At ISTELive 2026 in Orlando, Florida, Samsung Electronics showcased how connected classroom technology and artificial intelligence (AI) are helping educators create more engaging and personalized learning experiences. By demonstrating new software innovations for its Android-based Interactive Display portfolio, Samsung highlighted how integrated classroom technologies can help schools improve collaboration, simplify device management and better support diverse learning needs.

Samsung introduced AMS (Account Management Solution) and expanded Samsung AI Assistant capabilities, alongside updates to Samsung Education Portal, to create a more personalized and efficiently managed shared classroom display experience. AMS enables educators to securely sign in to compatible Interactive Displays using a QR code or NFC-enabled ID card, instantly accessing their apps, files and personalized settings on any compatible display across campus, while Samsung Education Portal supports centralized user, device and emergency alert management for IT teams.

Samsung AI Assistant complements this experience with practical AI tools, including Circle to Search, Live Transcript, AI Summary and AI Quiz, that help teachers quickly find instructional content, generate lesson recaps, create formative assessments and support multilingual learners. Together, these solutions empower educators to spend less time managing technology and more time focused on teaching.

Supporting Educators Through Practical AI

Unsurprisingly, artificial intelligence was one of the most talked-about topics throughout ISTE, with educators expressing strong interest in tools that enhance, not replace, teaching.

During a joint session, Jonathan del Rosario, Head of Product, Display Solutions Division, Samsung Electronics America, and Madeleine Mortimore, Global Education Innovation & Research Lead, Logitech, explored how thoughtfully designed technology can increase classroom engagement while reducing friction for educators.

“The educator remains driving force in the classroom,” said del Rosario. “We design our Interactive Displays to make lesson planning and classroom engagement easier, using AI to help teachers focus more on students while creating richer, more immersive learning experiences.”

The Samsung-Logitech conversation underscored a broader shift toward integrated classroom ecosystems, where hardware, software and pedagogy work together to enable differentiated instruction and sustained student engagement. The discussion also highlighted growing momentum around connected, scalable learning environments, as schools increasingly prioritize unified platforms that extend beyond individual classrooms to support campus-wide collaboration and consistency.

“It’s no longer enough to have a device with an app and call it a day,” said Mortimore. “The right combination of hardware and software enables students to hear and be heard, see and be seen, and interact effectively with both the technology and their peers.”

Educators Demo Classroom-Ready Innovation

Throughout the conference, educators experienced Samsung’s newest AI-powered capabilities firsthand, with many emphasizing their immediate classroom applications.

Tambra Clark, Technology Integration Facilitator at Birmingham City Schools and a Samsung Solve for Tomorrow Top 10 winner, highlighted Samsung AI Assistant’s Circle to Search feature as a significant time saver, allowing teachers to instantly surface credible instructional resources without disrupting the flow of a lesson. Clark also described the Live Transcript, AI Summary and AI Quiz capabilities as transformative classroom tools that simplify lesson reflection and formative assessment.

“The transcription component is the secret sauce,” said Clark. “It listens to your lesson, creates a summary and even generates a quiz from what you taught. It becomes an incredible reflective tool for teachers while helping identify where students may need additional support.”

Jelena Zivko, Senior Instructional Technology Specialist with Volusia County School District, emphasized how Samsung AMS addresses one of today’s biggest classroom challenges: supporting teachers who regularly move between learning spaces.

“The seamless login experience means teachers can walk into any classroom and immediately have access to their lessons, files and personalized teaching environment,” said Zivko. “It also opens opportunities for substitute teachers, multilingual instruction and extending learning beyond the classroom through summaries and transcripts.”

Building Connected Classrooms for the Future

Beyond new software capabilities, Samsung showcased its expanding Android-based Interactive Display portfolio, including the upcoming WAF-S, WAFX-PS and WAHX-M models. The new lineup introduces Android 16, expanded AI capabilities and, for the first time, a 98-inch Interactive Display designed for larger instructional spaces such as lecture halls and collaborative learning environments.

Samsung’s commitment to advancing classroom technology was also recognized at ISTELive 26, where the WAFX-P Interactive Display received three Tech & Learning Best of Show Awards. The display was honored in the Primary, Secondary and Higher Education categories for its ability to support more engaging, collaborative and accessible learning experiences through AI-powered tools, seamless connectivity and intuitive classroom functionality.

For more information, visit https://www.samsung.com/my/.

“Digital classrooms depend on the right balance of advanced hardware, intelligent software and intuitive user experiences,” said Hyoung Jae Kim, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “By bringing together AI and seamless connectivity, Samsung’s interactive display solutions are designed to support a more flexible, connected learning environment in which teachers and students can thrive.”

Samsung AMS: Personalizing the Shared Display Experience

In schools where multiple teachers use the same classroom display throughout the day, access and privacy can become daily challenges. Samsung Account Management Solution (AMS), which comes pre-installed on compatible Android-based Samsung Interactive Display lineup models, allows each teacher to access their own account using a QR code or an NFC-enabled ID card.[1] This streamlined sign-in experience helps schools support shared devices without relying on local profiles tied to a single display.

With Home Personalization, Samsung AMS supports cloud-connected profiles, allowing teachers to access their preferred layout, wallpaper, bookmarks, app shortcuts, files and settings when they sign in to compatible displays in different classrooms. This transforms any shared display into a personalized teaching workspace, giving teachers a consistent experience from room to room.

For added security, teachers can instantly activate a screen lock when they need to leave the classroom for brief amounts of time.

As schools add more connected displays, IT teams need a simpler way to manage users, devices and classroom permissions. Samsung Education Portal provides a central location for IT managers to register teachers and enroll devices. In terms of user management, NFC binding links NFC cards to teacher accounts so staff can sign in to shared displays with their assigned cards. IT teams can also enable Samsung AMS on selected displays and manage account access when needed, allowing classrooms to stay ready for the next teacher.

Samsung Education Portal also includes Tags, a feature that lets IT teams group displays by school, building or classroom. The same tags can support emergency alerts, enabling schools to push preconfigured alerts to selected Samsung Interactive Displays through major notification platforms like InformaCast and Raptor.[2]

Samsung AI Assistant: Supporting More Efficient Teaching and More Active Learning

Samsung AI Assistant provides AI tools for common classroom tasks directly on compatible Android-based Samsung Interactive Displays. The app supports content discovery, transcription, summaries and quizzes, helping teachers encourage student focus, participation and comprehension throughout lessons.

With Circle to Search[3], teachers can circle on-screen text or images to find related information, visuals, videos and web links without leaving the display. Results can also be used in other classroom apps, such as Samsung Whiteboard, so teachers can bring supporting materials into the lesson more easily. Live Transcript converts spoken instruction into real-time text on the screen, making lessons easier to follow for students with hearing impairments, as well as multilingual learners.[4]

Samsung AI Assistant also includes AI Summary and AI Quiz. Using recorded lesson content, AI Quiz generates questions that allow teachers to assess student comprehension in real time. This keeps students engaged through the end of the lesson, while giving teachers immediate visibility into class performance, such as the overall correct answer rate. With Single Sign-On for Samsung AI Assistant through Samsung AMS, teachers can return to previous lesson materials, including AI-generated summaries, without signing in again.

Samsung Brings More Choice to Classroom Display Technology

Samsung AI Assistant is currently available following its April release, while Samsung AMS will be available beginning in July alongside related Samsung Education Portal updates.[5]

Samsung’s Android-based Interactive Display portfolio gives schools a range of options for classrooms, media rooms and shared learning spaces, with three new models: WAF-S, WAFX-PS and WAHX-M.[6] These models, along with the existing WAF and WAFX-P series, support Samsung AI Assistant and Samsung AMS.  The lineup is also EDLA-certified,[7] providing seamless access to services like Google Classroom and Google Drive, which further enrich the educational experience.

WAF-S and WAFX-PS build on previous models (WAF, WAFX-P) with an Android OS upgrade to Android 16. The new OS includes improvements in usability, accessibility, security and privacy. The upgrade gives schools a more advanced display experience while preserving the familiarity of the core product.

WAHX-M introduces a 98-inch option to Samsung’s Interactive Display portfolio for the first time, supporting larger spaces such as lecture halls and conference rooms. Available in 65-, 75-, 86- and 98-inch sizes, WAHX-M supports on-device AI features[8] such as voice command, AI calculator and text-to-speech, along with Samsung AMS and the Samsung AI Assistant app.

For more information, visit https://www.samsung.com/my/.

[1] NFC-enabled sign-in availability may vary by model.

[2] This feature requires integration with a compatible notification platform.

[3] This solution is based on Google’s Gemini API and incorporates our proprietary features tailored specifically for educational products. As a result, the user experience (UX) and usability may differ from the Circle to Search used on mobile devices.

[4] Supported languages for Live Transcript may vary by model and region.

[5] Feature available in selected regions and models only, available in certain markets. Feature may be suspended or ceased without notice.

[6] Model availability and launch timing may vary by regions.

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

[8] Supported languages for on-device AI features may vary by region.

To meet these changing expectations, Samsung Electronics introduced Vision AI Companion (VAC)[1], an integrated AI platform designed for TVs. Exclusive to Samsung TVs, VAC delivers AI-powered services that present relevant information without disrupting viewing and seamlessly connect users to related content.

In May, Samsung updated the VAC user interface and accelerated the service’s global rollout. Previously available in 38 countries including Korea, VAC has since expanded worldwide,[2] with support extended to more TV models. The company plans to bring the service to additional products and markets, giving more users access to AI-enhanced screen experiences.

Samsung Newsroom spoke with Donghee Han of the Experience Planning Group, Visual Display (VD) Business to learn more about how VAC is shaping the future of TV viewing.

▲ Powered by Samsung’s advanced AI technology, VAC optimizes content experiences for TV viewing.

AI Designed for the TV Screen

As AI becomes increasingly integrated into everyday life, consumers have naturally come to expect new AI-powered capabilities from their TVs. Yet questions remain about what role AI should play on TVs and which functions provide meaningful value.

“Building on Samsung TV’s longstanding technology leadership, we focused on making a wide range of AI features, content and apps easy to access, so users can enjoy them without navigating complex menus,” said Han. “Rather than simply showcasing technology, the goal was to bring together genuinely useful features that offer practical support while watching TV and make them available in one place.”

The starting point for VAC was the unique nature of TV as a device — one that differs from smartphones or PCs. “Because TV is designed primarily for viewing content on a large screen, AI interactions must be seamlessly connected to what is on screen without disrupting that experience,” he added.

▲ VAC helps users find answers in real time without leaving the content they are watching or turning to another device.

When watching a movie, viewers may wonder, “Where was this film shot?” or “Who directed this?” Instead of reaching for a smartphone, they can simply ask questions about what they are watching and get answers instantly. “Conversational search allows users to resolve questions in the moment and continue exploring related content,” said Han. “It’s a fast, intuitive capability that only Samsung TVs can offer and a key differentiator.”

Natural Conversations, Smarter Discovery

VAC’s greatest strength is its natural language capabilities[3], allowing users to find content through conversations that feel as intuitive as speaking with another person. While traditional TV voice search typically requires an exact title or predefined genre, VAC interprets both the context and intent behind a viewer’s request.

“Even without knowing the exact title, users can describe a mood, actor or plot point that comes to mind — such as ‘Find me a movie where justice is served in a satisfying way’ or ‘Find me an animated movie about K-pop stars’ — and the AI understands the context to surface the most relevant results,” Han explained. “Because entering search terms with a TV remote can be cumbersome, the ability to find something by saying what comes to mind is an innovative leap in the viewing experience.”

▲ VAC recognizes user intent through natural-language conversations and helps users discover relevant content without manually searching with a TV remote.

VAC goes beyond providing information. “Since video is at the heart of the TV experience, we designed the service so conversations don’t end with a single answer,” he said. “By presenting related videos that users can watch immediately, VAC creates a direct connection between discovery and viewing.”

Han also explained the rationale behind developing an integrated platform tailored for TV. “We believed that simply bringing existing global AI services to TV would not be enough to create a truly optimized viewing experience,” he said. “Drawing on Samsung’s extensive expertise in smart TV platforms, we built a dedicated environment where viewing, conversation, information discovery and AI-generated content come together.”

AI-Curated Updates and Content

With the latest update, VAC introduces enhanced lifestyle features. Today’s Topic, for example, uses AI to summarize top news, lifestyle updates and sports highlights — eliminating the need to search for them manually.

“Today’s Topic was inspired by a simple question — what if AI could proactively find and summarize information users might be interested in?” Han said. “Beyond providing text-based information, the feature also recommends related videos worth watching.” As a result, viewers can quickly catch up on key developments and dive deeper into subjects of interest through related content.

▲ The updated Today’s Topic feature uses AI to summarize key news, lifestyle and sports updates on screen while recommending related videos.

Samsung also introduced the zero-depth user interface, designed to minimize unnecessary navigation. By displaying topic-based conversations directly on the home screen, users can explore AI features without moving between multiple screens.

“We focused on making AI features easier to access while preserving the natural flow of TV viewing,” he added.

Responsible AI for the TV Screen

Bringing AI services to a screen as familiar and ubiquitous as the TV presented challenges beyond the technology itself. Establishing strong policies and safeguards — particularly around copyright, privacy and data use — was a top priority.

“There was no clear roadmap for applying rapidly evolving AI technologies to the TV screen,” Han recalled. “Throughout the planning and development process, we had to make decisions and define principles ourselves.”

▲ Prioritizing safety, privacy and responsible AI use was essential to ensuring that Samsung TVs could be used with confidence by millions of people worldwide.

“There was certainly pressure to introduce new features quickly in a global AI landscape where new services emerge almost daily,” he continued. “But as a platform offered to households around the world under the Samsung name, building user trust mattered more than the speed of implementation.”

To support that goal, the team worked closely with Samsung’s legal department from the earliest stages of development, conducting a thorough review to ensure that every feature met company standards and was introduced responsibly. The result reflects not only technical innovation but also a commitment to earning user trust through robust policies and protections.

The Future of TV, Powered by AI

VAC focuses not only on implementing AI technology but also on integrating it naturally into the TV experience. This philosophy underpins Samsung’s vision for the future of screens. Unlike traditional smart TV services limited to predefined features and fixed interfaces, VAC is designed to adapt alongside changing user needs and market trends.

“Samsung TVs will move beyond menu-based navigation to become platforms that understand user intent and proactively connect users to relevant content,” Han explained. “By combining AI-powered conversations with the immersive experience of a large screen, everything from information discovery to content viewing can become part of a single journey.”

▲ VAC is expanding the possibilities of TV viewing by enabling screens to converse, understand and connect users with content.

“TVs will continue to evolve toward a future where they better understand user intent and significantly broaden the viewing experience,” he continued. “Through VAC, we will keep enhancing both features and usability so more users can enjoy intuitive AI experiences on TV.”

Moving beyond screens that simply display content, Samsung TVs are becoming more intuitive companions. With VAC, Samsung is expanding the possibilities of smarter screen experiences by helping users discover information and content more naturally.

For more information, visit: https://news.samsung.com/my/

Image simulated for illustrative purposes. Sequences shortened and simulated. Actual UI may be different.

[1]Samsung Vision AI Companion: Feature available in certain regions and models. Availability, supported features, and user interface may vary by country, region, model and watching conditions. Voice commands recognize English, French, Spanish, Portuguese, German, Italian, and Korean, but not all accents, dialects, and s are recognized. This feature provides AI-created content, with accuracy not guaranteed—please check results. Requires certain Bluetooth remote (sold separately on some models). Inbox remote for some models does not support voice recognition. Requires either a Mobile Quick Remote or separately purchased Bluetooth remote. Feature accessible by the AI button, or by the Home button (long press) on the remote control without an AI button.

[2] Excluding Belarus, China, Cuba, Iran, Russia and Syria.

[3] Voice commands recognize English, French, Spanish, Portuguese, German, Italian, and Korean, but not all accents, dialects, and s are recognized.

– Karim Noureldin, contemporary artist

Can a work of visual art be experienced as sound? For Karim Noureldin, it can. The Swiss artist creates abstract works that guide the eye across the composition like rhythm in music, revealing new details the longer they are viewed. Noureldin describes this as “a visual sound,” an idea rooted in drawing and reflected across works shaped by line, color, surface and space.

Noureldin’s “Brea” (2025) will be presented to view digitally as part of the new Art Basel in Basel 2026 Collection. Available exclusively on Samsung Art Store, the collection presents 24 works by Swiss and Switzerland-based artists represented by eight galleries participating in the fair. “Brea” was chosen for its distinct color palette and use of bold pattern, both central to Noureldin’s broader practice. Samsung Newsroom spoke with Noureldin about drawing, abstraction and what changes when art is experienced at home.

The Sensory Language of “Brea”

▲ “Brea” (2025) reflects Noureldin’s interest in line, color and rhythm, creating what he describes as “a visual sound.” Photo by Finn Curry, courtesy of the artist and von Bartha.

Q. “Brea” (2025) is part of the Art Basel in Basel 2026 Collection on Samsung Art Store. What can you share about the process behind this work?

“Brea” began with the process of drawing as a way to build an imagined space. I created it with pencil because drawing allows me to think, plan, imagine and picture at the same time. I have worked with pencil for a long time and I still see it as one of the most direct ways to begin an idea. The movement of drawing also feels close to writing words by hand.

Working on paper allows me to see a space that is not fully physical yet. I find it easier to create a three-dimensional world in this format than by painting on canvas. This is why drawing has remained so important to me. Its energy has been with me since early in my work as an artist and it is present in “Brea.”

▲ Noureldin works with colored pencil to build spatial density with repeated lines and shifts in color. Photo by Ariel Huber, courtesy of the artist and von Bartha.

Q. How do line, surface and structure work together in “Brea”?

In “Brea,” line, structure and surface are not separate elements. They build on each other. The lines create movement, the surfaces create depth and the structure holds these parts together. Through this relationship, the work can begin to feel like a space the viewer enters through their own perception. The author George Stolz has described “Brea” as creating a kind of spatiality through the way its surfaces come together. I think that is close to how I see the work.

▲ Karim Noureldin’s practice begins with drawing, a medium he describes as a way to think, plan, imagine and picture at the same time. Photo by Ariel Huber, courtesy of the artist and von Bartha.

Defining a Spatial Language

Q. How has your approach to making art stayed the same over time?

My approach has stayed the same through a steady commitment to the work. I studied fine arts, later served as an associate professor at ECAL/University of Arts and Design Lausanne and have tutored younger Swiss artists. Those experiences shaped how I think about art, but they did not change the reason I make it. I still approach each work with the same motivation and focus I had early on. Being able to make art is something I always dreamed of doing and I continue to do it with dedication and gratitude.

▲ Noureldin’s works speak to each other through line, surface and scale. Photo by Finn Curry, courtesy of the artist and von Bartha.

Q. What connects the different forms you work in?

No matter the form, my work applies the same abstract language and creative process to different media. I often think of each medium as a different instrument. The sound changes, but the composition comes from the same place. The works can appear at a small or large scale, within a specific site or as independent pieces. What connects them is the same attention to line, color, rhythm and space.

Q. What does abstraction allow you to do?

Abstraction allows for timelessness and universality. It’s not fixed to one subject or moment. It can remain open, so each viewer can meet the work through their own perception.

“Being able to make art is something I always dreamed of doing and I continue to do it with dedication and gratitude.”

Q. How do you think about the relationship between an artwork and the place where it is seen?

Space and art, as well as artworks and their built surroundings, are inexorably related to each other. Whether a work was created for a specific site, placed within one or simply viewed there, each condition shapes what the work can express and do.

▲ Presented on The Frame at Samsung Art Store’s Art Basel in Basel 2026 exhibition, “Brea” brings Noureldin’s visual language into a digital viewing experience. Courtesy of Samsung Electronics.

How Art Forms Unity Within a Home

“When we have art in our homes, it becomes part of one’s daily life.”

Q. What feels meaningful to you about viewers encountering your work at home through Samsung Art TV?

Living with art brings art back to a private and personal space. With Samsung Art TVs, the work moves from the artist’s studio into a home, where it can be experienced daily rather than only during a visit to an institution. It helps keep visual creativity top of mind for everyone, even if they aren’t an artist.

Q. When an artwork becomes part of the home, what can repeated viewing reveal that might not be noticed at first?

When we have art in our homes, it becomes part of one’s daily life and changes with the conditions around it. Different times of day, different lighting shifts or even moods changing each time a piece is viewed. These small details can change the appearance of a work over time, making it a unified element of the home.

Q. Samsung Art Store will introduce your work to some viewers who may not know your practice yet. What would you hope they notice first in “Brea”?

I would hope they first notice “Brea” as a visual sound. By that, I mean a composition that can be felt through rhythm and movement much like music can be felt without words. Before trying to define it, I hope they spend time with every element of its structure to understand how it can speak to more than one sense.

Samsung Art Store is an art subscription service available on Samsung Art TVs including The Frame, Micro RGB and Neo QLED, offering more than 5,000 works in 4K resolution from more than 800 partners across 117 countries. As Art Basel’s official display partner, Samsung Electronics offers another way to experience contemporary art beyond the fair through exclusive Samsung Art Store digital collections featuring artists from Art Basel’s Hong Kong, Basel, Paris and Miami Beach editions.

To experience “Brea” and the rest of the Art Basel in Basel 2026 Collection, visit a Samsung Art Store on your compatible Samsung TV today.

To buy The Frame, please visit:  https://www.samsung.com/my/lifestyle-tvs/the-frame/

Samsung Electronics Co., Ltd. announced a global partnership with Warner Bros. Pictures and DC Studios to mark the theatrical release of this summer’s epic new superhero adventure “Supergirl” on June 24. Through the partnership, Samsung is bringing fans closer to the film through Samsung Art Store, a Samsung Micro RGB TV sweepstakes in collaboration with electronics retailer Best Buy and select U.S. and U.K. experiences in support of its global release.

“Samsung’s display business has long been shaped by the way people engage with film, sports, games and art,” said Hun Lee, Executive Vice President of Visual Display (VD) Business at Samsung Electronics. “Through this partnership with Warner Bros. Pictures and DC Studios, we are bringing together the exciting, intergalactic visual world of ‘Supergirl’ with Samsung’s bold display experiences at home.”

Samsung Art Store, the leading digital art platform on Samsung Art TVs, is giving users a new way to experience DC-inspired art at home with a limited-time “Supergirl” collection, available now through March 8, 2027. Featuring 15 digital artworks from DC Comics, the collection brings the character’s comic legacy to life across Samsung’s expanded 2026 Art TV lineup.[1]

In the U.S., Samsung and Best Buy are launching “Supergirl” sweepstakes at more than 600 participating Best Buy stores nationwide from June 22 through July 19. Special “Supergirl” content will play on Samsung Micro RGB TV displays in each store, where the display’s precise color expression will reveal a hidden riddle. The answer to this riddle will unlock additional entries to the sweepstakes.

As part of the film’s global press tour, the Supergirl Rest Stop pop-up at Phonica Records in London on June 20 featured Samsung 2026 TV and home audio lineups throughout film-inspired spaces, including Supergirl’s bedroom, Kara’s Ship, the Intergalactic Bus Stop and Space Bar.

“The compelling visual world that Craig Gillespie and his teams bring to life in ‘Supergirl’ is unlike anything we’ve seen in the DC Universe, and Samsung, through their innovative Art Store, brings consumers together with their singular technology to deliver that experience on their screens,” said Julie Moore, Head of Global Brand Partnerships at Warner Bros. Pictures. “Having partnered with them on ‘Superman,’ we were eager to work with them again to see how brilliant their ‘Supergirl’ experience would be, and they delivered.”

As the global TV market leader for 20 consecutive years,[2] Samsung continues to work across film, retail and home entertainment to connect audiences with the stories they follow on screen.

For more information, visit www.samsung.com.

About DC Studios

DC Studios, a newly formed division of Warner Bros. Discovery, is committed to building a long-term creative architecture to realize the power and wonder of the DC Universe across film, TV, animation and gaming under a single banner. Fueled by eight trailblazing decades of DC Comics, the Company is collaborating with key divisions throughout the WBD family – and innovative artists and storytellers from around the world – to bring DC’s rich trove of powerful stories and globally beloved characters to life within a single unified DCU that spans every platform and medium worldwide. Kicked off last summer with James Gunn’s acclaimed blockbuster Superman, the next chapter of this dynamic, all-new DCU will bring a range of stunning new characters and worlds to screens across the globe – from the intergalactic cops of Lanterns, to the chilling Gotham anti-hero of Clayface, to the compelling young hero at the heart of this summer’s hugely anticipated big-screen epic Supergirl – inviting fans and newcomers alike to experience a bold new vision of one of the biggest, most enduring and grandest stories ever told.

[1] Samsung Art TVs include all 2026 models with Samsung Art Store above the M80H, except S90H and S85H.

[2] Source: Omdia, (Since 2006) Results are not an endorsement of Samsung. Any reliance on these results is at the third-party’s own risk.

Art has long been a reflection of personal style, helping homeowners shape spaces that feel uniquely their own. Today, that expression extends beyond traditional mediums and into the devices that occupy the heart of the home, including the television.

Designed to seamlessly blend art, technology and design, the 2026 Samsung The Frame Pro and The Frame transform the TV from a screen into a statement piece. Whether displaying artwork from a world-renowned exhibition, showcasing personal photographs, or delivering immersive entertainment, Samsung’s Art TVs are designed to complement modern living spaces while elevating everyday experiences.

Curious how an Art TV can transform your living space? Here are three ways Samsung’s 2026 The Frame Pro and The Frame bring together premium display technology, world-renowned art and thoughtful design to elevate the modern home.

1. A Personal Gallery with World-Renowned Art

Bringing art into the home has never been easier. Homeowners now have more opportunities than ever to discover, curate and enjoy artwork without leaving their homes.

According to Samsung’s 2025 Southeast Asia and Oceania TV Awareness Survey[1], 83% of consumers familiar with The Frame agree that it is equipped with the latest technology. Samsung’s 2026 The Frame Pro and The Frame go beyond traditional television experiences with innovative Art TV features that bring world-renowned artworks directly into the home:

• The Samsung Art Store features more than 5,000 works from over 800 artists and more than 80 global partners — including collaborations with Moomin and Art Basel 2026.
• Art Store Streams[2] deliver a curated collection of 30 complimentary artworks every month, refreshed around new themes and artistic styles.
• The new The Frame 98”[3] bring a new scale of immersion with its majestic screen, transforming living spaces into private galleries.

2. Premium Entertainment for Every Home

While The Frame is known for its artistic appeal, it is also designed to deliver premium entertainment experiences for everyday viewing. The survey found that 79% of consumers aware of The Frame associate it with exceptional picture quality, while 78% view it as a premium and high-end TV.

The 2026 lineup delivers on these expectations through a combination of advanced display technology and intelligent experiences.

Exceptional Picture Quality

• Neo QLED 4K and Neo Quantum HDR on The Frame Pro bring every image to life with brilliant colour, remarkable depth and ultra-precise contrast.
• Quantum Mini LEDs that precisely control light for deeper contrast and sharper detail.
• Real Quantum Dot technology that produces more vibrant, true-to-life colors.

Smarter Viewing with Samsung Vision AI Companion

Beyond picture quality, The Frame Pro and The Frame are equipped with Samsung Vision AI Companion, Samsung’s integrated AI platform designed to make the TV more intuitive and context aware.

Through a dedicated AI button[4] or a long-press of the Home button[5]on the Samsung smart remote, users can interact with content in new ways, from learning about characters and plotlines to controlling playback through voice commands.

Designed for Art and Entertainment

Whether displaying artwork or streaming a movie, both The Frame models are designed to deliver a comprehensive viewing experience.

• Glare Free display[6] keeps distractions to a minimum, reducing reflections while preserving vivid color and brightness.
• Q-Symphony, which synchronizes compatible Samsung TVs and soundbars for richer audio experiences.

3. Designed to Elevate Every Living Space

A television is more than an entertainment device these days, it is also part of the home’s overall design. 75% of consumers familiar with The Frame associate it with an elevated look and feel. Designed to complement modern interiors, the TVs seamlessly blend form and function through:

• Modern Frame Design that resembles a framed artwork.
• Customisable magnetic bezels[8] that snap on easily to suit different interior styles and personal preferences.

With the Wireless One Connect[9], The Frame Pro connects wirelessly to a separate box that can be placed up to 30 feet away from the TV, keeping cables out of sight and creating a cleaner, more refined set up.

Both TVs can also be mounted nearly flush against the wall using Samsung’s Slim Fit Wall Mount, helping it resemble a framed artwork rather than a traditional television.

Whether serving as a statement piece in the living room, displaying artwork throughout the day, or providing immersive entertainment for movie nights, Samsung’s 2026 The Frame Pro and The Frame are designed to integrate naturally into modern homes, bringing together art, technology and thoughtful design in a single experience.

The latest models are now available. Visit https://www.samsung.com/my/lifestyle-tvs/the-frame/ to explore the full lineup, including available sizes.

[1] Samsung 2025 SEAO TV Awareness Survey. N = 2,000 respondents across 8 Southeast Asia and Oceania markets. Findings in this article are based on respondents who answered the relevant question (N = 1,199), N = [156] in [SME]

[2]Availability may vary by country. The time at which the 30 artwork are delivered each month may vary by region. The timing and frequency at which the artwork are delivered may vary by region. The number of free artwork delivered is subject to change without notice.

[3] Product availability may vary according to region.

[4] Product features may vary according to region.

[5] Users will need to review and accept the Privacy Notice the first time they use the service.

[6] Based on testing standards set by UL, i.e., UGR<10 for reflection glare, UGR<22 for discomfort glare, UGR<34 for disability glare.

[7] Validation for TV colour accuracy that expresses the same colour under standard light source (D65 based) with paper texture. (Error within ΔE ≤ 3.0 level that a person cannot feel colour difference)

[8] Customisable Frame sold separately. Supported Customisable Frame lineup may vary by country.

[9] Wireless One Connect must be connected to the TV wirelessly for full TV functionality. Wireless connection may be affected by the surrounding environment and may not connect when enclosed or blocked by metal (e.g., from inside a metal cabinet) or by other physical objects such as walls. TV and Wireless One Connect require separate power cord connections.

Entertainment is no longer confined to a single place. Today’s viewing journeys unfold across different screens, moments and contexts.

A show may begin with a clip, a trailer shared in a group chat, or a recommendation that arrives mid-scroll. This is not fragmentation. It is how modern viewing works. The more interesting question is not how many screens we use, but what each screen does best, and why despite the plethora of display options made available to consumers, the TV continues to hold a special place in how people experience entertainment at home.

According to Samsung’s 2025 Southeast Asia and Oceania (SEAO) TV Awareness Survey[1], 65% of the region’s consumers watch TV daily. It’s clear that even as viewing journeys happen across more screens, TV remains part of the everyday rhythm in many households.

From Discovery to Presence

Mobile plays an important role in the viewing journey. It is always within reach, making it suitable for discovery, quick viewing, social sharing, and entertainment on the go.

At the same time, some viewing moments are especially suited for the big screen as TV brings scale, comfort and shared presence to entertainment experiences at home.

For instance, watching a live sports match on the big screen can bring the excitement from the stadium into living rooms. With features like AI Soccer Mode[2], sound and picture are optimized so viewers can enjoy every single bit of the gameday action from the comfort of their homes. This is why close to 40% of SEAO Smart TV users mirror, cast or stream from their phone to the TV, showing how consumers value the flexibility of mobile viewing while appreciating the big screen experience.

Rather than choosing between screens, consumers are moving fluidly across them. Mobile devices offer mobility and immediacy, while TV brings scale, comfort, and presence.

A Smarter Way to Navigate Entertainment

Modern viewing no longer begins only when someone turns on the TV. It often starts elsewhere, before making its way there. The role of the Smart TV is to make that transition feel seamless, intuitive and coherent.

That is why the interface matters as much as the display. Viewers should be able to move easily between entertainment, apps and experiences.

Samsung’s One UI Tizen[3] reflects this shift by making everyday entertainment smoother to navigate. Viewers can easily access apps, customize the home screen, stream content, and enjoy gaming through built-in smart features, creating a TV experience that feels intuitive, personal and connected. With up to seven years of OS upgrades[4], our TVs are future-proof and kept up to date with security enhancements and performance improvements.

Furthermore, Samsung Smart TVs support the way people move between screens. They allow users to conveniently mirror mobile content on the TV, use Multi View to watch TV and mobile content at the same time, display personal photos, and use the phone as a remote control.

Where the Moment Comes to Life

Once the journey reaches the TV, the screen determines how the moment lands. This is where picture, sound and intelligence work together.

Features[5] such as Glare Free, HDR10+, and Object Tracking Sound+ (OTS+) help shape how entertainment feels on the big screen. For instance, whether with daylight or indoor lighting, our advanced anti-glare technology reduces reflections to a barely noticeable level, so that viewing experiences stay clear, comfortable, and uninterrupted. Meanwhile, HDR10+ uncovers delicate details across deep shadows to vibrant highlights, bringing greater dimension and immersion to each scene. Additionally, OTS+ helps sound follow on-screen movement for a more immersive audio experience.

Samsung Vision AI[6] adds another layer by enabling the TV experience to adapt more intelligently to content and environment. Through AI Customization Mode, AI Optimized Mode and AI Sound Controller, the TV can enhance visual detail, fine-tune audio and adjust settings to better match what viewers are watching and where they are watching it.

As a result, films feel more cinematic, with light, shadow and color carrying greater depth. Live matches feel more immediate, as motion and sound bring the room closer to the action. Gaming feels more immersive when the screen keeps pace with every moment. At its best, TV quietly enhances the experience, helping viewers stay immersed in the content and the moment.

On TV models[7] supporting Vision AI Companion[8], users can easily pull up related information and content recommendations, activate AI-powered picture and sound enhancements, and access AI apps and features directly on the TV with a click of the AI button or long-press of the Home button on the remote control.

The journey does not have to end when viewing stops. Samsung’s The Frame extends the role of TV beyond entertainment by allowing the screen to remain an integral part of the room when not in use.

The Frame can display renowned pieces that transform the screen into a personal gallery, reflecting individual tastes and complementing the style of the home. Through the Samsung Art Store[9], users can access more than 5,000 selections from world-famous artists and institutions, with collections that continue to evolve and expand across different genres and themes.

Recent collaborations include the partnership with the San Francisco Museum of Modern Art, which bring celebrated works by artists such as Diego Rivera and Piet Mondrian into the home. The Art Basel Hong Kong 2026 Collection also features works from emerging and established contemporary artists, imbuing the energy and creativity of their work into everyday living spaces.

This makes The Frame more than a screen for watching content. It becomes part of how people shape their spaces and appreciate art as another form of everyday entertainment.

The Right Screen for the Right Moment

The modern viewing journey does not depend on one screen doing everything. It is contingent on each screen playing its role at the right moment. Mobile helps the journey begin through discovery, immediacy and spontaneous moments. TV is where that journey becomes more focused, immersive and present.

In the multi-screen era, the TV complements the way we use devices. It gives entertainment a place to land and its presence can elevate a space. The journey may start anywhere and the big screen is where it all comes together.

Visit https://www.samsung.com/my/tvs/vision-ai-tv/ for more information on Samsung AI TVs.

[1] Samsung 2025 SEAO TV Awareness Survey. N = 2,000 respondents across 8 Southeast Asia and Oceania markets. Fieldwork: November 2025

[2] Feature availability and performance may vary depending on the content viewed and the apps used. Features and availability may vary by model and region.

[3] One UI Tizen: Content and services may vary by region and are subject to change without notice. Agreement to Smart Hub Terms and Conditions and Privacy Policy is required before use. Some content and services require registration and subscription. Requires Samsung account.

[4]Tizen OS upgrades will be supported for up to 7 years starting from release year, for TVs released in the year 2026. Please note that this upgrade does not cover the TV’s hardware performance, features or durability. Upgraded features may vary depending on the specifications and model. Requires internet connection. Data charges may apply. Due to hardware specifications, the 7-year OS upgrades apply only to Samsung TVs released after 2023. Accordingly, support may vary depending on model, region, product launch year and other factors.

[5]Features and availability may vary by model and region

[6] Supported models may vary depending on the feature.

[7] Samsung Vision AI Companion is integrated across nearly Samsung’s entire current 2026 and 2025 TV line-up, including Micro RGB, OLED, Neo QLED, Mini LED TVs and The MovingStyle, and Smart Monitors line-up. Availability of Vision AI Companion may vary depending on market and model.

[8] Feature available in certain regions and models. Availability, supported features, and user interface may vary by country, region, model and viewing conditions. Voice commands recognize English, French, Spanish, Portuguese, German, Italian, and Korean, but not all accents, dialects, and expressions are recognized. This feature provides AI-created content, with accuracy not guaranteed — please check results. Requires certain Bluetooth remote (sold separately on some models). In-box remote for some models does not support voice recognition. Requires either a Mobile Quick Remote or separately purchased Bluetooth remote. Feature accessible via the AI button, or the Home button (long press) on remote control without an AI button. Go to feature

[9] Paid subscription required. Samsung Account required for network-based smart services, including streaming apps and other smart features. Separate [connected] computer, mobile or other device may be necessary to create/log in to Samsung Account (free to download and create). Without Account log in, only external device connections (e.g., via HDMI) and terrestrial/over-the-air TV (only for TVs with tuners) available.

– Athene Galiciadis, contemporary artist

Athene Galiciadis’ work draws its force from the movement of repeated forms. Across paintings, sculptures and installations, the Zurich-based artist uses grids, curves and blocks of color to build a formal language shaped by pattern, material experimentation and references spanning concrete art, design, craft, science and literature.

▲ Athene Galiciadis is a Zurich-based artist featured in the new Art Basel in Basel digital collection on Samsung Art Store. Photo courtesy of the artist.

Galiciadis’ “Stillleben (Reflection on Longings and Belongings)” and “Stillleben (Window)” have been selected for the Art Basel in Basel (ABB) 2026 Collection on Samsung Art Store. The works were chosen for their strong use of color and pattern, qualities that translate naturally to the digital viewing experience on Samsung Art Store. Created in partnership with Art Basel, the digital collection features works by Switzerland-based artists from participating galleries and brings contemporary art from the fair to Samsung Art Store subscribers worldwide. Samsung Newsroom spoke with Galiciadis about form, color, the ideas behind the selected works and how digital presentation can bring art into the home.

A Personal Language Through Patterns

Q. Your work has a distinct language of shapes, colors and materials. How did this visual system develop?

I began developing this visual language while studying Fine Arts at ECAL(École cantonale d’art de Lausanne) in Lausanne. At the time, many artists in the Lausanne art scene were working with Neo-Geo aesthetics. I admired the rigor of that language, but I never fully connected with its precision. Rather than adopting it directly, I tried to translate it into something that felt closer to me.

▲ No two hand-painted patterns are exactly the same, with small variations giving Galiciadis’ geometric forms a sense of movement. Photo by Malle Madsen, courtesy of von Bartha Copenhagen.

I started working with geometric forms, patterns, repetition and symmetry, but I deliberately embraced the handmade. Every shape was drawn or painted by hand, making it unique and slightly different from the one beside it. The patterns shifted subtly across the surface, not through a predetermined system, but through the small variations that naturally arise from manual repetition.

Q. How do you think about rhythm, variation and change within a composition?

Repetition has always been central to my practice, but I have never been interested in repetition as exact duplication. Because my forms are drawn and painted by hand, no element is ever completely identical to another. A line becomes slightly thicker, a shape shifts, a color changes in intensity. These differences accumulate and create a sense of movement across the surface.

I often think of repetition in terms of rhythm rather than pattern. A pattern suggests a fixed system, whereas rhythm allows for fluctuation, pauses, accelerations and unexpected turns. In that sense, my compositions are perhaps closer to biology than to geometry. They are structured, but never entirely predictable. They repeat, but never in exactly the same way. Over time, this visual language has become more than a tool. I see it as a placeholder for “in-betweenness,” a way to hold ambiguity, transition and multiple meanings at once.

▲ (From left) Galiciadis stands beside her ceramic works, the installation shows how repeated forms create rhythm and movement across the space. Photo by Malle Madsen, courtesy of von Bartha Copenhagen.

Q. How much of a work is planned before you begin and how much is decided through the act of making it?

I usually begin with a very clear image in my mind. I think visually, so many works start as an almost complete mental picture rather than a concept expressed in words. What fascinates me is that the finished work never looks exactly like that initial image. The image has to pass through materials, gestures, scale, time and the realities of the studio. In that translation, things inevitably shift.

I do not see these deviations as mistakes or compromises. On the contrary, they are often where the work becomes most interesting. While the starting point is often highly defined, the final work is always shaped through the act of making. It is a conversation between intention and discovery, between what I envisioned and what the work itself asks for along the way.

▲ Galiciadis often lets her works shift through material, scale and space during the creative process. Photo by Stefan Altenburger, courtesy of Museum Haus Konstruktiv.

Q.  Are there certain materials, colors or forms you find yourself returning to over time? If so, what keeps drawing you back to them?

Yes, there are certain forms, colors and motifs that keep returning: snakes, spirals, pinks, triangles, zigzags and many others. I do not consciously decide to revisit them; rather, they seem to reappear on their own, as if they still have something to teach me.

I often think of artistic research as a spiral rather than a linear progression. You engage with something, move away from it, explore other directions and then return to it later. But when you come back, neither you nor the motif is quite the same. Perhaps this is why I am drawn to recurring forms. They become companions in a long-term conversation. Each time they reappear, they carry traces of previous works while opening up new questions and possibilities.

▲ Galiciadis returns to recurring forms and motifs as a way to revisit ideas over time. Photo by Stefan Altenburger, courtesy of Museum Haus Konstruktiv.

The Meaning of “Stillleben”

“The same structures that provide comfort and a sense of home can also become mechanisms of separation and exclusion.”

Q. Your palette often moves between soft pinks, greens and yellows, with darker blues and blacks adding contrast. How do you think about color as a way to shape tension, depth or atmosphere?

For me, color is something deeply personal. I do not approach it primarily as a decorative element or as a way of illustrating an idea. Rather, color is a way of thinking and a form of artistic research.

In many ways, this process replaces language. Instead of formulating thoughts through words, I compose with layered colors. Through this slow accumulation, I search for nuances, tensions and relationships that are difficult for me to articulate verbally. The depth that emerges is not only visual but also emotional and conceptual.

Q. What can you share about the works selected for the Art Basel in Basel 2026 Collection on Samsung Art Store and the moment in which they were made?

This work emerged within a larger constellation of paintings that I was developing simultaneously in the studio. I rarely work on a single canvas at a time. Instead, several works evolve alongside one another, creating a kind of conversation. What appears on one canvas often migrates to another; a color, form, rhythm or idea that begins in one painting may find a different articulation in the next.

▲ From left. “Stillleben (Window)” (2023) by Athene Galiciadis. Photo by Malle Madsen.  “Stillleben (Reflection on Longings and Belongings)” (2021) by Athene Galiciadis. Photo by Andreas Zimmermann.

Both works were created within such a process. They carry traces of multiple explorations and conversations taking place across different canvases at the same time. Looking back, I see each work as part of an ongoing reflection on questions that continue to occupy me: belonging, displacement, memory, inheritance and transformation. Rather than offering answers, the painting became a space where these themes could coexist and interact.

Q. How did the title “Stillleben (Reflection on Longings and Belongings)” come to the work and what does it add to the viewer’s understanding of the piece?

The title emerged from two conditions that often feel inseparable. Questions of migration, displacement, in-betweenness, transformation, inheritance and identity run throughout my practice and shape how I understand the world. What does it mean to belong? Who is included and who remains outside? Belonging can offer shelter, care and nourishment, but it can also produce boundaries and exclusions.

Longing is particularly difficult to describe. For me, it is often connected to a desire to bridge a gap that is always present but was never entirely my own. It can be inherited across generations, carried through stories, silences, memories and cultural interruptions. It is a longing for connection, continuity and understanding, while knowing that some distances can never be fully overcome.

The same structures that provide comfort and a sense of home can also become mechanisms of separation and exclusion. For me, “Stillleben (Reflection on Longings and Belongings)”inhabits this space of contradiction. It reflects on the simultaneous desire to belong and the awareness that belonging is never simple, fixed or innocent.

Where Art Finds New Meaning at Home

Q. Samsung Art Store gives people a way to encounter world-class art in the spaces where they live. What interests you about that everyday relationship with artwork?

What interests me most is the possibility of creating an everyday relationship with art. Some of the most meaningful encounters with artworks happen not in museums, but in the spaces where we live and spend our time. When you encounter an artwork repeatedly, it becomes part of your daily life and the relationship deepens over time to become a piece of your memories and personal history.

This resonates with my interest in collaboration, participation and community building. I enjoy forms of access that allow art to enter everyday environments. Through projects such as Actioning, I have explored how meaning emerges through shared experiences and sustained engagement. I see art as something that can create connections and become part of a shared cultural life.

Q. How do you think the experience of viewing art changes when a work becomes part of a home environment?

I think the experience becomes slower and more intimate. In a museum, we often encounter artworks briefly and alongside many others. At home, the relationship unfolds over time and the artwork becomes part of everyday life.

You might notice it while drinking your morning coffee, passing through a room or returning home after a difficult day. Sometimes you look closely; other times it simply exists in the background. Yet it continues to shape the atmosphere of a space.

▲ “Stillleben (Reflection on Longings and Belongings)” (2021) by Athene Galiciadis is displayed on the 2026 OLED TV S95H.

The work becomes an ongoing relationship. Meanings can shift over time and details that initially went unnoticed may suddenly become important. As the viewer changes, the work changes too. This reflects how I understand art: not as a fixed message, but as something open that continues to generate new associations.

“Some of the most meaningful encounters with artworks happen not in museums, but in the spaces where we live and spend our time.”

Q. For viewers who may discover your work for the first time through Samsung Art Store, what would you hope they take time to notice?

I would invite them to spend a little time with the work and allow their eyes to wander. At first glance, my paintings may appear structured, repetitive or geometric. But if you stay with them for a while, small shifts, irregularities and transformations begin to emerge.

I hope viewers notice that nothing is ever entirely fixed. Forms repeat, but they also change. Colors overlap, reveal and conceal one another. What may initially seem stable gradually becomes more fluid and complex.

Perhaps most of all, I hope people allow themselves to experience the work without feeling the need to immediately understand or interpret it. Much of my practice is concerned with things that exist between categories: between belonging and displacement, order and unpredictability, memory and imagination. These are experiences that cannot always be translated into words.

If viewers take the time to notice the rhythms, layers and subtle variations within the work, they may discover that the painting is less about providing answers than about creating space for reflection, curiosity and personal associations. I hope everyone can find their own point of entry and build their own relationship with the work over time.

▲ Samsung’s 2026 Art TV lineup offers digital collections of curated artworks through Samsung Art Store. (From left) 2026 OLED S95H, The Frame Pro and Micro RGB.

Samsung Art Store is an art subscription service available on Samsung Art TVs. The service offers more than 5,000 artworks in 4K quality from over 800 artists through more than 80 partners. Available across Samsung’s expanded 2026 Art TV lineup, Samsung Art Store brings curated artwork into everyday spaces through Samsung’s display technology and design.

In 2017, The Frame combined Samsung Electronics’ advanced display technology with an elegant design to fit seamlessly into living space. Resembling a picture frame, The Frame featured customizable bezels[1], the Invisible Connection, and the One Connect Box which neatly organizes all cables, giving the living room a clean, clutter-free look.

Moreover, Samsung Art Store, the art subscription service for Samsung Art TVs, brought renowned and captivating artworks into homes worldwide, continuously expanding its collection to over 5,000 pieces.

Last year, Samsung introduced The Frame Pro, featuring Wireless One Connect and a Neo QLED 4K display. This year, the premium art experience has been further elevated with the introduction of the Vision AI Companion, which offers a more personalized experience, along with various setup options. Check out the infographic below to explore The Frame’s innovative journey in bringing art into everyday life[2].

For more information, visit: https://news.samsung.com/my/

[1] Customizable bezels sold separately and options may vary by market.

[2] Product availability may vary according to region.

“With The Frame for hotels, Samsung is bringing one of its most distinctive TV experiences to hospitality businesses,” said Hyoung Jae Kim, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “Samsung will continue to invest in hospitality display solutions that help brands deliver premium service, strengthen their brand identity and prepare for the next phase of connected guest experiences.”

A Hospitality Display Designed for Premium Spaces

With this hospitality model, Samsung brings the award-winning design and functionality of The Frame to hotels and corporate environments. The display combines 4K QLED picture quality with a refined form that fits naturally into premium interiors. Its Anti Glare panel reduces unwanted reflections, while the Slim Fit Wall Mount allows the TV to sit close to the wall for a clean, gallery-like installation. The Frame eliminates the need for a separate One Connect Box by integrating key connection components into the display, supporting simpler installation in hospitality spaces. Optional magnetic bezels allow hotel operators to customize the frame to match the mood and design of each space, as well[1].

Collection Hub gives The Frame its distinct value as an Art TV for hospitality environments, allowing hotel operators to display selected artwork, photography or brand visuals when the TV is not in active use. Generative Wallpaper lets guests create AI-generated backgrounds for the screen, adding a customized touch to their room experience. Together, these features help each display become part of the room’s design, whether presenting hotel-curated visuals or AI-generated imagery selected by guests.

As Samsung’s most premium hospitality TV offering, The Frame for hotels is the first model in Samsung’s hotel TV lineup to support Generative Wallpaper and Live Translate. Live Translate helps international travelers comfortably watch local broadcasts or Samsung TV Plus with subtitles in their preferred language. The result is more accessible local content for users traveling overseas[2].

Beginning with Samsung’s 2025 hotel TV lineup, and extending to the HL03H model, Google Cast and Apple AirPlay support allows guests to share content from a smartphone or tablet to the in-room TV by scanning an on-screen QR code. No separate login is required, and device connection information is automatically deleted upon checkout to help protect guest privacy[3].

Managing Hospitality Features From One Platform

LYNK Cloud, Samsung’s comprehensive hospitality cloud solution, helps hotel teams monitor TV status in real time, update on-screen services and distribute guest-facing content across connected displays from a central platform[4].

With the support of LYNK Cloud, guests can access digital concierge features, book hotel services and order room service through the in-room TV. This gives hotels another way to connect guests with property services directly from the display.

LYNK Cloud also includes Business Intelligence, a feature that helps hotel teams understand how guests use in-room TV services, including frequently ordered menu items or popular TV channels. These insights can support more relevant offerings and help identify new revenue opportunities.

Furthermore, LYNK Cloud supports Collection Hub management on hospitality model of The Frame. With it, hotel teams can distribute selected art content across connected devices simultaneously. They can adjust brightness and color tone based on indoor lighting conditions, as well, helping each display fit the hotel’s brand concept and room environment.

Samsung will showcase The Frame for hotels at booth 2442 during HITEC 2026. The new model will be available in 43-, 55-, 65- and 75-inch sizes, with global rollout beginning in the second half of 2026[5].

For more information, visit: https://www.samsung.com/my/

Image is for illustration purposes only.

[1] Bezels are sold separately. Supported bezel types may vary by country and model.

[2] Live Translate is available in English, French, German, Italian, Korean and Spanish. Availability may vary by model, region, language or channel. Requires supported broadcast content with closed captioning through antenna input or Samsung TV Plus.

[3] Google Cast and Apple AirPlay are supported on Samsung hotel TV models introduced in 2025 or later. Google Cast supports Android 6.0 and above and iOS 14.0 and above. Apple AirPlay supports iOS 11.0 and above, iPadOS 13.0 and above and macOS Mojave 10.14 and above. Availability may vary by model, device, software version and region.

[4] LYNK Cloud is sold separately. Availability of certain features may vary by region. LYNK Cloud supports Samsung hotel TVs with Tizen 5.0 or higher.

[5] Availability and model size may vary by region. The Frame (HL03H hospitality model) is currently not available in Malaysia.