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 its 2025 OLED TV (S95F model) has been officially certified as a Real Black display by the Verband der Elektrotechnik (VDE), a leading electrical engineering certification institute in Germany.^[1] By meeting the required standards to be genuinely considered Real Black, Samsung has proven that its OLED technology delivers a true black viewing experience. The certification validates the OLED display’s crisp, reflection-free images with near-perfect blacks measured in dark environments, as well as ^[2] The result is crystal-clear visuals with rich, deep blacks in their truest form.

“Earning VDE’s Real Black certification is proof of our commitment to taking OLED technology to new heights,” said Hoon Seol, Vice President and Head of CE Division at Samsung Electronics Germany. “We look forward to bringing more customers the opportunity to experience world-class picture quality with the deepest blacks and colour clarity.”

“VDE’s ‘Real Black’ certification is awarded only to displays that excel in our most demanding evaluations,” said Ansgar Hinz, the Chairman and CEO of VDE. “Samsung’s OLED stood out for its ability to maintain rich, accurate blacks across a wide range of lighting environments — from home theaters to brightly lit living rooms. This achievement reflects both technological excellence and a commitment to delivering consistent picture quality in real-world conditions.”

Meeting the Highest Standard for Real Black Validation

The flagship OLED TV series comes equipped with Samsung’s advanced Glare-Free 2.0. VDE’s certification affirms the exceptional performance of this proprietary technology, which preserves the depth and details of the OLED display’s black levels by minimising reflections.

To earn this certification, Samsung’s OLED S95F series was evaluated on how “truly black” the display appears under various viewing conditions, with performance assessed through three rigorous tests:

• Ambient light impact in bright rooms: The display was evaluated for the level of distraction caused by light reflections for viewers while watching TV.^[3]
• Black levels in dark settings: In a dark room test, the display’s black level performance was measured to ensure it met the standard of 0.005 nits or less.^[4]
• Surface gloss level: Screen surface reflections were measured to determine the amount of glare of Samsung’s Glare-Free Technology.^[5]

Exceptional Colour for Gaming and Entertainment

The Real Black-certified OLED series delivers exceptional colour clarity and contrast that brings every detail to life, whether in fast-paced games or cinematic scenes. The advanced OLED Glare-Free technology enhances this experience by preserving rich colours and deep blacks in any lighting conditions so that viewers can enjoy stunning, true-to-life visuals no matter the content.

Samsung has led the global TV market for 19 consecutive years,^[6] a position built on its leadership in premium displays and leading-edge innovations in viewing experiences. In addition to the VDE Real Black certification, Samsung’s 2025 OLED TV line-up is the first in the industry to be certified with AMD FreeSync Premium Pro and has recently been validated as NVIDIA G-SYNC compatible, ensuring seamless performance and smooth gameplay.

To learn more about Samsung OLED TVs, visit http://www.samsung.com/za

^[1] All sizes of the 4K OLED TV S95F series (55’’, 65’’, 77’’ and 83’’) have received certification.

^[2] Results to vary based on room conditions.

^[3] Greyscale discrimination AVG ΔE2000 ≤ 5 in a bright room with 500 Lx.

^[4] Black level ≤ 0.005 nits in a dark room (based on ITU-R BT.2100-3 under VDE’s dark room conditions).

^[5] Samsung OLED: ≤ 15 Gloss Unit(GU)(ex. Mirror: 100 GU)

^[6] “https://omdia.tech.informa.com/om128449/tv-sets-emerging-technologies-market-tracker-history–4q24-database”>Omdia, Feb-2025 (Results are not an endorsement of Samsung).

“No two homes are the same, and we recognise that for some shoppers – sunlight and ambient lighting are often a top consideration when choosing which TV to buy for their space. We want to give them even more flexibility to enjoy their content when and where they want, without compromising great picture quality and colour reproduction,” said said Nivash Ramsern, Director, Visual Display at Samsung South Africa. “Our flagship S95F series offers all of that and more, featuring our best OLED Glare-Free technology yet, while maintaining pure blacks, clean whites, dramatic contrast and truly breathtaking, Pantone-validated colour. Paired with our most advanced 4K processor, an upgraded refresh rate and a 30% brightness boost, you’ll experience the most realistic picture possible on a Samsung OLED TV.”

All three series in the lineup also feature Samsung Vision AI,^[2] to power not only their cinematic picture and sound, but also AI-backed experiences that will help you engage more deeply with your content and enjoy a viewing experience that’s catered to you.

Samsung Vision AI also unlocks new Samsung SmartThings features that simplify and enhance daily life. When you activate “Pet Care^[3] ” and “Family Care^[4] , you’ll get access to live video of your living room through your connected camera and receive alerts if your pet or child needs your attention – for peace of mind at home or away. Plus, “Home Insights^[5] provides notifications from your smart devices right on screen, including a 3D Map View that shows your entire smart home at a glance.

“Universal Gestures^[6] even let’s you control your TV through your Galaxy Watch – with simple hand motions like rotating the watch bezel to scroll the screen,or making a fist to return to a previous menu.

These intuitive features, along with all your favorite apps and services, will be available through One UI Tizen – the next evolution of our Tizen OS. One UI Tizen enhances the look and feel of Tizen OS, with a refreshed layout that mirrors the interface of many Samsung smartphones, tablets and Galaxy watches.

You can also now create separate profiles for each member of your household and enjoy suggested shows, movies and other content curated just for you. And, we’re maximising your entertainment with up to seven years^[7] of OS updates, ensuring you’ll have access to the latest apps and services for many years to come.

S95F: The Best Samsung OLED TV Gets Even Better

The flagship series features our most powerful NQ4 AI Gen3 Processor^[8] that optimizes contrast, brightness, depth and colour across every scene. No matter what you enjoy watching, the processor upscales,^[9]  it all into brilliant 4K resolution.

For gamers, Motion Xcelerator 165Hz,^[10] ensures smooth motion and blazing fast speeds from even the most demanding games. Together, these upgrades make the S95F our best OLED yet, offering a cinematic picture without distractions.

• 77” Class S95F: R99,999*

S90F: Vivid Contrast and Breathtaking Clarity through AI-Powered Visuals

The S90F series (48” – 83” screen class sizes) also features our powerful NQ4 AI Gen3 Processor that delivers incredible picture and dynamic sound, and powers Samsung Vision AI experiences. You can also watch classic movies and shows like you never have before thanks to 4K AI Upscaling Pro,^[11], which transforms everything on screen into impressive 4K resolution.

Experience powerful brightness and deeper contrast as OLED HDR+,^[12] analyzes each scene to help you appreciate even the tiniest details – from fireworks in a night sky to the golden hue of a sunset.

With the S90F series, you can enjoy an uninterrupted, fluid picture across games and content with Motion Xcelerator 144Hz.,^[13] And, AI Motion Enhancer Pro,^[14]sharpens and smooths fast-moving objects – like a golf ball or hockey puck – so you never miss a play.

The S90F also envelops you in multidimensional sound tailored to your space and content – thanks to features like Object Tracking Sound Lite, Active Voice Amplifier Pro,^[15] and Adaptive Sound Pro.,^[16]

• 83” Class S90F: R129,999*
• 77” Class S90F: R79,999*
• 65” Class S90F: R42,998*
• 55” Class S90F: R26,999*
• 48” Class S90F: R18,999*

S85F: Amazing Detail and Brightness

The S85F series (55” – 65” screen class sizes) is powered by the NQ4 AI Gen2 Processor, which makes movies, TV shows, video games and sports you love look and sound even better.

4K AI Upscaling,^[17] can transform content from decades ago into 4K resolution, while Motion Xcelerator 120Hz brings smooth motion to games and sports. The TVs can also analyse each scene and use AI to deliver vivid colours and enhanced detail with Colour Booster Pro.^[18]

Plus, you’ll enjoy the same pure blacks, bright whites and Pantone-Validated colour offered across the entire 2025 OLED lineup, so images on screen look as incredible as they do in real life.

• 65” Class S85F: R32,999*
• 55” Class S85F: R22,999*

Our 2025 TVs are also loaded with sleek, minimalist designs that blend with your environment, while SmartThings,^[19]  works with over 340 smart home brands, integrating all your devices into one central ecosystem and unlocking exclusive features with select Samsung products. All the while, Samsung Knox,^[20] offers triple-layer protection, so your personal data stays safe and secure.

Whichever model you choose, you can shop confidently from the #1 global TV brand for 19 years running. ^[21]

For more on the newest OLED models and other Samsung TV and audio products, visit www.samsung.com/za .

^{[1] Circana, LLC, Retail Tracking Service, Display Type: OLED, US Sales, 52 Weeks Ending March 23, 2024.
[2] Samsung Vision Al is only available on 2025 Neo QLED 8K, Neo QLED, OLED, QLED and The Frame TV models. Samsung Vision Al features vary by TV model. (Excludes Crystal UHD, FHD and HD TV models).}

^{[3] Available on certain models only, and on terrestrial, cable TV and Samsung TV Plus.}

^{[4] Works with antenna broadcast only. Available languages vary and may require download. Translation accuracy not guaranteed.}

^{[5] Samsung Account required for network-based smart services, including streaming apps and other smart features. Separate computer, mobile, or other device may be necessary to create/log in to Samsung Account (free to download and create). Without Samsung Account log in, only external device connections (e.g., via HDMI) and terrestrial/over-the-air TV (only for TVs with tuners) are available. Each device must be signed into same Samsung Account and must have both Wi-Fi. It only works when the TV is turned off. Utilizes AI-based formulas.}

^{[6] Samsung Account required for network-based smart services, including streaming apps and other smart features. Separate computer, mobile, or other device may be necessary to create/log in to Samsung Account (free to download and create). Without Samsung Account log in, only external device connections (e.g., via HDMI) and terrestrial/over-the-air TV (only for TVs with tuners) are available. Each device must be signed in to same Samsung Account and must have both Wi-Fi. It only works when the TV is turned off.}

^{[7] Samsung Account required for network-based smart services, including streaming apps and other smart features. Separate computer, mobile, or other device may be necessary to create/log in to Samsung Account (free to download and create). Without Samsung Account log in, only external device connections (e.g., via HDMI) and terrestrial/over-the-air TV (only for TVs with tuners) are available.}

^[8] Requires Galaxy Watch 4 and higher / Wear OS 5 and higher.

^{[9] Samsung Account required for network-based smart services, including streaming apps and other smart features. Computer, mobile or other device may be necessary to create/log in to Samsung Account (free to download and create). Without Account log in, only external device connections (e.g., via HDMI) and terrestrial/over-the-air TV (only for TVs with tuners) available. One UI Tizen OS updates are available for up to 7 years from the product release year starting in 2023. Availability, features, contents, apps and services are subject to change without notice and may vary by product and model. OS updates does not cover hardware-related performance, features or durability.}

^{[10] Utilises AI-Based formulas to upscale to 4K resolution. Resulting picture may vary based on source content.}

^{[11] Utilises AI-Based formulas to upscale to 4K resolution. Resulting picture may vary based on source content.}

^{[12] 4K 165Hz is only available with PC connected games that support such specifications (PC graphic card required). Performance may vary.}

^{[13] Utilises AI-Based formulas to upscale to 4K resolution. Resulting picture may vary.}

^{[14] Compared to OLED HDR, 48″ & 42″ have OLED HDR.}

^{[15] 4K 144Hz is only available with PC connected games that support such specifications (PC graphic card required). Performance may vary.}

^{[16] Utilises AI-Based formulas.}

^{[17] Utilises AI-Based formulas to upscale to 4K resolution. Resulting picture may vary based on source content.}

^[18] Utilises AI-Based formulas.

^{[19] Samsung Account required for network-based smart services, including streaming apps and other smart features. Additional apps required. A computer, mobile or other device may be necessary to create/log into Samsung Account (free to download and create). Without Account login, only external device connections (e.g., via HDMI) and terrestrial/over-the-air TV (only for TVs with tuners) available.}

^{[20] Personal data includes directly input PIN-codes and passwords, and IoT device information shared through the SmartThings App. The latest software update is required.}

^{[21] Source: Omdia, Feb 2025. Results are not an endorsement of Samsung. Any reliance on these results is at the third party’s own risk.}

This exclusive promotion offers early buyers the chance to receive free premium gifts that perfectly complement the immersive experience delivered by Samsung’s 2025 TVs. These include the latest Galaxy tablets, soundbars, smartwatches, and wireless earbuds – all designed to enhance your smart home ecosystem.

Get More When You Order Early

Customers who purchase a qualifying TV from Samsung stores, online and any participating retailer during the limited promotion period will get more value for their money.

Unmatched Innovation Across the 2025 Line-up

The new range features Samsung’s most advanced TV technologies yet – including Neo QLED Mini LED, QLED and OLED panels powered by Vision AI. These displays adapt to your environment and viewing habits, delivering stunning visuals, exceptional clarity, and intelligent upscaling across 4K and 8K resolutions. Whether you’re watching blockbuster films, sports, or gaming, the 2025 line-up offers an unmatched, immersive entertainment experience.

The new 2025 TV product line-up includes the below models at these recommended retail prices^[1];

• 100 inch 4K Neo QLED Mini LED (QA100QN80FKXXA) – R99 999¹
• Neo QLED 8K (QA75QN900FKXXA) – R149 999¹
• 77 inch S95F 4K OLED (QA77S95FAKXXA) – R99 999¹
• 65 inch 4K Neo QLED Mini LED QA65QN90FAKXXA – R39 999¹
• 55 inch 4K Neo QLED Mini LED QA55QN90FAKXXA – R24 999¹

How to Redeem

To qualify, customers must purchase one of the listed models from a participating retailer during the Promotion Period. Redemption of gifts must take place 16 July – 11 September 2025 via the official Samsung redemption.

Don’t miss this opportunity to upgrade your home entertainment setup and get rewarded. With Samsung’s 2025 TV range, the future of smart viewing has arrived, and it’s bigger, brighter, and smarter than ever. The next big thing in television – Vision AI is here.

Click here to learn more about the offer – Terms and Conditions apply.

^[1] Recommended retail prices only. Prices may vary per retailer.

According to market research firm Omdia, Samsung achieved a 28.3% market share in the global TV market in 2024, maintaining the number one ranking it has held since 2006. This continued success is driven by the company’s commitment to premium and ultra-large screen innovation, as well as the introduction of cutting-edge, AI-powered TVs.

“Samsung’s 19-year reign as the global TV market leader has been made possible by the trust and support of our customers,” said Hun Lee, Executive Vice President of Visual Display Business at Samsung Electronics. “We will continue to shape the future of the TV industry with innovations like AI-powered TVs, delivering products and services that meaningfully enrich people’s lives.”

Dominance in the Premium and Ultra-Large TV Segments

Samsung solidified its leadership in the high-end TV market, particularly in the premium and ultra-large (75-inch and above) segments:

Premium TVs – Samsung captured a 49.6% market share, accounting for nearly half of the global premium TV market.

75-inch and above – Samsung led the ultra-large category with a 28.7% market share.

QLED and OLED TV Success

Samsung also maintained its leadership in the QLED and OLED segments, reinforcing its dominance in the premium TV industry:

QLED TVs – With 8.34 million units sold, Samsung commanded a 46.8% market share, further strengthening its leadership in this category. The global QLED market also saw significant growth, surpassing 10% of total TV sales for the first time.

OLED TVs – Samsung’s OLED sales reached 1.44 million units in 2024, securing a 27.3% market share. This marks a year-over-year (YoY) increase of 42% and 4.6% in unit sales and market share, respectively, reflecting strong consumer demand for Samsung’s OLED innovations.

Transforming Home Entertainment With AI and Art

At CES 2025, Samsung unveiled Vision AI, a breakthrough in AI-powered screens that extends beyond traditional entertainment. By analysing user preferences, intent and habits, Vision AI delivers a seamlessly personalised viewing experience that shapes the future of smart home displays.

Samsung is also expanding its Samsung Art Store — originally available exclusively on The Frame — to Neo QLED and QLED models this year, providing more consumers with access to a personalised digital art experience.

The reopening of this store represents a major milestone for Samsung, as it strengthens its retail presence in Africa and brings cutting-edge technology closer to local communities. The revamped space will offer visitors hands-on experiences with Samsung’s wide range of products, from smartphones to smart home appliances, televisions and monitors, enhancing the connection between the brand and its customers.

A Modern Shopping Experience

With a focus on interactivity and engagement, the new store layout reflects Samsung’s commitment to providing a more convenient and dynamic shopping environment. Customers will have the opportunity to engage with Samsung’s full ecosystem of devices, including the latest Galaxy smartphones, smart home solutions, and high-tech televisions. The store also integrates interactive displays and a sleek, futuristic design, making it easier for customers to discover new products while enjoying a tech-focused, engaging experience.

“We are incredibly excited to bring this enhanced shopping experience to Cape Town,” said Oscar Makola, Chief Marketing Officer at Samsung Electronics Africa. “The refurbished Somerset Mall store is more than just a retail space; it’s an immersive environment where customers can experience our latest innovations first-hand. It also provides an opportunity for us to continue deepening our relationships with our customers by offering expert advice, personalised services, and an exciting atmosphere where technology comes to life.”

New Features and Products

The revamped store will feature a range of premium Samsung products, including the Neo QLED 8K, OLED, and The Frame AI-powered TVs, allowing customers to explore the latest in home entertainment. The newly launched Music Frame Smart Speaker combines immersive surround sound with a photo frame design, offering a unique way for customers to showcase their favourite memories while enjoying premium audio.

The store will also showcase the Bespoke AI range of home appliances, including fridges, washing machines, dishwashers, and microwave ovens. These connected, AI-driven appliances offer improved energy savings, greater convenience, and a personalised touch with customisable colours, materials, and configurations that fit seamlessly into any home.

For smartphone enthusiasts, the store will feature the latest Galaxy S24 Series, as well as the Galaxy Z Fold6 and Galaxy Z Flip6, all powered by Galaxy AI to enhance creativity, productivity, and security.

“The new layout of the store was designed with customer experience in mind. It features a modern, intuitive flow that invites exploration and interaction with Samsung’s wide range of products. The layout supports the interconnectedness of the brand’s ecosystem, ensuring a seamless journey for customers as they move from one product category to the next. The spacious and open design also enables customers to receive personalised service and advice from expert staff, making the entire experience more convenient and enjoyable. The strategic timing of the reopening allows both new and existing customers to get access to the season’s best offers ahead of the busy holiday shopping season,” added Makola.

Company maintains leadership in overall global gaming monitor market for fifth consecutive year, based on total revenue

Samsung Electronics Co., Ltd., one of the global leaders in the display industry, has secured the top position in global sales of OLED monitors just one year after launching its first OLED model — the 34″ Odyssey OLED G8 (G85SB model), a gaming monitor.

According to the International Data Corporation (IDC), Samsung Electronics has taken the top position in the global OLED monitor market by capturing 34.7% of market share based on total revenue, and the top position in market share based on sales volume with 28.3% of OLED monitors sold in 2023 ^[1] .

“The OLED monitor market is highly competitive, so reaching the top spot requires unparalleled innovation and product quality,” said Hoon Chung, Executive Vice President of Visual Display Business at Samsung Electronics. “This achievement speaks to our drive for excellence and understanding of consumer needs, the key factors in producing outstanding OLED monitors for performance-demanding gamers around the globe.”

Samsung has also maintained its leadership in the overall global gaming monitor market for the fifth consecutive year, recording a market share of 20.8% in terms of total revenue ^[2] .

Since entering the OLED market, Samsung has continued to innovate and receive praise for new monitors, including the Odyssey OLED G9 (G95SC model), which received widespread acclaim from experts and reviewers worldwide.

At CES 2024, Samsung announced an expansion of its OLED monitor line-up, unveiling three new products:

• The Odyssey OLED G8 (G80SD model), with a 32” 4K UHD resolution, a 16:9 aspect ratio, 240Hz refresh rate and 0.03ms response time ^[3] .
• The Odyssey OLED G6 (G60SD model), with a 27” QHD resolution, a 16:9 aspect ratio, 360Hz refresh rate and 0.03ms response time (GtG)
• An updated Odyssey OLED G9 (G95SD model), with 49” dual QHD resolution in a 32:9 aspect ratio, a 240Hz refresh rate and 0.03ms response time (GtG) and new features

The new OLED offerings have impressed early reviewers and have already won awards. At CES — the most powerful tech event in the world — the Odyssey OLED G9 was named a CES® 2024 Innovation Awards Honoree ^[4] .

Samsung will continue to diversify its gaming monitor line-up by introducing new Odyssey OLED models, each of which will leverage Samsung’s proprietary OLED technology. This innovation follows the success of the Odyssey Neo series with Quantum Mini LED technology, as well as the Odyssey Ark, which showcased a groundbreaking interface and form factor.

^[1] IDC Q4 2023 Worldwide Quarterly Gaming Tracker

^[2 IDC Q4 2023 Worldwide Quarterly Gaming Tracker, Gaming monitor classification is based on IDC criteria (over 144Hz since 2023 2Q, over 100Hz prior to that), Value Based.

^[3] Gray to gray, a unit of measurement for how long it takes for a pixel to go from one gray level to the next.

^[4] The CES Innovation Awards are based upon descriptive materials submitted to the judges. The Consumer Technology Association (CTA) did not verify the accuracy of any submission or of any claims made and did not test the item to which the award was given.

Yesterday Samsung South Africa unveiled its 2024 TV and sound device line-up at the local Unbox & Discover event which took place at Samsung Experience Store, Design Quarter, Johannesburg, showcasing the latest Neo QLED 8K and 4K, OLED TVs and sound devices. As the world’s leading TV manufacturer for 18 consecutive years^[1], Samsung’s offerings at this year’s event elevate the home entertainment experience with a range of powerful, AI-driven solutions.

“We are expanding the limits of home entertainment by incorporating AI to transcend traditional viewing experiences,” said Mike van Lier, Vice President of the Consumer Electronics at Samsung South Africa. “This year’s TV line-up showcases our dedication to innovation, delivering products that not only of premium viewing quality but also significantly enrich our consumers’ lifestyles,” said Mike.

Elevating Senses With Neo QLED 8K: Clarity, Sound and Smart Experiences

Neo QLED 8K stands as the flagship of Samsung’s latest TV line-up, equipped with the advanced NQ8 AI Gen3 processor and marking a significant leap in AI TV technology. This processor features a Neural Processing Unit (NPU), along with an eightfold increase in neural networks from 64 to 512 — ensuring an exceptional viewing experience with crisp details, regardless of the input source.

Every scene on the Neo QLED 8K is a feast for the eyes, thanks to its AI-driven picture technology. It brings out the finest details with outstanding clarity and naturalness, from facial expressions to the most subtle nuances. With 8K AI Upscaling Pro,^[2] users’ favourite shows and movies are transformed to closely match the 8K display, allowing them to enjoy the level of details and picture clarity that surpasses conventional 4K TVs.^[3] Additionally, AI Motion Enhancer Pro^[4] makes fast action smoother and clearer — a dream for sports fans — while Real Depth Enhancer Pro adds a lifelike depth to the picture and pulls viewers into the scene every time. All these features come together to redefine the big screen experience.

The Neo QLED 8K also delivers audio powered by AI sound technology. This year’s Active Voice Amplifier Pro now excels at extracting dialogue from background noise, ensuring every word is heard clearly. Object Tracking Sound Pro^[5] also enriches the audio experience by syncing the sound with on-screen action, creating a more dynamic and engaging viewing experience. Adaptive Sound Pro further refines the audio experience by intelligently adjusting the audio to the content and room acoustics, for a genuinely rich and lifelike sound.

The Neo QLED 8K also boasts AI features that understand and adapt to user needs. The AI Auto Game Mode kicks in during gaming, optimizing the visuals and audio for an even more immersive and engaging gaming experience. The AI Customization Mode adjusts the picture for each scene based on user preference, while AI Energy Mode saves power without compromising picture quality. These features ensure that Neo QLED 8K is easy, personalized, and energy efficient for all entertainment needs.

The Neo QLED 8K available in two models, QN900D and QN800D, and in sizes of 65, 75, and 85 inches. While the Neo QLED 4K available in one model QN90D, and in sizes of 43, 50, 55, 65, 75, 86, and 98 inches. The Neo QLED 8K and 4K line-up promises an unparalleled viewing experience in the premium large-screen category.

Smart Features With Samsung Tizen OS for Enhanced Integration and Personalization

In 2024, Samsung’s AI screens are set to redefine the user experience with advanced connectivity and a suite of smart features, apps and platforms. Leveraging the powerful Tizen OS, these innovations have created an ecosystem that is connected, personalized and secure through Knox Security. This allows devices to integrate effortlessly into users’ digital worlds, transforming screens into a central hub for all their needs.

Samsung’s latest TVs are designed to connect with a smart ecosystem immediately upon setup. The moment users turn on their new Samsung TV, the TV recognizes and connects to existing networks and devices, all orchestrated through a simple notification on users’ smartphones. This effortless setup extends to all Samsung devices at home as well as third-party appliances and IoT devices, thanks to its compatibility with HCA and Matter. This eliminates the need for extra hubs, so everything from lighting to security sensors can be managed directly from the screen.

Samsung’s 2024 screen line-up also brings integration with users’ smartphones to new heights. Users can simply bring their smartphone near the TV to activate Smart Mobile Connect, which turns the device into a universal remote for the TV and connected home appliances. Additionally, in 2024, users can use their smartphones as game controllers with a customizable user interface (UI) and haptic feedback, offering convenient and enhanced gameplay at their fingertips.

Beyond connectivity, Samsung’s 2024 Smart TVs also provide highly personalized experience with its apps and platforms. With the latest addition of widgets, TV screens are now personalized dashboards that allow users to easily monitor home status, camera feeds, energy usage, weather updates and more.

Security is paramount, and with Samsung Knox, every feature, app, and platform benefits from robust protection, allowing connected experiences to remain private and secure.

Expansive Line-up for All Entertainment Needs: Neo QLED 4K, OLED and Sound Devices

An expanded and enhanced range of TVs and sound devices designed to offer consumers a wider array of choices to suit diverse lifestyles and preferences is being introduced by Samsung this year. This comprehensive line up underscores Samsung’s commitment to innovation and a customer-centric approach.

The 2024 Neo QLED 4K line up brings cutting-edge innovations from the latest Neo QLED 8K flagship TVs, elevating the viewing experience with ground-breaking features powered by the NQ4 AI Gen2 Processor. This advanced chip breathes life into almost any content, rendering it in stunning 4K resolution. Enhanced by Real Depth Enhancer Pro^[6] and Quantum Matrix Technology, the screen ensures impeccable contrast even in complex scenes. With the world’s first Pantone Validated display for colour accuracy and Dolby Atmos for an immersive audio experience, Neo QLED 4K sets the bar for the ultimate 4K UHD experience. Neo QLED 4K will be available in sizes ranging from 55 to 98 inches, catering to diverse viewing environments.

Samsung is also introducing the world’s first Glare-Free OLED, eliminating unnecessary reflection while preserving deep blacks and clear images under any lighting condition. Powered by the same formidable NQ4 AI Gen2 Processor as the Neo QLED 4K line up, Samsung’s OLED TVs boast features like the Real Depth Enhancer and OLED HDR Pro,^[7] bringing picture quality to new heights.

Additionally, with features such as Motion Xcelerator 144Hz^[8] ensuring smooth motion and quick response rates, Samsung OLED is the ultimate choice for gaming. Complemented by sleek designs, these OLED TVs elevate the viewing space. Available in South Africa in two models — S95D, S90D — ranging from 55 to 83 inches, there’s a perfect fit for every home.

The 2024 line-up also includes the latest Q-Series Soundbar, Q990D, which boasts an 11.1.4-channel setup with Wireless Dolby Atmos. This model comes with a host of features that stand as a testament to Samsung’s continued leadership as the world’s best-selling soundbar brand for the past 10 years^[9], featuring innovations such as Sound Grouping for pulsating, room-filling sound and an option for personal listening that allows users to enjoy their content through rear speakers without disturbing others.

Lastly, Samsung has unveiled the all-new Music Frame, marrying premium audio with artistic design inspired by The Frame. This versatile device allows users to display personal pictures or artwork while enjoying wireless audio with smart features. Whether used as a standalone device or paired with a TV and Soundbar, the Music Frame promises an enhanced auditory experience that complements any space. The Music Frame will officially launch in South Africa in July 2024.

Samsung is pleased to announce the pre-order availability of its AI-powered TVs. Buy the 2024 Samsung AI TVs now and get amazing deals. When you buy the 65″ Neo QLED 8K TV, you get a R5 000 Samsung Online Store Voucher + Q-series Soundbar HW-Q990C, automatically added to cart. Offer valid 03 July 2024. T&C’s apply.

Now it is your chance to get an exclusive offer with your order of a Samsung AI-powered TV. Available at participating retailers and Samsung.com.

For more information or to pre-order Samsung’s 2024 TV products, please visit www.samsung.com/za/.

^[1] Based on Omdia confirmation letter (Feb-2024)

^[2] QN900D only. The features provided may vary by model.

^[3] Based on findings from Samsung’s internal study. Actual experiences may vary depending on individual viewing conditions and content quality.

^[4] QN900D only. The features provided may vary by model.

^[5] QN900D only. The features provided may vary by model.

^[6] Available on QN90 and QN95. The features provided may vary by model.

^[7] OLED HDR Pro available on S95D. The features provided may vary by model.

^[8] Motion Xcelerator 144Hz available on S95D and S90D. The features provided may vary by model.

^[9] Based on futuresource confirmation letter (Feb-2024)

Samsung has launched the Buy and Try promotion^[1]. South Africans who want to try out Samsung’s cutting-edge 98” Neo QLED 8K, 4K, and OLED super big TVs designed for enthusiasts who want nothing less than the best. The compelling offer makes it easy to discover which of these 98” screens is the right fit for you. There has never been a better time to explore ultimate viewing experiences.

Here’s how it works:

1. Purchase a Super Big participating model from the Samsung Online Store, Samsung Store and Hirsch’s
2. Once delivered, you can use and explore the TV over 30 days
3. Try it, keep it and redeem a free gift after the 30 days: Freestyle Gen2, 43” Neo OLED or Q-Symphony Soundbar
4. If not, let Samsung know and the TV will be picked up in its ‘like new’ ^[2] condition and you will be refunded

Buy. Try. Keep

Between now and while stocks last, you can purchase the Neo QLED or OLED TV to try out. If you love it, you can keep it and receive a Freestyle Gen2 or 43” Neo OLED 4K TV or a HW-Q990C Q-Symphony Soundbar as a complimentary gift. If the TV screen is not entirely to your satisfaction, you can return it within 30 days, hassle-free, for a refund.

Participating Model:

98” QLED TV Q80C QA98Q80CAKXXA

98” Neo QLED TV QN90D QA98QN90DAKXXA

98” Neo QLED TV QN90A QA98QN90AAKXXA

85” Neo QLED 8K TV QN900C QA85QN900CKXXA

75” Neo QLED 8K TV QN900C QA75QN900CKXXA

77” OLED TV S95C QA77S95CAKXXA

Get ready to experience what Super Big 98” television viewing is:

Let every corner of your room immerse in a stadium or cinema-like experience with a screen size designed to captivate. The picture quality is something to write home about with its Direct Full Array feature that promises ultra-fine contrast levels. Experience the deepest blacks and the purest whites, ensuring each scene feels lifelike. Whether you’re reminiscing with old videos or streaming your favourite Netflix or Prime Video flick, the Neural Quantum Processor enhances every frame, bringing it closer to 4K brilliance.

With its powerful Neural Quantum Processor 4K, you get to experience the full benefits of the entire 98-inches and immerse yourself in the majestic pictures unfolding right in front of your eyes.  The powerful processor adjusts brightness, amplifies contrast, enhances objects and upscales resolution to turn everyday content into a feast for the eyes.

Get to enjoy realistic images in amazing clarity and detail courtesy of the TV’s Quantum HDR+. This is a shift from merely watching your favourite content, be it sports, series or movies, to truly enjoying it. If you opt to stay home and enjoy a game on the TV as opposed to going to the stadium, you’ll have zero regrets as the huge screen that fills your wall brings you all the action as if you’re right in the arena. Besides delivering an awesome picture, the processor also optimises the sound quality of whatever you watch.

You can find all your favourite content in one place with Smart Hub, which puts content curation and discovery in your hands, leaving you more time to stream and enjoy your shows instead of searching. For your optimal enjoyment, the TV comes with the Multi View feature, which lets you view different forms of content simultaneously, including live channels, apps, games, or the content mirrored from your mobile device.

For more information, visit https://www.samsung.com/za/offer/buy-and-try/

^[1] Terms and conditions apply.

^[2] Like-new condition, meaning that the TV powers on, has no damage, scratches, cracks or missing components or accessories.

The Neo QLED QN90 4K TV’s (50” and 43”), which gives you exceptional picture quality with Quantum Matrix Technology, delivering stunning visuals with precise colours and flawless contrast. Experience gaming at its best with its Motion Xcelerator Turbo Pro which ensures you never miss a beat as you enjoy fast and smooth gaming courtesy of the 4K @ 144Hz. The FreeSync Premium Pro lets you bid farewell to screen tearing and stuttering during intense gaming sessions. Top it all off with the Auto Low Latency Mode that minimises lag and latency for a truly competitive edge. The normal price for the 43’’ QN90C TV is R20,999, but you can save R6,000 if you get it at the Black Friday price of R14,999.

Another excellent monitor for gaming is the Odyssey G8 monitor, which you can save a whopping R12,999 on if you buy at the Black Friday marked-down price of R27,999 (normal price R39,999). This Samsung OLED display is powered by Quantum Dot Technology that expresses brighter and more colourful pictures. Soak in the vibrant, lifelike visuals on a 34” Ultra WQHD curved screen with eye comfort in mind. Immerse yourself in higher contrast and halo-free gaming details brought to you by the DisplayHDR True Black 400. With the Odyssey G8 you’ll enjoy blazing-fast, ultra-smooth gaming with a lightning-fast 0.03ms GTG response time from the 175Hz refresh rate. You’ll also see reduced tearing and stuttering during gaming with the monitor’s FreeSync Premium Pro. This premium design monitor not only performs exceptionally well, it also adds style to your gaming setup and offers Smart TV capabilities.

For gaming and streaming on a smartphone, there’s the Galaxy S23 FE, whose powerful processor makes every action rapid and fluid with a vapour chamber that helps to control heat and sustain performance. The long-lasting 4,500mAh battery^[i] intuitively adjusts to conserve energy, charging up to 50 percent in just 30 minutes with a 25W Adapter^[ii]. All this power comes to life on a bright, super-smooth 6.4-inch^[iii] Dynamic AMOLED 2X display. Based on your surroundings, Vision Booster technology on Galaxy S23 FE automatically detects bright lighting conditions, keeping the screen vivid just like flagship models. For Black Friday, you can get the Galaxy S23 FE for only R16 999, saving you R1 000. You can also trade-in your eligible smartphone and get R15 000 back.^[iv].

“This Black Friday, Samsung’s has the best of choice for gaming enthusiasts and will redefine your gaming experience. Whether you’re seeking exceptional picture quality, lightning-fast refresh rates, or advanced gaming features, Samsung has a device tailored for you. Don’t miss out on these incredible deals that are sure to upgrade your gaming setup and take your gameplay to the next level.” said Mike van Lier, Vice President for Consumer Electronics at Samsung.

Samsung proudly supports Busan’s bid for the World Expo 2030.

^[i] Actual battery performance may vary with different operating conditions and applications

^[ii] 25W Power Adapter sold separately.  Super-Fast Charging speed depends on battery level and other factors; use only Samsung-approved chargers and cables; do not use any worn or damaged chargers or cables; incompatible charger or cable can cause serious injuries or damage to your device.

^[iii] Display measurements are diagonal. Actual viewable area is less due to rounded corners and camera hole.

^[iv] Terms and Conditions Apply. Available at participating operators.