Visit any electronics store today, and what will greet you are usually dozens of bright, enticing TVs, each promising to deliver the best visuals for your favorite movies and shows. What truly makes one stand apart from another? What are the most important features that prospective TV buyers in Southeast Asia and Oceania (SEAO) should be looking for?

It is easy to be stumped in today’s crowded TV market. Yet, we might find some answers from a Samsung study of 2,400 TV buyers’ preferences in the SEAO region^[1]. The survey notes that consumers intending to buy a new TV consistently highlight three crucial aspects: Unparalleled screen quality, deeply immersive sound, and seamless connectivity that places the TV at the heart of modern living.

This customer-centric focus is how Samsung has remained the world’s leading TV manufacturer for an unprecedented 19 consecutive years; not just by understanding these user desires, but also in delivering the innovation to match.

Screen quality: The picture matters most

Seeing is believing, and this is especially true for televisions. Among all key buying factors, a clear 59% of TV buyers in the SEAO region1 choose a TV’s picture quality and display technology as the most important consideration when purchasing a TV.

A timeline of Samsung’s Quantum Dot technology.

For those seeking the pinnacle of visual experiences in the living room, Samsung’s top-end Neo QLED 8K and Neo QLED TVs provide class-leading picture quality, driven by flagship Quantum Dot innovation, thus delivering among the highest levels of colour accuracy and brightness available. Samsung’s Quantum Dot technology represents a significant leap forward due to several breakthroughs:

• Rich Quantum Dot Content: Samsung ensures that its Quantum Dot displays contain a high concentration of quantum dots. This is crucial, as the amount of quantum dot material defines the TV’s ability to deliver a vivid, rich picture with the exceptional colour expression characteristic of this technology. Reinforcing Samsung’s technological leadership, its QLED TVs received the ‘Real Quantum Dot Display’ certification from TÜV Rheinland in May 2025, officially verifying that Samsung’s QLED TVs meet global standards for quantum dot display structure.
• Enhanced Efficiency and Colour: Samsung QLED TVs eliminate the need for a separate phosphor layer, a design choice that enhances light and energy efficiency while simultaneously delivering more vibrant and purer colours.
• Commitment to Sustainability and Safety: A landmark achievement was Samsung’s development of the world’s first no-cadmium Quantum Dot material in 2014, successfully commercialising the technology the following year. This pioneering work in no-cadmium technology has been a core part of Samsung’s Quantum Dot story, ensuring breathtaking visuals without relying on hazardous materials, thus providing a safer viewing environment for consumers. Our efforts align with the EU’s Restriction of Hazardous Substances (RoHS) Directive^[2], which aims at restricting the use of hazardous substances in electrical and electronic equipment. As of March 2025, this no-cadmium effort was certified by the global certification institute Société Générale de Surveillance (SGS).

These advancements, stemming from over a decade of research and investment, ensure that Samsung’s Quantum Dot TVs provide not only spectacular colour and brightness but also do so responsibly.

Sound: Immerse me in the action

Just as important as stunning visuals are the audio quality that envelops the viewer, transforming the act of watching TV into an immersive experience. In the Samsung study, consumers pointed to the importance of sound quality in TV’s built-in speakers, with two in five considering it as a key buying factor. Today’s new TVs must offer immersive entertainment, whether you are catching the explosive action in a Hollywood blockbuster, or trying to discern the subtle dialogue between characters in a drama series.

High quality audio is critical to ensuring an even more immersive TV experience.

Sound is more crucial to the entertainment experience today, and the latest developments in surround sound technology by Samsung are achieving exactly that. Samsung’s premium Neo QLED TVs feature new top-channel speakers that deliver a next-level Dolby Atmos experience that will immerse viewers inside the action with multi-dimensional sound. This creates a soundscape where audio moves with on-screen action, adding incredible realism.

To ensure dialogue remains clear and not drowned out, Samsung’s Active Voice Amplifier Pro offers AI-powered voice enhancements to make sure viewers hear clear crisp and intelligible dialogue. The technology analyses background sounds, voice clarity, and ambient noise, and isolates voices from TV sound.

Adding another layer of auditory immersion is Object Tracking Sound (OTS). With this technology, Samsung TVs rely on AI-powered action tracking to deliver vividly realistic 3D sound through multi-channel built-in speakers or supported add-on soundbars, placing viewers right in the middle of their favorite content.

For a more personal experience, pairing Samsung TVs with Galaxy Buds enables 360 Audio mode^[3], offering spatial 3D sound with enhanced head tracking for truly immersive listening.

Connectedness: Your TV at the cen of simplified living

Beyond picture and audio, specifications play a significant role in TV purchase decisions. Within this category, smart features and functions stand out, with 22% of TV buyers in SEAO deeming them important. This is unsurprising, as the TV is increasingly serving as a central hub for the connected home, used for everything from sharing photos from a phone to controlling smart home devices.

At the core of this connected experience on Samsung TVs is the Tizen operating system built in SmartThings Hub, recently updated to reflect the new One UI Tizen^[4] update. It links various devices effortlessly through a common software experience, where diverse connected devices can collectively learn from usage behaviors to make interactions seamless.

Access useful information throughout the day with Daily Board, which is customisable with widgets such as Weather, Home Status, Energy, Notes, Tips, and more!

The Daily Board^[5] app, available on the new Samsung Vision AI and AI TVs, allows users to approach the screen (even when off) or use voice commands like “Hi Bixby” to activate and check useful information like the status of connected smart devices, play music on Spotify and even apply new wallpapers.

Crucially, Samsung provides seven years of updates for the Tizen software for free^[6]. This commitment ensures that your Samsung TV stays current with the latest features, apps, and security updates, offering new experiences throughout its lifetime and future-proofing your investment.

Go with the market leader

TV buyers today are spoilt for choice when it comes to picking the right screen for their living room, bedroom, or study. In this crowded space, Samsung has stayed ahead of the competition through constant innovation and deep commitment to meeting customer needs. Our latest Neo QLED and QLED TVs, for example, with their superior image and sound quality and advanced connected experiences, are a direct response to what consumers tell us they desire.

This customer-centric approach is the cornerstone of Samsung’s success and the reason it has been the world’s leading TV manufacturer for 19 straight years. In fact, there might not be any hidden secret after all – it is simply about understanding what customers truly want and delivering innovation that enriches their every day.

^{[1] The Samsung 2024 TV Awareness Survey was conducted in October 2024. It surveyed 2433 respondents through an Online Survey and Online Discussions (Samsung Members Connect), aged 25 to 64, who intend to buy a TV in the next six months, from the following 8 markets: Australia, Indonesia, Malaysia, New Zealand, Philippines, Singapore, Thailand, Vietnam.}

^{[2] The EU Restriction of Hazardous Substances (RoHS) Directive restricts the use of cadmium in electronic equipment to 100 ppm or 0.01% by weight in homogeneous materials.}

^{[3] Galaxy Buds 360 audio (Galaxy Buds 2 Pro / 2 / Pro / Live)}

^{[4] 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. Tizen OS upgrades are available for up to 7 years from the product’s release year starting in 2023. Availability, features, contents, apps and services are subject to change without notice and may vary by product, model or region. The upgrade does not cover hardware related performance, features or durability. Requires internet connection. Data charges may apply.}

^{[5] Supported widgets vary by region. Listen to the music of mobile Spotify app with connecting to TV.}

^{[6] Availability of updates may vary depending on the model and region. In Singapore, the seven-year update policy applies only to 2024 TV models and newer.}

At Innovation for All (IFA) 2025, Samsung Electronics showcased its vision for “AI Home: Future Living, Now”. Samsung’s AI Home aims to be a reality people can experience today — not just in the future — and one designed for everyone, not just a select few.

“At Samsung, we’re not just imagining the future of AI; we’re building it into everyday life. Samsung’s AI Home moves beyond smart devices to homes that truly understand you, adapt to your needs, and care for what matters most,” said Cheolgi Kim (CK), Executive Vice President and Head of Digital Appliances (DA) Business. “This is the beginning of a new era – where technology supports your life in the background so that you can live it more fully.”

Samsung’s AI Home experience is designed to make everyday living more convenient, efficient, healthy and safe.

Samsung research^[1] has revealed that 66% of consumers find the idea of an AI-enabled home appealing, with many envisioning streamlined daily tasks (44%) and greater control via phone or voice commands (45%). AI Home, with SmartThings automated routines, delivers on this vision – automating lighting, temperature, and even syncing blinds with the weather for effortless living^[2].

The home is a sanctuary for 93% of people and a social hub for 80%. As families spend more time together, AI Home enhances shared moments with wellness checks, personalised sleep settings and nutrition planning.

Energy efficiency is one of the main benefits consumers look for from AI. 66% believe an AI enabled home can help track costs and save money. With SmartThings Energy, AI Home can reduce washing machine energy use by up to 70%^{[3] [4]}.

Security remains critical, with 40% expecting AI to improve home protection through timely alerts. Samsung Knox Vault safeguards sensitive data at the hardware level, while Knox Matrix extends protection across connected devices with ecosystem-wide security^[5].

Bespoke AI Enhances AI Capabilities

Samsung’s latest Bespoke AI appliances^[6] have taken AI features to a new level, offering a better living experience in both the kitchen and other spaces:

• Bespoke AI Jet Bot Steam Ultra: Upgraded with improved AI Object Recognition^[7], it can now detect liquids^[8], even transparent ones.
• Bespoke AI Washer: AI Wash+ enables a laundry experience that better fits your clothes. It clears the minimum threshold for a Grade A in energy efficiency testing by 65%^[9].
• Bespoke AI Dishwasher: AI Wash optimises the cleaning cycle based on how dirty the dishes are^[10], and Auto Open Door allows steam to escape, accelerating the drying process.
• Extractor Induction Hob: Integrating the extractor into the hob maximises kitchen space.

Vision AI Expands to Larger Displays

Samsung’s Vision AI Companion is designed to feel more like a trusted companion – someone you can engage with naturally, and that responds in a human-like way – redefining home entertainment. Pursuing an open platform approach, Samsung is strengthening its partnerships with global AI technology leaders, including Google, Microsoft and Perplexity.

Other highlights included^[11]:

• Micro RGB: A 115” display delivering cinema-quality visuals at home with perfect colour, bringing every scene to life with stunning depth and vibrancy.
• The Movingstyle: A portable touchscreen TV with built-in battery and adaptive AI – perfect for any room or on the go.
• Samsung Sound Tower: Powerful, portable sound with an 18-hour battery^[12]. You can strengthen the party mood with customisable lighting and sound effects via the dedicated app.

Galaxy AI Expands with New Devices

Starting with the Galaxy S24 Series and a commitment to democratise Galaxy AI to over 200 million devices in 2024, Samsung Galaxy has defined a new era of mobile AI innovation.

Now, the latest Galaxy AI experience comes to new products, designed to ensure a seamless mobile experience on a wider range of devices with multimodal capabilities.

By the end of 2025, Samsung aims to bring the Galaxy AI experience to over 400 million devices worldwide.

Experience Future Living, Now at IFA 2025

The Samsung exhibition at IFA was held from 5 to 9 September at the CityCube, Berlin.

Samsung Electronics is also showcasing a large-scale media art installation created in collaboration with world-renowned digital artist Maotik on a massive 50-metre-wide digital façade at the entrance of the exhibition hall.

The video, themed around “wind”, features dynamic waves formed by the organic movement of data, symbolising how Samsung’s AI technology contributes to enhancing everyday life for its customers.

For more information on the products mentioned within this release, please visit the Samsung Newsroom here.

^[1]_{All consumer statistics referenced in this release are sourced from EO CMI Quantitative Survey, UK/DE/FR, consumers owning 1+ smart home appliances or devices, sample 1200.}

^[2]_{Requires a wireless network, a Samsung Account and the Samsung SmartThings App. AI Home routines must be manually set up by the user before AI Home can assist with automation.}

^[3]_{Savings amount estimated based on tests performed by Samsung. Estimated savings may differ from actual savings. https://www.samsung.com/uk/home-appliances/smartthings/energy/#energy}

^[4]_{Requires a wireless network, a Samsung Account and the Samsung SmartThings App. Can be applied when the selected washing temperature is 20~40°C. Max saving results from washing a 40 degree cycle as a cold wash. Savings based on internal testing on the WW11BB944AGB model in normal usage conditions. Results: Power consumption without AI Energy Mode = 0.539 KWh. Power consumption with AI Energy Mode = 0.145 KWh. Results may vary depending on the actual usage conditions.}

^[6]_{Availability may vary by country or model. Please check with your retailer for exact local availability.}

^[7]_{Based on our deep learning model trained using a predefined set of data and may yield incomplete or incorrect information. New datasets may be introduced to our learning model from time to time to enhance its accuracy. Object recognition may be affected by an object’s shape or the environmental conditions. Only certain object types can be recognised. Stained Area Recognition needs to be activated beforehand via the SmartThings App. A Wi-Fi connection and Samsung Account are required.}

^[8]_{A liquid spill is defined as a coloured or transparent liquid, such as water or juice, having a size of 7cm x 7cm (15 ml in volume) or larger. Identification may be affected by the size of the liquid or the environmental conditions of the floor, such as the floor pattern, colour of the floor, direct or reflected light, or shape of the liquid. Excessive amount of liquid on the floor may cause secondary contamination.}

^[9]_{Based on Samsung internal testing. The energy consumption of this 9kg model is EEI 18.2, which is 65% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9kg models). Energy ratings tested with Eco 40-60 programme, 65% savings tested with the Eco 40-60 programme.}

^[10]_{Based on an AI-created algorithm. Actual results may vary depending on individual use.}

^[11]_{Availability may vary by country or model. Please check with your retailer for exact local availability.}

^[12]_{18 hours of battery tested with lighting off and at volume level of 12~13.}

Samsung Electronics Singapore today unveiled its highly anticipated 2025 lineup of AI-powered TVs and soundbars at the Unbox & Discover event. Redefining home entertainment, the new range introduces the groundbreaking Samsung Vision AI. This transforms the way users interact with their screens, delivering deeply personalised and immersive experiences, and placing the TV at the heart of the connected smart home.

The 2025 lineup is headlined by the flagship Samsung Neo QLED 8K and Samsung Neo QLED 4K TV series. These new offerings bring stunning visuals and immersive sound, and are the first to feature Samsung Vision AI^[1] with smarter, adaptive features that reimagine what Samsung TVs can do.

“At Samsung, we believe that the best innovations come from truly listening to our customers and understanding how they live their lives. We know that our consumers in Singapore value technology that feels more personal and intuitive. That is exactly what we set out to do with our 2025 lineup of AI-powered TVs,” said Patrick Khor, Head of Department, TV & Audio, Samsung Singapore. “Powered by our most advanced processors and Samsung Vision AI, our TVs have now become intelligent companions that adapt and learn your preferences, suggest content that matches your mood, while seamlessly connecting your smart home through SmartThings. Through technology, we are creating experiences that enrich the moments that matter most to families in Singapore.”

Samsung Vision AI Enabling Smarter, More Personal Screen Experiences

Samsung Vision AI represents the next step in Samsung’s journey to deliver intelligent, intuitive, and seamless screen experiences, and will be integrated across the 2025 range of Neo QLED, QLED, OLED, and The Frame models.

With the ability to make your Samsung TV aware of its surroundings, adaptive to user preferences and autonomous in delivering intuitive features, Samsung Vision AI transforms the brand’s 2025 AI TVs into smart companions that enhance entertainment, simplify interactions, and seamlessly integrate into connected lifestyles.

At the core of Samsung Vision AI are intelligent and personalised features which redefine how users interact with their screen and engage more deeply with their favourite content. Generative Wallpaper^[2] transforms screens into dynamic, personalised art canvases, allowing users to make images that perfectly match their taste or occasion. Own a Galaxy Watch? Universal Gestures^[3] lets you control your TV through your smartwatch – with simple hand motions like rotating the watch bezel to scroll the screen or making a fist to return to a previous menu.

Looking beyond personalisation, Samsung’s 2025 AI TVs come equipped with a built-in SmartThings Hub, transforming the TV into a central hub for smarter living through integration with the SmartThings ecosystem, as well as new SmartThings^[4] features that simplify and enhance daily life.

• SmartThings Energy offers insights into energy consumption patterns, promoting efficient energy use throughout the home.
• Family Care^[5] enhances comfort by automatically adjusting room settings, like dimming the lights when a child falls asleep, while providing real-time updates and recorded events through TVs.
• With Pet Care^[6], potentially use your TV as a pet-sitting assistant when you are outside. Your TV can detect noises like barking through its microphone, and then automatically turn on your pet’s favourite content.
• Home Insights⁴ provides notifications from your connected smart devices right on screen, including a 3D Map View that shows information and details of your entire smart home so that you can monitor and manage directly from the TV.

All your favourite apps, services and the latest Samsung Vision AI features are available through One UI Tizen – available now on all of Samsung’s 2025 range of Neo QLED, QLED, OLED, and The Frame models. One UI Tizen introduces a fresh, clean interface that mirrors what you will find on many Galaxy smartphones, tablets, and watches. It also allows your household to create separate profiles and receive curated recommendations tailored to their preferences. Samsung is now offering up to seven years^[7] of OS upgrades; this extends the longevity of each device, keeping it up to date with the latest features, security enhancements, and performance improvements, so that users’ investments in Samsung Vision AI-powered TVs are truly future proof.

Security is crucial for Singapore households today due to the increasing prevalence of cyber threats, and the need to protect sensitive personal information within households. Samsung TVs are protected by Samsung Knox, a comprehensive security platform that safeguards user data and privacy, with high security standards maintained for the benefit of home users. It helps to shield families from malicious threats by protecting sensitive data like passwords^[8], monitoring connected IoT devices, blocking phishing websites to protect against malicious sites, and enhancing personal information protection through Samsung Knox Vault. Samsung TVs also receive constant security updates, with a dedicated security team providing regular updates that help keep your TV safe, for at least 3 years from TV launch^[9], ensuring your family’s digital safety evolves with emerging threats.

Samsung continues to shape how people experience art at home by expanding access to the Samsung Art Store^[10], a premium digital platform for fine art exclusively on Samsung Smart TVs. For the first time, the Samsung Art Store will be available on 2025 Samsung Neo QLED 8K, Neo QLED 4K, and QLED models^[11], as well as on The Frame and MICRO LED series, making art from the world’s leading artists, museums, and galleries more accessible that ever. The Samsung Art Store offers access to a vast catalogue of over 3,000 curated works from prestigious global partners, including MoMA and the estates of Magritte and Basquiat.

Samsung 2025 TV lineup: Exceptional advancements, made possible with AI.

Samsung Vision AI also delivers exceptional advancements in picture and sound quality, making every on-screen moment captivating. On-device AI picture and sound technologies analyse content and environmental factors in real time, dynamically adjusting visuals and audio for an optimised experience.

Samsung Neo QLED 8K QN990F is Samsung’s most advanced TV to date.

The flagship Neo QLED 8K QN990F is Samsung’s most advanced TV to date, powered by the NQ8 AI Gen3 Pro processor^[12], leverages a suite of on-device AI features to enhance picture quality, sound clarity and overall viewing experience.

8K AI Upscaling Pro^[13] elevates lower-resolution content up to stunning 8K quality, ensuring incredible detail and clarity in every frame. Motion Xcelerator 240Hz^[14] ensures blazing fast motion clarity for gaming and sports, while AI Motion Enhancer Pro^[15] smooths the motion of fast-moving visuals and text, so you can always keep your eye on the ball. Dedicated top-channel speakers power Dolby Atmos sound, while Object Tracking Sound Pro^[16] provides dynamic, realistic audio that follows the movements on screen – like creepy footsteps in a horror movie or cars zooming around a track.

The QN990F also integrates our award-winning Glare-Free technology, offering stunning 8K visuals across dark and bright rooms. Plus, the all-new Wireless One Connect Box^[17] is a game changer for cable management, offering a wireless connection between the TV and the external box up to 30 feet away., allowing for cleaner installations and more flexible room setups.

Samsung Neo QLED 4K QN90F continues to offer stellar viewing experience enhanced by AI and Glare-Free technology.

The Samsung 2025 Neo QLED 4K lineup is our most expansive yet, including four model series (QN90F, QN85F, QN80F, and QN70F), all featuring Quantum Matrix Mini LEDs for stellar brightness and accurate colour across every scene.

The flagship QN90F features the upgraded NQ4 AI Gen3 Processor^[18], which offers improved picture and sound quality. The processor upscales older content into 4K resolution, while Neo Quantum HDR+^[19] analyses each scene to boost brightness and make visuals appear even more realistic. The QN90F also comes with Glare-Free technology, offering greater flexibility for placement of the TV regardless of lighting conditions at home. Motion Xcelerator 165Hz^[20] ensures ultra-smooth motion of action-packed content.

Samsung OLED S95F delivers impressive colour contrast and accuracy with our brightest-ever OLED screen.

Our OLED lineup is also refreshed with the S95F series, featuring OLED Glare-Free technology that eliminates glare and reflections from sunlight or ambient lighting, while delivering impressive colour contrast and accuracy OLEDs are known for. The S95F boasts our brightest-ever OLED screen and OLED HDR Pro – delivering vibrant, full-screen brightness, deep blacks, and Pantone®-validated colours. Powered by the powerful NQ4 AI Gen3 Processor^[21] that optimises contrast, brightness, depth and colour across every scene, the TV can also upscale lower resolution content into brilliant 4K visuals. For gamers, Motion Xcelerator 165Hz¹⁴ ensures smooth motion and blazing fast speeds from even the most demanding games. Together, these upgrades make the S95F our best OLED yet, offering a cinematic picture without distractions.

A New Vision of Art: Introducing the Frame Pro

The Frame Pro delivers even brighter and sharper visuals with Neo QLED technology.

Samsung is strengthening its commitment to seamlessly blending art and technology with the launch of The Frame Pro, a new addition to the iconic Frame lineup. The Frame Pro enhances the art and entertainment experience with advanced Neo QLED picture quality that delivers brighter colours, sharper contrasts, and improved local dimming for deeper blacks. Powered by the NQ4 Gen3 AI Processor, The Frame Pro offers improved picture quality across your favourite artwork and shows. It also comes with the innovative Wireless One Connect, allowing for more flexible installations that blend in seamlessly with your environment.

A New Dimension of Sound with AI

To accompany the stunning 2025 AI TV lineup, Samsung has introduced a new range of soundbars that combine state-of-the-art hardware with intelligent AI-driven features, designed to elevate home entertainment with unparalleled sound.

Best paired with the Samsung 2025 TV line-up, HW-Q990F offers AI-driven audio optimisation to enhance the overall home entertainment experience.

As the successor to the highly acclaimed HW-Q990D, the HW-Q990F takes home audio to new heights. It features newly engineered dual active subwoofers that deliver robust bass and ultra-low-frequency precision. Plus, a new cube design reduces the subwoofers to half the size of its predecessor, minimising resonance and blending flawlessly into modern interiors with a refined serrated finish.

The HW-Q990F delivers advanced AI-driven sound optimization through features such as Dynamic Bass Control which enhances clarity in low-frequency ranges by utilizing non-linear bass management for balanced and distortion-free sound. Q-Symphony immerses the user in 3D surround sound by detecting the position of wireless speakers like the Music Frame and automatically optimising audio effects based on its distance and angle. In this mode, the HW-Q990F uses the Samsung TV’s Neural Processing Unit (NPU) to make dialogue clearer and to deliver more immersive, synchronised audio. Active Voice Amplifier Pro provides real-time content analysis that reduces background noise and emphasises dialogue for an enhanced viewing experience.

The HW-QS700F delivers optimised surround sound, no matter how you place it.

The HW-QS700F offers even more versatility in home audio with its sleek design and innovative gyro-sensor technology. Suitable for both wall-mounted and tabletop setups, this soundbar adapts to the user’s space. Its built-in gyro-sensor can automatically detect whether it is positioned vertically or horizontally, fine-tuning the audio output to ensure optimal clarity and immersive sound in any configuration.

Samsung AI TV Pre-order Promotions

No matter which Samsung screen you choose, you can shop confidently from the #1 global TV brand for 19 years running^[22].

Customers who pre-order a Samsung AI-powered TV can enjoy free gifts^[23] worth up to S$1,448, until 1 June 2025^[24]. Pre-order benefits include:

• Free Galaxy Watch 7 (Bluetooth 40mm) worth S$448, when you purchase a TV that is 75” and above.
• Enjoy a trade-up value of up to S$1,000 when you trade in your old TV for the latest Vision AI TV^[25].
• Enhance your space with a beautiful work of art. Get up to a 5-month free subscription to the Art Store^[26] worth S$6.99 per month.
• Get an additional S$150 e-voucher when you purchase our latest soundbars with any Samsung TV^[27].

To learn more about the pre-order promotion, please visit www.samsung.com/sg/tvs/pre-order/.

For more information about the 2025 TV and sound systems line-up, please visit www.samsung.com/sg.

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

^[2] Generative Wallpaper: The number of generation attempts allowed per day may be limited. The image depicted on the TV screen is AI-generated images created through the Generative Wallpaper function. This feature is not supported on OLED models. This feature is not supported in China.

^[3] Requires Galaxy Watch 4 and higher / Wear OS 5 and higher.

^[4] SmartThings: Available technology, functions and features may vary by country, service provider, network environment or product, and are subject to change without notice. Requires a Wi-Fi, Bluetooth or other wireless network connection and login to Samsung account. Connected devices are sold separately. UI is subject to change without prior notice.

^[5] Family Care: Real-time streaming on mobile is supported on Android OS 11.0 and higher versions or iOS 16.0 and higher versions, and is available on 2025 Samsung TVs and later models. It only works when the TV is turned off. Real-time streaming on TV is also supported. Camera is sold separately.

^[6] Pet Care: Real-time streaming on mobile devices is supported on Android OS 11.0 and higher versions or iOS 16.0 and higher versions, and is available on 2025 Samsung TVs and later models. It only works when the TV is turned off. TV must be connected to a power source to use this feature. TV and mobile device must be connected to SmartThings to send and receive notifications. Real-time streaming is not supported on TV. Camera is sold separately.

^[7] Samsung Account required for network-based smart services, including streaming apps and other smart features. 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. One UI Tizen OS updates are available for up to 7 years from the product release year starting in 2023. Availability, features, contents, apps and services are subject to change without notice and may vary by product and model. OS updates does not cover hardware-related performance, features or durability.

^[8] Samsung Knox Security: Personal data includes directly input PIN-codes and passwords, and IoT device information shared through the SmartThings app. The latest software is required.

^[9] Samsung Knox Security: Samsung Knox Security applies to Samsung TVs powered by Tizen®, launched since 2015. Latest software update is required.

^[10] Fees apply to Art Store subscription service. Art pieces in the Art Store are subject to change without prior notice.

^[11] Available models may vary by country.

^[12] Utilises AI Based formulas to upscale to 8K resolution. Resulting picture may vary based on source content.

^[13] Utilises AI Based formulas to upscale to 8K resolution. Resulting picture may vary based on source content.

^[14] 4K 240Hz is only available with PC connected games that support such specifications (PC graphic card required). Performance may vary.

^[15] Utilises AI-based formulas.

^[16] Utilises AI-based formulas.

^[17] TV must be connected wirelessly for full TV functionality. Wireless connection may be affected by surrounding environment, 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.

^[18] Utilises AI Based formulas to upscale to 4K resolution. Resulting picture may vary based on source content.

^[19] Compared to Neo Quantum HDR, 50″ & 43″ QN90 have Neo Quantum HDR.

^[20] 4K 165Hz is only available with PC connected games that support such specifications (PC graphic card required). Performance may vary. 115″ QN90 has Motion Xcelerator 144Hz.

^[21] Utilises AI-Based formulas to upscale to 4K resolution. Resulting picture may vary based on source content.

^[22] According to market research firm Omdia, Samsung achieved a 28.3% market share in the global TV market in 2024, maintaining the number one ranking it has held since 2006.

^[23] Purchase of different products entitles you to different gifts.

^[24] While stocks last. Terms & conditions apply.

^[25] Trade-up value dependent on 2025 TV model selected. While stocks last. Terms & conditions apply.

^[26] Free 5 months subscription to the Art Store is only applicable to the Frame Pro 75” or 85”.

^[27] Promotion applies to HW-Q990F/HW-Q800F / HW-QS700F only.

Samsung Electronics Co., Ltd. today unveiled its new “AI for All” vision at CES® 2025, with the focus of making AI an “Everyday, Everywhere” experience. Building on a decade of connected home leadership, Samsung is leveraging the power of AI to bring intelligence to every day, enabling people to experience a more personal, impactful and empowering world.

Jong-Hee (JH) Han, Vice Chairman, CEO and Head of Samsung’s Device eXperience (DX) Division, opened Samsung’s CES 2025 press conference by introducing the company’s roadmap for Home AI, a plan for redefining the meaning of home by providing truly personalised services across all intelligent, connected devices. This strategy, alongside Samsung’s innovations in AI-powered devices across mobile, home appliances and visual display, is a testament to Samsung’s longstanding commitment to human-centric innovation and brings the power of AI to everyday experiences to make life better for all.

“I’m proud of how we have introduced new technologies and intelligence to the home, connected key devices and set the standard for the home of the future,” Vice Chairman Han said. “This year at CES, we are reinforcing our commitment to delivering personalised experiences through our widespread implementation of AI and we will continue this journey of AI leadership in the home and beyond, not just for the next decade, but for the next century.”

Elevating Everyday Experiences With Home AI

Later in the press conference, Jonathan Gabrio, Head of the Connected Experience Center at Samsung Electronics America, expanded on Samsung’s Home AI vision, underscoring the company’s commitment to integrating AI across the entire connected experience to cater to diverse lifestyles. From single person households to multi-generational families under one roof, Home AI learns from habits and adapts to individual routines for a hyper-personalised smart home experience.

Security and Privacy are at the heart of Samsung’s strategy for Home AI. Samsung recognises that as users introduce more connected devices into their homes and AI becomes more personal, it must also protect users’ privacy. To meet these evolving needs, the company has extended its security capabilities. Now, Samsung Knox Matrix protects home appliances along with mobile devices and TVs with its signature blockchain technology, ensuring that connected devices are working together to protect the user’s home, data and each other from digital threats. With Knox Matrix Dashboard, a transparent privacy control, Samsung offers simplified security management across the entire connected home. As information syncs across devices, Knox Matrix’s Credential Sync ensures that data can only be encrypted or decrypted from the user’s devices, and Samsung Knox Vault adds another layer of protection, keeping sensitive information like passwords or PINs isolated in a secure location.

Samsung’s One UI provides an integrated software experience across all connected Samsung devices, enhancing interoperability, empowering users with AI-based features and providing software updates for up to seven years.

Underpinning it all is SmartThings, Samsung’s smart home platform that brings intelligent connectivity to hundreds of millions of users around the world. With Samsung’s belief in open innovation and partnership as a foundation, SmartThings is being equipped with the latest AI technology to streamline and personalise the smart home experience for complete convenience. SmartThings Ambient Sensing intuitively understands the user’s environment and situational context by analysing even human movements and ambient sounds through connected devices within the home, thereby enabling those devices to intelligently and seamlessly respond and adapt to daily routines.

Bixby Voice, an enhanced AI voice assistant, will be integrated to increase usability. The assistant has been trained so that it can recognise individual voices and respond to commands in a way that works best for each user.

Another way SmartThings simplifies everyday life is with Flex Connect, Samsung’s energy demand response program which incentivises customers to enroll their devices with SmartThings and use SmartThings Energy. Users can decrease strain on local electricity grids and receive rewards in the form of Samsung Rewards points. In 2025, the program will be expanded from New York and California to select regions in Texas, helping address critical grid needs in the state.

These Home AI updates free up time previously spent on home management, allowing users to focus on what matters most and explore new passions. Samsung’s new Galaxy Book5 Pro and Galaxy Book5 360 are AI PCs built to boost productivity with Intel® Core Ultra Processors (Series 2) and enhance creativity with features like AI Select and Samsung Studio. AI Select works to make browsing a breeze, while Samsung Studio lets users edit across their Galaxy smartphone, tablet or PC wherever inspiration strikes, at home or on the go. Powered by the NPU, Photo Remaster upscales low-resolution photos into high-quality visuals, while Storage Share lets users directly access the files on their smartphone from their PC, avoiding the process of downloading.

With productivity comes proactivity, too. When AI and Samsung Health combine, users are empowered to take control of their health and wellness. With AI-driven health insights gathered on the Galaxy Ring and Galaxy Watch, Samsung is helping users make sense of their data and arrive at more informed decisions about their well-being. These new capabilities will further improve the overall experience of Samsung Health, which stands apart as an end-to-end health solution that integrates the entire home seamlessly.

Seamless Entertainment in the AI Era

Samsung’s latest screen experiences, powered by Samsung Vision AI, bring unexpected joy to users’ days through unparalleled personalisation and exciting new features. The AI Screen experience infuses intelligence into TVs, bringing Generative Wallpaper, Live Translate and Click to Search to users. At the forefront of this technology is the Neo QLED 8K, which provides the most advanced viewing experiences though AI features like 8K AI Upscaling Pro, Auto HDR Remastering Pro and Color Booster Pro — all of which work behind the scenes to intelligently enhance picture quality. Plus, The Frame’s art experience is expanding, allowing all Samsung QLEDs to come with a digital collection of over 3,000 art pieces, making it so that they can turn any room into a personal gallery.

Samsung’s commitment to its Screens Everywhere strategy is reflected in new display options for its appliances, including its new refrigerators with 9″ AI Home displays and other devices with 7″ screens. Consumers will be able to enjoy heightened functionality — including various entertainment services, AI features such as AI Vision Inside and direct access to the online grocery service Instacart — on a broader range of products.

Taking AI Everywhere

Beyond the home, Samsung’s AI innovations are set to transform new categories and industries with SmartThings Pro. Created to bring the same AI-powered digital solutions to business partners as SmartThings offers consumers, SmartThings Pro is a B2B solution spanning multi-residential homes to retail spaces, hotels, schools and more. Since its launch last June, SmartThings Pro provides businesses with integrations to better understand energy usage, proactively identify devices with maintenance needs and offer comprehensive control of connected solutions. Samsung is working with partners to create an innovative platform, Future Innovation Technology (FIT), for larger businesses and buildings to set automated climate controls that save energy and reduce electricity costs.

The company is also working with Samsung Heavy Industries on a new SmartThings collaboration that uses the Matter connectivity standard to connect with compatible ships. SmartThings for Ships offers a Pre-Sailing Mode, which allows captains and crews to automate when the engine starts and turn on settings for temperature and lights, saving time and energy. Meanwhile, Care Mode provides a complete view of a ship’s power, AC systems and smoke alarms, while Protection Mode constantly monitors for — and will alert captain and crew to — any abnormal activity.

Additionally, Samsung is expanding its SmartThings and automotive integrations in a new partnership with Hyundai Motor Group to bring SmartThings to Hyundai EVs. With the expanded ecosystem, users can now use SmartThings Find to easily locate their parked car, even in crowded parking lots. With the power of Home AI, SmartThings can make recommendations on when to recharge EVs based on schedules and rates. And if there is a neighborhood power outage, it will automatically activate Battery Backup Mode, which works alongside AI Energy Mode to extend the battery energy to power home essentials.

In the Automotive space, Samsung and its subsidiary Harman continue their promise to transform the in-car experience with new products that bring contextual awareness into the cabin. Leveraging Samsung’s expertise in UX and AI, HARMAN’s new in-vehicle avatar acts as an intelligent digital copilot that works with Harman products like Ready Care and Ready Vision to anticipate needs while drivers focus on the road.

Empowering the Next Generation

Finally, Inhee Chung, Vice President of the Corporate Sustainability Center, underscored how Samsung’s AI for All vision is rooted in the brand’s commitment to harness the power of advanced technology for a better, more inclusive world. Samsung is introducing diverse and enhanced accessibility features through its AI-powered devices and services, starting with the ability to automatically sync accessibility features across home appliances from a smartphone.

From the first half of this year, Bixby will automatically have connected devices display text in high contrast or provide a voice guide for family members with low vision, all by simply recognising their voice. For those with low vision, AI is improving Audio Subtitles by lowering foreign language audio and reading out the subtitles in the language of the user’s choosing.

Chung also discussed how initiatives like Samsung Solve for Tomorrow, Samsung Innovation Campus and the company’s work with the United Nations Development Programme (UNDP) are enabling the next generation of innovators. Today, Samsung Solve for Tomorrow challenges more than 2.6 million students across 66 countries to use STEM to address challenges in their community. In particular, during the Paris 2024 Olympic Games last year, Samsung and the International Olympic Committee (IOC) launched a digital community “Together for Tomorrow, Enabling People” and appointed top 10 teams from global Solve for Tomorrow as community ambassadors. Meanwhile, Samsung Innovation Campus has helped prepare nearly 180,000 young people across 33 countries for the workforce through training on emerging technologies like AI, IoT and big data.

In a video message, Achim Steiner, UNDP Administrator, joined VP Chung to share an update on Samsung and UNDP’s partnership to harness the power of technology for good. Since its initiation five years ago, the Samsung Global Goals app has raised over $20 million thanks to nearly 300 million users who are using a Galaxy smartphone, tablet or watch. Plus, Samsung and UNDP’s joint work through the Generation17 initiative continues to inspire extraordinary young leaders around the world who are mobilising their communities to advance the Global Goals.

“Samsung sees TVs not as one-directional devices for passive consumption but as interactive, intelligent partners that adapt to your needs,” said SW Yong, President and Head of Visual Display Business at Samsung Electronics. “With Samsung Vision AI, we’re reimagining what screens can do, connecting entertainment, personalisation, and lifestyle solutions into one seamless experience to simplify your life.”

Samsung Vision AI^[1]: Smarter, Adaptive Screens for Seamless Living

Samsung Vision AI represents the next step in Samsung’s journey to deliver intelligent, intuitive, and seamless screen experiences. With the ability to make your Samsung TV aware of its surroundings, adaptive to user preferences, and autonomous in delivering intuitive features, Samsung Vision AI transforms screens into smart companions that enhance entertainment, simplify interactions, and seamlessly integrate into connected lifestyles.

At the core of Samsung Vision AI are its personalised features, which redefine how users interact with their screens.

• Click to Search offers instant information about what’s on screen — whether identifying an actor or exploring displayed content — all without disrupting the viewing experience.
• Live Translate, powered by on-device AI translation model, eliminates language barriers with real-time subtitle translations, allowing viewers to enjoy global content seamlessly.
• Generative Wallpaper transforms screens into dynamic, personalised art canvases, allowing users to make images that perfectly match their taste or occasion.

Beyond personalisation, Samsung Vision AI positions screens as central hubs for smarter living through integration with the SmartThings ecosystem:

• Home Insights provide real-time updates about your household environment, including safety alerts and daily updates, ensuring peace of mind whether users are home or away from home.
• Pet and Family Care keeps a watchful eye on loved ones, detecting unusual behavior in both pets and family members. It enhances comfort by automatically adjusting room settings, like dimming the lights when a child falls asleep, while providing real-time updates and recorded events through TVs.

Samsung Vision AI also delivers exceptional advancements in picture and sound quality, making every on-screen moment captivating. On-device AI picture and sound technologies analyse content and environmental factors in real time, dynamically adjusting visuals and audio for an optimised experience.

Building on its history of recognition for innovation, Samsung’s latest Vision AI features, such as Click to Search and Live Translate, along with cutting-edge products like the AI companion Ballie and the Smart Monitor M9 featuring Copilot, have earned the prestigious 2025 CES Innovation Award.

Driving Innovation Through Open Partnerships in AI

Samsung Vision AI also offers limitless potential by collaborating with various AI partners such as Microsoft, paving the way for even more intelligent and personalised experiences and AI screen ecosystem expansion.

In collaboration with Microsoft, Samsung announced the new Smart TVs and Smart Monitors featuring Microsoft Copilot. This partnership will enable users to explore a wide range of Copilot services, including personalised content recommendations.

Samsung also plans to work closely with leading AI partners such as Google and others to expand what Vision AI can do.

With Samsung Vision AI, Samsung is redefining what screens can do — delivering personalised, intelligent experiences that adapt to users’ needs, simplify their routines and enhance their daily lives.

The Era of AI Screens: Samsung Brings Samsung Vision AI to Its Widest Lineup Yet

Samsung is ushering in a new era of AI-driven screen technology, with Samsung Vision AI features now integrated across its most comprehensive lineup ever — including Neo QLED, OLED, and QLED, and The Frame models. This expansion underscores Samsung’s commitment to bringing intelligent, adaptive screens to more users, redefining what’s possible in home entertainment and smart living.

At the forefront of this innovation is the Neo QLED 8K QN990F, Samsung’s most advanced TV to date, designed to deliver unparalleled performance, sleek design, and smarter, AI-driven experiences. Powered by the latest NQ8 AI Gen3 Processor, the TV leverages a suite of on-device AI features to enhance picture quality, sound clarity, and overall viewing experience:

• 8K AI Upscaling Pro: Elevates lower-resolution content up to stunning 8K quality, ensuring incredible detail and clarity in every frame.
• Auto HDR Remastering Pro: Analyses content frame by frame, applying scene-adaptive color expansion for lifelike visuals and vibrant colors, even in dark scenes.
• Adaptive Sound Pro: Uses AI to separate and optimise sound components like speech, music, and sound effects, delivering clear, balanced audio.
• Color Booster Pro: Enriches color expression with AI-driven scene analysis and enhanced image processing for each frame.
• AI Mode: Adaptively optimises picture and sound leveraging AI-based content recognition and TV area analysis for an optimal viewing experience in any setting.

Encased in an ultra-slim, minimalist design, the QN990F is a premium home entertainment device that combines cutting-edge technology with elegant aesthetics. With its advanced features and refined design, it elevates both the performance and style of any living space, offering a truly sophisticated entertainment experience.

A New Vision of Art: Expanding the Samsung Art Store and Introducing The Frame Pro

Samsung is continuing its commitment to blending art and technology with the expansion of Samsung Art Store and the launch of The Frame Pro, a new addition to the iconic Frame lineup. Together, these innovations reinforce Samsung’s mission to make art more accessible, personal, and seamlessly integrated into daily life.

Samsung Art Store now features over 3,000 curated works from prestigious global partners, including MoMA and the estates of Magritte and Basquiat. For 2025, this expanded collection is available not only on The Frame and MICRO LED series but also on Neo QLED and QLED models^[2], giving users more ways than ever to transform their screens into personalised art galleries. This marks another milestone in Samsung’s commitment to enriching homes with dynamic art experiences.

Complementing The Frame, Samsung unveiled The Frame Pro, the latest model of the lineup, which enhances the art and entertainment experience with advanced Neo QLED picture quality — delivering brighter colors, sharper contrasts and improved local dimming for deeper blacks. Powered by the NQ4 Gen3 AI Processor, The Frame Pro offers unparalleled picture quality for both artwork and video content. It also comes with the innovative Wireless One Connect, allowing for more flexible installations that blend in seamlessly with their environment.

Further strengthening its connection to the art world, Samsung has partnered with Art Basel, making The Frame the official art display of the globally celebrated event.

“As our mission is to power the world of art, having Samsung as our official global display partner is helping us break down physical and digital barriers, allowing more people to experience art in innovative and meaningful ways,” said Hayley Romer, Chief Growth Officer at Art Basel. “Through The Frame and the Samsung Art Store, art lovers can bring world-class works into their homes, transforming how they engage with and appreciate art.”

Shaping the Future of Display Technology

As Samsung continues to lead the way in reimagining the role of screens, its advancements deliver more than just technology — they create meaningful, personalised experiences that elevate everyday life.

At First Look 2025, Samsung unveiled The Premiere 5, the industry’s first interactive triple-laser ultra-short-throw (UST) projector. Designed to redefine home entertainment, The Premiere 5 introduces an interactive touch feature, allowing users to engage directly with the screen. This innovation seamlessly combines high-quality projection with versatile functionality, featuring Samsung LightWARP technology to project images onto everyday objects for creative and immersive experiences.

Samsung also showcased its commitment to shaping the future of display technology with the MICRO LED Beauty Mirror. This innovative mirror display combines advanced reflectance and transmittance capabilities with personalised beauty insights, demonstrating how cutting-edge technology can enhance daily routines. By analysing individual skin types, the mirror provides tailored product recommendations to make self-care more intuitive and effective, leveraging innovative beauty solutions developed by Amorepacific, Korea’s leading cosmetics company.

^[1] Available features may vary by country and model.

^[2] Available models may vary by country.