LONDON – Jan. 21, 2025 – Samsung Electronics Co., Ltd. today unveiled its new AI-powered Interactive Display (WAFX-P model) at Bett 2025, Europe’s largest education technology exhibition. Through Samsung AI Assistant, the education-focused display combines advanced hardware and cutting-edge AI capabilities to create smarter learning environments that are more engaging and collaborative.

“Samsung envisions a future where every classroom benefits from the transformative power of AI. By integrating advanced tools like generative AI and real-time transcription into our classroom displays with Samsung AI Assistant, we are not just enhancing learning — we are revolutionising it,” said Hoon Chung, Executive Vice President of the Visual Display Business at Samsung Electronics. “We are committed to creating technology that inspires educators and students to explore, discover and grow together.”

Transforming Classrooms With Samsung AI Assistant

Samsung AI Assistant is a new educational solution built to adapt, engage and transform learning for the next generation. This dedicated teaching solution equips educators with intelligent, intuitive tools to organise lessons and transform traditional teaching into dynamic, interactive experiences that maximise learning outcomes.

Samsung AI Assistant includes several innovative educational tools:

• Circle to Search instantly delivers search results from trusted sources when users simply circle on-screen images or text, making exploration during class effortless.
• AI Summary creates concise lesson recaps automatically, making lesson planning easier for teachers and simplifying post-class reviews for students.
• Live Transcript converts spoken words into text in real time for students to revisit and reinforce their classroom lessons.

Expanding Educational Opportunities Through Global Partnerships

Samsung also plans to expand its AI services in the education market through partnerships with global AI companies.

In collaboration with Google, Samsung aims to develop diverse and powerful AI scenarios for fostering digital classrooms of the future.

The WAFX-P is Google EDLA-certified,^[1] as well, providing seamless access to services like Google Classroom and Google Drive, which further enrich the educational experience. With these features, Samsung’s AI Interactive Display acts as a powerful teaching assistant, fostering exploration and collaboration.

Advanced Technology For AI-Powered Learning

With 65”, 75” and 86” options, the full WAFX-P lineup supports powerful AI capabilities, with advanced hardware to deliver a seamless user experience. A neural processing unit (NPU) capable of performing up to 4.8 trillion operations per second ensures smooth operation of its AI features. Additional specifications include 16GB of RAM, 128GB of SSD storage and an octa-core CPU, collectively enabling efficient multitasking and resource-heavy educational applications. Its 450-nit max brightness, built-in 4K camera, microphone and 20-watt speaker create an immersive, multimedia-ready environment for video conferencing and collaborative learning.

The WAFX-P is a versatile interactive display powered by Android 15 that includes software features to organise and maximise learning outcomes. Smart Note-On allows seamless transitions between handwriting and digital content, and File Converter simplifies the conversion of various file formats to enhance the display’s functionality and streamline workflows.

Samsung’s Commitment To Long-Term Support

In line with its commitment to empowering education, Samsung will continue to support its previous-generation displays, ensuring that the 2024 WAF series remains compatible with the new AI-based, interactive functionalities. This approach underscores the company’s commitment to delivering enduring value and innovation to educational institutions worldwide.

Samsung looks forward to seeing its peers, customers and partners in person at booth #NE20 at Bett 2025. To learn more about Samsung’s interactive displays, please visit http://samsung.com.

[1] 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

LONDON, UK – Jan. 17, 2025 – Samsung Electronics Co., Ltd., a global leader in display technology, today announced it will showcase its highly anticipated 2025 hotel TV lineup at Integrated Systems Europe (ISE) 2025 in Barcelona. The new lineup combines sophisticated designs, cutting-edge in-room entertainment features, and a unified platform, reinforcing Samsung’s commitment to redefining the premium hotel experience.

“Our 2025 hotel TV lineup is designed to elevate the guest experience with personalisation at its core,” said Hoon Chung, Executive Vice President of Visual Display Business at Samsung Electronics. “Hotels can customise their room’s ambiance with The Frame’s Art Mode, offer seamless streaming with Apple Airplay and, the newly added Google Cast, and enable convenient control of the room environment through SmartThings Pro, all tailored to individual guest preferences.”

Redefining Hotel Aesthetics With The Frame

Samsung’s 2025 lineup introduces the award-winning The Frame (model name HL03F)^[1] as a hotel TV, bringing stunning 4K QLED picture quality with vivid colours, deep contrasts and lifelike visuals to every room, all while maintaining a sleek and sophisticated design that transforms interiors. With its innovative Art Mode, The Frame allows hotel managers to customise guest rooms and surroundings by displaying a curated selection of modern or classic artwork — or even other tailored images such as hotel-branded visuals — when the TV is not in use.

Combined with an Anti-Reflection Matte Display that limits light interference and a Slim-Fit Wall Mount that enables the TV to sit flush against the wall like a true art piece, The Frame elevates hotel aesthetics with a unique blend of luxury and personalisation.

As the official visual display sponsor of Art Basel, The Frame reflects Samsung’s dedication to combining cutting-edge technology with timeless design. Its introduction sets a new benchmark for hotels seeking to deliver a refined, personalised and visually captivating experience for their guests.

Enhancing Guest Experiences With Google Cast for Seamless Streaming

Samsung’s 2025 hotel TV lineup, along with the 2024 HBU8000, takes in-room entertainment to the next level by supporting Google Cast^[2] for secure, seamless, in-room streaming. Guests will be able to easily cast their favorite content directly from their Android and iOS devices to the TV without the need for additional dongles or login requirements. The connection process is quick and straightforward, utilizing QR codes for instant pairing.

“We’re thrilled to bring Google Cast to Samsung TVs, extending the convenience of seamless content sharing to both hospitality and consumer models,” said Tiger Lan, Google’s senior director of engineering for multi-device experiences. “Whether guests are enjoying their favorite shows and playlists on hotel TVs or streaming effortlessly at home, this collaboration ensures users have reliable, personalized access to their content wherever they are.”

The lineup also supports Apple AirPlay [3] allowing hotel guests to securely connect their iOS and iPadOS devices to the TVs in their rooms for an effortless streaming experience.

Unlike traditional systems, both Apple Airplay and Google Cast can be used independently of third-party system integrator (SI) requirements, simplifying installation for hotels and reducing infrastructure demands. Furthermore, Samsung ensures robust privacy by ensuring that no personal information or device pairing data is stored, giving guests complete peace of mind during their stay.

Streamlining Hotel Operations With a Connected Ecosystem

Samsung’s 2025 hotel TV lineup introduces a fully connected ecosystem designed to enhance operations and elevate guest experiences. With Tizen 9.0, guests benefit from an intuitive and seamless interface that simplifies access to streaming apps, smart room controls, and personalized services, creating a more enjoyable and connected stay.

For hotel operators, LYNK Cloud offers a powerful cloud-based solution that combines customisable content delivery, remote device management and over-the-top (OTT) entertainment. Equipped with an e-commerce platform, it enables guests to perform service interactions such as ordering room service, booking hotel amenities, and accessing a digital concierge. Simultaneously, hotel managers gain valuable insights to personalise guest content and deploy targeted promotions across rooms or properties globally, driving operational efficiency and guest satisfaction.

SmartThings Pro further strengthens IoT connectivity by enabling secure and centralised control of Samsung Hospitality TVs, Smart Signage, air conditioning systems and more. With a scalable dashboard and customisable application programming interfaces (APIs), SmartThings Pro allows hotel IT teams to monitor performance, manage devices across multiple units and seamlessly integrate with existing systems.

[1] The functionality of The Frame in the hotel TV lineup may vary from the consumer version

[2] Google Cast is a trademark of Google LLC. Google Cast supports Android 6 and above and iOS 14 and above. Availability may vary by device, software version, and region

[3] AirPlay is compatible with iOS 11, iPadOS 13, macOS Mojave 10.14, and later versions. Availability may vary by device, software version, and region.

LONDON, UK – Jan. 3, 2025 – Samsung Electronics Co., Ltd. today announced the integration of Eclipsa Audio — a groundbreaking 3D audio technology developed in partnership with Google — into its 2025 TV and soundbar lineup. By empowering creators to craft dynamic, immersive audio content and enabling seamless playback on Samsung TVs, Eclipsa Audio brings captivating audio and visual experiences closer to consumers than ever before.

“We are proud to lead the industry with the integration of Eclipsa Audio into our 2025 TV and soundbar lineup,” said Taeyong Son, Executive Vice President and Head of the R&D Team, Visual Display Business, Samsung Electronics. “This innovation opens new possibilities for immersive audio experiences and reinforces our commitment to shaping the future of home entertainment.”

Innovating the Home Entertainment Experience

Samsung, the global leader in the TV market for 18 consecutive years, is redefining home entertainment with the integration of Eclipsa Audio. Samsung TVs are now poised to make this groundbreaking technology accessible to more consumers than ever before.

Eclipsa Audio allows creators to adjust audio data such as the location and intensity of sounds, along with spatial reflections, to create an immersive three-dimensional sound experience.

As the first in the industry to adopt Eclipsa Audio, Samsung is integrating the technology across its 2025 TV lineup — from the Crystal UHD series to the premium flagship Neo QLED 8K models — to ensure that consumers who want to experience this advanced technology can choose from a wide range of options.

Expanding Content and Playback

Starting in 2025, creators will be able to upload videos with Eclipsa Audio tracks to YouTube. Viewers with 2025 Samsung devices will be able to watch YouTube videos with premium spatial audio when available.

To ensure consistent audio quality, Samsung and Google are working with the Telecommunications Technology Association (TTA) to create a certification program for devices using Eclipsa Audio, ensuring that consumers experience the highest standards of sound fidelity.

“We believe that Eclipsa Audio has the potential to change the way we experience sound,” said Jim Bankoski, Vice President of Engineering, Google Chrome. “We are excited to see how the creator community uses it to create new and innovative audio experiences.”

What once seemed like science fiction has become a reality as eXtended reality (XR) transforms how we engage with the world around us.

XR is an umbrella term for technologies that use digital elements to extend or alter reality by merging the physical and digital worlds together. This includes virtual reality (VR), augmented reality (AR), mixed reality (MR) as well as other similar technologies yet to be developed. XR offers infinite possibilities, creating a dynamic spatial canvas where users’ sight, sound and motion combine to interact with the outside world. A world that will unlock unprecedented experiences across core areas of life, from working and learning to entertainment, gaming and even health and wellness.

We have always placed the user experience at the core of our innovation. It is our responsibility to bring the best possible technology and experience to our users, and we demonstrated this commitment by introducing and democratising Galaxy AI. Grounded in mobile AI leadership, we truly believe now is the time to unlock the potential of XR. With the power of multimodal technology, our XR enables the most natural and intuitive interactions with the world. Supported by the broader Galaxy ecosystem, this technology will empower and transform your everyday life – in a way that only we can deliver.

We are also making our vision a reality through open collaboration with industry leaders like Google and Qualcomm, culminating in the creation of an entirely new Android XR platform. For many years, we have worked side-by-side with partners, designing, integrating, and optimising technology — and this next project is one of our most ambitious endeavors yet.

By uniting forward-thinking ideas with industry-leading expertise, we can ensure a robust and scalable platform that offers a wide range of content. From the Galaxy ecosystem and Google’s suite of apps to partnership with third-party developers, every XR interaction will be incredibly enriched.

Available for both headsets and glasses, this new platform leverages the power of Gemini by bringing together a conversational user interface (UI) and a contextual understanding of the world around you. It offers cutting-edge capabilities beyond gestures or a controller, utilising voice and natural conversation to elevate the experience. With these accurate, personalised interactions, the platform will be your helpful AI assistant.

Code named “Project Moohan”, the first headset designed for Android XR is poised to bring this experience to life in the near future. The name “Moohan”, meaning ‘infinity’ in Korean, connotes our belief in delivering unparalleled, immersive experiences within an infinite space. Equipped with state-of-the-art displays, Passthrough capabilities and natural multi-modal input, this headset will be your spatial canvas to explore the world through Google Maps, enjoy a sports match on YouTube, or plan trips with the help of Gemini. All these experiences come with lightweight, ergonomically optimised hardware designed to ensure maximum comfort during use.

“XR has quickly shifted from a distant promise to a tangible reality. We believe it has the potential to unlock new and meaningful ways to interact with the world by truly resonating with your everyday lives, transcending physical boundaries,” said Won-Joon Choi, EVP and Head of R&D, Mobile eXperience Business. “We are excited to collaborate with Google to reshape the future of XR, taking our first step towards it with Project Moohan.”

“We are at an inflection point for the XR, where breakthroughs in multimodal AI enable natural and intuitive ways to use technology in your everyday life”, said Sameer Samat, President of Android Ecosystem, Google. “We’re thrilled to partner with Samsung to build a new ecosystem with Android XR, transforming computing for everyone on next-generation devices like headsets, glasses and beyond.”

The possibilities of XR are infinite – and we’re only getting started.

Now with the latest version of iOS supporting RCS^[1], the benefits are available beyond the Android ecosystem when messaging across platforms^[2]. This wider adoption takes the industry one step closer to a universal seamless messaging experience, improving how users connect around the world.

The Journey to a More Open World of Communication

With a belief that open industry standards enable new possibilities across the entire device ecosystem, Samsung has worked closely with Google for years to establish RCS as a universal standard that improves the messaging experience through usability and security-enhancing features.

“We’ve been working with Google on RCS for years to provide users with a seamless, connected messaging experience,” said Patrick Chomet, EVP and Head of Customer Experience, Mobile eXperience Business at Samsung Electronics. “This wider adoption takes us into a new era of compatibility, and we’re thrilled to see the benefits of RCS messaging in the hands of more people.”

“We have worked hard for years to make RCS the standard for improved cross-platform messaging, and Samsung has been instrumental in the growing adoption of RCS,” said Sameer Samat, President of Android Ecosystem at Google. “With their insights into what consumers expect from their devices, we’ve been able to truly modernise the messaging experience.”

More Seamless Communication for All

With RCS, users enter a world of rich, seamless messaging — one that is fast becoming the norm. The key benefits of RCS when messaging with iOS devices include:

• High-quality media sharing^[3]: Users can send high-resolution images and videos across Android and iOS devices, making it easier to share special moments in greater detail and clarity.

• Text Reactions: Users can react to messages with emoji or other expressions, similar to social media, making conversations more interactive and personal.

• Enhanced group chats: In group chats, users can add or remove other users whether they use Android or iOS.

RCS is quickly becoming the universally adopted, modern messaging standard, enhancing communications for users everywhere. As the world becomes more interconnected, this open, collaborative approach across the industry will be a key factor in enabling better experiences for all.

[1] Availability of service varies by region or carrier.

[2] All members of a chat must have RCS enabled. Requires Google Messages for Android users, iOS 18 or later for iPhone users. Encryption only available for Android to Android communication.

[3] Image quality may vary. Turn off “Send photos faster” within Google Messages Settings for higher resolution images.

Until now, smart homeowners have experienced challenges using their devices across multiple ecosystems. Connecting devices between ecosystems often involved many steps across multiple apps to link accounts, which did not always work in both directions. This meant users had to remember which apps and interfaces they could control or automate a particular device. The Matter standard’s multi-admin capabilities provide the foundation for connecting devices directly to multiple apps and ecosystems, giving consumers more flexibility and choice.  Samsung and Google are building on multi-admin, allowing users to seamlessly find, choose to connect and control Matter-enabled devices through SmartThings or Google Home apps on Android.

When users go into the SmartThings app, they will be made aware of Matter devices that have been set up with Google Home and will be given a choice to easily onboard those devices to SmartThings, and vice-versa. Now, whether users want to control their smart home on their SmartThings app or a Google Nest Hub, the devices will always be there. Users won’t have to manually add each of their devices one at a time or worry about which ecosystem their device has been set up on first.

“As the largest Android developer, Samsung values its strong partnership with Google. Providing users with greater flexibility through this new multi-admin feature is a natural progression in our evolution as partners, allowing us to better support our massive existing and potential user base with both Samsung and Google products,” said Jaeyeon Jung, Corporate Vice President and Head of SmartThings, Mobile eXperience Business at Samsung Electronics. “Both SmartThings and Google are committed to user choice and giving consumers the power to control their own devices. This collaboration furthers that commitment by enhancing the user experience and promoting transparency between ecosystems.”

“With the launch of Matter, we understand there will be new expectations, when it comes to smart home connectivity. We are proud to partner with Samsung Electronics to offer new and existing smart home users their first glimpse into what the future of the smart home looks like and the ease of use that comes with it,” said Matthew McCullough, Vice President, Product Management, Android Developer from Google.

Samsung and Google’s Matter multi-admin feature will be rolled out in the coming weeks. For more information about SmartThings, please visit www.smartthings.com.

London, UK – 20^th November  2020 – Samsung Electronics Co., Ltd. announced today that Google Assistant will join the suite of voice assistants currently available on 2020 Samsung Smart TVs*, providing viewers with enhanced control and discovery abilities. Available alongside Amazon Alexa and Bixby, Google Assistant is now fully integrated into Samsung Smart TVs* and requires no additional downloads, hardware, or installation, and is interchangeable, based on the household’s preference. The suite of leading voice assistants is now available on all 2020 4K and 8K QLED TVs, Crystal UHD TVs*,The Frame, The Serif, The Sero and The Terrace, and is compatible with viewers’ existing voice assistant ecosystems.

Make Control and Discovery Effortless

Thanks to a wider range of voice assistant options, Samsung Smart TV users now have faster access to their favourite entertainment, real-time answers on screen, and the ability to seamlessly control their smart home devices with a voice assistant of their choosing. By activating voice commands, users can easily browse channels, adjust the volume, control playback, open apps and much more.

“The use of voice assistants on our Smart TVs has grown exponentially since Bixby’s launch in 2018,” said Seline Han, Vice President of Visual Display Business at Samsung Electronics. “With Google Assistant and Amazon Alexa now supported, we are inviting our consumers to ask even more of their Smart TVs.”

Entertainment lovers can now use their preferred voice assistant to discover new content instantly with an effortless search by genre, director or actor. In addition to finding new TV programs and films to watch, viewers can ask Alexa, Bixby or Google Assistant to provide the weather forecast, find out the latest game scores or play their favourite tunes. With Google Assistant, viewers will also have access to the Google services they know and love to help streamline their days, including Google Search, Photos, Maps, Calendar and more.

“By bringing Google Assistant to Samsung Smart TVs, we want to connect your living room with the rest of the smart home and help you better manage your day, across your favorite Google services,” said Jack Krawczyk Director, Product Management for Google Assistant. “With our collaboration with Samsung, we are able to offer help from Google assistant to more people around the world right from the big screen.”

Users can add another hub to any room in the house with Samsung Smart TVs which can now be used to control the lights, set the thermostat, set an alarm or perform any other tasks under the command of a household’s existing voice assistant.

“Amazon Alexa on Samsung Smart TVs is designed to delight customers with an enhanced entertainment experience. Beyond navigating video and music content with ease, customers can also connect their Alexa built-in TVs with over 100,000 smart home devices, to make everyday tasks more convenient,” said Aaron Rubenson, Vice President of Alexa Voice Service and Alexa Skills. “Our collaboration with Samsung continues to bring customers the convenience of voice control on Smart TVs while giving customers access to their voice service of choice.”

Samsung Smart TVs Speak Your Language

Since the integration of Amazon Alexa across Samsung’s Smart TVs earlier this year, voice assistant support has been made available to Samsung Smart TV users in 14 countries globally.

Google Assistant is now available in the UK, France, Germany, Italy and will be rolling out to 12 countries by the end of this year.¹

For more information, please visit www.samsung.com/uk

“By joining the Android Enterprise Recommended programme, Samsung is reinforcing its commitment to helping our enterprise customers modernise their business for the digital age” said Joe Walsh, Director of B2B at Samsung UK and Ireland. “By meeting and exceeding Google’s standards for security, productivity and flexibility, our customers are able to build a mobile experience that protects employees and enhances operational efficiency with an industry-leading offering that includes customisable hardware, easy-to-manage software and end-to-end security”.

Longstanding partnership between Samsung and Google

Since the very beginning, Samsung and Google have worked closely together to provide enterprises with the best and most secure mobile experience possible. The two companies joined forces nearly a decade ago to address the most pressing challenges businesses are facing today: maintaining productivity, protecting the workforce and offering flexibility.

Specifically, over the past two years, Samsung and Google have partnered to:

• Harmonise Android Enterprise and Samsung’s Knox Platform for Enterprise to offer a seamless experience for Android customers who were also looking for Samsung’s advanced capabilities in security and device management.

• Synchronise our mobile device enrollment services (Android zero-touch enrollment and Knox Mobile Enrollment) to offer enterprise customers a variety of services that help streamline the employee onboarding experience and re-deployment of devices.

“We are excited to welcome Samsung Galaxy smartphones and tablets to the Android Enterprise Recommended programme building upon our longstanding partnership to deliver great mobile experiences to businesses,” said David Still, Managing Director of Android Enterprise, Google. “Samsung’s participation in the programme ensures Google’s customers have access to devices that offer outstanding security, efficiency and productivity and we look forward to working together more in the future.”

Read more about this in the Android Enterprise blog here.

Samsung’s relentless commitment to enterprise customers

Samsung has a proven track record in delivering mobile-first enterprise solutions that help companies prepare for the business of tomorrow including Galaxy Enterprise Editions, ruggedized smartphones and tablets, cutting-edge security solutions, flexible configuration and deployment options, and innovative lifecycle management services.

Samsung is constantly innovating to offer the best solutions possible for enterprise customers, even beyond the requirements set out by the Android Enterprise Recommended programme, as part of its Samsung Knox Suite, which offers exemplary industry-leading security and management features such as:

• Advanced security features, such as Dual-layered Data-At-Rest encryption, Real-time Kernel Protection, Defeat Exploit, and Sensitive Data Protection to protect our enterprise customers from emerging threats;

• Authority for IT administrators to tailor or configure Samsung devices to their specific needs right out of the box and manage them from a central location by establishing a wide range of IT policies;

• And a system for IT administrators to easily manage their employees’ operating systems and software updates remotely to make sure the latest OS versions and security patches, once tested, are readily available for all

“SAP was one of the first companies to understand the positive impact mobile technology can have on improving the productivity and overall wellbeing of our employees,” said Christian Lohde, Head of Android Experience at SAP SE. Samsung’s mobile enterprise solutions allowed us to work within the constructs of our infrastructure to easily integrate devices and ensure our business is always up and running. Their inclusion in the Android Enterprise Recommended programme is further proof of the benefits Samsung can bring to enterprise businesses.”

“Centrica relies on its mobile workforce to provide the best experience possible for our customers,” said Andy Warren, Head of Mobile Telecommunications at Centrica. “Samsung has ensured our mobile fleet stays online and is protected against the latest threats impacting business today and we look forward to welcoming more Samsung products after their inclusion in the Android Enterprise Recommended programme.”

What this means for Galaxy users

Select Galaxy devices running Android 11 and above, such as the S20, Note20, Tab S7|S7+, and ruggedized devices including the XCover Pro will become a part of the Android Enterprise Recommended programme. This provides customers with even more options that meet Google’s standard requirements and ensures consistent device performance and user experience for businesses. Together, Google and Samsung will continue to push boundaries and deliver the best experiences possible in order to help enterprise customers everywhere achieve their digital transformation goals.