Samsung Electronics Co., Ltd. today showcases its latest generation of AI-powered screens and connected experiences at Inside Samsung – The First Look Europe in Frankfurt, building on two decades of leadership as the world’s number one TV brand ^[1]

Samsung continues to redefine home entertainment through pioneering display innovation, including the introduction of Micro RGB technology, alongside advanced AI-driven features designed to make screens more intelligent, personal, and seamlessly integrated into everyday life.

“At Samsung, innovation is never just about what’s new – it’s about continuously challenging ourselves to bring the best viewing experiences, wherever and whatever you’re viewing.” said Benjamin Braun, Chief Marketing Officer, Samsung Europe.

“For 20 years, we’ve been the world’s number one TV brand by continuously challenging our own standards – from design-led moments like the Bordeaux TV back in 2006 to breakthrough display technologies like QLED and Neo QLED.

“These technologies come from years of engineering, design thinking and relentless innovation to form something beautiful. Today, we’re opening the next chapter of that with Micro RGB and a host of AI-powered experiences that make our screens more intelligent, more inclusive, and more personal than ever before.”

“For the past 20 years, Samsung has always led the TV market with a challenger mindset,” said Charlie Bae, Director of Product Business Management for TV & Sound Devices at Samsung Europe. “That mindset continues today. At Inside Samsung The First Look Europe, we’re proud to introduce Micro RGB and a new wave of AI-driven innovation to the European market that pushes the boundaries of what people expect from a TV.”

Introducing Micro RGB – A New Era of Display Technology

At the core of Samsung’s 2026 lineup is Micro RGB, a breakthrough in display engineering that redefines how colour is produced on screen.

Unlike conventional TVs that rely on white backlights and colour filters, Micro RGB uses individually controlled red, green, and blue LEDs – each smaller than 100 micrometres – to produce colours directly.

The result is a premium viewing experience, with exceptional brightness, contrast, and true-to-life colour reproduction – achieving 100% colour coverage of the BT.2020 standard.

Initially introduced with a 115-inch model, Samsung is expanding the Micro RGB range in 2026 with a new 130-inch flagship display, alongside a broader lineup spanning 55”, 65”, 75”, 85”, and 100-inch sizes, bringing this next-generation technology to more homes than ever before.

Enhancing the experience further is the Micro RGB AI Engine, which optimises picture and sound in real time, frame by frame. By precisely controlling brightness, contrast, and shadow detail, it delivers a deeply immersive and natural viewing experience across all types of content.

The Micro RGB range will be available in Europe from May.

Smarter, More Personal Screens with Vision AI Companion

Samsung’s 2026 TVs introduce Vision AI Companion, an intelligent layer designed to make interacting with your TV more natural and intuitive.^[2]

With advanced natural language understanding, users can ask their TV for information, recommendations, or assistance in real time – whether it’s watching a nail-biting football match, retrieving recipes from a cooking show, or finding local experiences inspired by what’s on screen.

AI-driven features include:

• AI Picture Optimisation: Samsung’s AI processor analyses the type of content being played, then optimises picture and sound to match – whether that’s optimising for pitches or tracks, its goal is to use the best colours for the action showed.
• AI Sound Controller Pro: the first solution to let you customise every element of your TV’s audio mix in real time all with simple, contextual voice commands.
• AI Football Mode: gives you the best seat for all the action, recognising the game on screen and optimising settings for a stadium-like experience right in your living room.

Importantly, Vision AI Companion is available across the 2026 TV lineup – including UHD models.

Expanding OLED Innovation with Glare-Free Viewing

Samsung continues to evolve its OLED lineup in 2026, expanding its Glare-Free technology across more models, including the S90H, S95H, and S99H.^[3]

By reducing reflections without compromising colour accuracy, Glare-Free technology ensures a consistent, true-to-life viewing experience in any lighting condition – whether watching daytime content or evening sporting events.

The flagship S99H also introduces a refined design with a Zero Gap wall mount, enabling a sleek, near-flush installation that enhances both aesthetics and ease of setup.

Screens Designed for Every Lifestyle

Samsung continues to reimagine the role of the TV within the home, with products designed to reflect individual lifestyles and spaces.

The Frame Pro builds on Samsung’s iconic lifestyle TV, combining glare-free Neo QLED picture quality with art-inspired design and a Wireless One Connect Box for a cleaner, more flexible setup.

Samsung also showcases the Movingstyle, a portable, all-in-one smart screen with a built-in battery and touch interaction, designed to move effortlessly between spaces, from living rooms to home offices, reflecting the evolving, flexible nature of modern living.

Immersive Audio and Design

Samsung’s latest audio innovations complement its display leadership, with the introduction of Music Studio 5 and 7, on sale from May 2026, Wi-Fi speakers designed in collaboration with Erwan Bouroullec. Combining refined aesthetics with high-fidelity sound, they bring a new level of warmth and expression to home audio.

For larger gatherings, Sound Tower delivers powerful, room-filling sound with dynamic Party Lights function, allowing you to personalise the colours of your team ahead of a major summer of sport this year.

Built for the Future: Security and Longevity

As AI becomes central to the home experience, Samsung is reinforcing its commitment to security and long-term value.

All 2026 TVs are protected by Samsung Knox Security^[4], safeguarding personal data and connected devices, while offering seven years of Tizen OS upgrades, ensuring continuous access to the latest features, AI capabilities, and security enhancements.

Redefining the Future of Home Entertainment

With Micro RGB, Vision AI, and a continued focus on design and personalisation, Samsung is entering a new era of display innovation.

By combining cutting-edge technology with meaningful user experiences, Samsung is not only maintaining its position as the world’s leading TV brand – but continuing to push the boundaries of TV technology.

For more information on Samsung’s full range of AI-enhanced TV line-up, visit: https://www.samsung.com/

[1]Omdia, February 2026. Global television market share by manufacturer, based on annual sales by volume and revenue. According to Omdia data, Samsung has been the world’s leading TV brand for 20 consecutive years. For general information only; not an endorsement, certification or recommendation by Omdia

[2]Availability, supported features and user interface may vary by country, region, model and viewing conditions.

[3]Verified ‘Glare Free’ performance by UL Solutions, based on Unified Glare Rating (UGR) assessments. Verification issued when: Reflection Glare UGR ≤ 10, Discomfort Glare UGR ≤ 22, and Disability Glare UGR ≤ 34.

[4]Please see this website for more information: https://www.samsungknox.com/en/secured-by-knox