Making Invisible Intelligence Feel Trustworthy

As AI increasingly anticipates needs, curates routines and operates autonomously across devices, panelists Allie K. Miller, CEO of Open Machine; Amy Webb, CEO of the Future Today Strategy Group; Zack Kass, Global AI Advisor at ZKAI Advisory and former Head of Go-To-Market at Open AI; and Shin Baik, AI Platform Centre (APC) Group Head at Samsung Electronics, emphasised that trust must be earned not through promises, but through consistent, understandable behaviour.

At the session, Samsung shared its approach to trust-by-design, highlighting the importance of AI systems that are predictable, transparent and easy for users to control. “When it comes to AI, users are looking for transparency and control,” Allie Miller said. “They want to be drivers of their own personalised experiences — to understand whether an AI model is running locally or in the cloud, to know their data is secure and to clearly see what is powered by AI and what is not. That level of visibility builds confidence. On the provider side, there is a responsibility to show up for users by designing personalised experiences around the core components of trust — clarity, security and accountability.”

Samsung also underscored how on-device AI allows personal data to remain local whenever possible, while cloud-based intelligence can be used selectively when greater speed or scale is required – giving users flexibility without compromising privacy.

Security Built for an AI-Driven World

The panel also explored how, as intelligences becomes distributed across phones, TVs and home appliances, security must evolve. In the session, Samsung highlighted its Knox security platform — which now protects billions of devices from the chipset up — as well as Knox Matrix, a cross-device security framework that enables products to authenticate and protect one another.

“Trust in AI starts with security that’s proven, not promised,” Shin Baik said. “For more than a decade, Samsung Knox has provided a deeply embedded security platform designed to protect sensitive data at every layer. But trust goes beyond a single device — it requires an ecosystem that protects itself. With Knox, devices continuously authenticate and monitor one another, so each device acts as a shield for the rest, creating a resilient, secure environment that users can rely on.”

A Cross-Industry Conversation on the Future of Trust

Shin Baik emphasised how trust grows when AI behaves predictably and securely across devices, arguing that users need visible signals of control rather than “black box” systems.

Samsung pointed to its partnerships with industry players such as Google and Microsoft as a way to strengthen shared security research, interoperability and ecosystem-wide protection, while Allie Miller highlighted the importance of transparency for users including clear visibility into where AI models run, how data is used and explicit labels that show what is powered by AI and what is not. Meanwhile, Zack Kass added that while misinformation and misuse present real challenges, “For every risk, there is also a countermeasure and technology itself will play a critical role in mitigating AI’s downsides.”

Amy Webb evaluated the relationship between trust and the purchasing habits of consumers. “I don’t think they’re making decisions based on trust alone,” she said. “People aren’t paying for trust. They don’t buy things because of trust. They buy things because of convenience. So if the AI piece of this hooks people in it makes their lives easier and more convenient.”

As AI becomes increasingly invisible, the panel concluded that the technologies that earn long-term trust will be those that prioritise security, transparency and meaningful user choice from the start.

*This article contains products and features currently in development. The plans, product claims, timelines, and specifications described are subject to change without notice. Their future availability is not guaranteed.

*Availability may vary per region, country or carrier.

With minimalism having defined the visual language of the tech industry for the past two decades, this panel of designers convened by Samsung asked: What comes next? Together, the panellists explored how warmer, more expressive and emotionally resonant technology can shape meaningful experiences in today’s Artificial Intelligence (AI) era – while also charting a path forward for the industry.

Design as an Act of Love

The session covered a shared view on the purpose of design as fundamentally people-first. “In recent years, design in tech has been somewhat uniform,” said moderator Debbie Millman. “Compared to other industries, the uniformity in the world of tech is an anomaly. So what if we were to extend technology beyond specifications and functionality?”

Samsung is currently addressing this question by introducing meaning beyond products by focusing on how technology fits into people’s lives, experiences and needs. The panellists discussed the growing importance of this mindset in the current landscape in which traditional barriers to entry such as access to tools, scale and technical capability continuing to diminish.

The Human Side of Tech

The discussion highlighted technology’s role in making intention, care and humanity visible in everyday life. Panellists noted that technology should help people recognise the thoughtfulness embedded in the products they invite into their homes and routines. In this context, Samsung Chief Design Officer Mauro Porcini shared Samsung’s design purpose: to enrich the quality of people’s lives through meaningful technology designed for humanity. He outlined the company’s commitment to help people live longer, live better, live louder and live on through advanced technologies that support wellbeing, creativity and self-expression.

Panellist Karim Rashid added to this sentiment, saying: “When we think about physical things in our world, we think not only about diversity of choice but also the fact that we can develop strong connections to objects,” he said. “Through design, you can end up with a very powerful, emotional connection with inanimate objects or even products.”

Designing for Human Values

The panel went on to explore how AI can unlock new possibilities for expression when shaped by human values. Panellists discussed a shared view that AI reaches its true potential when guided by Emotional Intelligence and Human Imagination, not as a replacement for human creativity but as a force that expands it.

CDO Porcini articulated this with “AI × (EI + HI),” his approach to balancing Emotional Intelligence and Human Imagination to bring meaning to innovation. While describing this philosophy, CDO Porcini said, “When we design and develop, AI is amplified by Emotional Intelligence and Human Imagination. “Then, when people use products, AI amplifies Emotional Intelligence and Human Imagination.” He added, “Do not fear technology. We are here to humanise it, guide it and shape it.”

Through these insights, the session reinforced the belief that technology should be humanised, guided and shaped to serve people’s lives in increasingly new and meaningful ways.

Expressive Design Drives More Meaningful Experiences

The discussion reinforced the importance of expressive design in bringing human-centred purpose to life, creating experiences that reflect emotion, support self-expression, invite connection and stimulate imagination.

“Happiness is the aim of design,” said Fabio Novembre. “Our pursuit of happiness is through design, making the impossible possible. I strongly believe in design and, that it must move back to the centre of the stage.”

Panellists noted that this reflects a shift from merely designing objects to designing experiences where emotion, meaning and identity are increasingly integral to how people relate to technology. This approach inspires a new kind of expression, resulting in designs that range from subtle and minimal to bold and imaginative — all meant to shape a future that isn’t just worth living, but worth loving.

*This article contains products and features currently in development. The plans, product claims, timelines, and specifications described are subject to change without notice. Their future availability is not guaranteed.

*Availability may vary per region, country or carrier.

Samsung Electronics Co., Ltd. has unveiled its “Companion to AI Living” vision at The First Look, its CES® 2026 event held in the Latour Ballroom at the Wynn Las Vegas. The focus of the event was on Artificial Intelligence (“AI”) as Samsung’s philosophy – a foundation that connects the company’s R&D product development, operations and user experience.

TM Roh, CEO and Head of Samsung’s Device eXperience (DX) Division, opened The First Look by describing the company’s AI pioneership and how due to its vast, AI-enabled, connected ecosystem, Samsung can provide users with a true AI companion experience in their daily life. This approach gives users a chance to access more than just the basics from their technology and instead, provides opportunities to find more meaningful moments everywhere.

“Samsung is building a more unified, more personal experience across mobile, visual display, home appliances and services,” said TM Roh. “With our global connected ecosystem and by embedding AI across categories, Samsung is spearheading the way to offer more meaningful everyday AI experiences.”

Entertainment Companion: Extending the Experience Beyond Simple Viewing

SW Yong, President and Head of the Visual Display (VD) Business at Samsung Electronics; and Sukhmani Mohta, Chief Marketing and Partnerships Officer, VD Business at Samsung Electronics America took the stage to describe how Samsung’s displays are combining hardware excellence and visual intelligence to provide a true entertainment companion. Drawing from twenty years of innovating the TV industry – Samsung has built a full AI TV lineup that provides an entirely new way for users to interact with their TV.

The centre of the display line-up is the 130-inch Micro RGB, which represents a monumental leap in scale and picture quality. The 130-inch Micro RGB marks a new era of colour, featuring the widest and most detailed spectrum ever seen in Samsung TVs while its Timeless Frame design minimises distractions and allows the picture to take centre stage with understated elegance. A micro-sized RGB light source drives the unprecedented picture quality, with each microscopic red, green and blue diode shining independently to produce colour in its purest, most natural form. Micro RGB AI Engine Pro enables precise control of RGB colours and creates overwhelmingly vivid picture quality in every scene.

Elevating this next-level viewing experience, Vision AI Companion (VAC)^[1] uses AI technology to work alongside users as a full entertainment companion to enhance viewing, dining and mood – anywhere in the home. With it, users can receive guidance on what to watch, what to eat and what music to listen to – enhancing the overall TV experience in a way that extends far beyond simple viewing.

Samsung also offers intuitive modes to personalise the viewing experience. For soccer fans, AI Soccer Mode Pro delivers a more exciting gameday experience through AI-driven picture and sound tuning to stadium-level quality. AI Sound Controller Pro lets you raise or lower the volume of the crowd, commentary or background music – providing a personalised listening experience for TV shows and movies. Users can simply make verbal requests and any TV equipped with VAC – which includes Micro LED, Micro RGB, OLED, Neo QLED, Mini LED and UHD TV – contextually carries out those requests.

Across different types of programming, VAC also boosts the overall lifestyle experience. It allows users to find recipes for meals they see on TV by simply asking and uses the most up-to-date information to make recommendations that align with health and fitness goals. VAC offers multi-device functionality as well, sending recommended recipes directly to other devices like the newly-unveiled The Movingstyle, designed to move easily throughout the home and kitchen appliances – for a multi-device experience achieved through complete ecosystem integration.

Samsung has led the global soundbar market for 11 consecutive years.^[2] This year, it is introducing two new WiFi speakers, the Music Studio 5 and 7 – to further expand its integrated ecosystem. These models support a wider range of sound system combinations, enhance audiovisual quality and improve the aesthetics of any space. Each model shares a timeless, dot design concept by renowned designer Erwan Bouroullec – inspired by a universal symbol in music and art and grounded in Samsung’s signature design language.

Samsung also unveiled a host of new products that blend beautifully with users’ homes and aesthetics. The new, ultra-thin OLED S95H features a refined bezel that gives it art gallery elegance and Samsung’s new portable projector, The Freestyle+, is powered by VAC and allows users to view content on walls and ceilings, as well as uneven surfaces like corners and curtains.

The 2026 TV line-up^[3] supports HDR10+ ADVANCED, delivering enhanced brightness, genre-based optimisation, intelligent motion smoothing, advanced local tone mapping and improved gaming experience. As HDR10+ adoption grows among major OTT providers, Samsung will launch the HDR10+ ADVANCED in its 2026 TV line-up. Samsung also features Eclipsa Audio, the company’s new spatial sound system – introduced across all 2026 TVs.

Samsung also unveiled its most advanced Odyssey gaming monitor line-up yet, introducing five new models that push the boundaries of resolution, refresh rate and immersive visual performance. Led by Samsung’s first 6K 3D Odyssey G9, the 2026 line-up debuts groundbreaking display technologies for gamers and creators, including the next-generation Odyssey G6 and three new Odyssey G8 models. At the centre of all these display innovations is Samsung’s most powerful Tizen OS yet. Users can now enjoy seven years of Tizen OS upgrades – ensuring that TVs continue to evolve long after they have entered the home.

Home Companion: Connected Smart Appliances That Guide You Through Your Day

Cheolgi Kim, Executive Vice President and Head of Digital Appliances (DA) Division at Samsung Electronics, and Elizabeth Anderson, Head of Integrated Marketing, DA at Samsung Electronics America (SEA) outlined Samsung’s vision to evolve from providing home appliances to true home companions that work to eliminate the stress of daily chores. Cheolgi Kim also announced that as of December 2025, SmartThings⁴ now serves more than 430 million users, empowering Samsung with a significant scale and depth of insight that sets it apart from other brands. This insight comes to life with the Family Hub. The AI-enabled refrigerator is the centrepiece of the home and now, with an upgrade to AI Vision built with Google Gemini^[4] – it redefines living for an AI future.

With this update, AI Vision unlocks existing limitations in recognising food items, seamlessly tracking what is placed into and taken out of the refrigerator, making meal planning and food management simpler[5]. The Family Hub has won 10 CES Innovation Awards so far and Samsung’s AI-enabled fridges have received the award for the past three years.

Through a gamified feature called “What’s for Today?”^[6], select refrigerators provide recipe recommendations based on what is in the refrigerator or also random recommendations, reducing the stress caused by choosing what to cook. When selected, recipes show up through SmartThings Food, where users receive a step-by-step guide to help them get started instantly. The selected recipe can also be sent to connected cooking appliances to begin the process seamlessly. Video to Recipe^[7] adds even more simplicity, providing users with recommended cooking videos and converting those videos into easy-to-follow steps – allowing users to follow along while they cook without pausing the video or backtracking.

Samsung also unveiled FoodNote^[8], a new, weekly report that recaps users’ food intake patterns, from most-used ingredients and recipe recommendations and which items it’s time to restock. Additionally, Now Brief^[9] includes more widgets on the Family Hub screen and with Voice ID^[10], can distinguish between family members and display content relevant to each individual. Ultimately, these features come together to provide various helpful insights and information throughout the week.

In the laundry room, the Bespoke AI Laundry Combo removes the need to transfer loads of laundry, solving a major pain point for households. This year’s model comes with enhanced features, like a faster super speed cycle and enhanced drying performance. Moreover, Samsung’s new Bespoke AI AirDresser is here to solve another common problem with your clothes. It features Auto Wrinkle Care, which blasts strong air and steam jets to smooth out shirts. All users have to do is hang their shirt and wait, reducing the burden in busy mornings.

Around the house, the Bespoke AI Jet Bot Steam Ultra, powered by a Qualcomm Dragonwing processor, features an Active Stereo 3D Sensor to recognise liquids^[11] like coffee, juice or even transparent liquids like water. While its camera helps with navigation, it also allows the robot vacuum to serve as a monitoring device for when users are away from home – notifying them about their pets and whether there is any suspicious activity^[12]. Plus, with a smarter Bixby^[13], users can speak conversationally to their robot vacuum to carry out tasks with ease. For the deep level of connectivity and integration that forms the backbone of a holistic, AI-powered experience, Samsung’s Bespoke AI appliances have received a CES Innovation Award.

Additional benefits include a mutually beneficial partnership with Hartford Steam Boiler (HSB) to help unlock real, meaningful savings to the smart home experience. HSB President and CEO Greg M. Barats joined the presentation to discuss the partnership, explaining the potential benefits of having smart appliances connected to SmartThings to reduce insurance premiums. This is the best of the AI era – increased protections and reduced costs for users. After a successful pilot run in the U.S. in 2025, the collaboration is expanding to more states across the U.S., as well as to top home insurance carriers in other global regions.

Care Companion: Shifting From Reactive to Proactive Care

Finally, Praveen Raja, Vice President and Head of Digital Health at Samsung Research America (SRA), introduced Samsung’s long-term vision for intelligent care enabled by Samsung’s integrated device ecosystem, redefining care as a reactive need to a proactive opportunity. With AI, phones, appliances, wearables and other connected devices will help users prevent potential health concerns before they occur.

For example, Samsung aims to provide personalised health coaching, offering effective exercise and sleep coaching to help decrease risk for major chronic diseases and also suggesting appropriate recipes based on ingredients available in connected refrigerators. Additionally, if any abnormal signs or patterns are detected, it will alert users while allowing their health metrics to be shared with providers via the Xealth platform and to facilitating virtual professional consultations.

Recognising the importance of preventative health, Samsung is also expanding its capabilities in dementia detection through research partnerships, with wearable devices registering subtle changes to mobility, speech and engagement that can be indicative of long-term cognitive changes.

Samsung Knox and Knox Matrix serve as the foundation of this hyper-personalised ecosystem, safeguarding user data at every turn. As AI is constantly evolving, so are Knox and Knox Matrix. To maintain security despite constant changes, Samsung’s security systems are consistently identifying AI risks by advancing to protect data in AI training processes and approving models through red team analysis.

The Samsung Exhibition Zone at CES is available to the public Jan. 04-07. For more information, visit: Samsung Newsroom.

Disclaimers:

^{[1]Feature available in certain regions and models. Availability and supported features may vary by region and watching conditions. Voice commands recognise English, French, Spanish, Portuguese, German, Italian, and Korean, but not all accents, dialects, and expressions are recognised. This feature provides AI-created content, with accuracy not guaranteed, so results should be confirmed. Requires a specific Bluetooth remote (TM2660H/TM2661H) (sold separately on some models). In-box remote for some models (M70H/U800H) does not support voice recognition. Requires either a Mobile Quick Remote or separately purchased Bluetooth remote. Feature accessible with the AI button or the Home button (via long press) on remote controls without an AI button.}

^{[2] According to market research firm FutureSource Consulting, Samsung captured a global market share of 20.1% in revenue and 18.4% in sales volume in 2024, further strengthening its leadership in the premium audio industry since 2014.}

^{[3]HDR10+ ADVANCED will be available on the following models: QN990H, R95H, S95H, S90H, R90H, S85H, LS03HW, LS03H, and QN80H.}

^{[4]To use SmartThings, download the App from the Galaxy Store, Google Play Store, or Apple App Store. The SmartThings App requires Android OS 10↑ with a minimum of 3GB RAM space or iOS 15↑. Supported OS specifications and app screen configuration may change with app updates.}

^{[5] Google Gemini is provided by Google LLC. Service availability, supported functions, and accuracy may vary by country, language, device model, and OS/One UI version. Users must be 18 or older. Some functions may require additional app settings and features, or results may vary by subscription.}

^{[6]AI Vision refers to the refrigerator’s internal camera and AI-based processing that helps recognise food items. A Wi-Fi connection and a Samsung account are required. If a food item is not recognisable, it may be listed as an unknown item. AI Vision cannot identify or list any food items in the freezer. Recognition uses AI models that may be updated periodically to help improve performance. The user may need to manually check and adjust the list to ensure its accuracy. A red light turns on when the camera is operating. The user’s appearance may be captured, but areas other than the food item are automatically blurred.}

^{[7] A Wi-Fi connection and a Samsung account are required}

^{[8] A Wi-Fi connection and a Samsung account are required}

^{[9] A Wi-Fi connection and a Samsung, Google, or Microsoft account may be required. You must use the same log-in account on each of the devices. Availability of certain apps may vary by country, region, service provider, network environment, or device, and may change without notice.}

^{[10] Each user must register for a Samsung Account on screen appliances in advance. Up to six accounts can be registered on a single device. To use Voice ID, users must have agreed to the Bixby terms and conditions. Voice ID registration is available on select appliances, TVs and mobiles, and only one voice can be registered per account.}

^{[11] 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.}

^{[12] Must download the SmartThings app available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Only cats and dogs can be recognised. The recognition capabilities may be limited by the posture or position of a pet. The ability to recognise your pet may vary depending on the type of animal and the living environment. It only recognises a pet presence based on generic visual indicators and cannot identify individual pets. Each appliance needs to be set to be optimised for pets by the SmartThings App.}

^{[13] Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on the country. Bixby recognises selected languages and certain accents/dialects, including Korean, English (US/GB/IN), Spanish (MX/ES), German, French, Italian, and Portuguese (BR). The user interface may change and differ by device. The availability of Bixby features and content providers may vary depending on the country/carrier/language/device model/OS version. A Samsung account log-in and data network connection (Wi-Fi or data network) are required.}

Samsung Electronics Co., Ltd. has announced that it will host a series of four moderated Tech Forum panel discussions at CES 2026, to highlight industry trends and unveil its distinct Artificial Intelligence (AI) vision and strategy.

Samsung’s Tech Forums will be held Jan. 5–6 at Samsung’s dedicated exhibition space in the Latour Ballroom at the Wynn Las Vegas. The company will host a total of four moderated panels covering AI, Home Appliances, Services and Design. Samsung executives along with partners, academics, media and industry analysts will participate in each session by topic:

• When Everything Clicks: How Open Ecosystems Deliver Impactful AI (Jan. 5, 7:00 PM SAST) — Yoonho Choi, Digital Appliances Business, Samsung Electronics (Chair, Home Connectivity Alliance)

Description: Collaborating smart home innovators hold an open discussion on the necessity of cross-industry partnership and what it takes for meaningful smart home technology to be woven into daily living.

• In Tech We Trust? Rethinking Security & Privacy in the AI Age (Jan. 6, 12:00 AM SAST) — Shin Baik, Group Head, AI Platform Center, Samsung Electronics

Description: Experts in security and AI examine the science of trust and how transparency and secure systems can spark a meaningful change for AI adoption.

• FAST Forward: How Streaming’s Next Wave is Redefining Television (Jan. 6, 2:00 AM SAST) —
  Salek Brodsky, Executive Vice President, Visual Display Business, Samsung Electronics

Description: Leaders in TV and entertainment explore the next wave of streaming, including Free Ad-Supported streaming Television (FAST), hybrid models and creator-led channels to shape a more interactive future.

• The Human Side of Tech: Designing a Future Worth Loving (Jan. 6, 11:00 PM SAST) — Mauro Porcini, President and Chief Design Officer, DX Division, Samsung Electronics

Description: Design leaders urge the tech industry to look beyond minimalist, spec-driven approaches toward more expressive, human-centered design shaped by new materials, AI and creativity.

In covering the latest trends in technology and daily living, the Technology Forum discussions will serve as a complement to the company’s latest product innovations, which will be showcased at the Samsung Exhibition Zone at the Wynn from Jan. 5–7.

*This article contains products and features currently in development. The plans, product claims, timelines, and specifications described are subject to change without notice. Their future availability is not guaranteed.

*Availability may vary per region, country or carrier

TM Roh, CEO and Head of Device eXperience (DX) Division, will be the keynote speaker for The First Look. SW Yong, President and Head of the Visual Display (VD) Business, and Cheolgi Kim, Executive Vice President and Head of Digital Appliances (DA) Business, will also appear on stage to share their respective business directions for the upcoming year.

The event will be streamed live on Samsung Newsroom, Samsung Electronics’ official YouTube channel and as well as Samsung TV Plus, the company’s FAST(free, ad-supported TV streaming) service. Additional Samsung events and exhibitions will take place at the company’s exclusive exhibition at the Wynn Las Vegas through January 7.

The biggest shopping event of the year is here, and Samsung is turning up the brightness this Black Friday with spectacular savings on its cutting-edge QLED TVs, featuring Real QLED technology, delivering lifelike colour and performance.

South Africans can experience the stunning picture quality, advanced AI features and trusted performance of Samsung’s latest QLED TVs, at incredible Black Friday prices available until 30 November 2025.

One of this year’s star deals is the 65″ Q7F 4K QLED Samsung Vision AI TV 2025 (QA65Q7FAAKXXA), now available for R9,999^[1] (Save R3,000). This TV delivers AI Upscaling, adaptive sound and smart picture enhancement that automatically adjusts to your room and content. With SmartThings^[2] integration, your TV becomes the centre of your connected home.

What Makes Samsung’s QLED Technology Genuine?

Not all QLEDs are created equal. Samsung’s Real QLED has earned official certification from TÜV Rheinland^[3] confirming compliance with the IEC 62595-1-6 international standard, the benchmark for authentic quantum dot (QD) displays.

In simple terms, this certification guarantees that your TV delivers high picture quality powered by genuine Quantum Dot technology, delivering colour accuracy and brightness.

Samsung’s Real QLED TVs deliver a viewing experience that’s bright, rich, and sustainable:

• True Quantum Dot Display: Combines a real quantum dot light-converting film with blue light sources to produce more vivid and accurate colours.
• 100% Colour Volume^[4]: Experience consistent, lifelike hues whether you’re watching a sunny cricket match or a moody thriller.
• Precision Colour Accuracy: TÜV Rheinland testing confirms the separation of red, green and blue light sources for pure, balanced colour reproduction.
• Eco-Conscious Design: Samsung’s Real QLEDs are cadmium-free^[5] – safe for both you and the environment.

Ask the Right Questions Before You Buy

Don’t just go by the label – make sure your next TV meets Real QLED standards. Ask:

• Is it cadmium-free?
• Does it deliver 100% colour volume?
• Is it TÜV Rheinland certified as Real QLED?

If the answer is “no,” it’s not a Real QLED.

Your Real QLED Experience Awaits

Samsung’s 2025 QLED line-up, powered by Vision AI, redefines home entertainment, from family movie nights to live sports and next-gen gaming. Built for the future, it’s more than just a TV; it’s a window into a world of colour, clarity, and intelligent design.

This Black Friday, don’t settle for less. Look for the Real QLED mark, make the smart choice, and enjoy unbeatable deals until 30 November 2025. For more information, visit https://www.samsung.com/za/offer/black-friday/ or your nearest Samsung Store. T&C’s apply.

^[1] *Recommended Retail Price only. Prices may vary per retailer.

^[2] To use SmartThings, download the App from the Galaxy Store, Google Play Store, or Apple App Store. The SmartThings App requires Android OS 10↑ with a minimum of 3GB RAM space or iOS 15↑. Supported OS specifications and app screen configuration may change with app updates.

^[3] Source: TÜV Rheinland. Samsung QLED TVs comply with the International Electrotechnical Commission (IEC) 62595-1-6 standard, which defines the application of quantum dot (QD) light converting unit combined with blue light sources for standard QLED displays.

^[4] Measured to DCI-P3 standard, certified by VDE.

^[5] Source: Société Générale de Surveillance (SGS). 2025. Certification for compliance with the Restriction of Hazardous Substances (RoHS), Cadmium-free quantum dot technology.

Tanzania: Muhimbili National Hospital and Tumbi Regional Referral Hospital. Tumbi Referral Hospital in particular is located in the Coast Region of Tanzania and has a history of gradual development from a dispensary in 1967 to a designated regional referral hospital as of April 2011. Initially a dispensary, it was upgraded to a health center in 1970 with a 35-bed capacity, then to a special hospital in 1996, before becoming a regional referral hospital. It now serves as a major healthcare provider in the region.

Uganda: Bethesda Medical Centre and Bethesda Hospital Soroti, a Christian-based hospital dedicated to providing medical services to the communities of Eastern Uganda. They strive for excellence through advanced equipment and ongoing training programmes.

Ethiopia: Ras Desta Damtew Memorial Hospital was established on 07 August 1924, named after the well known Italian physician “Hakim Bora”. This hospital aims to provide service to the missionaries who were stationed in the area and is the first in Ethiopia to be equipped with an elevator. It is known for providing various services, among which are internal medicine, surgery, orthopaedics, neurology, dermato venerology and psychiatry.

We live in an era where, in addition to convenience, people seek comfort, safety, and peace of mind. The Samsung SmartThings app delivers all of that, and more. More than just a smart home app, SmartThings has evolved into an intelligent lifestyle assistant. Working in the background to simplify life, SmartThings is helping us care for our loved ones, human or furry, and make our homes more responsive to who we are and how we live.

From supporting pet owners with peace of mind while they’re away, to empowering elderly family members to live independently with dignity, SmartThings is redefining what it means to live in a connected home. It’s no longer just about automation but about meaningful, everyday support.

With SmartThings, you discover a new way to enjoy your home, turning it into a smart thoughtful home. Powered by AI, automation and seamless integration across Samsung devices and compatible third-party gadgets, SmartThings creates a home that adapts to your needs.

Let’s explore how SmartThings is quietly reshaping real lives across various moments and milestones.

Pet Care – When you’re away, SmartThings^[1] stays close^*

Whether you’re a dog-dad rushing to work or a cat-mom on a weekend getaway, SmartThings can help you stay connected to your pets and their wellbeing.^[2]

• Set automated feeding times using connected smart feeders^[3]
• Use sensors and cameras to get instant alerts if your pet sneaks into the pantry or opens the front door^[4]
• Adjust the room temperature remotely to keep your pet comfy during heat waves or cold fronts.
• Treat your pet from afar using smart treat dispensers you can control via voice or app.

Elderly Assistance – Supporting Independence Safely^*

For families with elderly loved ones living alone or in care facilities, SmartThings offers peace of mind and practical support – without intruding on their independence.

• Motion sensors can track activity and notify family if there is no movement in the morning for example.
• Smart buttons allow older users to call for help with a single press.
• Voice commands and automated routines make it easier to control lights, call family, or adjust blinds – ideal for people with mobility issues.
• Medication reminders and evening lighting routines help establish structure and reduce the risk of accidents.

With SmartThings, elderly care becomes less about constant monitoring and more about empowerment.

Energy Efficiency and Sustainability^*

The SmartThings Energy dashboard makes it possible to track appliances that use a lot of energy, and helps your home optimise them for you.

• Monitor energy use across connected devices.
• Set up “Away” routines to switch off unused appliances and lights when you’re not home.
• Use AI to optimise air-conditioning or heating based on room occupancy and outside weather^[5]
• Even better, shift high-energy appliances like washing machines to run during off-peak hours to save money and reduce grid load.

SmartThings is turning sustainability from a responsibility into an easy lifestyle habit.

Security – Because Peace of Mind Matters Most

SmartThings offers a robust set of features that help keep your home and the people in it secure. Sync with smart locks and door sensors^[6] to get notified if a door is opened unexpectedly. SmartThings lets you monitor live feeds from your smart cameras in real-time, whether you’re in the next room or across the country. You can also automate lights to switch on at sunset, even when you’re not home, to deter would-be intruders. It’s like having a personal security assistant, working 24/7 in the background.

Emotional Wellness and Daily Flow – Your Home, Your mood

SmartThings doesn’t just automate, it harmonises. With custom routines, it helps create intentional moments of calm or energy depending on what your day demands. From creating a “Wind Down” routine that dims the lights, lowers the thermostat, and plays ambient sounds or calming music, to connecting with meditation apps that help your home’s environment adjust to you.

SmartThings is quietly building homes that are intelligent and compassionate – homes that notice, help and adapt. Whether you’re looking out for your golden retriever, your grandmother, your toddler or just trying to make life run a bit more smoothly, SmartThings offers a universe of connected possibilities^**.

^[1] To use SmartThings, download the App from the Galaxy Store, Google Play Store, or Apple App Store. The SmartThings App requires Android OS 10↑ with a minimum of 3GB RAM space or iOS 15↑. Supported OS specifications and app screen configuration may change with app updates.

^[2] Only dogs and cats can be recognized. The recognition capabilities may be limited by the posture or position of a pet. The ability to recognize your pet may vary depending on the type of animal and the living environment. It only recognizes a pet presence based on generic visual indicators, and cannot identify individual pets.

^[3] The availability of SmartThings Pet Care’s monitoring feature may vary by region and is only supported on the Jet Bot Combo AI and Jet Bot AI+ model.

^[4] SmartThings is integrated with advanced connected sensors.

^[5] features of the models vary.

^[6] Features of the models vary.

^{*Devices that include a built-in SmartThings Hub include: Samsung TVs (models released after 2022: QN900*/ QN800*/ QN700*/ QN95*/ S95*/ QN90*/ QN85*/ Q80*/ Q70*/ Q60*/ *U8/ The Serif / The Frame / The Sero), Smart Monitors (Models M50* or higher for models released after 2022), Sound Bars (HW-Q990* and HW-LS60* for models released after 2022), Family Hub refrigerators (USA after 2017 and Korean release models, excluding RH9000), SmartThings Stations, and SmartThings Hubs v2/v3. For 2022 or earlier models, a separate accessory called a SmartThings Dongle is required to connect Thread and Zigbee devices. Most models after 2023 have a built-in SmartThings Dongle, so a separate accessory is not required. Please check the detailed information about each product.}

^{**T&Cs apply.}

The highlight of this update is the integration of SmartThings with Samsung Health, designed to improve users’ sleep environments while enabling more personalised automation experiences. The update also expands Calm Onboarding to support a wider range of devices and adds compatibility with the Matter 1.4 standard.

“SmartThings’ latest update represents our ongoing efforts to make the smart home more intuitive, connected and personalised,” said Jaeyeon Jung, Executive Vice President and Head of SmartThings at Samsung Electronics. “We’re excited to continue pushing the boundaries of smart home innovation by empowering users through enhanced personalisation and automation, including sleep wellness.”

Samsung Newsroom outlines some of the key changes below.

▲ (Left) A sleep environment summary card displayed in Galaxy Now Briefing, (Right) a detailed sleep environment report

▲ (Left) The automation routine setup screen with Samsung TV Plus actions, (Right) a broadcasting feature using SmartThings linked speakers ※ The UI in the above image may differ from the actual app screen or may be subject to change.

Smarter Sleep Environments With Samsung Health Integration

Sleep environment reports Key¹ from Samsung Health on Galaxy devices help users create optimal conditions for rest by providing detailed insights into key factors — such as temperature, humidity, carbon dioxide levels and light intensity — through connected devices and sensors. These reports summarise the previous night’s sleep conditions and offer personalised suggestions for improvement.

When paired with a Galaxy Watch or Galaxy Ring, the latest update enables SmartThings to automatically adjust the environment based on the user’s actual sleep and wake times. Key² For example, routines can be set to turn off lights and the TV at bedtime or to open curtains and play music in the morning.

Greater Flexibility With SmartThings Routines

With the latest update, SmartThings now supports automation routines based on recurring schedules — weekly, monthly or annual — offering added flexibility for a variety of scenarios. For instance, users can automatically change the colour of smart lights to celebrate special occasions like family birthdays.

In addition, SmartThings routines now integrate with Samsung TV Plus on 2025 Samsung TV models. This allows users to include entertainment preferences in their smart home routines — whether it’s setting the TV to turn on the news in the morning or switching to a favourite channel at a preset time to ensure they don’t miss a show.

Broadcasting via SmartThings-Connected Speakers

A new broadcasting feature allows users to send voice messages across SmartThings-connected speakers, making in-home communication more convenient. For example, if a parent is away and sends a voice message through the SmartThings app — “I’ll be home soon, but have a snack from the fridge if you’re hungry” — it will automatically play on the designated home speaker. With real-time message delivery, families can stay connected no matter where they are.

Expanding Calm Onboarding to More Devices

Samsung has offered the Calm Onboarding Key³ feature since late 2023, streamlining setup for Samsung home appliances purchased through Samsung.com or official Samsung stores by linking the entire product journey — from order and delivery to connection with the SmartThings app.

In the latest SmartThings update, Samsung is expanding Calm Onboarding beyond its own products to include compatible third-party smart home devices for a more seamless and intuitive connectivity experience. Users who purchase SmartThings-compatible smart home devices directly from Samsung.com will now receive purchase and delivery updates within the SmartThings app. Additionally, users will receive step-by-step onboarding instructions to simplify product setup. The rollout will begin in Korea, with plans to expand to other countries. Key⁴

Matter 1.4 Support

SmartThings continues to advance the IoT landscape by expanding its support for Matter 1.4. The latest version of the standard includes a wide range of energy management devices — such as water heater, heat pump, solar power device, battery storage device, mounted on/off control switch and mounted dimmable load control device. These newly supported device categories build on existing popular device types like lights, thermostats, switches, air conditioners, air purifiers, fans, door locks and more.

By integrating AI-powered routines, broadening device compatibility and adopting the latest Matter standard, SmartThings reinforces its ongoing commitment to innovation — making the connected home more intelligent, energy-efficient and seamless for users and their families.

¹ The Sleep environment report feature is available on Samsung Galaxy smartphones running One UI 7.0 or later and Samsung Health version 6.29 or later. Availability may expand in the future. For more information on compatible devices that can measure sleep environments, refer to the Sleep condition report under the “How to Use” section in the SmartThings app.

² Setting routines based on sleep conditions may not be supported in certain countries. This feature is available on Samsung Galaxy smartphones with One UI 7.0 or Samsung Health version 6.29 or later, with plans for future expansion. A connected device capable of detecting sleep and wakefulness — such as Galaxy Watch4/5/6/7, Galaxy Watch Ultra, Galaxy Fit3 and Galaxy Ring — is required. For more information, refer to the “Accessories” section in the sleep tab of the Samsung Health app.

³ As of April 2025, the Calm Onboarding feature for Samsung products is available in 14 countries including Korea, the United States, Australia, Brazil, France, Germany, Italy and the United Kingdom. Further expansion is planned throughout the year.

⁴ This support is planned for countries where the IoT Marketplace, which sells SmartThings compatible smart home devices on Samsung.com, is available. It will be first applied in Korea and gradually expanded to other countries.

The academic world took notice. The successful commercialization of cadmium-free quantum dot TVs not only set a new direction for research and development but also played a pivotal role in the awarding of the 2023 Nobel Prize in Chemistry for the discovery and synthesis of quantum dots.

Following Part 1, Samsung Newsroom uncovers how Samsung has contributed to academia through groundbreaking advances in material innovation.

▲ (From left) Taeghwan Hyeon, Doh Chang Lee and Sanghyun Sohn

Why Cadmium Was the Starting Point for Quantum Dot Research

“I was truly impressed that Samsung succeeded in commercializing a no-cadmium quantum dot display product.”

 — Taeghwan Hyeon, Seoul National University

Quantum dots began attracting scientific interest in the 1980s when Aleksey Yekimov, former Chief Scientist at Nanocrystals Technology Inc., and Louis E. Brus, a professor emeritus in the Department of Chemistry at Columbia University, each published their researches on the quantum confinement effect and the size-dependent optical properties of quantum dots.

Momentum accelerated in 1993 when Moungi Bawendi, a professor in the Department of Chemistry at the Massachusetts Institute of Technology (MIT), developed a reliable method for synthesizing quantum dots. In 2001, Taeghwan Hyeon, a distinguished professor in the Department of Chemical and Biological Engineering at Seoul National University (SNU), invented the “heat-up process” — a technique for producing uniform nanoparticles without the need for size-selective separation. In 2004, Hyeon published a scalable production method in the academic journal Nature Materials — a discovery widely regarded as a potential game changer in the industry.

▲ Taeghwan Hyeon

However, these efforts did not immediately lead to commercialization. At the time, quantum dots relied heavily on cadmium(Cd) as a core material — a substance known to be harmful to humans and designated as a restricted material under the European Union’s Restriction of Hazardous Substances (RoHS) Directive.

“Currently, the only materials capable of reliably producing quantum dots are cadmium selenide (CdSe) and indium phosphide (InP),” explained Hyeon. “Cadmium selenide, the conventional quantum dot material, is a compound of group II and group VI elements, while indium phosphide is formed from group III and group V elements. Synthesizing quantum dots from group II and VI elements is relatively straightforward, but combining group III and V elements is chemically much more complex.”

▲ A comparison of cadmium-based quantum dots with ionic bonds and indium-based quantum dots with covalent bonds

Cadmium, an element with two valence electrons, forms strong ionic bonds^[1] with elements like selenium (Se), sulfur (S) and tellurium (Te) — each of which has six valence electrons. These combinations result in stable semiconductors, known as II–VI semiconductors, materials that have long been favored in research for their ability to produce high-quality nanocrystals even at relatively low temperatures. As a result, the use of cadmium in quantum dot synthesis was considered an academic standard for many years.

In contrast, indium (In) — an alternative to cadmium with three valence electrons — forms covalent bonds^[2] with elements such as phosphorus (P), which has five valence electrons. Covalent bonds are generally less stable than ionic bonds and have a directional nature, increasing the likelihood of defects during nanocrystal synthesis. These characteristics have made indium a challenging material to work with in both research and mass production.

“It is difficult to achieve high crystallinity in quantum dots made from indium phosphide,” Lee noted. “A complex and demanding synthesis process is required to meet the quality standards necessary for commercialization.”

 No Compromise – From Breakthrough to Mass Production

“There is simply no room for compromise when it comes to consumer safety.”

— Sanghyun Sohn, Samsung Electronics

Samsung, however, took a different approach.

“We had been researching and developing quantum dot technology since 2001,” said Sanghyun Sohn, Head of Advanced Display Lab, Visual Display (VD) Business at Samsung Electronics. “But early on, we determined that cadmium — which is harmful to the human body — was not suitable for commercialization. While regulations in some countries technically allow up to 100 parts per million (ppm) of cadmium in electronic products, Samsung adopted a zero-cadmium policy from the start. No cadmium, no compromise — that was our strategy. There is simply no room for compromise when it comes to consumer safety.”

▲ Sanghyun Sohn

Samsung’s long-standing commitment to its principle of “No Compromise on Safety” came to the forefront in 2014 when the company successfully developed the world’s first no-cadmium quantum dot material. To ensure both durability and image quality, Samsung introduced a triple-layer protective coating technology that shields indium phosphide nanoparticles from external factors such as oxygen and light. The following year, Samsung launched the world’s first commercial SUHD TV with no-cadmium quantum dots — a paradigm shift in the display industry and the culmination of research efforts that began in the early 2000s.

“Indium phosphide-based quantum dots are inherently unstable and more difficult to synthesize compared to their cadmium-based counterparts, initially achieving only about 80% of the performance of cadmium-based quantum dots,” said Sohn. “However, through an intensive development process at the Samsung Advanced Institute of Technology (SAIT), we successfully raised performance to 100% and ensured reliability for more than 10 years.”

▲ The three components of quantum dots

Quantum dots found in Samsung QLEDs are composed of three key components — a core, where light is emitted; a shell, which protects the core and stabilizes its structure; and a ligand, a polymer coating that enhances oxidation stability outside the shell. The essence of quantum dot technology lies in the seamless integration of these three elements, an advanced industrial process that spans from material acquisition and synthesis to mass production and the filing of numerous patents.

“None of the three components — core, shell or ligand can be overlooked,” added Lee. “Samsung’s technology for indium phosphide synthesis is outstanding.”

“Developing a technology in the lab is a challenge in itself, but commercialization requires an entirely different level of effort to ensure product stability and consistent color quality,” said Hyeon. “I was truly impressed that Samsung succeeded in commercializing a no-cadmium quantum dot display product.”

Setting the Quantum Dot Standard

“Research trends in the academic community shifted noticeably before and after the release of Samsung’s quantum dot TVs.”

— Doh Chang Lee, Korea Advanced Institute of Science and Technology

The optical properties of quantum dots are being applied to a wide range of fields, including solar cells, medicine and quantum computing. However, the quantum dot display remains the most actively researched and widely commercialized application to date — with Samsung emerging as a pioneer.

Building on years of foundational research and the introduction of its SUHD TVs, Samsung launched its QLED TVs in 2017 and set a new standard for premium displays. In 2022, the company pushed innovation further with the debut of QD-OLED TVs — the world’s first display to combine quantum dots with an OLED structure.

▲ A comparison of LCD, QLED and QD-OLED structures

QD-OLED is a next-generation display technology that integrates quantum dots into the self-emissive structure of OLED. This approach enables faster response times, deeper blacks and higher contrast ratios. Samsung’s QD-OLED was awarded Display of the Year in 2023 by the Society for Information Display (SID), the world’s largest organization dedicated to display technologies.

“Samsung has not only led the market with its indium phosphide-based quantum dot TVs but also remains the only company to have successfully integrated and commercialized quantum dots in OLEDs,” said Sohn. “By leveraging our leadership in quantum dot technology, we will continue to lead the future of display innovation.”

▲ Doh Chang Lee

“Research trends in the academic community shifted noticeably before and after the release of Samsung’s quantum dot TVs,” said Doh Chang Lee, a professor in the Department of Chemical and Biomolecular Engineering at the Korea Advanced Institute of Science and Technology (KAIST). “Since its launch, discussions have increasingly focused on practical applications rather than the materials themselves, reflecting the potential for real-world implementation through display technologies.”

“There have been many attempts to apply quantum dots in various fields including photocatalysis,” he added. “But these efforts remain in the early stages compared to their use in displays.”

Hyeon also noted that the successful commercialization of Samsung’s quantum dot TVs helped pave the way for Bawendi, Brus and Yekimov to receive the 2023 Nobel Prize in Chemistry.

“One of the most important criteria for the Nobel Prize is the extent to which a technology has contributed to humanity through commercialization,” he said. “Samsung’s QLED represents one of the most significant achievements in nanotechnology. Without its commercialization, it would have been difficult for quantum dots to earn Nobel recognition.”

Samsung’s Vision for Tomorrow’s Displays

Since the launch of its QLED TVs, Samsung has accelerated the growth of quantum dot technology in both industry and academia. When asked about the future of quantum dot displays, the experts shared their insights on what lies ahead.

“As a next-generation technology, we are currently exploring self-emissive quantum dots,” said Sohn. “Until now, quantum dots have relied on external light source to express red and green. Going forward, we aim to develop quantum dots that emit light independently through electroluminescence — producing all three primary colors by injecting electrical energy. We are also working on the development of blue quantum dots.”

“As electroluminescent materials make it possible to reduce the size of device components, we’ll be able to achieve the high resolution, efficiency and brightness required for virtual and augmented reality applications,” said Lee, predicting a major transformation in the future of displays.

“A good display is one the viewer doesn’t even recognize as a display,” said Sohn. “The ultimate goal is to deliver an experience that feels indistinguishable from reality. As a leader in quantum dot display innovation, we will proudly continue to move forward.”

With its continued leadership and bold technological vision, Samsung is shaping the future of displays and rewriting what’s possible with quantum dots.

^[1] An ionic bond is a chemical bond formed when electrons are transferred between atoms, creating ions that are held together by electrical attraction.
^[2]  A covalent bond is a chemical bond in which two atoms share electrons