[Left to Right – Charlie Bae, Director of Product Business Management (TV and AV), Diana Diefenbach, Senior Manager of Technical Product for DA, Stephanie Chosen, Brand and Product Marketing for MX, Benjamin Braun, Chief Marketing Officer for Samsung Europe]

“At Samsung, we’re committed to making all the devices you use smarter and more connected” said Benjamin Braun, Samsung Europe’s Chief Marketing Officer. “World of Samsung is not just about showcasing products – it’s about demonstrating how AI can make daily life better. Whether it’s Vision AI^[1] optimising your TV settings for the best viewing or sound experience, or AI-powered mobile and home appliances that adapt to your habits, we’re showing how technology can feel more personal and tangible than ever before.”

Bringing together media and partners, World of Samsung offers a hands-on experience with the latest AI innovations – showing that the connected home of the future is no longer a concept, but a reality. From entertainment and productivity to effortless daily convenience, Samsung is redefining how people interact with technology in ways that are both meaningful and tailored to their unique lifestyles.

Transforming Home Entertainment

For 19 consecutive years, Samsung has been the world’s number one selling TV brand^[2], continuously pushing the boundaries of innovation to deliver exceptional picture quality and cutting-edge AI capabilities. Additionally, for the past 11 years, Samsung has also been the number one selling brand for sound bars^[3], ensuring an immersive audio experience that complements its industry-leading displays. Samsung believes that every viewer deserves a screen tailored to their space and lifestyle. That’s why, in 2025, Samsung is offering cinema-quality viewing across a range of screen sizes – from 24 inches all the way up to an expansive 115 inches – without compromise.

Samsung’s 2025 TV line-up introduces the next evolution of AI-powered picture and sound. The latest Neo QLED, OLED, and QLED models, including The Frame and The Frame Pro, integrate advanced AI technologies to redefine the way we experience content. For example, AI Picture Optimiser enhances every frame in real time, using deep learning to intelligently adjust brightness, contrast, and colour for a more lifelike viewing experience.

Meanwhile, Colour Booster Pro, powered by Samsung’s real Quantum Dot technology, expands the colour volume for richer, more vibrant visuals. As a leader in display innovation, Samsung’s Quantum Dot technology utilises ultra-fine semiconductor particles to achieve unbeatable colour accuracy and brightness. Since pioneering no-cadmium Quantum Dots in 2015, Samsung has continued to lead the industry, delivering stunning, true-to-life visuals across its QLED and QD-OLED displays, enhanced by Samsung’s use of indium-based Quantum Dots for exceptional colour purity.

For art lovers, Samsung showcases its biggest Art Store ever, with over 3,000 pieces from 70 world-renowned museums and institutions, now available across all 2025 microLED, Neo QLED and QLED models. Strengthening its commitment to digital art, Samsung is also expanding its partnership with Art Basel, bringing museum-quality artwork directly into customers’ homes. Plus, with Q-Symphony, users can enjoy an immersive audiovisual experience, seamlessly connecting up to three devices with their TV to produce cinematic sound.

Beyond stunning visuals, Samsung is making sure its TVs stay smart and secure for years to come, with 7 years of One UI Tizen updates, backed by Samsung Knox Matrix, ensuring a future-proof and protected entertainment experience.

Samsung is redefining gaming with AI-driven innovations, from AI Auto Game Mode, which optimises visuals and response times for competitive play, to Samsung Gaming Hub, offering seamless access to top cloud gaming services. Coming soon to Europe, the Odyssey OLED G8, the world’s first 27” 4K OLED gaming monitor, delivers ultra-high 166 PPI density and a 240Hz refresh rate for stunning detail and smooth gameplay. Also launching soon, the 49″ Dual QHD Odyssey G9 boasts an impressive 1ms response time and 1000R curved screen for a more immersive experience.

AI Home: Smarter Living, Seamlessly Connected

World of Samsung also showcases how Samsung is bringing AI-powered intelligence to the heart of the home with its latest Bespoke AI appliances and SmartThings connectivity. With SmartThings as the backbone of this ecosystem, Samsung continues to enhance AI Energy Mode^[4], helping users reduce electricity costs by charging your Jet Bot AI during non-peak hours or washing a smaller load in cooler temperatures while automating everyday household tasks. Whether optimising energy consumption, providing real-time home insights, or enhancing daily routines, Samsung’s AI-powered solutions are redefining what’s possible in the connected home.

Age of Accelerated Mobile Experiences

At World of Samsung, the Galaxy S25 series takes centre stage, marking a new era of AI-powered mobile experiences. With Galaxy AI, Samsung is making everyday tasks faster, smarter, and more intuitive, whether through Live Translate^[5], which enables seamless real-time call translations, or Generative Edit^[6] and Drawing Assist^[7], which bring AI-driven creativity to photo editing. Additionally, the Now Bar^[8] keeps users effortlessly informed with real-time updates on messages, calendar events, and more, directly from the lock screen.

Also showcased is the Galaxy Book5 series, bringing next-level AI computing with AI Select and Samsung Studio, making image, video, and document editing more efficient than ever. Samsung’s mobile innovations go beyond individual devices, integrating seamlessly into the AI-powered ecosystem. With SmartThings Home Insight, users can monitor everything from their pet’s well-being via JetBot to their home’s energy consumption, all from their Galaxy device.

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

[1] Available features may vary by model.

[2] Samsung TV has been ranked No.1 selling TV Brand for 19 consecutive years by Omdia- Samsung Electronics Marks 19 Consecutive Years as the Global TV Market Leader – Samsung Newsroom U.K.

[3] Samsung has been ranked No.1 selling soundbar brand for 11 consecutive years by FutureSource Consulting- Samsung Soundbar Tops Global Sales for 11th Consecutive Year – Samsung Newsroom U.K.

[4] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[5] Live Translate requires a network connection and Samsung Account login. Live Translate is only available on the pre-installed Samsung Phone app. Certain languages may require language pack download. Service availability may vary by language. Accuracy of results is not guaranteed.

[6] Generative Edit feature for Photo Assist requires a network connection and Samsung Account login. Editing with Generative Edit may result in a resized photo. A visible watermark is overlaid on the image output upon saving in order to indicate that the image is generated by AI. The accuracy and reliability of the generated output is not guaranteed.

[7] Drawing assist feature requires a network connection and Samsung Account login. A visible watermark is overlaid on the image output upon saving in order to indicate that the image is generated by AI. The accuracy and reliability of the generated output is not guaranteed.

[8] Some functional widgets may require a network connection and/or Samsung Account login