Samsung Electronics Co., Ltd. has announced that it is launching an expanded Micro RGB TV line-up, available in 55”, 65”, 75”, 85”, 100”, and 115-inch models.^[1] The new expansive range introduces the next evolution of Samsung’s Micro RGB display technology, setting a new standard for Samsung’s premium home viewing devices.

“With Samsung’s latest technology, our Micro RGB portfolio delivers vivid colour and clarity that make movies, sports and TV shows feel more expressive and engaging,” said Hun Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “By expanding the line-up for 2026, we’re establishing a new premium category with sizes that span the full range of modern living spaces while maintaining our highest picture standards.”

Consumers are demanding better picture quality from their TVs, and this differentiator has become a key reason many viewers upgrade to premium models.^[2] Whether used as a centrepiece for large living spaces or a space-conscious premium display, each Micro RGB model utilises Samsung’s advanced display architecture to reflect the company’s commitment to engineering precision and elite picture performance.

Micro RGB: Precision Engineered for Lifelike Colours

Building on the 115-inch Micro RGB introduced in 2025, the new lineup includes advanced features and new enhancements that elevate picture performance across color, clarity and style:

• Micro RGB Technology uses sub-100μm red, green, and blue LEDs that each emit light independently. This advanced display architecture enables ultra-precise light control and improved colour accuracy. Enhanced picture-processing technologies, including 4K AI Upscaling Pro and AI Motion Enhancer Pro^[3], further refine brightness, smooth out motion and add clarity in real time.
• Micro RGB AI Engine Pro is equipped with a next-generation AI chipset that enables more precise frame-by-frame clarity and realism. It also includes Micro RGB Colour Booster Pro and Micro RGB HDR Pro to provide a vivid colour experience that makes viewing content appear as real as seeing it in person.^[4]
• Micro RGB Precision Colour 100 includes a refined Micro RGB light source with enhanced RGB colour dimming precision for unparalleled colour expression. Certified by VDE, Micro RGB Precision Colour 100 achieves 100% of the BT.2020 wide color gamut, delivering hyper-real hues and brilliant brightness.
• Upgraded Vision AI Companion, Samsung’s multi-agent platform, combines large language model (LLM)-powered intelligence with natural conversation via Bixby^[5]. It enables conversational search, interactive Q&A, proactive recommendations, and access to AI features and apps such as Live Translate, Generative Wallpaper and Perplexity.
• Samsung’s proprietary Glare Free technology^[6] minimises reflections to further preserve clear colour and contrast in a variety of lighting conditions for the best viewing experience.
• Enhanced audio features including Dolby Atmos^® for multidimensional sound, Adaptive Sound Pro for optimised clarity based on room and content types, and Q-Symphony, which connects TV speakers with compatible Samsung devices to deliver a deeper soundstage. All 2026 Samsung TVs will also feature Eclipsa Audio, the new spatial sound system engineered for immersive 3D audio.

First Look at CES 2026: New Micro RGB Lineup Made to Reshape Home Entertainment

Highlighting Samsung’s latest advancements in display performance, the company showcased the new Micro RGB lineup at CES 2026, which took place in Las Vegas Jan. 6-9. Samsung’s presence at the event reinforces its commitment to delivering ultra-premium displays across a broader range of screen sizes and living spaces.

^[1] Product availability may vary by country.

^[2] Consumer Reports. “Everything You Need to Know About 4K HDR TVs.” Consumer Reports, https://www.consumerreports.org/electronics-computers/tvs/everything-you-need-to-know-about-4k-hdr-tvs-a3185152015/.

^[3] 4K AI Upscaling Pro and AI Motion Enhancer Pro are available only in certain models.

^[4] Micro RGB AI Engine Pro and Micro RGB HDR Pro are available only in certain models.

^[5] 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 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.

^[6] Glare Free is a name certified by UL and was measured under indoor standard lighting conditions according to the UGR (Unified Glare Rating) test standard set by the Korea Illumination Research Institute and UL

▲ Samsung has been the world’s No. 1 TV brand for the past 20 years.

Micro RGB 130”: CES Innovation Awards 2026 Best of Innovation Winner

The Micro RGB 130” TV made its debut at First Look. Visitors were first struck by its scale, then by the precision of its colour reproduction across varied content. Micro RGB 130” also delivers 100% of the BT.2020 wide colour gamut, certified by Verband der Elektrotechnik (VDE), to enable more accurate, life-like colours.

As screen sizes grow, maintaining image consistency becomes more challenging. Samsung addressed this with Glare Free technology, enabling uniform image rendering without distracting reflections — a key reason the Micro RGB 130” TV earned a CES Innovation Awards 2026 Best of Innovation honour.

▲ Micro RGB 130”

▲ The Micro RGB 130” TV uses RGB colour LEDs smaller than 100 micrometres as its backlight to deliver exceptional picture quality and colour.

Beyond the technology, the Micro RGB 130” TV’s Timeless Frame design reflects a modern evolution of Samsung’s TV legacy — preserving the Timeless Gallery concept first introduced at CES 2013. The lower edge of the frame meets the floor, creating the effect of a window that blends seamlessly into its surroundings.

The Micro RGB TVs will be available in 100-, 85-, 75-, 65- and 55-inch sizes.

▲ Video introducing the Micro RGB 130

“Which team do you think will win today’s soccer match?”
“Can you tell me the recipe for the food on screen?”

The Vision AI Companion area showcased the range of interactions available through the TV. First introduced in 2025, the Vision AI Companion now understands casual, conversational prompts and delivers intelligent responses — from providing detailed information about a film to recommending music based on mood and even placing food orders.

Art TVs: Bringing Art Gallery Experiences Into the Home

The Frame and The Frame Pro

Building on the art experiences offered through Samsung Art Store, Samsung spotlighted its expanded Art TV line-up with a larger The Frame 98”. The built-in One Connect design simplifies installation, while the packaging box doubles as a wall-mounting guide. Displayed alongside it, The Frame Pro 85” evoked the feel of a gallery space — showcasing Neo QLED picture quality with vivid clarity.

▲ The Frame 98” and The Frame Pro 85”

OLED S95H

The newly released OLED S95H TV, a CES Innovation Awards 2026 honouree, features an ultra-slim, bezel-free design that resembles a high-end picture frame mounted on the wall.

▲ OLED S95H

Art TVs can display more than 5,000 works currently exhibited in museums and other venues around the world. Samsung plans to expand the service through collaborations with global partners.

▲ Art TVs created an immersive chamber where visitors could become part of the piece.

6K Gaming: Immersion on Another Level

Odyssey 3D Monitor

The glasses-free Odyssey 3D 32″ (G90XH6K) — the revolutionary 6K 3D gaming monitor — invited visitors to experience their favourite games in new ways. Around 60 games can be enjoyed in 3D including “The First Berserker: Khazan,” “Stellar Blade,” “Lies of P: Overture” and “Mongil: STAR DIVE.”

▲ Odyssey 3D 32”

▲ Jerry Ruiz

“I tried gaming in 3D for the first time and it felt completely new and immersive,” said Jerry Ruiz, a digital content creator from Kennewick, Washington. “Being able to play 3D games without wearing glasses was especially impressive — I don’t think I’ll be able to go back to regular gaming.”

Personalised Entertainment: Tailored to Individual Lifestyles

Tizen

The new Tizen operating system enables personalised recommendations through expanded content discovery. Viewers can access curated programming based on viewing trends and seasonal themes through a simple, intuitive interface.

▲ Tizen delivers personalised entertainment experiences.

Samsung extended entertainment beyond watching and listening by inviting visitors to take the mic with Stingray Karaoke on Samsung TV. With microphone connectivity, tambourine effects and applause sounds, the TV transforms into a karaoke system, while features such as echo, reverb and voice tuning recreate the feel of a professional performance.

Visitors could also test their skills with Fender Play TV, available exclusively on Samsung TV. The service offers guitar tutorials led by top instructors, along with virtual band sessions through Jam mode. Available in 30 countries, Samsung TV Plus brings a wide range of entertainment programming — from sports and music to creator content — across more than 3,500 channels and 66,000 video-on-demand titles.

Big Screen, Glare-Free Immersion

The large-display setup demonstrated Samsung’s Glare Free technology, delivering immersive paired with Micro RGB picture quality and spatial audio. The experience reflected Samsung’s vision of the TV as an Entertainment Companion.

▲ Light reflections are visible on the left display but minimised on the right with Glare Free technology.

Portable Screens: Made for Life on the Move

The Freestyle+

One area of the exhibition resembled a camping trip, featuring the new – The Freestyle+ projector. Designed for portability, the device lets users enjoy their favourite content wherever they go. Lightweight and compact, the projector features a minimalist design that blends into any space. AI OptiScreen automatically adjusts the image for different surfaces — including walls, ceilings and curtains — ensuring optimal viewing from virtually anywhere.

▲ The Freestyle+

▲ AI OptiScreen delivers clear viewing on virtually any surface.

In addition, 3D Auto Keystone delivers an optimised, near-rectangular image even when projected onto uneven surfaces such as three-sided corners or curved curtains.

▲ 3D Auto Keystone creates a near-rectangular image even when projected onto a three-sided corner.

Audio Innovation: Sound for Every Space

Music Studio Series and Q-Symphony

Samsung unveiled a range of audio devices in multiple form factors, each made to deliver high-quality sound. Created in a second collaboration with French designer Erwan Bouroullec — following his earlier work with Samsung on The Serif TV; the Music Studio series of Wi-Fi speakers blends refined design with immersive audio, enhancing interior spaces wherever they are placed. The Music Studio series received a CES Innovation Awards 2026 honour.

▲ Music Studio series

Q Series All-in-One Soundbar

Samsung introduced its most cinematic soundbar to date with the new Q Series All-in-One Soundbar. The system features 13 built-in speakers and Sound Elevation technology — which raises dialogue toward the centre of the screen.

With Auto Volume and flexible installation options including wall mounting or tabletop placement, the soundbar delivers a clearer, more natural listening experience.

▲ Q Series All-in-One Soundbar installation options

Sound Tower

The Sound Tower rounded out the audio line-up. Equipped with a built-in telescopic handle and wheels, the speaker can be easily moved and positioned as needed. Users can adjust lighting colours and effects with Party Lights+ and sound settings to suit different environments. With IPX4 water resistance, the Sound Tower delivers stadium-level energy for an immersive match-day experience.

▲ Sound Tower

Next-Generation Technology: Innovation Beyond the Screen

Micro LED 140″

▲ Micro LED 140″

Using microscopic chips that independently render colour, the Micro LED delivered lifelike visuals with exceptional clarity. Shown on a massive 140-inch screen, the imagery created an immersive, cinema-like experience that felt true to life.

▲ Micro LED technology delivers strikingly realistic visuals.

AI Beauty Mirror

▲ AI Beauty Mirror

In the next area, visitors entered a space modelled after a powder room where a circular mirror revealed itself as the AI Beauty Mirror. Powered by on-device AI, the technology signalled Samsung’s technology expansion into the beauty space. The hybrid design combines a polarized mirror with a half mirror to improve reflectivity and transparency, delivering clearer, more precise visuals.

▲ The AI Beauty Mirror provides personalised suggestions through detailed skin analysis.

Audio-Visual Design Blends Sound With Form

A line-up of visually striking audio devices added a strong visual element to the booth. Reimagining the turntable, the Transparent Micro LED functioned as a music visualiser — resembling an LP floating in mid-air — while a built-in premium sound system ensured audio quality remained uncompromised.

▲ A floating LP-inspired visual audio device

Spatial Signage

Samsung also introduced Spatial Signage, a new display form factor that combines detailed 2D content with immersive 3D effects. Using spatial optical technology measuring just 52 millimetres thick, the display creates a pronounced sense of depth; as if an additional layer of space exists within the screen.

The system integrates with existing Samsung signage, enabling centralised remote management of both content and hardware. With life-size 3D effects and vivid visuals, Spatial Signage can be used for advertising, events, artist exhibitions and museum displays.

▲ The Transparent Micro LED features high transparency and clarity.

▲ Spatial Signage

The Entertainment Companion zone at The First Look 2026 went beyond visual and audio enhancements, illustrating how AI can deliver both convenience and comfort when seamlessly integrated into everyday life. Samsung aims to bring greater comfort and enjoyment to everyday life.

^[1] Samsung Electronics secured its position as the global leader in the TV market for the 19th consecutive year (Source: Omdia , Feb-2025. Results are not an endorsement of Samsung)

*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.

Making Daily Life Easier: Appliances that See, Listen and Suggest

▲ View of the Home Companion zone

At the entrance to the exhibition, connected AI appliances offered a glimpse of how intelligent connectivity can support everyday life at home. The Bespoke AI Refrigerator Family Hub, a CES Innovation Awards 2026 honouree, displayed Now Brief — a personalised overview of schedules and activity information — on its screen. FoodNote recapped food intake patterns and recommended recipes to help users make more informed grocery decisions.

▲ Video demonstration of how to open and close the refrigerator door using voice commands

▲ Voice command demonstration

Bespoke AI Jet Bot Steam Ultra-robot vacuum cleaners assessed their surroundings using built-in cameras before starting to clean, while users asked Bixby questions and received immediate, conversational responses. The experience highlighted how appliances that see, listen and suggest are transforming the way household tasks are managed.

AI-Enriched Kitchens: Intelligence at the Heart of Food

In the AI Kitchen zone, Samsung showcased a range of home appliances including the Bespoke AI Refrigerator Family Hub, Bespoke Double Wall Oven, Bespoke AI 3-Door AutoView French Door Refrigerator and the Bespoke AI Wine Cellar.

The line-up delivered a differentiated food experience powered by enhanced AI Vision, with Google Gemini integrated into the Bespoke AI Refrigerator Family Hub — one of the first of such integration in a home appliance. Visitors saw how AI Vision in the Bespoke AI Refrigerator Family Hub recognises a wider range of food items as ingredients are added to or removed from the refrigerator.

▲ AI Food Manager

Building on this capability, an improved AI Food Manager supports ingredient management and grocery planning, recommends recipes and analyses refrigerator usage to generate reports that help users use food more efficiently. Visitors tested how the refrigerator’s built-in camera out AI Vision functions by placing ingredients and removing them from the refrigerator – demonstrating how AI Vison works. They were also invited to open and close refrigerator doors using the hands-free voice command feature, Auto Door.

▲ Bespoke AI Refrigerator Family Hub ▲ Video demonstration of AI Food Manager

For wine storage, the SmartThings ^[1] – based AI Wine Manager recognised wine bottle labels, updated storage locations in real time and tracked detailed information such as the wine’s name, category, grape variety and vintage.

▲ AI Wine Manager

Samsung’s advanced AI Hybrid Cooling technology drew visitors’ attention, as one of the most impressive systems to detect appliance usage conditions while adjusting cooling methods in real time. Built on a dual-power structure combining an AI Inverter Compressor and a Peltier element, the system operates each power source separately or together as needed — reducing energy consumption while maximising cooling efficiency.

▲ AI Hybrid Cooling

AI-Optimised Homecare: Intelligent Cleaning for Everyday Living

The Home Companion concept extends into garment care and cleaning too. From washing and drying to everyday cleaning, appliances assess conditions independently and operate accordingly, helping to reduce the daily burden of household chores.

The Bespoke AI Laundry Combo features an additional booster heat exchanger alongside the main heat exchanger, improving dehumidification by up to 15% and supporting a maximum drying capacity of 20 kilograms while helping prevent overheating.

▲ Bespoke AI Laundry

AI Wash+ detects load weight, fabric type and soil level to automatically adjust water and detergent levels, wash intensity, and drying temperature and time. AI VRT+ uses AI to analyse floor types and reduce washing machine vibration, helping create a quieter laundry environment.

▲ David Watkins

“I really find doing laundry bothersome. The Bespoke AI Combo seems like it would make the process much simpler, which would be extremely helpful,” said David Watkins, an industry analyst from France. “I think the biggest advantage of achieving zero housework is the time it saves.”

Garment care is further enhanced through seamless device connectivity. When a specialised cycle — such as a blouse cycle is selected on the Bespoke AI Combo, the same setting is automatically synchronised with the Bespoke AI AirDresser for a smooth transition from washing to post-laundry care. In addition, the wrinkle-focused care function uses powerful airflow and high-temperature steam to remove wrinkles in a short amount of time.

▲ Bespoke AI AirDresser and Bespoke AI Laundry Duo

The cleaning line-up impressed visitors with its enhanced performance. Samsung showcased its cordless stick vacuums, including the Bespoke AI Jet Ultra which offers one of the world’s strongest suction power as well as the recently released Jet Fit, its lightest model to date.

▲ Bespoke AI Jet Ultra, Bespoke AI Jet Lite and Jet Fit

The Bespoke AI Jet Bot Steam Ultra uses AI object and liquid recognition to intelligently identify furniture, cables and even coloured or clear liquids — cleaning or avoiding them based on user settings. The EasyPass Wheel allows the robot vacuum to navigate door thresholds and mats up to 60 millimetres with ease, while side brushes and a mopping pad clean along corners and walls.

▲ Bespoke AI Jet Bot Steam Ultra

Powered by up to 10 watts of suction power and a Qualcomm Dragonwing AI chipset, the vacuum removes dust and debris from floors, washes mop pads at high temperatures and sanitises them with 100 degrees Celsius steam — helping to reduce odours and maintain a cleaner, more hygienic home environment.

▲ Suction power demonstration

▲ Vanessa Katherina Morales Gurrero

“I have three dogs, and hair gets everywhere,” said Vanessa Katherina Morales Gurrero, a digital content creator from Panama. “The robot vacuum will be my best friend.”

Durability and Reliability: Built to Last

For home appliances to serve as long-term companions, performance must be matched by durability. Over the past 50 years, Samsung has improved the design of key components — producing more than half a billion compressors and motors; to boost efficiency and durability while extending product lifespan.

Software support is equally robust. With up to seven years of software updates, users benefit from new features as well as ongoing improvements in device connectivity, security and the user interface. Samsung introduced Home Appliances Remote Management (HRC) in 2017 to allow users to update and manage their appliances. Visitors were introduced to the new AI version that can actively monitor performance and usage, recommending preventative measures before they come up.

Designed around the vision of freedom from household chores, Samsung’s Home Companion zone showcased how AI-powered capabilities and camera, screen- and voice-based form factors are expanding the role of home appliances in everyday life. Samsung looks ahead to a future shaped by appliances that truly see, listen and suggest.

^[1] To use SmartThings features, the SmartThings app must be installed and connected to a wireless network. Feature availability supported environments and specifications may vary by product. The SmartThings app can be downloaded from the Galaxy Store, Play Store or App Store (Android OS 9.0 or later with at least 3GB RAM or iOS 15.0 or later).

*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.

As the global TV market enters a new phase defined by premium demand, larger screens and intelligent experiences, Samsung outlined its strategy for the future of television. During the session, Samsung emphasized its focus on expanding the TV’s capabilities through next-generation Artificial Intelligence (AI) – while delivering exceptional picture quality.

The year 2026 will be a pivotal year for the VD business, with Micro RGB and OLED steering the premium TV segment, mini LED increasing accessibility to premium TV technology and ultra-large displays further enhancing the immersive entertainment experience at home and beyond. As a result, the full line-up will bring Samsung’s state-of-the-art sceen experience to a wider range of consumers – while reinforcing the company’s position in performance and innovation.

“We are currently experiencing a transformation in the way viewers enjoy the television experience, shifting from one centred on viewing to one based on direct interaction with users,” said President Yong. “As television evolves, Samsung is continuing to earn its influential role year after year by building on its legacy of hardware excellence.”

Elevating the TV Experience With Vision AI

At the heart of Samsung’s 2026 strategy is Vision AI Companion (VAC), a new intelligent platform designed to make television more intuitive, conversational and personalised. Integrated across nearly Samsung’s entire TV line-up, VAC tracks what viewers are watching, anticipates their needs and surfaces helpful, contextual information directly on the screen — transforming the TV from a passive display into an active participant in everyday life.

By embedding AI across its ecosystem, Samsung is expanding the TV’s role beyond entertainment, enabling deeper smart home integration and more meaningful engagement. This approach reflects Samsung’s commitment to building connected experiences that adapt to users, while maintaining the picture quality and reliability consumers continue to prioritise.

Redefining Scale, Design & Lifestyle Innovation

During the session, Hun Lee, Executive Vice President (EVP) of VD Business, provided additional detail surrounding Samsung’s new Micro RGB 130-inch TV, a ground-breaking technical achievement as well as the company’s commitment to lifestyle TV innovation.

“As the quality of content improves, it’s natural for users to want a higher degree of immersion,” said EVP Lee. “As we develop our products, Samsung is focusing on the tangible experiences brought by technologies like VAC, rather than just their technical specifications.”

As Samsung celebrates twenty consecutive years as the world’s top TV brand, the VD Deep Dive underscored a clear message: leadership is earned through continuous innovation. By combining hardware excellence with intelligent, connected experiences, Samsung is shaping a future in which TVs deliver not only superior picture quality, but smarter, more personal and more meaningful experiences in homes around the world.

*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

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. recently held “FAST Forward: How New Streaming Models Are Shaping the Next Generation of TV” as part of its Tech Forum panel series at CES 2026. Taking place at The Wynn in Las Vegas, Nevada, the panel brought together leaders from entertainment and media to explore the evolution of streaming and the rapid rise of free-ad-supported television (FAST).

The session highlighted the interconnected relationship between today’s rapidly evolving consumer behaviours and preferences, the transformation of content by technology and monetisation models, the expanding role of creators as studios and the ways in which interactive and live experiences are catalysing a shift from passive viewing into active engagement. Moderated by Natalie Jarvey of The Ankler, the panel featured Salek Brodsky, SVP and Global Head of Samsung TV Plus; Alessandra Catanese, CEO of Smosh and Bruce Casino, EVP, Sales & Distribution, U.S., NBCUniversal Global TV Distribution.

FAST Gains Momentum as Audiences Recalibrate Value

As audiences grapple with subscription fatigue and a fragmented streaming landscape, the panel focused on how FAST is restoring simplicity and value to television. Samsung TV Plus anchored the conversation as a platform designed to reduce friction, offering hundreds of live and on-demand channels in one free, easily accessible experience across Samsung TVs and devices worldwide.

“These days, TV experience can often feel like too much work for the viewer,” said SVP Brodsky. “Our goal with Samsung TV Plus is to simplify television again and combine the power of linear discovery with a modern, connected experience that feels effortless, curated and truly valuable.”

The panellists emphasized that FAST has evolved into a core part of the streaming ecosystem, complementing subscription and traditional models while delivering premium, proven programming at scale. For Samsung TV Plus, that evolution is rooted in shared experiences that elevate viewing and meet users not just where they already are, but where they want to be.

Hybrid Models Redefine the Streaming Ecosystem

Panellists emphasized that the evolution of streaming is less about replacing traditional models and more about expanding how audiences engage with content. FAST, subscription and linear distribution models are increasingly working in tandem, allowing studios to extend the life of proven franchises, reach new viewers and unlock additional value without sacrificing performance elsewhere. By leveraging data, audience behaviour and decades of content insight – media companies are deploying FAST to complement existing channels and create a more resilient and diversified ecosystem.

EVP Bruce Casino highlighted how this approach has enabled NBCUniversal to bring both classic and contemporary content to FAST audiences, while continuing to see strong performance across platforms. “FAST doesn’t replace traditional distribution, it extends it,” said Casino. “What we’re seeing is that when great content shows up in multiple places, it creates incremental value rather than cannibalisation — allowing franchises to thrive across FAST, streaming and linear channels.”

Creators Emerge as the New Studios

The panel also examined how the changing nature of consumer habits and television platforms means content creators do not have to work exclusively with legacy studios to reach a broad audience. As this medium expands from social platforms to the living room, FAST is helping bridge digital culture and traditional TV, while also serving to elevate its production quality.

Samsung TV Plus was highlighted as a platform that helps creators evolve from digital-first brands into full-fledged television studios, helping expand reach, unlock new monetisation opportunities and introduce content to broader, global audiences. One of the clearest examples of a brand that has taken the step from digital-first brand to legitimate TV studio is sketch comedy-improv collective Smosh. By launching a FAST channel with Samsung TV Plus, Smosh has been able to strengthen its connection with its already-dedicated fans while gaining access to a much larger viewer base. Due to this evolution, Smosh has enhanced long-term growth.

“Partnering with Samsung TV Plus allowed us to elevate our production quality and invest in the future of the Smosh brand,” said CEO Alessandra Catanese. “It was the right platform to help us reach a broader audience, while positioning our content in a premium environment that supports where we’re headed as a company.”

Live and Interactive Experiences Drive Engagement

Looking beyond on-demand viewing, panellists discussed how live programming like concerts and interactivity are reshaping the television experience by creating shared moments that audiences actively participate in. With features such as synchronised premieres and real-time participation, technology is transforming television from a passive activity into an interactive experience — fostering connection, excitement and a sense of belonging that brings viewers together organically. Together, the panellists agreed that the future of television will be defined by flexibility, cultural connection and experiences that invite participation, not just consumption.

“Authentic content that creates cultural connection and brings people together is what matters most,” said SVP Brodsky. “That’s why we’re investing in live events, creator programming and interactive formats that remind people why TV has always been the centre of the home.”

As streaming continues to evolve, Samsung is focused on helping shape a TV ecosystem that delivers value for viewers, opportunity for creators and scale for advertisers — redefining what television can be in 2026 and beyond.

*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

Led by Cheolgi Kim, Head of the DA Business, the session laid out how Samsung’s Bespoke AI appliances are seamlessly connected through SmartThings^[1] to evolve them from mere devices into “Home Companions.”

These devices are equipped with Bixby voice recognition technology, screens and cameras that allow them to see, hear and understand to proactively respond to users. This makes them capable of intelligently adapting to users’ daily lives. At the same time, intelligent adaptation extends beyond home appliances to TVs and mobile devices to build a broader AI ecosystem in which devices can fulfil the role of a true Home Companion.

“Samsung’s ultimate goal is to enable a better living through Bespoke AI,” said Cheolgi Kim. “Through our extensive ecosystem that connects devices across DX products – including mobile phones and TV – and our appliaces’ unique form factors, we are providing differentiated experiences to our consumers and creating more value through those experiences.”

Regional Strategies Powering Global Growth

Also during the session, JS Moon, Head of R&D at the DA Business, highlighted how Samsung is tailoring its 2026 appliance portfolio to meet regional market needs. In North America, innovative form factors like the Bespoke AI Laundry Combo continued to drive strong growth. In addition to the AI line-up, new kitchen packages featuring unified stainless-steel designs will continue to strive to satisfy local preferences in 2026.

In Europe, energy efficiency remains a top priority. Samsung has introduced highly efficient appliances, including the Bespoke AI washer, which is up to 65% more energy efficient than energy efficiency class A minimum requirements in Europe ^[2], advanced HVAC solutions and built-in kitchen products designed to meet stringent sustainability expectations. Latin America continues to see strong momentum led by laundry and air conditioning solutions, while rising interest in smart home ecosystems and localised AI features like regional language support and expanded AI Energy Mode represent a major growth opportunity in Asia.

“At Samsung, we aim to deliver meaningful AI experiences that are deeply aligned with local lifestyles and needs,” said EVP Moon. “As such, we will keep enhancing these regional features and expand core AI features such as AI Energy Mode to a wider range of price points and product types beyond premium line-ups.”

Expanding the Role of AI in Everyday Life

Looking ahead, Samsung reaffirmed its commitment to expanding beyond traditional appliances into areas such as HVAC, modular homes, insurance-based care extending the value of AI and connectivity in new aspects of daily life. By combining open collaboration, regional customisation and long-term software support, Samsung aims to reduce household burdens and deliver AI experiences that feel practical, trusted and deeply aligned with how people live.

^[1] To use SmartThings features, the SmartThings app must be installed and connected to a wireless network. Feature availability supported environments and specifications may vary by product. The SmartThings app can be downloaded from the Galaxy Store, Play Store or App Store (Android OS 9.0 or later with at least 3GB RAM or iOS 15.0 or later).

^[2] Based on Samsung internal testing. The energy consumption of this 9kg model is EEI 18.2, which is 65% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9kg models). Energy ratings tested with Eco 40-60 program, 65% savings tested with the Eco 40-60 programme

*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 convened leaders across industries to discuss the importance of smart home interoperability in one of its first Tech Forum panels at CES 2026 at The Wynn in Las Vegas, Nevada. In the session, titled: “When Everything Clicks: How Open Ecosystems Deliver Impactful AI,” experts discussed how cross-industry partnerships are transforming connected homes into intelligent environments that feel seamless, safe and genuinely supportive of people’s lives.

Openness as the Foundation of Home AI

The panellists agreed that the next era of home intelligence must be built on open collaboration, not closed ecosystems. As homes increasingly rely on devices and services from many brands and industries, openness enables Artificial Intelligence (AI) systems to work together in ways that create real-world impact. Samsung shared its belief that open connectivity allows appliances, energy systems, safety services and partners across industries to deliver experiences that would be nearly impossible in siloed environments.

“Home is the most personal place in our lives, so Home AI must earn trust — quietly, respectfully and with value users can feel.” said Yoonho Choi, President & Chair of the Board of the Home Connectivity Alliance and Head of Strategic Alliances at Samsung Electronics. “That requires interoperability across brands, so the home works as one system instead of disconnected features. Through cooperation with HCA and across industries, we’re turning openness into outcomes: safer homes, simpler routines and measurable savings — built on consent and transparency.”

Powering the World’s Largest Connected Home Ecosystem

Samsung highlighted the scale and depth of its connected ecosystem, noting that more than 500 million users are already part of the SmartThings^[1] community. With over a decade of innovation in connected living, Samsung brings deep insight into how AI companionship in the home is evolving, from today’s smart devices to tomorrow’s system-wide intelligence. This foundation allows Samsung to design AI experiences that coordinate across appliances and services, delivering value that feels natural rather than technical.

“It’s crucial to deliver tangible user benefits that make people’s lives better,” said Michael Wolf, founder and editor-in-chief of The Spoon. “Along these lines, there’s no area that will bring more benefit than a broadly connected kitchen — one that that allows users to understand what’s in their refrigerator, while connecting to the water and heating networks – allowing for a more holistic understanding that takes preventative action.”

Turning Collaboration Into Measurable Consumer Benefits

The panel also examined how open ecosystems enable measurable benefits for consumers through cross-industry partnerships. Samsung highlighted its collaboration with Hartford Steam Boiler (HSB) as a revolutionary example of how smart home data — used responsibly and transparently — can deliver meaningful outcomes.

“We’re at a point where the connected home can bring seamless integration into user lifestyles, which begins to develop trust in smart home equipment that results in direct benefits to consumers,” said Jed Usich, Senior Vice President of Strategic Growth Solutions at HSB. “Through our partnership with Samsung, we’ve created a bridge to the insurance industry that takes simple datapoints and turns them into tangible savings for consumers.”

Designing AI That Feels Human, Not Intrusive

Throughout the discussion, the panellists emphasised that for Home AI to succeed, it must feel emotionally intelligent and fit naturally into routines including cooking, relaxing, entertaining and caring for families. Design, storytelling and behavioural understanding all play a role in making connected devices feel like calm, reliable companions.

Together, the panellists agreed that the future of home AI depends on interoperability, responsible data use and collaboration across industries, ensuring intelligent homes deliver real value without compromising trust. As AI becomes more ambient and system-wide, Samsung remains focused on building open ecosystems that make connected living simpler, safer and more meaningful, proving that when everything clicks, Home AI can truly improve everyday life.

^[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.

*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.

Under the theme: “Your Companion to AI Living,” Samsung outlined its vision for bringing joy, convenience and care to people’s daily lives — unveiling new products and technologies designed to support that goal. The company also emphasized its commitment to democratising AI by integrating the technology across its product line-up and services.

Watch how Samsung is embedding AI into everyday life.

*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.