[Video] The Future of Commercial Display in Six Shorts
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By Samsung Newsroom
Samsung Electronics today announced new education solutions for its Android-based Samsung Interactive Display lineup, making shared classroom displays easier to personalize and manage. Announced and exhibited at ISTELive 26, a leading education technology conference that is being hosted by the International Society for Technology in Education (ISTE) from June 28-July 1 in Orlando, Florida, the new solutions reflect Samsung’s focus on practical classroom tools for teachers and school IT teams.
“Digital classrooms depend on the right balance of advanced hardware, intelligent software and intuitive user experiences,” said Hyoung Jae Kim, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “By bringing together AI and seamless connectivity, Samsung’s interactive display solutions are designed to support a more flexible, connected learning environment in which teachers and students can thrive.”
Samsung AMS: Personalizing the Shared Display Experience
In schools where multiple teachers use the same classroom display throughout the day, access and privacy can become daily challenges. Samsung Account Management Solution (AMS), which comes pre-installed on compatible Android-based Samsung Interactive Display lineup models, allowseach teacher to access their own account using a QR code or an NFC-enabled ID card.1 This streamlined sign-in experience helps schools support shared devices without relying on local profiles tied to a single display.
With Home Personalization, Samsung AMS supports cloud-connected profiles, allowing teachers to access their preferred layout, wallpaper, bookmarks, app shortcuts, files and settings when they sign in to compatible displays in different classrooms. This transforms any shared display into a personalized teaching workspace, giving teachers a consistent experience from room to room.
For added security, teachers can instantly activate a screen lock when they need to leave the classroom for brief amounts of time.
As schools add more connected displays, IT teams need a simpler way to manage users, devices and classroom permissions. Samsung Education Portal provides a central location for IT managers to register teachers and enroll devices. In terms of user management, NFC binding links NFC cards to teacher accounts so staff can sign in to shared displays with their assigned cards. IT teams can also enable Samsung AMS on selected displays and manage account access when needed, allowing classrooms to stay ready for the next teacher.
Samsung Education Portal also includes Tags, a feature that lets IT teams group displays by school, building or classroom. The same tags can support emergency alerts, enabling schools to push preconfigured alerts to selected Samsung Interactive Displays through major notification platforms like InformaCast and Raptor.2
Samsung AI Assistant: Supporting More Efficient Teaching and More Active Learning
Samsung AI Assistant provides AI tools for common classroom tasks directly on compatible Android-based Samsung Interactive Displays. The app supports content discovery, transcription, summaries and quizzes, helping teachers encourage student focus, participation and comprehension throughout lessons.
With Circle to Search,3 teachers can circle on-screen text or images to find related information, visuals, videos and web links without leaving the display. Results can also be used in other classroom apps, such as Samsung Whiteboard, so teachers can bring supporting materials into the lesson more easily. Live Transcript converts spoken instruction into real-time text on the screen, making lessons easier to follow for students with hearing impairments, as well as multilingual learners.4
Samsung AI Assistant also includes AI Summary and AI Quiz. Using recorded lesson content, AI Quiz generates questions that allow teachers to assess student comprehension in real time. This keeps students engaged through the end of the lesson, while giving teachers immediate visibility into class performance, such as the overall correct answer rate. With Single Sign-On for Samsung AI Assistant through Samsung AMS, teachers can return to previous lesson materials, including AI-generated summaries, without signing in again.
Samsung Brings More Choice to Classroom Display Technology
Samsung AI Assistant is currently available following its April release, while Samsung AMS will be available beginning in July alongside related Samsung Education Portal updates.5
Samsung’s Android-based Interactive Display portfolio gives schools a range of options for classrooms, media rooms and shared learning spaces, with three new models: WAF-S, WAFX-PS and WAHX-M.6 These models, along with the existing WAF and WAFX-P series, support Samsung AI Assistant and Samsung AMS. The lineup is also EDLA-certified,7 providing seamless access to services like Google Classroom and Google Drive, which further enrich the educational experience.
WAF-S and WAFX-PS build on previous models (WAF, WAFX-P) with an Android OS upgrade to Android 16. The new OS includes improvements in usability, accessibility, security and privacy. The upgrade gives schools a more advanced display experience while preserving the familiarity of the core product.
WAHX-M introduces a 98-inch option to Samsung’s Interactive Display portfolio for the first time, supporting larger spaces such as lecture halls and conference rooms. Available in 65-, 75-, 86- and 98-inch sizes, WAHX-M supports on-device AI features8 such as voice command, AI calculator and text-to-speech, along with Samsung AMS and the Samsung AI Assistant app.
For more information, visit www.samsung.com.
NFC-enabled sign-in availability may vary by model. ︎ This feature requires integration with a compatible notification platform. ︎ This solution is based on Google’s Gemini API and incorporates our proprietary features tailored specifically for educational products. As a result, the user experience (UX) and usability may differ from the Circle to Search used on mobile devices. ︎ Supported languages for Live Transcript may vary by model and region. ︎ Feature available in selected regions and models only, available in certain markets. Feature may be suspended or ceased without notice. ︎ Model availability and launch timing may vary by regions. ︎ Enterprise Devices Licensing Agreement, a program Google introduced at the end of 2022 to help solutions providers offer devices with built-in Google Mobile Services. ︎ Supported languages for on-device AI features may vary by region. ︎ View the full article
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By Samsung Newsroom
As the centerpiece of the living room, the TV is evolving into a smart platform that understands user intent and expands the viewing experience. Beyond simply playing content, TVs now enable natural conversations, provide real-time information about what’s on screen and offer personalized recommendations.
To meet these changing expectations, Samsung Electronics introduced Vision AI Companion (VAC), an integrated AI platform designed for TVs. Exclusive to Samsung TVs, VAC delivers AI-powered services that present relevant information without disrupting viewing and seamlessly connect users to related content.
In May, Samsung updated the VAC user interface and accelerated the service’s global rollout. Previously available in 38 countries including Korea, VAC has since expanded worldwide,1 with support extended to more TV models. The company plans to bring the service to additional products and markets, giving more users access to AI-enhanced screen experiences.
Samsung Newsroom spoke with Donghee Han of the Experience Planning Group, Visual Display (VD) Business to learn more about how VAC is shaping the future of TV viewing.
▲ Powered by Samsung’s advanced AI technology, VAC optimizes content experiences for TV viewing.
AI Designed for the TV Screen
As AI becomes increasingly integrated into everyday life, consumers have naturally come to expect new AI-powered capabilities from their TVs. Yet questions remain about what role AI should play on TVs and which functions provide meaningful value.
“Building on Samsung TV’s longstanding technology leadership, we focused on making a wide range of AI features, content and apps easy to access, so users can enjoy them without navigating complex menus,” said Han. “Rather than simply showcasing technology, the goal was to bring together genuinely useful features that offer practical support while watching TV and make them available in one place.”
The starting point for VAC was the unique nature of TV as a device — one that differs from smartphones or PCs. “Because TV is designed primarily for viewing content on a large screen, AI interactions must be seamlessly connected to what is on screen without disrupting that experience,” he added.
▲ VAC helps users find answers in real time without leaving the content they are watching or turning to another device. When watching a movie, viewers may wonder, “Where was this film shot?” or “Who directed this?” Instead of reaching for a smartphone, they can simply ask questions about what they are watching and get answers instantly. “Conversational search allows users to resolve questions in the moment and continue exploring related content,” said Han. “It’s a fast, intuitive capability that only Samsung TVs can offer and a key differentiator.”
Natural Conversations, Smarter Discovery
VAC’s greatest strength is its natural language capabilities, allowing users to find content through conversations that feel as intuitive as speaking with another person. While traditional TV voice search typically requires an exact title or predefined genre, VAC interprets both the context and intent behind a viewer’s request.
“Even without knowing the exact title, users can describe a mood, actor or plot point that comes to mind — such as ‘Find me a movie where justice is served in a satisfying way’ or ‘Find me an animated movie about K-pop stars’ — and the AI understands the context to surface the most relevant results,” Han explained. “Because entering search terms with a TV remote can be cumbersome, the ability to find something by saying what comes to mind is an innovative leap in the viewing experience.”
▲ VAC recognizes user intent through natural-language conversations and helps users discover relevant content without manually searching with a TV remote. VAC goes beyond providing information. “Since video is at the heart of the TV experience, we designed the service so conversations don’t end with a single answer,” he said. “By presenting related videos that users can watch immediately, VAC creates a direct connection between discovery and viewing.”
Han also explained the rationale behind developing an integrated platform tailored for TV. “We believed that simply bringing existing global AI services to TV would not be enough to create a truly optimized viewing experience,” he said. “Drawing on Samsung’s extensive expertise in smart TV platforms, we built a dedicated environment where viewing, conversation, information discovery and AI-generated content come together.”
AI-Curated Updates and Content
With the latest update, VAC introduces enhanced lifestyle features. Today’s Topic, for example, uses AI to summarize top news, lifestyle updates and sports highlights — eliminating the need to search for them manually.
“Today’s Topic was inspired by a simple question — what if AI could proactively find and summarize information users might be interested in?” Han said. “Beyond providing text-based information, the feature also recommends related videos worth watching.” As a result, viewers can quickly catch up on key developments and dive deeper into subjects of interest through related content.
▲ The updated Today’s Topic feature uses AI to summarize key news, lifestyle and sports updates on screen while recommending related videos. Samsung also introduced the zero-depth user interface, designed to minimize unnecessary navigation. By displaying topic-based conversations directly on the home screen, users can explore AI features without moving between multiple screens.
“We focused on making AI features easier to access while preserving the natural flow of TV viewing,” he added.
Responsible AI for the TV Screen
Bringing AI services to a screen as familiar and ubiquitous as the TV presented challenges beyond the technology itself. Establishing strong policies and safeguards — particularly around copyright, privacy and data use — was a top priority.
“There was no clear roadmap for applying rapidly evolving AI technologies to the TV screen,” Han recalled. “Throughout the planning and development process, we had to make decisions and define principles ourselves.”
▲ Prioritizing safety, privacy and responsible AI use was essential to ensuring that Samsung TVs could be used with confidence by millions of people worldwide. “There was certainly pressure to introduce new features quickly in a global AI landscape where new services emerge almost daily,” he continued. “But as a platform offered to households around the world under the Samsung name, building user trust mattered more than the speed of implementation.”
To support that goal, the team worked closely with Samsung’s legal department from the earliest stages of development, conducting a thorough review to ensure that every feature met company standards and was introduced responsibly. The result reflects not only technical innovation but also a commitment to earning user trust through robust policies and protections.
The Future of TV, Powered by AI
VAC focuses not only on implementing AI technology but also on integrating it naturally into the TV experience. This philosophy underpins Samsung’s vision for the future of screens. Unlike traditional smart TV services limited to predefined features and fixed interfaces, VAC is designed to adapt alongside changing user needs and market trends.
“Samsung TVs will move beyond menu-based navigation to become platforms that understand user intent and proactively connect users to relevant content,” Han explained. “By combining AI-powered conversations with the immersive experience of a large screen, everything from information discovery to content viewing can become part of a single journey.”
▲ VAC is expanding the possibilities of TV viewing by enabling screens to converse, understand and connect users with content. “TVs will continue to evolve toward a future where they better understand user intent and significantly broaden the viewing experience,” he continued. “Through VAC, we will keep enhancing both features and usability so more users can enjoy intuitive AI experiences on TV.”
Moving beyond screens that simply display content, Samsung TVs are becoming more intuitive companions. With VAC, Samsung is expanding the possibilities of smarter screen experiences by helping users discover information and content more naturally.
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By Samsung Newsroom
At KUKA’s headquarters in Augsburg, Germany, a new showroom transforms high-tech innovation into an immersive experience. One of the world’s leading robotics and automation companies, KUKA presents a striking installation that combines its robotics technology with Samsung Electronics’ display solutions.
At the center of the showroom, a kinetic art installation features two KUKA industrial robots moving a 65-inch Samsung Smart Signage display in perfect synchronization. Positioned in front of a Samsung IEA Indoor series 4K LED display composed of 64 cabinets, the panels open like a curtain to reveal vivid digital art across the large-scale backdrop. Content ranges from close-ups of performers to motion graphics and other dynamic visuals.
With a 2.0mm pixel pitch, the IEA series display delivers sharp detail and vivid color, even at close range. The clarity enhances the robot-led performance, allowing visitors to see how precisely KUKA’s robots move, respond and animate visual content.
▲ Each KUKA robot moves a 65-inch Samsung QM65C Smart Signage display in sync, creating a showstopping performance. ▲ Samsung display technology highlights KUKA’s robotic precision through movement, color and digital storytelling. In another area of the showroom, five vertically mounted 105-inch Samsung QPDX-5K Smart Signage displays in a 21:9 format create a realistic “production window” effect. The supersized screens give visitors the feeling of looking directly into an automated manufacturing line, bringing the experience of a factory tour into the space. The installation offers another example of KUKA’s engineering capabilities, demonstrating how robotics can be presented with precision and impact.
▲ Vertically installed Samsung QPDX-5K Smart Signage creates a “production window” effect into KUKA’s automated production environment. “We want to make complex technologies feel tangible and engaging while remaining flexible across different presentation formats,” said Lorenz Löbermann, Global Lead Corporate Brand Management at KUKA Group. “Samsung displays meet these needs perfectly.”
The showroom also incorporates 16 Samsung VMC-R video wall displays, further expanding the installation’s visual range. MEDIA tek,1 the project’s integration partner, customized and installed the Samsung solution — combining LED, large-format LCD and video wall displays to create a cohesive and immersive experience.
▲ Amit Chatterjee discusses how the collaboration with KUKA and MEDIA tek brings display systems into a real-world setting. “Together with KUKA and MEDIA tek, we implemented a project that makes smart technology and quality accessible to everyone,” said Amit Chatterjee, Manager of Presales Solutions at Samsung Electronics Germany.
The showroom gives visitors a more direct way to experience KUKA’s innovations. Robots, displays and digital content come together to show automation in motion rather than as a static concept. For KUKA, the space connects its engineering heritage with a more accessible vision of automation — highlighting not only what the systems do, but how they move, respond and create new possibilities for industry.
▲ The KUKA robots perform in harmony with the dancer displayed on the large Samsung LED signage (IEA series) behind them. Through a combination of large-scale digital displays, robotics and dynamic content, Samsung Electronics demonstrates how complex ideas can be communicated with greater clarity, impact and accessibility. The company continues to show how next-generation displays can shape commercial environments and create more engaging experiences.
▲ Video production credit: Elastique. GmbH Based in Bavaria, Germany, MEDIA tek GmbH is a leading full-service provider of professional audio, video and media technology. The company also offers comprehensive services in the fields of room acoustics, reverberation optimization and acoustic room design. ︎ View the full article
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By Samsung Newsroom
From winning the CES 2026 Best of Innovation Award to being named one of TIME magazine’s “Best Inventions of the Year,” Samsung’s Micro RGB TV has earned global recognition. Building on its debut as the world’s first Micro RGB TV, Samsung Electronics is expanding the lineup this year with a 130-inch ultra-large model, setting a new benchmark for next-generation television technology.
From adopting micro-size RGB (red, green and blue) LEDs as a backlight unit to pursuing enhanced color expression and integrating AI technology for ultra-large displays, the development of the Micro RGB TV was a continuous series of firsts — with virtually no reference points to guide the process.
Samsung Newsroom spoke with Insang Hwang of the Visual Display (VD) Business Division’s Product Planning Group to learn more about how this new category of the Micro RGB TV was developed.
▲ Micro RGB TV recognized for its technological excellence in the global market.
Creating a New Category With No Reference
The Micro RGB TV began as a project to create an entirely new category in the TV market. Hwang recalled, “Because the mission was to create a category that didn’t previously exist, every department — from development to sales and marketing — had to work together with a shared sense of urgency and responsibility.”
One of the biggest challenges was the absence of any reference point. The team had to develop new technologies and products from scratch while simultaneously defining the value they could deliver to consumers. “We went beyond simply applying RGB light sources,” he said. “We developed a proprietary concept called ‘Micro RGB,’ which miniaturized even the backlight unit itself to the micro level.”
Pursuing 100% BT.2020 — The “Ultimate Color Gamut”
At the core of the Micro RGB TV is its color reproduction. By applying RGB LEDs as the backlight unit, the display achieves wide and highly accurate color reproduction.
“Although the Micro RGB TV started with the goal of delivering richer color reproduction, there was no clearly defined industry standard at the time,” Hwang said. “We felt a strong sense of responsibility, believing that the conditions we set could become the new standard for the market. That’s why we set the ambitious goal of achieving ‘100% BT.2020’ — the ultra-high-definition color standard defined by the International Telecommunication Union (ITU) and often referred to as the ‘ultimate color gamut.’”
▲ Micro RGB TV achieves 100% BT.2020 — the “ultimate color gamut” — setting a new standard in the TV market. Achieving 100% BT.2020 means that a level of color reproduction once limited to professional monitors can now be experienced on TVs — one of the most widely used displays in everyday home environments. It also marks a significant advancement in the technical standards of the display industry.
The journey, however, was far from easy. “In the early stages of development, we struggled to reach the target values,” Hwang recalled. “However, through persistent efforts to achieve perfect color reproduction, the development team was ultimately able to meet its goal.” He added, “It wasn’t just about developing new technology. We also worked to establish measurable standards to validate its performance.”
Bringing Cutting-Edge Technology Into Everyday Viewing
For product planners, the top priority is to convert advanced technology into an experience that users can easily perceive in everyday life. “We continuously thought about how to translate Micro RGB’s powerful hardware performance into a practical viewing experience,” Hwang said. “We focused on making its key strength — color — something users can feel naturally in everyday content while delivering an immersive viewing experience.”
“While Micro RGB achieves one of the highest color gamuts available in TVs today, only a limited amount of content fully utilizes it,” he noted. “So we enhanced software capabilities to ensure users can experience the difference across a wider range of content — from HDR content to everyday content such as OTT streaming and sports.”
One of the key features is Micro RGB Color Booster Pro. Hwang explained, “Leveraging a high-performance neural processing unit (NPU), AI analyzes content in real time to enhance color expression with precision. This allows users to enjoy Micro RGB’s vivid color performance not only in HDR content but also in everyday viewing.”
▲ Hwang explained that Micro RGB Color Booster Pro enhances color for a richer and more vivid viewing experience. He added, “For example, in soccer — one of the sports most frequently watched on TVs — the newly introduced AI Soccer Mode Pro automatically detects the content and enhances colors such as the grass and team uniforms. With the global football season kicking off in June, it’s a feature worth noting for those seeking a more immersive viewing experience.”
In addition, the TV incorporates a Glare Free feature designed for real-world viewing environments. “We applied glare-free technology so users can consistently enjoy Micro RGB’s exceptional color performance regardless of lighting conditions,” Hwang explained. “Whether in a dark room or a brightly lit space, viewers can stay fully immersed without reflections interfering with the screen.”
Scaling Immersion With a 130-Inch Display
The newly introduced 130-inch ultra-large model delivers an overwhelming sense of immersion, as if the entire wall comes to life. As screen size increases, maintaining image detail becomes increasingly critical.
Hwang said, “We equipped the TV with Supersize Picture Enhancer, an AI-powered picture quality technology optimized for ultra-large displays. Thanks to this, viewers can enjoy Micro RGB’s rich colors and sharp image quality without distortion or pixelation.”
The sound experience and design were also significantly enhanced. “With a 160W 10.4.2-channel speaker system, the TV delivers immersive sound that fills the entire space without the need for external speakers,” he added.
▲ Micro RGB TV features a wall-mount design that integrates seamlessly with the space, enhancing immersion. The Micro RGB TV’s signature wall-mount design further reinforces immersion by blending the display seamlessly into its surroundings. “We developed a proprietary pocket structure and wall-mount bracket1 so the TV can sit flush against the wall with virtually no gap,” Hwang explained. “We focused on delivering an optimized viewing experience for ultra-large screens across picture quality, sound and design.”
Toward the Next-Generation Screen Experience
The Micro RGB TV goes beyond technological advancement — it expands the boundaries of how users experience screens in everyday life while setting new standards for the industry.
“Samsung TVs are evolving into screens that seamlessly integrate into users’ lifestyles and living spaces, understanding their preferences through data and enabling interactions,” Hwang said. “They will go beyond content consumption to become powerful platforms that connect limitless experiences and services.”
As the Micro RGB TV continues to push the boundaries of innovation, Samsung is paving the way for the next generation of screen experiences.
Applicable to 85-, 75- and 65-inch models only ︎ View the full article
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By Samsung Newsroom
On March 27, Samsung KX in London came alive as Samsung Electronics brought fans together for Samsung OLED FC, a Clubs tournament in EA SPORTS FC 26 that turned live competition into a showcase of speed, skill and immersive display performance.
With a peak of about 42,000 viewers tuning in remotely at the same time through the Samsung Odyssey and other Twitch channels, the event combined the atmosphere of a live esports showdown with the reach of a global online broadcast. Team captains from France, Germany, Spain and the UK competed on the main stage in front of a live audience, while their teammates joined the action remotely.
Samsung OLED FC captured the thrill of competition, from crowd reactions and influencer appearances to the winning play. Powered by Samsung’s latest OLED display lineup, the tournament gave attendees a front-row seat to vivid visuals and fast-paced gameplay on the OLED TVs (S90F) and the Odyssey OLED G6 (G60SF) monitors.
Samsung Newsroom captured key scenes from the event below.
▲ Fans fill Samsung KX in London as Samsung OLED FC brings a live EA SPORTS FC 26 competition to the venue. ▲ The main stage at Samsung KX is set for competition, showcasing EA SPORTS FC 26 gameplay on Samsung OLED TVs during Samsung OLED FC. ▲ Powered by Samsung OLED, the event delivered vivid visuals and immersive gameplay — featuring the Odyssey OLED G6 (left) and Samsung OLED S90F (right). ▲ Team captains from France, Spain, Germany and the UK are welcomed on stage ahead of the tournament at Samsung OLED FC. ▲ Team captains Gravesen_1 (Spain) and RockY (France) compete live on stage during Samsung OLED FC. ▲ Team UK and Team Spain face off on stage at Samsung OLED FC. ▲ Team UK and Team Germany compete as fans watch the action unfold at Samsung OLED FC. ▲ Fans watch as Team Germany and Team France compete on stage at Samsung OLED FC. ▲ The crowd reacts to a goal during Samsung OLED FC. ▲ Players go live from the on-site gaming bus, a dedicated streaming hub at Samsung OLED FC. ▲ Visitors experience Samsung Odyssey OLED gaming performance at Samsung KX. ▲ The night ends with Team France lifting the title at Samsung OLED FC. View the full article
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