At The First Look during CES 2026, we moved beyond the traditional roadmap of hardware iterations to unveil a broader strategic vision: “Your Companion to AI Living.” This vision combines both hardware and visual intelligence to deliver an entertainment experience across our TVs, monitors and audio ecosystem that anticipates users’ needs and preferences in how they consume their preferred entertainment.

As the world’s leading TV brand for 19 consecutive years[1], we recognize that our leadership is no longer defined solely by the screens we produce, but by how effectively we integrate them into the lives of our consumers.

In the Southeast Asia and Oceania (SEAO) region, this shift is particularly critical. According to the latest e-Conomy SEA report by Google, Temasek, and Bain & Company, consumer interest in AI in Southeast Asia is three times the global average[2]. This heightened receptivity to innovation informs our 2026 strategy, driving a push towards a proactive, multi-agent experience.

From Tactical Usage to Intuitive Environments

With the rapid maturation of the digital economy across the SEAO region, our 2025 TV Awareness Study[3] show that 88% of consumers in SEAO now use a smart TV as their primary screen. This tells us that modern consumers are no longer looking for a passive display device, they want an intelligent Entertainment Companion: a device that understands context.

As daily life becomes increasingly complex, the value proposition of technology must shift from manual utility to proactive assistance. At the core is Vision AI Companion (VAC), designed to make television more intuitive, conversational and personalized. Simply ask a question while you’re watching the TV—about a film, a sports event, or even travel suggestions. Vision AI Companion delivers answers instantly, accompanied by helpful visuals and related content. Alongside SmartThings as the underlying architecture, the screen becomes a central command hub, orchestrating the home from climate control to household management. This is technology that simplifies life rather than adding to its cognitive load.

Defining the Premium Experience: Sight and Sound

The bar for home cinema has shifted towards premium, ultra-large screen experiences that demand zero compromise. In SEAO, 68% of consumers prioritize high-end, cinematic experiences at home 3. We are meeting this demand by scaling our ultra-large screen offerings and introducing the world’s first 130-inch Micro RGB TV (R95H model), marking a big step in display innovation and revolutionizing picture quality. The core LED light source is redesigned and re-engineered, delivering exceptional color performance on top of great brightness and contrast.

True immersion is a multi-sensory business. We pair our display expertise with 11 years of audio excellence to transform the home audio experience, creating a unified acoustic environment. In 2026, Q-Symphony evolves TVs and speakers into an adaptive ecosystem that intelligently optimizes sound based on each room’s unique layout.

This intelligence extends beyond entertainment to the battle station for gamers. Leading the Odyssey gaming monitor lineup is the 32-inch Odyssey 3D (G90XH model), the world’s first 6K glasses-free 3D gaming monitor that pushes the boundaries of resolution and refresh rates, ensuring a visual experience that is as seamless as it is immersive.

Elevating Home Expression Through Art and Content

Technology is most impactful when it enhances how we live and what we watch. In today’s vibrant and diverse consumer landscape, the visual display is not only a source of entertainment, but also a canvas for personal expression, supported by a growing ecosystem of content that enriches the home experience.

This year, we are bridging the gap between premium technology and home aesthetics through The Frame Pro. By utilizing advanced glare-free display technology^[4] and access to curated art via the Samsung Art Store^[5], the screen complements a room’s atmosphere rather than dominating it. It enables users to showcase their heritage and tastes, transforming a high-performance device into a centrepiece of artistic expression.

Samsung TV Plus, our free ad-supported streaming (FAST) service, has also surpassed 100 million monthly active users (MAU) in 30 countries worldwide, marking a 12 million increase in users since October 2024, further redefining entertainment for consumers with Samsung TVs leading the global TV market.

Inspiring the Next Two Decades of Innovation

At Samsung, our commitment is to ensure that technology is no longer something you must learn, but something that understands you. Through “Your Companion to AI Living,” we are evolving the visual display from the centre of the room to the heart of the home.

We are not just selling hardware; we are building the infrastructure for a more intuitive way of living. By aligning our global innovation with the unique digital appetite of the SEAO region, we are ensuring that the next era of home entertainment isn’t just about better pixels, but about being a better companion in your daily life.

[1] Global No.1 Tv source – Omdia, Feb 2025. Based on overall TV market share by manufacturer on an annual unit & revenue basis.

[2] Google, Temasek, and Bain, e-Conomy SEA 2025

[3] The SEAO TV Awareness Study was conducted in November 2025 with 2000 users, aged 25 to 64 years old, across Australia, Vietnam, Thailand, Indonesia, The Philippines, Malaysia, Singapore and New Zealand.

[4] Measured against Unified Glare Rating (UGR) testing standard, certified as glare-free (reflection, discomfort and disability glare) by UL.

[5] Art Store subscription and Samsung Account connection required to access full selection of artwork.

Samsung Electronics Co., Ltd. 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 memories[2] 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 templates[5] 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.

▲ A dedicated AI button allows for easy access to Samsung Vision AI Companion

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.

▲Samsung Vision AI Companion enables natural interaction with various services without leaving the content you are watching

World’s First Multi-AI 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[1], and any streaming services.

Other features include:

• Live Translate[2]: 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 TVs and Smart Monitors. 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.

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

[1] Availability of features and specifications may vary according to region.

[2] Availability of features and specifications may vary according to region.

Samsung Electronics 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: https://news.samsung.com/my/