“Design sits at the intersection of business, technology and humanity,” said Mauro Porcini, Chief Design Officer and President of the Device eXperience (DX) Division at Samsung Electronics. “Our role is to understand people deeply and translate their needs, dreams and emotions into meaningful experiences. We will continue to push innovation forward with the ambition of enriching people’s lives in ways that truly matter.”

The Edison Awards, founded in 1987 by the American Marketing Association and named after inventor Thomas Edison, celebrate excellence in product and service development, marketing and human-centered design. Winners are selected by a panel of industry experts, scientists and academics based on strict innovation criteria. This year, awards were given in a total of 14 categories, with tiers for winning projects broken down into gold, silver and bronze.

Gold Award-Winning Innovations

• Smart Modular House: With AI-based architectural solutions, homes respond, adapt and flexibly adjust to the lives of their users. By integrating advanced AI technology, it connects the environment, appliances and users, enabling efficient management of indoor environments, device statuses, energy usage and more — resulting in a new, more easily accessible residential experience.

• Vision AI Companion (VAC): A revolutionary TV experience that redefines how users interact with content. With a generative AI-based button, users can interact with content in new ways, such as asking about plotlines or characters, searching for related information or controlling playback with voice commands. By eliminating the need for complex menus and remotes, VAC helps users enjoy a seamless and more intuitive TV viewing experience.

Silver Award-Winning Innovations

• Spatial Signage: A breakthrough glasses-free 3D display delivering an immersive experience powered by Samsung’s patented 3D Plate technology. With a slim profile of just 52 mm,¹ this innovative solution seamlessly integrates into commercial environments such as retail stores, exhibitions and entertainment venues, redefining how audiences engage with digital signage. Its cutting-edge optics and precision engineering push the boundaries of immersive technology, delivering a high-quality visual experience that captivates viewers and pioneers new standards for next-generation displays.

• Bespoke AI Laundry Combo: This innovative all-in-one combo combines washing and drying functions into a single, compact unit. The combo can finish the entire laundry process — from load detection to dry cycle — ensuring efficient and operation. It features Smart Screen, a 7-inch touchscreen that provides a more intuitive interface, and its AI Wash & Dry cycle adjusts its performance for each load according to various fabric types and soil levels, leading to optimal results.

1. The 52 mm profile applies to the 85-inch model only; thickness varies by display size. ︎

Now in its 15th year, the Tech Seminar brings together leading experts to experience Samsung’s newest technologies in a real-world setting. This year’s event focuses on how AI is reshaping the role of the screen — making it more adaptive, responsive and relevant in everyday life.

Across its 2026 lineup, Samsung is expanding AI-powered capabilities to all TV models, reinforcing its commitment to making intelligent, personalized viewing experiences more widely accessible.

Making the Screen More Helpful With Vision AI Companion

At the center of this year’s seminar is Vision AI Companion (VAC), Samsung’s integrated AI platform designed to make the TV more intuitive and context-aware.

Working as an intelligent companion, VAC helps users engage with content more naturally — from surfacing real-time information about what’s on screen to supporting everyday activities such as discovering recipes or planning travel. By connecting entertainment with everyday utility, it extends the role of the TV beyond content into a more central part of the smart home experience.

Samsung’s AI TV lineup elevates movies, sports and gaming with real-time optimization. AI Upscaling Pro sharpens low-resolution content with enhanced clarity, depth and contrast. AI Soccer Mode Pro adapts picture and sound to match the speed and intensity of live play. AI Sound Controller Pro analyzes dialogue, background music and sound effects, letting users fine-tune elements like crowd noise and commentary for a more immersive experience.

Advancing Picture Innovation Across Premium Displays

Samsung continues to expand its leadership in display innovation with its 2026 lineup. At the seminar, the company is showcasing its latest Micro RGB technology, delivering highly precise color control, deeper contrast and a more immersive visual experience.

Powered by the Micro RGB AI Engine Pro, the display continuously refines color and contrast in real time. It also achieves 100% color coverage of BT.2020, demonstrating highly accurate and lifelike color expression. A 75-inch model on display highlights the scalability of the technology, along with enhanced local dimming performance.

Samsung’s 2026 OLED lineup — including the S99H, S90H and S85H — offers expanded options across different viewing preferences, combining deep blacks, rich color and refined design. The flagship S99H features a FloatLayer Design for a lighter, more elevated presence, along with Pantone Validated ArtfulColor for more faithful color reproduction.

To improve viewing comfort across environments, Glare Free technology is now extended to the S90H, helping reduce reflections and maintain consistent picture quality in both bright and dim settings.

Extending Performance Across Gaming Displays and Lifestyle Audio

Samsung is also showcasing its display portfolio beyond TVs with new high-performance gaming monitors and lifestyle audio products. The gaming lineup on display includes the Odyssey G6 OLED gaming monitor (G60FS) with a 500Hz refresh rate, alongside the 32-inch Odyssey G8 (G80HS) featuring 6K resolution — delivering ultra-fast responsiveness and exceptional visual clarity for demanding environments.

In audio, Samsung is expanding its lifestyle portfolio with Music Studio 7 and Music Studio 5, combining immersive sound with design that blends naturally into modern living spaces.

Music Studio 7 features a 3.1.1-channel configuration and enhanced Q-Symphony, enabling more synchronized and immersive sound across connected devices. Music Studio 5 offers powerful audio performance in a more compact form, supported by AI Dynamic Bass Control for deeper, more balanced low frequencies without distortion.

Expanding AI Across the Entire Screen Experience

“This year, we are expanding advanced AI across our full lineup, from premium to more accessible models, while embedding Samsung’s distinctive AI capabilities throughout the entire screen experience,” said Hun Lee, Executive Vice President of Visual Display (VD) Business at Samsung Electronics. “By bringing innovation to picture quality, sound and connectivity, we are redefining what users can expect from AI-powered screens.”

Samsung has maintained its position as the world’s No. 1 TV brand for 20 consecutive years, driven by continuous innovation in picture quality, sound and connected experiences.

Samsung Electronics today announced that they are working to bring Google Photos to Samsung TVs to give users a seamless way to enjoy the moments that matter most, from trips and hobbies to everyday memories with loved ones — now on an immersive and larger screen. The experience aims to offer families a delightful and meaningful way to rediscover their favorite memories together.¹

“Samsung TVs have always brought people together, and bringing Google Photos to the big screen makes that experience even more personal,” said Kevin Lee, Executive Vice President of the Customer Experience Team at the Visual Display (VD) Business of Samsung Electronics. “Through this partnership, we help users rediscover and relive cherished moments by bringing to light the stories behind their photos — right from the comfort of their living room.”

A More Meaningful Way To Enjoy Personal Photos

Google Photos makes reliving and sharing special memories easy. With the planned integration, it will seamlessly bring the photos people capture on their phones to Samsung TVs, where they can appear in a larger, cinematic format.

Through the proposed integration, users can explore curated memories on their TVs organized by people, places, and meaningful moments. Google Photos will also expand the suite of photo-driven experiences that integrate with Samsung’s Vision AI Companion (VAC), enriching how memories are highlighted and enjoyed throughout the day.

Samsung wants Google Photos to be deeply woven into the TV experience. Imagine Photos surfacing naturally through Daily+ and Daily Board, ensuring that meaningful memories² greet users throughout their day in contextual and convenient moments. The setup should be simple — users sign in with their Google Account, and their photo memories instantly appear on the big screen.³

Three Ways To Relive and Rediscover: Memories, Create and Personalized Results

• Memories (planned to launch exclusive in early 2026): Shows curated stories based on people, locations, and meaningful moments for the first time on TV, available first and exclusively on Samsung TVs for six months.⁴
• Create with AI (planned to launch later in 2026): Introduces themed templates⁵ built on Nano Banana, Google DeepMind’s image generation and editing model, featuring playful and fun transformation. Users can also utilize Remix to transform the art style of an image or Photo to Video to bring still moments to life as short videos.
• Personalized Results (planned to launch later in 2026): Users may view related photos as a slideshow based on topics or contents of memories e.g. ocean, hiking, Paris, etc.

A Seamless Way To Experience Memories on Samsung TV

Samsung and Google Photos want to bring a cinematic gallery experience to the heart of the home, enabling Samsung TV users to browse and relive their most important moments in stunning detail. This integration will transform personal photo libraries into a space where users are invited to explore their journey, create new stories and reminisce over cherished memories with depth and simplicity.

“Google Photos is a home for people’s photos and videos, helping them organize and bring their memories to life,” said Shimrit Ben-Yair, Vice President, Google Photos and Google One. “We’re excited to bring Google Photos to Samsung TVs — helping people enjoy their favorite photos on a larger screen and reconnect with their memories in new ways.”

1. Features and availability may vary by model and region. ︎
2. Available on Samsung TV models launched 2026 with a Google Account and backed-up photos/videos. For in market models, experience will be available following the OS update schedule. ︎
3. Memories must not be turned off in Google Photos settings. ︎
4. Memories available beginning March 2026; Create and Search available in the second half of 2026. ︎
5. Select creative AI templates will be available exclusively on Samsung TVs. ︎

Conversations That Connect the Whole Household

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

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

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

Conversational and Visual Intelligence

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

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

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

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

Other features include:

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

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

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

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

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

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

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

To learn more, visit www.samsung.com.

Samsung Electronics today unveiled Vision AI Companion at IFA 2025, introducing the next evolution of AI-powered displays across Samsung TVs and monitors. With a smarter Bixby voice assistant, Vision AI Companion delivers a more natural and conversational interaction as it integrates Samsung’s most advanced AI features into a single, intuitive AI experience that effortlessly helps users discover content and get contextualized answers to any question.

With consumers around the world seeking devices that do more than just stream content, Vision AI Companion reflects the increasingly central nature of TVs in the connected home. By integrating AI into the heart of the viewing experience, Samsung is enabling personalized recommendations, smarter multi-device interactions and intuitive support for your daily life.

“At Samsung, we’re investing in technology that makes experiences more personal, more intuitive, and built for the future,” said Kevin Lee, Executive Vice President of the Customer Experience Team at the Visual Display Business of Samsung Electronics. “With Vision AI Companion, we are redefining what a TV can do, going beyond picture quality and sound to deliver an experience that understands you, interacts with you and evolves with you over time.”

Conversational and Visual Intelligence

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

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

Vision AI Companion enables users to ask their Samsung TV about anything that’s on the screen, such as film details, the name of a piece of artwork or travel destination recommendations. Getting answers from an AI companion has never been more visualized and comprehensive. Contextualized answers to all your questions with related video/image options to choose from makes your discovery richer and more immersive than any other AI assistant.

Vision AI Companion not only responds but also understands context and follow-up interactions, displaying all relevant information directly on the screen. Content and information spanning movies, dramas, art, food, sports and travel are presented in conversational form, creating a more fluid and natural interaction with the TV.

Vision AI Companion integrates Samsung’s key AI innovations into one experience, making them easier than ever for consumers to access:

• Live Translate provides real-time translation for conversations and on-screen dialogue.
• Generative Wallpaper offers dynamic visuals customized to the user’s preferences.
• AI Picture, Active Voice Amplifier Pro and AI Upscaling Pro automatically adjust picture and sound to optimize the viewing environment across content sources.
• AI Gaming Mode delivers responsive, immersive gameplay with AI-powered optimization
• Copilot by Microsoft and Perplexity, available as standalone AI agent apps, enable task support and productivity directly from the TV to extend Vision AI Companion’s functionality.

By unifying these functions, Vision AI Companion eliminates the need to switch between multiple apps or menus, becoming a central hub for entertainment, productivity and connected experiences.

From Concept to Reality

The concept of Samsung’s Vision AI was first introduced at CES 2025, where Samsung outlined its ambition to enhance the home screen experience across TVs, monitors and other displays. At its core, Vision AI enhances display and audio quality, enables seamless communication between Samsung devices and delivers tailored content through advanced AI agents. Vision AI is backed by Samsung’s long-term commitment to consumers, offering seven years of free software upgrades through the One UI Tizen platform. This ensures that supported models will always have the latest updates and AI features as well as the latest security updates from Samsung Knox.

With the launch of Vision AI Companion, those ideas now take shape with a new level of personalization, device integration and user support. Vision AI Companion will begin rolling out as a software update in late September, starting in Korea, North America and select European markets, with additional regions to follow. To learn more, visit www.samsung.com