly that it made watching the movie even more enjoyable.”

The vivid color and contrast of the Samsung Onyx screen appeal not only to audiences but also to animation filmmakers. “On the Onyx, these little details were perfectly visible —details which give a lot to the atmosphere, to the peaceful tone of the scene,” said Matīss Kaža, producer of the dialogue-free animated film “Flow” — which won a Golden Globe® Award for Best Motion Picture — Animated and an Academy Award® for Best Animated Feature. “Cinema is all about detailing in the visual storytelling, and this comes through on Onyx very well.”

In addition, Pixar Animation Studios has collaborated with Samsung to master its animated films such as “Elemental,” “Inside Out 2” and “Elio,” making them available in 4K theatrical HDR format compatible with Samsung Onyx.

“Samsung Onyx enables sophisticated color expression and reproduces true blacks, earning highly positive feedback from audiences,” said Jinha Jeong, Senior Manager at Operations Innovation Team, Lotte Cultureworks. “Many animation fans now say that certain movies must be watched in Onyx LED theaters. With such strong audience satisfaction, LED theaters have now established themselves as one of Lotte Cinema’s signature screening formats.”

Mega-Sized Screens That Transform the Atmosphere

The evolution of Samsung Onyx goes beyond picture quality. The 2025 model (ICD) is reshaping not just the visuals but the very environment of the moviegoing experience.

A new screen nearly 11 meters wide has been installed at Lotte Cinema Sillim’s Gwang-eum LED theater — the largest size possible within the theater’s dimensions. This was made possible by Samsung Onyx’s flexible scaling options, which allow for custom sizing beyond the standard widths of 5 meters (1.25 mm pixel pitch), 10 meters (2.5 mm) and 14 meters (3.3 mm).² In Lotte Cinema Sillim’s case, additional cabinets were added to the sides and bottom of the standard 10-meter model, enlarging the display by more than 30%.

“Due to the structural limitations of the Sillim branch, we were previously able to install only a 10.24-by-5.4-meter LED screen,” Jeong explained. “However, with Onyx’s scalability, we expanded it to 11.52 by 6.3 meters,³ creating a captivating sense of immersion that fills the viewer’s entire field of vision.”

In Samsung Onyx-equipped theaters, every seat offers a crystal-clear view without edge distortion or resolution loss, ensuring an optimal viewing experience from any angle. Unlike traditional projector-based theaters, Samsung Onyx delivers uniform brightness and color accuracy across the entire screen for every single viewer.

“Dynamic scenes such as explosions and battles appeared incredibly sharp, and the vibrant colors made the viewing experience even more immersive,” shared Eunjeong Lim, another moviegoer, after watching a film at the Gwang-eum LED theater.

“Even the outlines of the subtitles were crystal clear, and compared to other screens, the colors felt noticeably richer and more vivid,” added fellow viewer Byeongrok Kang.

In addition, Samsung Onyx delivers peak brightness levels of up to 300 nits — about six times brighter than conventional projector systems — offering crisp, lifelike visuals even in well-lit environments. This enables theaters to use the space not only for movie screenings but also for a wide range of events such as live concert broadcasts, sports match screenings and dining cinema experiences.

“When watching concert footage, the LED screen vividly captures even the darkest corners of the stage,” Jeong explained. “In the Gwang-eum LED theater, where the Onyx screen is paired with powerful sound, audiences can immerse themselves to an astonishing degree.”

“We’re expanding differentiated services like Onyx LED theaters to deliver a more vivid and immersive viewing environment that can only be experienced in cinemas,” said Yongseop Yoon, Head of Projection System Network Operation Center (NOC) at Lotte Cultureworks. “Beyond technological advancement, our goal with the Samsung Onyx screen is to convey the emotional essence of film in its purest form.”

“Personally, I highly recommend watching a visually stunning sci-fi movie at the Gwang-eum LED theater in Sillim,” he added.

Entering the Next Generation of the Cinema Experience

Samsung Onyx is more than just an LED screen — it’s a space where viewers can experience the future of cinema right before their eyes. Those who have experienced the cutting-edge technology often comment that they can’t wait to experience it again.

“The speed and intensity of the action scenes felt very real, and the vivid colors made me feel as if I were part of the movie,” Lim shared. “With this level of picture and sound quality, I definitely want to watch my next film at an Onyx theater.”

“For films by directors like Makoto Shinkai, where color and visual style are essential, watching them here would feel completely different,” added Jeonghyeon Yoon.

In an era when the boundaries between streaming and theatrical releases are becoming increasingly blurred, Samsung Onyx reminds viewers of the irreplaceable emotion that only theaters can provide. The growing popularity of special sing-along screenings and theatrical releases of animation series proves that the in-theater experience remains truly unique.

Audiences today seek theaters that offer ultimate immersion and an experience that rekindles the magic of cinema. That’s why the phrase “a movie that has to be watched in a theater” still holds true. Amid this shift, Samsung Onyx is redefining the value of theaters through technological innovation and by opening new possibilities for cinematic experiences. The future of cinema that Samsung Onyx envisions is already unfolding — right before our eyes.

1. Charlotte Private at Lotte World Tower, Konkuk University Entrance, Suwon, Cheonan Buldang and Busan Centum City in addition to the inaugral World Tower screen ︎
2. 5, 10 and 14 meters correspond to 16, 33 and 46 feet, respectively ︎
3. Roughly 38 by 20 feet ︎

Developed through an open collaboration between Samsung, Google and Qualcomm, Galaxy XR debuts the Android XR experience — a joint effort that extends beyond software and hardware to shape the future of immersive technology. In conversations with Kihwan Kim, EVP and Head of Immersive Solution R&D Team, and Sean Choi, Immersive Solution R&D Team, Lucy explores how Samsung optimized multimodal AI capabilities, with intuitive recognition of eye, hand gesture and voice, and collaborated with Google to define the overall Android XR experience.

Watch the video to go behind the scenes of the Galaxy XR development process and see how this new technology is redefining what’s possible in extended reality.

On October 21, Samsung Electronics unveiled Galaxy XR — a transformative experience powered by context-aware, multimodal AI. During the event, Samsung demonstrated how Galaxy XR opens entirely new possibilities for AI-native devices, enabling full immersion that intelligently responds to users with contextual understanding. The result? A bold glimpse into the future of discovery, play and work.

As the first product built on the new Android XR platform — co-developed jointly with Google and Qualcomm — Galaxy XR places AI at the heart of the user experience. With Gemini serving as a true AI companion, users can seamlessly explore the world: navigate anywhere and receive personalized suggestions on Google Maps, dive deeper into YouTube content, utilize pass through and Circle to Search to learn more about their physical surroundings and even spatialize 2D photos and videos into 3D to bring cherished memories to life.

Beyond multimodal AI, Galaxy XR also delivers next-level entertainment and creativity. The headset’s powerful hardware and 4K display let users stream their favorite shows in stunning detail and immersion, while sports fans can watch multiple games at once. Gamers can chat with Gemini for real-time coaching and tailored insights, and content creators can effortlessly edit videos with Adobe Pulsar — all within an immersive, spatial environment.

Check out the video below for a closer look at how Galaxy XR redefines immersion through context-aware, multimodal AI.

With the introduction of QLED TVs, Samsung has redefined the television landscape, integrating this innovative quantum dot technology into its products. By leveraging the properties of these ultra-fine quantum dots, QLED displays achieve a broader color gamut and higher brightness, elevating picture quality to levels that traditional LED TVs cannot match.

What sets Samsung QLED TVs apart from conventional LED TVs? Samsung Newsroom had the opportunity to meet with researchers Kevin Cha and Jang Nae-won from the Visual Display Business and disassemble a Samsung QLED TV to reveal the secrets behind its stunning performance — literally behind the screen.

1. Operating Module: The Brain of TV

1) Rear Cover

The back panel of a TV serves more than just a structural frame; it protects internal components and effectively manages heat. It houses speakers for audio support and facilitates easy device connections, improving the overall user experience.

2) Main PCB (Printed Circuit Board)

The main PCB acts as the brain of the TV, overseeing functions such as power supply, remote control reception and SmartThings connectivity. This critical component controls the entire system, ensuring the television operates smoothly.

3) TV Tuner

The TV tuner is responsible for receiving and converting broadcast signals for display on the screen. The rise of streaming services and increased use of external device connections has led many users to prefer smart monitors without tuners. However, by definition, a “television” must include this component.

4) AI Processor

At the heart of the Samsung QLED TV is the Q4 AI Processor chip. This advanced component manages AI functionalities such as picture and audio optimization and AI assistants. By automatically adjusting both image and sound based on the surrounding environment, the AI processor makes the viewing experience more immersive.

5) Speakers

Speakers are more than simple output devices. With high-resolution audio and a room-filling sense of space, Samsung QLED TV speakers greatly enhance the viewing experience.

2. Panel

1) Liquid Crystal Display (LCD) Layer and Color Filter

The panel’s structure comprises several intriguing components. The liquid crystal layer and color filter are essential parts of the panel’s basic structure. The liquid crystal layer controls light passage, while the color filter separates colors and creates images at a pixel level. The PCB, which is attached to the panel, precisely controls each pixel, fine-tuning the image.

2) Optical Sheet

The optical sheet concentrates light from the backlight, ensuring a brighter and more uniform image across the display. By gathering light, it elevates the general brightness of the display.

3) QD (Quantum Dot) Layer

The next step reveals the QD layer, perhaps the most important, core component of Samsung QLED TVs. The layer actually utilizes quantum dot materials to convert light sources. This ensures more precise and vibrant colors than conventional technologies, resulting in lifelike visuals. The QD materials in this layer are certified No-Cadmium, enabling safer quantum dot TVs that do not contain harmful substances.

4) Diffuser Plate

This diffuser plate scatters light emitted from the backlight and spread it evenly across the panel to eliminate excessively bright spots and maintain natural illumination.

5) Blue LED Backlight

Samsung QLED TVs use a bright and efficient blue LED backlight. When paired with the QD layer, this backlight produces highly pure colors and achieves greater light efficiency than traditional white LEDs in standard LCD TVs, leading to enhanced overall luminance.

3. Three Key Requirements for a Real Quantum Dot TV

To qualify as a real quantum dot TV, three conditions must be met: the presence of a QD layer, sufficient quantum dot concentration and a blue backlight. Once a TV meets all three conditions, it can be considered a real quantum dot TV.

Samsung QLED TVs are the only models in the world to satisfy these criteria, earning the ‘Real Quantum Dot Display’ certification from TÜV Rheinland, a prominent international certification body based in Germany. This recognition underscores the excellence of Samsung’s QLED technology.

4. Striking Difference Between QLED and LCD

The differences between Samsung QLED and traditional LCD TVs are evident even to the naked eye, but especially striking when measured with professional tools.

For Samsung QLED TVs, the wavelengths of red, green and blue colors exhibit narrow bandwidths and distinct peaks in their emission spectrum, resulting in meticulous color representation. Viewers can see natural visuals and exceptional picture quality with rich, deep colors.

In contrast, LCD TVs without QD layers display generally lower peaks, a wider bandwidth in green as well as multiple peaks in red, hindering accurate color reproduction. To compensate, these TVs often require multiple layers for color correction, ultimately reducing light efficiency.

The in-depth teardown reveals that Samsung QLED TVs are built with sophisticated technology that goes beyond basic explanations. Every component that manages light works in harmony, culminating in breathtaking image quality. The QD layer, in particular, significantly enhances the richness and vibrancy of colors. The intricate technology behind these displays makes a substantial difference in overall picture quality.

At IFA 2025, Samsung Electronics showcased its technological prowess by establishing a “Real QLED Zone,” promoting the concept of “Buy Real, Not Fake.” Samsung QLED TVs represent the pinnacle of cutting-edge technology, pushing the boundaries of premium viewing experiences. With Samsung’s QLED TVs, viewers can truly appreciate the remarkable difference that quantum dot technology delivers.

1. Simulated image based on actual measurements ︎
2. Simulated image based on actual measurements ︎

The campaign aims to deliver these core values and the messages behind them to consumers in over 50 countries through various digital platforms, including Samsung.com, YouTube and social media channels, beginning October 20.

To kick off the campaign, Samsung released a video that highlights the innovative AI technologies behind Bespoke AI. Samsung’s refrigerators, ovens and other home appliances work together to create an intelligent AI kitchen. Products like the all-in-one washer-dryer deliver optimized performance for every cycle, while the robot vacuum cleaner provides personalized experiences tailored to users’ lifestyles and needs.

Robust security ensures users can enjoy their smart appliances with confidence.² In particular, Knox provides thorough protection from malware and external threats. Also, SmartThings, with its unparalleled connectivity, serves as the central engine of the AI home.

Samsung continues to strengthen the quality, durability, and customer service of its home appliances to ensure lasting reliability throughout each product’s lifecycle. Leveraging its competitive edge in key components such as compressors and motors, the company further elevates the user experience by offering the Home Appliance Remote Management (HRM) service³ — now available in more than 120 countries⁴ — and providing up to seven years of free One UI upgrades⁵ that keep products up to date with the latest AI features and security enhancements.

“The ‘Why Samsung’ campaign brings together what truly defines Samsung appliances — innovative Bespoke AI, seamless SmartThings connectivity, trusted Knox security, and lasting reliability,” said Jessie Song, Vice President and Head of Marketing Group at Digital Appliances (DA) Business, Samsung Electronics. “Moving forward, we will continue to deliver compelling messages to consumers worldwide about why they should choose Samsung appliances.”

Samsung Newsroom will be presenting a series of four interviews that delve into each of these core values.

1. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. ︎
2. For further information see: Knox Vault | Fundamentals | Samsung Knox Documentation ︎
3. HRM is supported on SmartThings-enabled models released after 2019. Users must download the SmartThings app available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Availability of supported products and features may vary by country and model. ︎
4. As of August 2025. ︎
5. Supported on Wi-Fi-enabled home appliances released in 2024 and later. ︎

Building on the “Inspired by Nature” concept introduced with One UI 7, the latest ringtone draws from Antonio Vivaldi’s iconic “The Four Seasons” and aims to enrich the everyday sound experience for Galaxy users.

Sound Design Inspired by Nature

Samsung has embraced “Inspired by Nature” as a core theme in its sound design philosophy, applying the concept to not only ringtones but also a full range of interaction sounds. To deepen users’ emotional connection to the natural world, new ringtones are based on classical works inspired by nature while touch interaction audio incorporates actual recordings of natural elements — such as the sound of stones dropping onto the ground.

This design approach continues in One UI 8. The newly added ringtone is based on Vivaldi’s well-known masterpiece, evoking the passage of time and offering the warmth and resonance unique to classical music. The release also marks the second installment in Samsung’s classical ringtone series, following the 2024 ringtone based on “The Carnival of the Animals” by Camille Saint-Saëns.

Vivaldi’s “The Four Seasons” Reimagined by Top Artists

A lineup of world-class artists came together to create the new signature ringtone — including Grammy Award-winning sound director Byeong Joon Hwang, Seoul National University professor and violinist Dami Kim and the classical ensemble Collegium Musicum Seoul.

To evoke the distinct texture of Baroque music, the team layered in a harpsichord and carefully balanced it with string instruments. Recording took place in a live concert hall, with microphone placement tailored to each musician’s position to preserve nuanced acoustics. The piece was produced in Dolby Atmos, delivering an immersive, spatial sound experience.

To faithfully express the emotions of each season in Vivaldi’s composition, the artists meticulously aligned their interpretation and style through multiple recording sessions. The result is a collaborative work that captures the spirit of all four seasons and brings a rich, uplifting sound to everyday life.

▲ Spring from Vivaldi’s The Four Seasons

▲ Summer from Vivaldi’s The Four Seasons

▲ Autumn from Vivaldi’s The Four Seasons

▲ Winter from Vivaldi’s The Four Seasons

Galaxy’s Identity Resonates Through Sound

This new ringtone is more than a classical tune — it represents Galaxy’s evolving sound identity, blending inspiration from nature with refined technical craftsmanship.

“Vivaldi’s ‘The Four Seasons’ delicately expresses the emotion and transitions of each season,” said Yunjae Lee, Sound Designer, Mobile eXperience (MX) Business at Samsung Electronics. “This piece reflects our desire to bring users a rich and immersive sound experience in their daily lives.”

Looking ahead, Samsung remains committed to a cohesive sound philosophy by expanding Galaxy’s signature audio identity across devices and user interactions.

For many, it’s New York City — where skyscrapers touch the sky, scenes unfold on screen and culture thrives in every corner. And now, it’s also the place to get hands-on with Samsung Electronics’ latest mobile devices.

On July 9, the Galaxy Z Fold7, Galaxy Z Flip7 and Galaxy Watch8 series made their grand debut at Galaxy Unpacked 2025 in Brooklyn. But the excitement didn’t stop there.

Just across the East River, the Galaxy Experience Space in SoHo, Manhattan, is now open for visitors to explore the latest Galaxy innovations up close. From immersive product demos to daily workshops and even exclusive influencer meet-ups, the space offers an interactive playground for all things Galaxy.

And the experience goes far beyond four walls. From Flatiron Public Plaza and Union Square Park to Chelsea Triangle and Astor Place, Galaxy Hangouts are popping up all over Manhattan’s most iconic spots. It’s the ultimate city-wide showcase, teeming with the unmistakable energy of New York.

Ready to experience it yourself? Check out the video below and see how Galaxy is unfolding across the streets of New York.

He couldn’t unsee it. And he refused to accept it.

So, he founded Enaleia, an organization that began with a simple idea: collect what doesn’t belong in the sea, and give it a second life.

What started small has grown into a Mediterranean-wide movement. Today, more than 3,000 fishermen are working with Enaleia to remove plastic from the ocean and transform it into something new: raw material, usable products and hope.

Lefteris is doing more than cleaning the ocean. He’s reimagining our relationship with it, turning waste into resources, and skeptics into believers. With a Galaxy device in hand, he documents the fishermen’s progress and opens the story to the wider world — because change, like the sea, belongs to everyone.

The vision Lefteris is pursuing — a cleaner, more sustainable planet — aligns with Samsung’s own commitment to environmental responsibility. That shared purpose is why his story is featured in our Voices of Galaxy series.

He believes the ocean can heal. And he’s showing us how.

▲ A first-of-its-kind hybrid event for the global Odyssey community will be held at Samsung KX, London, on June 13, featuring a live stream on the Odyssey Twitch channel.

Samsung Electronics has announced Odyssey Unveiled 2025, the first-ever hybrid Odyssey event that brings together Odyssey fans at an in-person experience zone with those joining worldwide via a live online broadcast on the Odyssey Twitch channel. This event, to be hosted at Samsung KX, London, on June 13, will offer a unique opportunity for gaming enthusiasts worldwide to connect, compete and experience the next generation of immersive gaming displays – either in-person or online.

▲ Odyssey Unveiled 2025: Official Teaser

Meet the Stars: Hosts, Streamers, and the Ultimate Gaming Face-Off

Odyssey Unveiled 2025 will feature high-profile streamers and influencers – namely, celebrated streamers Caedrel and George Clarkey – to maximize engagement both onsite and online.

• Caedrel: One of the most renowned streamers within the League of Legends community, Caedrel will showcase The First Berserker: Khazan and Rocket League.
• George Clarkey: The popular influencer and co-host of an award-winning podcast The Useless Hotline, will demo the gaming lineup.

The program features two main 1:1 game showdowns:

• On the 27-inch Odyssey 3D (G90XF), Caedrel and George Clarkey will demonstrate the immersive 3D experience of the monitor in the impressive and challenging soulslike game, The First Berserker: Khazan.
• On the 27-inch 4K 240Hz Odyssey OLED G8 (G81SF), the two streamers will play Rocket League against each other, before opening the competition up to play against one attendee.

Both matches will be streamed live, with interactive elements and prizes for in-person and online viewers.

Immersive In-person Experience Zone

Onsite attendees can explore two dedicated gaming zones:

• The Odyssey Box: An open experience zone and streaming area featuring Odyssey 3D, where visitors can capture and share their favorite moments.
• The Gaming Bus & Bus Stop: Hands-on trials of Odyssey 3D and OLED G8 monitors, with opportunities to play featured games and meet influencers.

Samsung will offer branded giveaways and exclusive merchandise during the event, creating memorable experiences for participants both in-person and online. Highlight reels and behind-the-scenes footage will later become available on Samsung’s social media accounts to further immerse those tuning in to the exciting action taking place in London.

Join the Odyssey: Watch, Play, and Win

Whether onsite at Samsung KX or joining the Odyssey Twitch stream, fans will be at the forefront of a new era in gaming display experiences.

To be part of this groundbreaking event, tune in via Twitch on June 13 at 19:00 BST / 14:00 EST —or follow #OdysseyUnveiled2025 on social channels for updates, highlights and exclusive giveaways.

For more information visit the official Samsung Odyssey Twitch website.

3D content has often been associated with inconvenience. Enjoying it typically required specialized equipment such as 3D glasses or head-mounted displays (HMDs). Imperfections in the delivery of 3D images caused crosstalk, potentially leading to dizziness. These discomforts would chip away the immersion of 3D content.

Samsung Electronics is changing that narrative with the introduction of the Odyssey 3D (G90XF) — a finely tuned glasses-free 3D gaming monitor. Featuring eye-tracking and view-mapping technology, the Odyssey 3D marks a paradigm shift in immersive viewing and gaming experiences.

Samsung Newsroom sat down with Donghwa Lim from the Enterprise R&D Lab and Taekwan Lee from the Product Innovation Lab, both part of the Visual Display (VD) Business at Samsung Electronics, to discuss how the Odyssey 3D is redefining perceptions of 3D.

▲ Donghwa Lim and Taekwan Lee break down the Odyssey 3D’s technology and components.

The Three Core Technologies Behind Odyssey 3D

3D displays create a sense of dimension using binocular disparity, in which the brain perceives depth by processing the slightly different images seen by each eye. Leveraging this principle, the Odyssey 3D delivers a glasses-free 3D experience by precisely presenting different images to each eye without the need for external equipment. The eye-tracking technology is designed to recognize users’ eyes even when they are wearing glasses.

“It’s incredibly rewarding to bring to market a technology that once seemed out of reach.”
— Donghwa Lim, Samsung Electronics

At the heart of the Odyssey 3D are three key technologies — eye tracking, view mapping and a lenticular lens.

▲ Odyssey 3D features a myriad of technologies to deliver an immersive, glasses-free 3D experience

Eye tracking is enabled by a stereo camera mounted at the top of the monitor, detecting and tracking the user’s eye movements in real time.

“Because the two cameras capture different images, much like human eyes, they can determine the exact position of the user’s eyes and distance between the eyes and the monitor in real time,” said Lim. “This real-time eye position detection allows us to deliver a precise 3D image, even when the user moves.”

▲ (From left) View mapping and the lenticular lens

Based on this data, the system calculates the correct pixel positioning for each eye and reconstructs a single image through a process called view mapping. The final mapped images are then separately delivered to each eye through the lenticular lens, allowing the images from the display panels to be visible to each eye by utilizing light refraction.

What’s more, the Odyssey 3D isn’t limited to 3D gameplay alone. Since the Odyssey 3D was developed as a gaming monitor, it performs exceptionally well in terms of picture quality and response speed, even when used for 2D gameplay. The lenticular lens activates only when a 3D mode is enabled by Odyssey 3D Hub.

Minimizing Crosstalk With Samsung’s Advanced Display Technology

While 3D effects offer new levels of immersion, even minor visual inconsistencies can disrupt the experience. Samsung has dedicated significant resources to ensuring premium 3D visuals.

“Crosstalk occurs when the images perceived by the left and right eyes aren’t properly aligned,” said Lim. “It can lead to dizziness and other visual discomforts, so we developed several techniques to reduce it.”

▲ Donghwa Lim, Enterprise R&D Lab, Visual Display Business at Samsung Electronics, explains how technologies were meticulously put together to minimize crosstalk

“Even the slightest misalignments during the production or assembly of camera and display components can affect image accuracy,” he noted. “To address this, Samsung applies post-assembly calibration for both the camera and display panel and stores unit-specific data into a dedicated chip inside the monitor.”

In addition to hardware calibration, the Odyssey 3D features a deep learning-based eye-tracking algorithm and a specially engineered display cell coating designed to reduce light distortion and glare — all contributing to minimizing crosstalk and delivering a refined 3D experience.

Driving 3D Gaming Innovation Through Industry Partnerships

The true strength of the Odyssey 3D comes to life during gameplay. Samsung has made high-quality 3D gaming content available through Odyssey 3D Hub — a Windows-based 3D content platform that also supports the conversion of 2D photos and videos into 3D.

“When industry-leading companies join forces, the benefits are ultimately passed on to gamers.”
— Taekwan Lee, Samsung Electronics

To bring immersive and personalized gaming experiences to users, Samsung is actively collaborating with industry partners to optimize games for glasses-free 3D.

▲ Taekwan Lee, Product Innovation Lab, Visual Display Business at Samsung Electronics, explains that cross-industry efforts are key in expanding the 3D market

Joint efforts are also underway to expand 3D gaming content.

“Game developers are constantly exploring ways to offer new experiences to users,” said Lee. “One of those directions is 3D gaming.”

While the 3D gaming market is still emerging, Lee emphasized that industry-wide collaboration is key to accelerating its growth.

“The First Berserker: Khazan” — a recently published game developed by Nexon Korea and Neople — stands as a notable example of how 3D immersion can come to life through collaboration with Samsung during development.

“Through this partnership, Nexon, Neople and Samsung have been working closely to tailor the 3D visuals, carefully adjusting them based on the composition of characters and backgrounds. We ensured that everything from scene-specific factors to cinematic transitions could be presented more vividly on Odyssey 3D monitor,” he explained.

▲ A scene from “The First Berserker: Khazan”

“Creating effects like drifting particles, fast-moving flames and cinematic cutscenes¹ was technically challenging, but I’m proud of what we achieved through teamwork,” Lee added. “In particular, the snowy mountain scene in Khazan gives the impression that snowflakes are flying directly toward the player when played on the Odyssey 3D. It’s an experience I would strongly recommend trying firsthand.”

“Our research is a journey to connect users to the future.”
— Taekwan Lee, Samsung Electronics

With the Odyssey 3D, Samsung is elevating the gaming experience to new levels of immersion.

“We are in discussions with local and global game developers to expand the 3D gaming market,” he emphasized. “Our goal is to collaborate with more developers to bring a broader range of 3D games to users. When industry-leading companies join forces, the benefits are ultimately passed on to gamers.”

From Impossible to Possible: Leading the Future of 3D Monitors

Lim reflected on how far technology has come over the past decade.

“Way back when I first joined Samsung, I attended a meeting on 3D technology where the lenticular lens was deemed ‘not feasible’ with existing technology,” he said. “Now, years later, we’ve not only made it possible, but we’ve also brought it to market. It’s incredibly remarkable and deeply rewarding to see a product launch built on technology that once seemed out of reach.”

▲ Donghwa Lim and Taekwan Lee are excited about the market potential of 3D content and monitors

“Our research to create new experiences is a journey to connect users to the future. The Odyssey 3D marks the beginning of a new era in expanding the boundaries of technology-driven experiences,” said Lee. “Games played on the Odyssey 3D are sure to deliver a ‘wow’ factor — not just at specific moments, but throughout the entire experience.”

As Samsung continues to lead the gaming monitor market, the Odyssey 3D stands as a powerful example of how the company is redefining immersive experiences and pushing the limits of display innovation.

* This article has been updated for accuracy.

¹ Short storytelling clips shown between stages during gameplay.

Samsung Electronics today announced that Samsung TV Plus, its free ad-supported streaming (FAST) service, will serve as the exclusive global livestream platform for SMTOWN LIVE 2025 in L.A., the landmark K-pop concert commemorating the 30th anniversary of SM Entertainment. The live broadcast will air on May 11, from Dignity Health Sports Park in Los Angeles, to audiences across 18 countries via Samsung TV Plus.

This milestone collaboration with SM Entertainment — the powerhouse behind K-pop’s global rise — marks a significant moment for Samsung TV Plus as it continues to redefine how fans worldwide experience Korean content.

“Through our partnership with SM Entertainment, we’re leveraging Samsung TV Plus’s technology to bring the richness of K-Content to more viewers than ever before,” said Yong Su Kim, Executive Vice President of the Visual Display Business at Samsung Electronics. “This global event marks a significant moment for K-Pop fans everywhere and we’re proud to broaden access to premium Korean content for audiences around the world.”

Unprecedented Global Access to K-pop’s Biggest Stage

SMTOWN LIVE 2025 in L.A. will feature a star-studded lineup of SM Entertainment’s leading artists, including TVXQ!, SUPER JUNIOR, SHINee (KEY, MINHO), EXO (SUHO, CHANYEOL, KAI), Red Velvet (IRENE, SEULGI, JOY), NCT 127, NCT DREAM, WayV, aespa, RIIZE, NCT WISH, Hearts2Hearts, SMTR25, and much more.

In addition to beloved fan-favorite tracks, Samsung TV Plus will exclusively showcase live performances, including:

• The first US stage of “poppop” by NCT WISH, following their recent music show win
• The live performance of “Wait On Me” by EXO’s KAI, a chart-topping track that reached No.1 on iTunes in 30 regions and topped China’s QQ Music digital album chart

These moments will be available only on Samsung TV Plus, providing fans in select countries with exclusive front-row access.

Dedicated SMTOWN Channel Enhances the K-pop Viewing Experience

To further elevate fan engagement, Samsung TV Plus has launched a dedicated SMTOWN Channel that offers:

• Full concert replays of SMTOWN LIVE 2025 in L.A.
• Music videos and curated content highlighting SM artists and the legacy of SM Entertainment

The SMTOWN LIVE 2025 in L.A. replay will be available exclusively on Samsung TV Plus in select countries for a six-month period, further reinforcing the platform’s role as a premier global destination for K-pop content.

A Growing Hub for Global K-Content

Samsung TV Plus continues to grow as a global destination for Korean entertainment, offering over 4,000 hours of free-to-stream dramas, thrillers, romance, crime series, and music programming. Available on more than 630 million Samsung devices across 30 countries, the platform provides a seamless, ad-supported viewing experience to millions of users — no subscriptions or logins required.

With the SMTOWN LIVE 2025 in L.A. partnership, Samsung TV Plus solidifies its leadership in global K-content distribution — expanding access, deepening fan connections, and bringing iconic Korean entertainment into more homes around the world.

For more information on how to watch SMTOWN LIVE 2025 in L.A. and explore the full Samsung TV Plus offering, visit www.samsung.com.

▲ Samsung TV Plus X SM Town livestream teaser

In this final installment, Samsung Newsroom editors and the Good Lock development team spotlight standout features.

Wonderland: Dynamic Customization for Lock and Home Screens

Wonderland enables users to create animated wallpapers for the lock and home screens — bringing a vibrant, dynamic aesthetic to the first screens encountered when the device is turned on.

Previously, the same wallpaper had to be applied to both the lock and home screens. However, in response to user feedback, each screen can now be customized independently for greater creative freedom.

Users can layer various design elements — such as images, text, videos and particle effects¹ — and apply motion effects including left-right, up-down and front-back movement to create 3D wallpapers that respond dynamically to device tilt and touch.

▲ Wonderland

▲ A wallpaper created using Wonderland

Moreover, users can personalize the transition effects between the Always On Display (AOD) and the lock screen to add a stylish touch to their device’s first impression. Detailed controls over transition speed and depth allow for playful effects, such as stickers that appear and disappear over an image.

As one of Good Lock’s defining features, Wonderland combines creativity with the satisfaction of a visually immersive experience.

▲ Customized transitions between the AOD and the lock screen

Edge Lighting+: Customized Notifications That Catch the Eye

Edge lighting+ transforms everyday notifications into eye-catching visuals — adding a personalized touch to every alert that appears on the screen.

Through the Set Custom Style menu, users can fully customize the image, color and animation that accompany incoming notifications. Beyond default images, stickers created on Galaxy devices can be applied to give each notification a unique and personal touch.

▲ Edge lighting+

The Style by keyword menu allows users to assign specific effects to notifications containing certain keywords — ensuring that important messages stand out. For example, terms like “boss,” “report” or “meeting” can trigger distinct visuals for relevant notifications.

▲ Style by keyword

Additional customization options include changing the notification image to appear as an app icon or activating effects only when the screen is off.

Despite its wide range of features, Edge lighting+ makes it easy for users to create stylish, personalized notifications with minimal effort.

Nice Shot: Effortless Screenshot Management

Nice Shot streamlines screenshot management — making it easy to capture, delete and organize images the moment they appear on screen.

A delete button appears immediately after taking a screenshot, allowing users to remove images they don’t need without opening the Gallery app.

▲ Deleting an unwanted screenshot using Nice Shot

Furthermore, users can configure their device to automatically enable Do Not Disturb mode during screen recordings to prevent interruptions from notifications or messages.

As one of Good Lock’s most practical enhancements, Nice Shot adds everyday convenience to Galaxy devices.

The diverse Good Lock features showcased throughout this series reflect the thoughtful collaboration between Galaxy users seeking a truly personalized experience and the Samsung developers dedicated to making that vision a reality.

By delivering greater convenience and deeper customization, Good Lock continues to evolve in step with the needs of its users and the creativity of its developers — and this is just the beginning.

¹ Visual effects in Wonderland such as flying snowflakes, scattered raindrops, rising bubbles, twinkling stars and fluttering petals.

But which Good Lock features are users loving the most?

The first part of this series explored the Home Up module. In this second installment, Samsung Newsroom unveils the top three most popular features.¹

Good Lock’s No. 1 Feature: Sound Assistant

Ever wished the volume could be tweaked just a little more precisely when listening to music?

Good Lock’s Sound Assistant was designed to address exactly these everyday audio frustrations. The feature has surpassed 21 million cumulative downloads since its release, making it the most widely used module in the Good Lock suite.

Sound Assistant allows users to fine-tune volume levels in increments from one to 10, enabling precise control for an optimal listening experience. The volume panel’s appearance can be customized, delivering satisfaction not only to the ears but also to the eyes.

▲ Sound Assistant

Users can manage volume settings for individual apps, assign the volume buttons to control media volume instead of ringtone volume and prevent media volume from decreasing during navigation use — eliminating minor inconveniences tied to personal preferences.

These subtle yet impactful elements make Sound Assistant a standout feature that delivers meaningful improvements to the everyday audio experience.

Good Lock’s No. 2 Feature: Theme Park

Theme Park, a feature that lets users personalize various user interface (UI) elements of their smartphones with custom themes, has surpassed 17 million cumulative downloads.

Curating a stylish theme but unsure how to choose the right color combination? Theme Park makes it easy to craft a visually cohesive and balanced look.

Users can customize the color scheme of individual UI components — including the keyboard, quick panel and messaging interface — or let the feature automatically generate a harmonious palette based on a selected background image. This intuitive tool allows even those without design experience to personalize their device with ease and style.

▲ Theme Park

With the One UI 7 update, advanced customization options have taken creativity to the next level. Users can now personalize not only app icons but also the shape and color of home screen folders. For those looking to design custom icons and folder styles, the Create Icon Theme feature within Theme Park offers a simple yet powerful way to bring a unique aesthetic to the home screen.

▲ Customize the look of home screen folders with One UI 7.

Good Lock’s No. 3 Feature: One Hand Operation+

Ranking third among the most-used Good Lock features, One Hand Operation+ has proven its practicality with more than 16 million cumulative downloads.

This feature enables users to perform frequently used smartphone functions with a single thumb gesture, making it particularly helpful for multitasking throughout the day. Whether holding a drink in one hand or navigating through a crowded bus on the way to work, One Hand Operation+ guarantees users smooth, effortless control of their device.

The tool supports both left and right-handed users and allows specific functions to be assigned to horizontal, vertical or diagonal gestures. For instance, a left horizontal swipe could be set to “Back,” a right downward diagonal swipe to “Home” and an upward diagonal swipe to open “Recent Apps” or launch AI Select.

▲ One Hand Operation+

Users can further customize and refine gesture control settings to match their preferences and usage patterns. Options include adjusting the touch recognition range and gesture vibration intensity, excluding specific apps from gesture activation and even configuring gestures for the S Pen.

This feature is especially useful in busy daily routines — an underrated yet powerful capability that delivers exceptional convenience with a single, simple gesture.

This overview of the top three most popular Good Lock features highlights the customization functions Galaxy users rely on most in their daily lives. With many capabilities still left to explore, however, Good Lock has much more to offer.

In the third and final installment of this series, Samsung Newsroom will share expert tips and recommendations from the Good Lock development team.

¹ Top three most downloaded Good Lock features since its launch, based on cumulative downloads as of early March 2025.

In a 2024 survey¹ conducted by Samsung with 1,443 participants across five countries, the most preferred AI appliance experience was “easier and more natural voice control” (32%) followed by “integrated touchscreens on appliances” (30%).

Samsung first introduced a 21.5-inch screen on its Family Hub refrigerator in 2016. Since then, the company has incorporated a variety of screen sizes — including 4.3-inch, 7-inch and 32-inch displays — across its home appliance lineup. Samsung further broadened the scope this year to include both combined and standalone washers and dryers, as well as induction cooktops. Notably, a 9-inch screen has been added to the refrigerator lineup for the first time — offering consumers even more choice.

How have screen-equipped appliances changed users’ daily lives? Samsung Newsroom highlights five ways Samsung’s Bespoke AI screen-equipped appliances help users get more out of their homes.

1. Personalized Information at a Glance With Daily Board

The dashboard-style Daily Board² allows users to easily view personalized information right from the kitchen. Introduced for the first time this year, the feature is available on various screen-equipped refrigerators including Samsung’s new refrigerator with 9-inch AI Home screen.

As users head to the kitchen for a glass of water in the morning, they can check the weather, view their schedule and even get recipe suggestions using ingredients stored inside the fridge — all from the screen. For a personal touch, they can also leave notes for family members.

The upgraded AI voice assistant Bixby³ recognizes individual voices and offers tailored support from displaying schedules to helping users find their smartphones.⁴

2. From Recipe to Oven: Orchestrating Meals With Ease

Samsung’s screens go beyond controlling individual home appliances — they enhance the entire home experience through seamless device connectivity.

AI Vision Inside⁵ now recognizes up to 37 types of fresh ingredients stored in the refrigerator and automatically creates a food list on the screen. The newly introduced AI Food Manager can also recommend up to 50 frequently used processed or packaged items based on usage patterns.⁶ From the screen, users can receive personalized recipe suggestions tailored to available ingredients. These recipes can then be sent to connected cooking appliances — such as ovens and induction cooktops — via SmartThings, making meal preparation smooth and convenient.

3. Control the Entire Smart Home From One Screen

With the Map View feature, users can monitor and control all their connected home appliances from a single screen.⁷ Everything can be managed remotely, from adjusting modes and changing temperatures to managing other key settings. Whether in the kitchen or living room, users can answer phone calls, monitor visitors or unlock doors — all through the screen.

Notably, this year’s new models⁸ feature upgraded screens that go beyond basic control — now, they serve as smart home hubs capable of connecting to and managing a wide range of devices. In addition to Wi-Fi, the appliances support Zigbee, Matter and Thread for more compatibility with various smart home and Internet of Things (IoT) ecosystems.⁹

4. Just a Simple Tap To Enjoy Home Entertainment

Samsung’s AI appliances make it easy to enjoy entertainment — either by mirroring content from a smartphone or directly accessing the internet or apps like YouTube and Spotify from the screen. For example, users can cook while watching a mirrored video on the refrigerator screen or use the washing machine’s screen to search YouTube for laundry tips and set the appropriate wash mode.

5. Energy Use Monitoring and Smart Maintenance Tips

One of the biggest advantages of Samsung’s large screens is their ability to intuitively visualize and manage energy consumption and maintenance tasks.

With SmartThings Energy, users can track energy use and reduce consumption through AI Energy Mode. They can also access the Optimal Scheduling feature¹⁰ that suggests ideal times to run appliances based on periods of high carbon emissions. After each wash or dry cycle, the screen displays a graph that breaks down the time spent and energy used.

To extend the appliance’s lifespan and ensure safety, the screen regularly checks device status and notifies users when filters need changing or cleaning. Bixby can even visually and audibly provide maintenance instructions on the screen when users ask.¹¹

Under its “Screens Everywhere” vision, Samsung continues to expand its lineup of screen-equipped appliances — designed to understand and support users’ daily lives. To explore how the 2025 Bespoke AI lineup delivers a differentiated, AI-enhanced experience through screen innovation, watch the video below.

* Product images shown in the video may vary by region and differ from actual usage.

¹ Online survey allowing multiple responses, conducted from August 30 to September 9, 2024. Participants included men and women aged 20 to 59 from South Korea, the United States, the United Kingdom, Mexico and Vietnam — all within the top 50% household income bracket and identified as key decision-makers or users in home appliance purchases. Of the 2,283 respondents, 1,443 expressed purchase intent for the accessibility concept — AI appliances that can be easily and conveniently controlled from anywhere in the home.
² The 2025 Bespoke AI refrigerator with 9-inch AI Home screen, the 32-inch Family Hub and select 2024 refrigerator models are scheduled to receive this update via Smart Forward in phases. Smart Forward updates are available for software only, and for models released after 2017 that are equipped with standardized OCF protocol. Adequate hardware specifications may be required for certain updates. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.
³ Bixby availability may vary depending on the country. Bixby only recognizes certain accents and dialects of English (U.K.), English (U.S.), English (India), French (France), German (Germany), Italian (Italy), Korean (South Korea), Mandarin Chinese (China), Spanish (Latin America), Spanish (Spain) and Portuguese (Brazil). Voice ID will be available starting May of 2025 through Smart Forward update. Launch date may differ according to region and country. To activate Bixby, a Samsung Account is required. Up to six accounts can be registered per device. To increase the accuracy of identifying each voice, it is recommended for you to register your voice in quiet surroundings. Voice ID is done based on the tone of voice used during registration process. Any change or modification to your voice may lead to misidentification.
⁴ This update is planned for release in the first half of 2025 via Smart Forward. Once Bixby recognizes a user’s voice, it switches to the Samsung account linked with the Family Hub and provides personalized information such as schedules (compatible with Google and Microsoft Calendar apps), phone location, photos and more. This Bixby voice recognition feature is supported on screen-equipped appliances running Tizen OS but not on washer and dryer models with 4.3-inch screen running Tizen Lite OS.
⁵ Available on select T-Type and French Door refrigerator models. As of April 2025, AI Vision Inside can recognize 37 food items like fresh fruits and veggies. If the food is not recognizable, it may be listed as an unknown item. AI Vision Inside cannot identify or list any food items in the fridge door bins or freezer. It recognizes food items based on deep learning models, which may be updated periodically to improve accuracy.
⁶ AI Vision Inside will recognize and recommend that users save processed food items that have been placed inside multiple times, allowing up to 50 items to be saved with the designated name. Processed foods are limited to those that keep a certain packaged form. AI Home recommends saving the item after it has been input more than 4 times during 30 days.
⁷ A Wi-Fi connection and a Samsung account are required. Third-party devices must be SmartThings compatible.
⁸ Availability of the hub function in Samsung’s screen-equipped appliances may vary by model and region. It is applied to products such as the 32-inch and 9-inch screen refrigerators, as well as the 7-inch screen washers and dryers (excluding standalone models). A Wi-Fi connection and a Samsung account are required. All products must be connected to SmartThings. Only 3rd party devices that are compatible with SmartThings can be registered.
⁹ Update times vary by product and each protocol.
¹⁰ Features and availability of services may vary by region.
¹¹ Bixby can answer troubleshooting- and usage-related questions based on the appliance’s user manual.

Among the many enhancements, the upgraded Home Up module stands out — introducing greater design flexibility and significantly expanding home screen customization capabilities. Samsung Newsroom explores the latest in UI personalization with an in-depth look at what the new Home Up has to offer.

DIY Home Screen: A Fresh Take on App Layout and Organization

▲ (From left) A comparison of the default Galaxy S25 Ultra home screen and a customized home screen using Good Lock

Breaking away from traditional grids and uniform app icons, the DIY Home Screen feature in Home Up empowers users to design a layout that reflects their unique style. Apps, widgets and folders can all be freely resized and repositioned — much like customizing the pages of a planner.

▲ DIY Home Screen

For a playful touch, users can cleverly conceal app icons underneath decorative elements with sticker and layer tools. Simply add a sticker to the home screen, place it over an app icon and adjust the layer settings. This setup transforms the sticker into a fun shortcut that launches the hidden app when tapped.

▲ Hiding an app underneath a sticker using the DIY Home Screen feature

Show Favorites: Display or Hide the Favorite Apps Row

The fixed row of favorites at the bottom of the home screen is a familiar element on most smartphones. With Good Lock, however, this default layout is easy to customize. Users who prefer a cleaner, more minimalist aesthetic can disable the Show Favorites option in the Home Up menu for a simplified and refreshed home screen experience.

▲ Show Favorites

Home Gesture Animation: Fine-Tuned Control for Smoother Navigation

The Home Gesture Animation feature — found under Good Lock > Home Up > Gesture Settings — is perfect for users who want to add a touch of personality to every interaction. The feature offers a unique way to customize the transition animations activated when returning from an app to the home screen, making even the simplest gestures more expressive and enjoyable.

Alongside the four preset animation styles, Advanced Tuning provide granular control over aspects like speed and vibration for a more refined user experience.

▲ (From left) The Home Gesture Animation feature shown in Classic mode and Sweet mode

The Home Up module within Good Lock offers a set of useful tools for customizing device home screens to match personal preferences. In the next article in this series, Samsung Newsroom will spotlight the top three most popular Good Lock features — fan favorites among Galaxy users around the world.

Samsung Electronics unveiled its refreshed “AI Home” vision and innovative appliance lineup at its global launch event, Welcome to Bespoke AI, in Seoul, Korea. With a focus on providing a more secure and intuitive user experience, the company introduced an AI Home experience, showcasing advanced AI features and a wider range of screen-enabled appliances.

Jeong Seung Moon, EVP and Head of the R&D Team for Digital Appliances Business at Samsung Electronics, opened the global press conference by introducing the company’s vision for creating an AI Home that harmoniously connects various devices and, as a result, caters to user needs in every room of the home.

“Through our Bespoke AI appliances, Samsung has brought an AI Home to life that not only enhances everyday convenience but also enables energy savings and care,” said Jeong Seung Moon. “We will continue to expand the advanced AI Home to more households, leveraging smart screens, Bixby and Knox security.”

The 2025 Bespoke AI Appliance Lineup

▲ Samsung unveiled the new Bespoke AI appliances for 2025.

During the event, Samsung introduced its Bespoke AI appliances for 2025, which bring new and innovative functionalities to solve users’ difficult problems.

At the heart of the company’s vision is the AI Home display.¹ Built upon the innovation of the first introduction of the AI Home display last year, the AI Home with new size options has been expanded to a broad range of new products, such as Bespoke AI Refrigerators, the Bespoke AI Laundry Vented Combo, Washers and Dryers.²

The 9-inch AI Home screen on the Bespoke AI Refrigerator lineup increases consumers’ options by offering a similar experience to what’s available on the larger AI Family Hub screen. With the upgraded AI Vision Inside,³ food management has been enhanced with new features such as recognition of processed food items,⁴ for models with the AI Family Hub and those with the AI Home. Through the 7-inch AI Home in the Bespoke AI Laundry, users can intuitively control the washing and drying cycles, as well as monitor and control other connected devices.⁵

Moreover, the new Bespoke AI appliances bring enhanced features that adapt to consumer needs. For example, the Bespoke AI Hybrid Refrigerator utilizes AI to efficiently cool the inside of the fridge, detecting its current status and predicting internal temperature changes to effectively adapt cooling.

The Bespoke AI Laundry includes new functions to enhance consumer convenience, with new standalone models that have upgraded AI Wash and AI Dry to AI Wash+ and AI Dry+,⁶ as well as models to be launched in Europe, using up to 55% less energy than class A minimum requirements for the washer.⁷ Also, Samsung unveiled the new Bespoke AI Laundry Vented Combo, which is the first ever vented combo in its class.⁸ It significantly reduces drying time, finishing both washing and drying in 68 minutes with its Super Speed cycle.

Samsung is continuing to innovate its vacuum cleaner lineup, as well. The cordless stick vacuum cleaner, the Bespoke AI Jet Ultra, will be launched with the world’s most powerful⁹ suction power of up to 400W.¹⁰ The upgraded AI Cleaning Mode 2.0¹¹ classifies more diverse environments¹² like corners¹³ and the type of carpets¹⁴ for improved cleaning performance.

Samsung also revealed the Bespoke AI Jet Bot Steam Ultra.¹⁵ Not only is the robot vacuum cleaner designed to climb thresholds, but it is also enhanced with AI Object Recognition for complex environments,¹⁶ which can recognize obstacles as small as 1cm, and even transparent liquids¹⁷ for better cleaning results. And when it encounters corners or walls, the brush pops out, allowing it to clean areas that can be difficult for typical robot vacuum cleaners to deal with.

Samsung Home Appliances Bring Easy To Use, Care and Saving to Consumers

Samsung elaborated further on its “AI Home” vision and its commitment to integrating AI across the connected experience to cater to diverse lifestyles — through the core benefits of Easy to Use, Care and Saving.

Thanks to the adoption of the AI Home display, users will find it easier than ever to engage with the full functionality of their Bespoke AI appliances. The smart screen is now an even better central control hub, even connecting third party devices through SmartThings without the need for a separate hub device.¹⁸ Users can also utilize features like the refrigerators’ Daily Board to receive personalized information and better manage their day — or use Map View to effortlessly monitor and control other connected devices.

The upgraded Bixby allows for easier control of appliances through voice commands and enhances usability through new features like Voice ID.¹⁹ It personalizes services by recognizing the user’s voice, automatically switching to the Samsung account of the speaker and showing their calendar on the screen. And if that person also uses the low vision option on their Galaxy smartphone, it will be automatically synced to the screen for a better viewing experience.

New SmartThings services were also introduced during the event, including Family Care,²⁰ which sends an alert to other family members if a user’s movement is not detected at the set time — or if there is no activity for a certain amount of time after the last activity. It is also possible to use the robot vacuum cleaner to look for signs of an emergency, with all of this functionality being tightly secured by Samsung Knox.

Continued Efforts To Deliver Reliable Experiences

To complete its “AI Home” vision for 2025, Samsung shone a light on how it is pushing the boundaries of innovation, prioritizing a trusted experience for users.

First, Samsung will apply enhanced Knox security to devices across the lineup so that users will be able to enjoy their AI Home experience with peace of mind. This year in particular, Trust Chain, which is part of Knox Matrix, is applied to all Wi-Fi enabled appliances launching in 2025. Users can continuously monitor products’ security status in real time through the dashboard.²¹

Knox Vault is also applied to home appliances for the first time,²² storing particularly sensitive user information, such as passwords and authentication information, in a separate hardware chip to ensure protection. Furthermore, to protect against the potential of future quantum attacks, Samsung’s security is also equipped with post-quantum cryptography (PQC), a part of Knox Matrix Credential Sync, for its screen-applied products.²³

Another key priority for Samsung is making sure that customers can use the latest software features on their existing appliances without buying new ones. With Smart Forward,²⁴ the software update service through SmartThings, Samsung continuously updates its appliances with new features to enhance the consumer experience.

Samsung is also actively improving product maintenance. SmartThings Home Care utilizes AI to diagnose each appliance’s status, and if signs of malfunction are detected, it sends a notification in advance. In addition, a technical support representative can provide guidance on remote measures based on pre-diagnosis results.²⁵ This support feature has already expanded to more countries, including France, Netherlands and Canada, following Korea and the United States.

By integrating all of these wide-ranging initiatives, Samsung aims to create safer and more reliable smart home experiences that users can enjoy with comfort and peace of mind.

▲ Samsung DA held a global event to unveil its vision and new products.

¹ AI Home display refers to the 7″ or 9″ LCD screen on the product. Does not mean all services available on the AI Home are AI or generate information or outcome using AI. Certain functions accessible through the AI Home utilize AI-based algorithms, which can be updated periodically to improve accuracy. AI-based algorithms may generate incomplete or incorrect information.
² AI Home is available on select models, and its availability may vary by region.
³ Available on select T-Type and French Door refrigerator models. As of April 2025, AI Vision Inside can recognize 37 food items like fresh fruits and veggies. If the food is not recognizable, it may be listed as an unknown item. AI Vision Inside cannot identify or list any food items in the fridge door bins or freezer. It recognizes food items based on deep learning models, which may be updated periodically to improve accuracy.
⁴ AI Vision Inside will recognize and recommend that users save processed food items that have been placed inside multiple times, allowing up to 50 items to be saved with the designated name. Processed foods are limited to those that keep a certain packaged form. AI Home recommends saving the item after it has been input more than 4 times during 30 days.
⁵ A Wi-Fi connection and a Samsung account are required. Third-party devices must be SmartThings compatible.
⁶ Based on an advanced AI-created algorithm. It may not detect certain fabrics or accurately identify them when a load includes a mixture of different fabric types. To prevent wear, wash like fabrics together. For US, the names of features are applied differently; AI OptiWash and AI OptiDry to AI OptiWash+ and AI OptiDry+.
⁷ Based on Samsung internal testing. The energy consumption of this 9KG model is EEI 21.8, which is 55% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9KG models). Energy ratings tested with Eco 40-60 program, 55% savings tested with Eco 40-60 program.
⁸ Among 27” vented washer/dryers. Sold only in the U.S., Canada and Mexico.
⁹ Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard, using a handheld type vacuum cleaner (with no brush) in Jet mode. The results were compared to cordless stick vacuum models available on the market with a stated suction power within 30% of the actual suction power of the Samsung model tested by SLG. Based on sales data between January 2024 and December 2024 as compiled by an independent market research institute.
¹⁰ Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard. Measured at the inlet of the non-motorized tool when the dustbin is empty, using Jet Mode and a large capacity battery that is fully charged. Lasts up to 1 min.
¹¹ The updated functions of AI Cleaning Mode 2.0 can be activated after registering the stick vacuum cleaner on the SmartThings App. The operation of AI Cleaning mode 2.0 may be limited in certain environments, such as when the All-in-one Clean Station is unplugged or Wi-Fi connection is unstable or the Bluetooth connection status between the stick vacuum cleaner and the All-in-one Clean Station is unstable. If AI Cleaning mode 2.0 does not work frequently, please move the All-in-one Clean Station to a space without obstacles nearby. To enable continuous function updates, keep Wi-Fi on in the house on at all times.
¹² The ability to identify different cleaning environments and the time it takes to change the settings can be affected by environmental conditions.
¹³ When used with Slim LED Brush+. Corner and floor-wall joint detection only operates in hard floor environments. “Corner” refers to the area where two flat and closed walls meet. The suction power increases about 2-3.5 seconds after the brush is pressed against the wall. If the brush contacts only one side of the corner or if there is a gap in the corner, it may not be recognized as a corner, and the recognition accuracy and reaction speed may vary depending on the wall shape and actual usage environment.
¹⁴ When used with Active Dual Brush.
¹⁵ Product features are still in development and may change. It does not guarantee final specifications.
¹⁶ Based on our deep learning model trained using a predefined set of data and may yield incomplete or incorrect information. New datasets may be introduced to our learning model from time to time to enhance its accuracy.
¹⁷ A liquid spill is defined as having a size of 7cm x 7cm or larger. Identification may be affected by the size of the stain or the environmental conditions of the floor, such as the floor pattern.
¹⁸ Available in the refrigerators’ 32” AI Family Hub and/or 9” AI Home. A Wi-Fi connection and a Samsung account are required. All products must be connected to SmartThings. Only 3rd party devices that are compatible with SmartThings can be registered.
¹⁹ Bixby availability may vary depending on the country. Bixby only recognizes certain accents and dialects of English (U.K.), English (U.S.), English (India), French (France), German (Germany), Italian (Italy), Korean (South Korea), Mandarin Chinese (China), Spanish (Latin America), Spanish (Spain) and Portuguese (Brazil). Voice ID will be available starting May of 2025 through Smart Forward update. Launch date may differ according to region and country. Bixby activated Samsung Account is required. Up to six accounts can be registered per device. To increase the accuracy of identifying each voice, it is recommended for you to register your voice in quiet surroundings. Voice ID is done based on the tone of voice used during registration process. Any change or modification to your voice may lead to misidentification.
²⁰ Appliance must support Wi-Fi and connect to SmartThings to activate service. Users can activate the service on the SmartThings.
²¹ Trust Chain Dashboard is applied to appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025.
²² Knox Vault is applied to Bespoke AI Jet Bot Steam Ultra and appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025, except Bespoke AI Oven.
²³ PQC is applied to appliances with 7-inch or 9-inch AI Home, and AI Family Hub screen launching in 2025, except Bespoke AI Oven.
²⁴ Smart Forward updates are available for software only, and for models released after 2017 that are equipped with standardized OCF protocol. Adequate hardware specifications may be required for certain updates. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.
²⁵ Applicable to appliances launched after 2018 and is supported on models with standardized OCF protocol released from 2018 onward. Supported features may vary according to region and country. Appliance must support Wi-Fi and connect to SmartThings to activate service.

Samsung Newsroom explores some of the standout campaigns that marked the arrival of the Galaxy S25 series worldwide.

[Australia] Elevating Morning Commutes With the Galaxy Go Fleet

In Australia, Samsung launched the Galaxy Go Fleet — a fleet of custom-branded watercraft that transformed daily commutes across Sydney Harbour and the Brisbane River into an interactive Galaxy S25 experience. Passengers on board had the opportunity to test key Galaxy AI features, including Now Brief and Audio Eraser, and experienced firsthand how the Galaxy S25 series helps them start and navigate their day with ease.

[Peru] Introducing the Galaxy AI Train on Lima Metro’s Line 1

Samsung Peru became the first tech company in Peru to rebrand a metro train by introducing the Galaxy AI Train on Lima Metro’s Line 1, a key transportation route serving over 500,000 passengers daily. In celebration of the Galaxy S25 series launch, passengers received exclusive metro cards and promotional goods — further enriching their unique transportation experience.

[Chile] Transforming Tobalaba Metro Station and Illuminating Santiago’s Night Sky

Samsung Chile made its mark in Santiago with two high-profile activations to celebrate the launch of the Galaxy S25 series. Tobalaba Metro Station, one of the city’s busiest transit hubs, was officially renamed “Galaxy AI” — immersing daily commuters in the Galaxy S25 experience.

The celebrations continued with a spectacular drone light show where over 300 drones illuminated Santiago’s night sky with stunning visual arrangements alluding to Galaxy AI and the Galaxy S25 series. The synchronized performance mesmerized spectators, turning the city skyline into a dazzling tribute to Samsung’s latest mobile innovations.

[United States] Bringing Stunt Action to the Oscars With Galaxy AI

In the U.S., Samsung celebrated the Galaxy S25 Ultra during the 2025 Oscars with two high-energy ads featuring stunt performers — developed in collaboration with Disney Advertising, ArtClass Content, Empire Stunts, Kimmelot, Maximum Effort, More Media and Really Original. The campaign highlighted the Galaxy S25 Ultra’s advanced AI-powered video-editing capabilities such as Audio Eraser, a feature that removes unwanted background noise. By demonstrating how Galaxy AI enhances both professional filmmaking and everyday content creation, the initiative put stunt professionals in the spotlight — recognizing their contributions to the industry while showcasing Samsung’s state-of-the-art mobile technology.

[United Kingdom] Celebrating Everyday Moments With a Personal Touch

Samsung U.K. embraced a more personal approach by highlighting how the Galaxy S25 Ultra enhances daily life. Through engaging social media content created in collaboration with Anaïs Gallagher and Molly Moorish-Gallagher, Samsung demonstrated the Auto Trim feature, which allows users to effortlessly edit their favorite video clips and even generate highlight reels. Additionally, the campaign illustrated how the Galaxy S25 Ultra, through the Now Brief feature, integrates itself into users’ bedtime routines by providing personalized updates and content — thereby helping them wind down more easily after a busy evening.

[Malaysia] Lighting Up Kuala Lumpur With Fireworks and Laser Beams

Samsung Malaysia celebrated the arrival of the Galaxy S25 series with spectacular fireworks and a laser show over the Merdeka 118 tower. In addition, Samsung hosted the Edit & Win contest — inviting participants to creatively edit a fireworks image using Galaxy AI’s many tools for a chance to win a Galaxy S25 Ultra.

[Brazil] Capturing São Paulo From the Sky With the Galaxy S25 Ultra

In Brazil, Samsung launched a unique experience at Sampa Sky, São Paulo’s highest observation deck accessible to the public. Suspended 150 meters above ground level, visitors had the opportunity to capture breathtaking views of the city skyline with unparalleled clarity and detail using the Galaxy S25 Ultra’s 200MP main camera and AI-enhanced 100x space zoom. The campaign also showcased Galaxy AI’s advanced editing tools, demonstrating how users can seamlessly refine and enhance their shots.

[Italy] Pushing the Galaxy S25 Ultra to the Limit in the Dolomites

Samsung Italy hosted the Galaxy Wintercamp in the Dolomites where nine athletes and creators spent three days pushing the Galaxy S25 Ultra to its limits in extreme alpine conditions. Participants used Now Brief to optimize their planning and employed the device’s 200MP camera and AI-enhanced photography tools to capture breathtaking ski descents, tricks and ice performances.

[India] Taking Center Stage at the #PlayGalaxy Cup

In India, Samsung hosted the third edition of the #PlayGalaxy Cup — one of the biggest esports events in the country. The tournament saw India’s top gamers compete against one another using the Galaxy S25 Ultra, allowing them to experience the device’s advanced display, next-level processing power and AI-driven gaming enhancements firsthand. Streamed live, the competition demonstrated how the Galaxy S25 series is designed to meet the demands of high-intensity gameplay while delivering a smooth, immersive experience.

[Thailand] Bringing Star Power to the Launch in Bangkok

Samsung Thailand celebrated the Galaxy S25 series launch with the Galaxy S25 | Here AI am Music Fest, a high-energy event featuring celebrities, influencers and fan activities. Attendees enjoyed interactive games with #TeamGalaxy stars and tested the latest Galaxy AI features. The night culminated in a blue carpet walk and an AI-powered concert where Galaxy AI helped curate the show with a blend of music, technology and entertainment.

▲ Samsung Electronics’ new Bespoke AI product lineup

Samsung Electronics will hold “Welcome to Bespoke AI” in Seoul, Korea, at the end of March, where it will unveil its latest home appliance lineup and strategy for the year, under the theme of “Home Living Made Simple.”

Ahead of the upcoming event, Samsung released a teaser video. The video features a smartphone, a refrigerator and a washing machine connected to SmartThings, highlighting the convenience of Samsung’s AI Home, where AI-connected devices work together seamlessly.

More information about these new products will be available on Samsung Newsroom and Samsung.com.

* Updated to reflect change in event schedule

▲ Samsung Electronics unveiled a teaser video ahead of the ‘Welcome to Bespoke AI’ event.

Against this backdrop, Samsung Electronics is rapidly broadening the availability of its HVAC solutions — including inverters and heat pumps — across residential complexes as well as public and commercial facilities. Over the past five years, Samsung’s HVAC solutions have achieved double-digit annual revenue growth,¹ and the company aims to boost revenue by more than 30% this year.

Samsung Newsroom examines the exponential growth and competitive strengths of Samsung’s HVAC business.

Innovative Heat Pump Technology

▲ Mono R32 HT Quiet, an outdoor residential heat pump

Samsung’s EHS TDM (Time Division Multi) Plus is an innovative heating and cooling solution designed to replace traditional boilers. The system utilizes a time-division mechanism to regulate both water and air for heating and cooling through a single outdoor unit — making it particularly effective in regions that require cooling in summer, heating in winter and a continuous supply of hot water year-round. By integrating components that previously required separate installations, the EHS TDM Plus reduces installation space, time and costs while optimizing energy consumption.

For upscale interiors, Samsung offers the WindFree 1-Way Cassette air conditioner. With the press of a button, users can seamlessly switch between powerful heating and cooling modes or activate WindFree Cooling mode for optimal climate control in premium residences.

B2B Solutions With Unmatched IoT Connectivity

▲ The SmartThings Pro zone at Samsung’s booth during CES 2025

Samsung is diversifying its Internet of Things (IoT) solutions to address the growing demand for process automation, remote management and unmanned operations in smart home and enterprise environments.

In 2024, Samsung launched SmartThings Pro² as an integrated platform for enterprise settings. Expanding beyond residential applications — such as in-home energy management and smart apartment services — SmartThings Pro now offers features like remote maintenance, energy-saving management, personalized room experiences and building automation for public buildings and small- to medium-sized commercial facilities. The company plans to expand the availability of SmartThings Pro from 17 countries at the end of last year to 31 countries this year.

Additionally, Samsung is steadily expanding its b.IoT solution, a building integrated management solution utilizing IoT. By consolidating HVAC, lighting, power and other systems into a single platform, b.IoT enables more advanced building management. The company plans to expand the availability of b.IoT from 31 countries at the end of last year to 36 countries this year.

A One-Stop B2B Integrated Solution

▲ The B2B integrated solution provided for a hotel located in Bali, Indonesia

A B2B integrated solution that provides specialized products and facility management together is one of the competitive edges of Samsung. With extended quality warranties, a unified service channel and a dedicated customer purchasing platform, the one-stop solution significantly enhances convenience.

Specialized consultants available through the platform play a crucial role in building trust and strengthening collaboration. Dedicated experts oversee all aspects of the HVAC system, providing new product introductions and technical support through monthly on-site training sessions.

Driving B2B Growth With Next-Generation Technology

▲ The residential heat pump EHS displayed at 2025 AHR Expo

Samsung plans to accelerate the expansion of its new heating and cooling technology in the North American market. Showcased at CES 2025, the Residential Heat Pump EHS is already available in over 40 European countries and is set to roll out to North American households this year.

The Hylex R454B — an easy-to-install hybrid inverter outdoor unit — is another product introduced to the North American unitary market. Unique to North America, residential unitary systems are HVAC solutions that cool homes and mid-sized buildings by distributing chilled air through ductwork.

Furthermore, Samsung plans to leverage SmartThings Pro to remotely analyze air conditioners and SmartThings-connected devices — providing more precise and customized services for energy savings, optimized climate control and maintenance support.

“With our industry-leading heating and cooling technology and the enhanced SmartThings Pro connectivity experience, we are committed to accelerating our expansion in the global HVAC market,” said Hank Choi, Corporate VP and Head of Air Solution Business Team, Digital Appliances (DA) Business at Samsung Electronics. “Through innovative, customized solutions, we aim to provide consumers with an even more convenient and comfortable lifestyle.”

¹ Based on revenue data from 2020 to 2024.​
² Must download the SmartThings app available on iOS and Android devices. A Wi-Fi connection and a Samsung account are required.

Samsung Newsroom explored the Galaxy A56 5G and A36 5G, highlighting four key elements that set them apart.

1. Stylish — A Sleek and Compact Design

The Iconic Galaxy A Series Look, Now More Refined

The Galaxy A56 5G and A36 5G take the signature design of the Galaxy A series to the next level, blending modern sophistication with a sleek aesthetic. The first thing that catches the eye is their slim, flat frame.

The Galaxy A56 5G features a polished metal frame, available in a range of stylish colors. The A56 5G’s colorways stand out with their milky matte finish, while the A36 5G’s color options captivate with their holographic effects.

▲ The Galaxy A56 5G will be available in Awesome Pink, Awesome Olive, Awesome Lightgray and Awesome Graphite, while the Galaxy A36 5G will come in Awesome Lime, Awesome Black, Awesome Lavender and Awesome White.

Their minimalist yet elegant rear design features a clean, vertically aligned three-lens camera layout with black camera rings that further enhance the refined aesthetic.

▲ (From left to right) The rear of the Galaxy A56 5G and A36 5G with their linear three-lens camera layout and black camera rings

A Slimmer and Lighter Body

Both the Galaxy A56 5G and A36 5G feature a 6.7-inch screen, 0.1 inch larger than that of their predecessors. The FHD+ Super AMOLED display delivers a peak brightness of 1,200 nits — 200 nits brighter than before — ensuring an even more immersive and vivid viewing experience.

Trimmed down by 0.8mm compared to their predecessors, both models also sport a slimmer profile at just 7.4mm thick, offering a firm yet comfortable grip when held. The flat key island design on the sides complement the streamlined aesthetic, adding to the devices’ refined look.

Thanks to their slimmer design, both devices are also lighter than the previous models, despite having larger displays. The Galaxy A56 5G weighs 198g — 15g lighter than its predecessor, while the Galaxy A36 5G shed 14g to come in at 195g.

▲ The slim 7.4mm profile combined with the flat frame and key island design offers a firm, comfortable grip when held.

2. Versatile and Intelligent — Fueled by Awesome Intelligence

Searching Made Simple With Circle to Search

Circle to Search makes finding information effortless. All users need to do is long press the home button , then draw a circle around anything interesting they see on their screen and watch in awe as Google provides relevant search results in an instant.

▲ Circle to Search makes image searching a breeze.

And it’s not just for images! Circle to Search now recognizes music as well — for example, the background music playing in a video. When watching something on YouTube, simply long press the home button. Then tap the music button to instantly find the name of the song featured in the video and the artist who sings it. That same song can be identified even when sung or hummed by a person, instead of being played from the video’s original audio.

▲ Circle to Search can also recognize and identify music in an instant.

3. Picture-Perfect — Smarter Camera Features and Photo-Editing Tools

Nightography and Object Eraser — Flawless Selfies Even at Night

Imagine taking in the atmosphere during a nighttime walk and snapping a selfie, only to be disappointed by the noise in the final image. Or perhaps a scenario where a countless number of selfies had to be taken before realizing none of them quite achieved the right look. With the enhanced Nightography feature on the Galaxy A56 5G, those frustrations are a thing of the past. Clear, vibrant selfies can be captured even at night with a 12MP front camera optimized to reduce noise and deliver smoother results.

Unwanted objects in the background can take away from the perfect selfie as well. Simply trace around those objects to remove them, and Object Eraser will seamlessly fill in the space where they originally were to blend naturally with the background, resulting in a clean, crisp photo.

▲ Clear, vibrant selfies can be taken even at night with Nightography.

Custom Camera Filters for Standout Selfies

Some portrait photos on social media just have that one vibe, an unmistakable look hard to find anywhere else. Instead of scrolling past those images, why not save them? With the Filters feature, users can easily create their own custom camera filters using saved images. Achieving the perfect selfie with the desired aesthetic has never been easier.

▲ The Filters feature provides users with custom camera filters.

Best Face — Perfect Group Photos Everyone Will Love

Group selfies don’t always go as planned — someone could be blinking or have an awkward expression on their face. But with the Best Face feature, those slip-ups are an easy fix. Best Face analyzes the multiple frames of pictures taken using Motion Photo to recommend the best ones. All that is left for Galaxy A56 5G users to do afterwards is simply browse through the suggested frames and select a flawless group selfie where everyone looks their best.

▲ The Best Face feature makes sure users look their very best in photos.

4. Powerful and Secure — Enhanced Privacy Safeguards

The Galaxy A56 5G and A36 5G are the first in the Galaxy A series to feature One UI 7, offering more robust security than ever before. One key highlight is the hardware-backed Knox Vault, which combines a secure processor with secure memory to isolate users’ most sensitive data — like personal identification numbers (PINs) and passwords — from the rest of their device and ensure that no one else can physically or remotely access them. The new smartphones also come equipped with a range of extensive security innovations, including an enhanced Auto Blocker — Galaxy’s opt-in package of security measures that prevents unauthorized app installations and other security threats — and the new Theft Protection feature, which ensures personal data is protected even when devices are lost or stolen.

Samsung also promises six years of security updates along with up to six generations of Android OS and One UI upgrades for the Galaxy A56 5G and A36 5G, ensuring a secure and reliable mobile experience for years to come.

The Galaxy A series is back with cutting-edge innovations. With the Awesome Intelligence-integrated Galaxy A56 5G and A36 5G, Samsung looks forward to seeing even more people enjoy an Awesome lifestyle.

On January 22, the day of Galaxy Unpacked 2025, K set out across San Jose with the Galaxy S25 Ultra in her hand. She began her journey with the Now Brief feature, which provided her with real-time weather and schedule updates as she headed to the SAP Center, where Unpacked was held. After finishing her work there, K quickly located a nearby restaurant using voice commands and placed an order in the local language with ease.

Throughout the day, K captured the vibrant sights of San Jose with her mobile AI companion. Using the device’s Galaxy AI-powered editing tools and Audio Eraser feature, she polished her photos and videos, removing unwanted objects and noise in the backgrounds to create professional-grade content.

Catch all the highlights of K’s AI adventure with the Galaxy S25 Ultra in the vlog below.

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.

Samsung Electronics unveiled the Galaxy S25 series at Galaxy Unpacked 2025, marking the beginning of the next era of mobile AI.

To explore the latest flagship smartphones and the transformative potential of AI agents, Samsung Newsroom joined the third Galaxy Tech Forum session, titled “True AI Companion: Impact on Life and What’s Next.”

▲ (From left) Moderator Bob O’Donnell, Sameer Samat, Jay Kim, Christopher Patrick and Dr. Chris Brauer

More Natural, Intuitive and User-Friendly Mobile AI

The session kicked off with welcome remarks from Jay Kim, Executive Vice President and Head of Customer Experience Office, Mobile eXperience Business at Samsung Electronics.

“Yesterday was a very exciting day for us as we launched the Galaxy S25. It’s another big step forward in the AI era,” Kim said. “We’re very excited to be here with our partners today, especially (excited) to talk about everything we did together to launch the Galaxy S25 series.”

▲ Jay Kim from Samsung Electronics

Moderator Bob O’Donnell, President and Founder of TECHnalysis Research, posed questions to the panelists about the benefits the Galaxy S25 series will bring to users, as well as the barriers blocking certain consumers from using mobile AI.

“AI should make users’ lives better. We study consumer habits, constantly trying to gain a better understanding of our customers,” Kim said. “Ultimately, what we’re trying to do is minimize how much effort it takes to input while maximizing the output. To do that, we look at what consumers do on their phones, define the potential use cases alongside our partners, and put it all together in our devices for the best possible consumer experience.”

▲The Galaxy AI panel at Galaxy Tech Forum

“Multimodality can help people become more efficient while AI agents can help people become more productive,” Kim continued. He also highlighted Samsung’s commitment to openly collaborating with its partners to drive progress forward and expressed his excitement for the possibilities AI innovations will bring as part of a new chapter in mobile technology.

Expanding the Galaxy AI Ecosystem Through Open Collaboration

During the session, Samsung offered an inside look at the work done in partnership with Google and Qualcomm to perfect the Galaxy S25 series’ AI innovations.

“Even though the benefit value of mobile AI is really high, it’s of no use if you can’t access it. We had to look at what was already part of the consumer experience and contemplate how we could enhance those experiences in a way that would bring real benefits, but still be easy enough to access,” Kim explained. He noted that close collaboration was essential, particularly in integrating Google’s Gemini intelligence and Qualcomm’s on-device processing capabilities.

▲ Sameer Samat from Google

“AI is still transitioning from something that is interesting to something that really feels mainstream, and what matters to people the most is the use cases that are truly helpful,” said Sameer Samat, President of Android Ecosystem at Google. “For example, I can ask Gemini to add all the Golden State Warriors home games to my personal calendar, or take a picture of dirty laundry and the panel of the washing machine and have Gemini tell me which setting I should use. That is pretty powerful. And there’s no better place to experience something like that than on your smartphone, and I’m super happy that we’re doing this together with the S25 series.”

▲ Christopher Patrick from Qualcomm Technologies

Key drivers of multimodal AI capabilities, like Qualcomm’s Snapdragon 8 Elite chipset, were also highlighted, showcasing technology that simultaneously processes multiple forms of information, including voice, images and text.

“The Galaxy S25 series is going to be a completely new experience. You’ll be able to engage with your personalized AI assistant like never before; it doesn’t just feel like interacting with a real person, it perceives your environment and can interact with content shown on your camera,” said Christopher Patrick, Senior Vice President and General Manager of Mobile Handsets at Qualcomm Technologies. “Our collaboration with Samsung to customize the chipset to make these new capabilities feel seamless is something I’m really proud of.”

Breaking Barriers: Mobile AI’s Role in Enhancing Quality of Life

During the session, Samsung also presented the findings of a global study conducted in partnership with London-based research firm, Symmetry, that examined the link between mobile AI use and quality of life. The speakers delved into the study’s key implications and offered valuable insights.

▲ Dr. Chris Brauer from Goldsmiths, University of London, and Symmetry

“The rate of AI innovation is astounding, but what struck me about the research we did with Samsung was that the rate of mobile AI adoption is also rising at a rapid rate,” said Dr. Chris Brauer, Director of Innovation in the Institute of Management Studies at Goldsmiths, University of London, and Chief Innovation Officer at Symmetry. “Frequent consumer use of mobile AI globally has nearly doubled in just six months, jumping from 16% in July to 27% in January.” Dr. Brauer also outlined key findings concerning certain barriers to entry the research found around mobile AI.

“We found a really interesting theme among those less willing to adopt the technology: doubt,” Dr. Brauer said. “Doubt in AI’s ability to bring meaningful benefits to everyday life (56%), doubt and a lack of high confidence to use AI to its full potential (85%) and doubt around privacy and whether AI can be trusted (90%). There’s immense potential with this technology, but what’s also clear are the very real barriers that must be addressed responsibly for wider adoption to take place.”

▲The Galaxy AI panel at Galaxy Tech Forum

The Galaxy AI session concluded with the panelists agreeing that mobile AI innovation is set to revolutionize every aspect of modern life. As representatives of the fast-moving industry, they also vowed to develop related technologies in a responsible manner beneficial to all of humanity.