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By Samsung Newsroom
Samsung Electronics is hosting its 2026 European Tech Seminar in Frankfurt, Germany, from April 15–16, offering media and industry professionals an early, hands-on look at its latest AI-powered TV, display and audio innovations ahead of their global rollout.
Now in its 15th year, the Tech Seminar brings together leading experts to experience Samsung’s newest technologies in a real-world setting. This year’s event focuses on how AI is reshaping the role of the screen — making it more adaptive, responsive and relevant in everyday life.
Across its 2026 lineup, Samsung is expanding AI-powered capabilities to all TV models, reinforcing its commitment to making intelligent, personalized viewing experiences more widely accessible.
▲ Sangmin Lee from Samsung’s Picture Quality Solution Lab introduces the enhanced brightness of the new OLED and its reduced power consumption.
Making the Screen More Helpful With Vision AI Companion
At the center of this year’s seminar is Vision AI Companion (VAC), Samsung’s integrated AI platform designed to make the TV more intuitive and context-aware.
▲ Steffen Greb from Samsung’s ECSO demonstrates the Art mode and explains the Vision AI Companion. Working as an intelligent companion, VAC helps users engage with content more naturally — from surfacing real-time information about what’s on screen to supporting everyday activities such as discovering recipes or planning travel. By connecting entertainment with everyday utility, it extends the role of the TV beyond content into a more central part of the smart home experience.
Samsung’s AI TV lineup elevates movies, sports and gaming with real-time optimization. AI Upscaling Pro sharpens low-resolution content with enhanced clarity, depth and contrast. AI Soccer Mode Pro adapts picture and sound to match the speed and intensity of live play. AI Sound Controller Pro analyzes dialogue, background music and sound effects, letting users fine-tune elements like crowd noise and commentary for a more immersive experience.
Advancing Picture Innovation Across Premium Displays
Samsung continues to expand its leadership in display innovation with its 2026 lineup. At the seminar, the company is showcasing its latest Micro RGB technology, delivering highly precise color control, deeper contrast and a more immersive visual experience.
▲ Olivia Lee from Samsung’s Picture Quality Solution Lab showcases Samsung’s latest Micro RGB technology. Powered by the Micro RGB AI Engine Pro, the display continuously refines color and contrast in real time. It also achieves 100% color coverage of BT.2020, demonstrating highly accurate and lifelike color expression. A 75-inch model on display highlights the scalability of the technology, along with enhanced local dimming performance.
▲ Youngju Oh from Samsung’s Picture Quality Solution Lab introduces a new color evaluation method with the emergence of BT.2020 for 100% Wide Color Gamut Display. Samsung’s 2026 OLED lineup — including the S99H, S90H and S85H — offers expanded options across different viewing preferences, combining deep blacks, rich color and refined design. The flagship S99H features a FloatLayer Design for a lighter, more elevated presence, along with Pantone Validated ArtfulColor for more faithful color reproduction.
To improve viewing comfort across environments, Glare Free technology is now extended to the S90H, helping reduce reflections and maintain consistent picture quality in both bright and dim settings.
Extending Performance Across Gaming Displays and Lifestyle Audio
Samsung is also showcasing its display portfolio beyond TVs with new high-performance gaming monitors and lifestyle audio products. The gaming lineup on display includes the Odyssey G6 OLED gaming monitor (G60FS) with a 500Hz refresh rate, alongside the 32-inch Odyssey G8 (G80HS) featuring 6K resolution — delivering ultra-fast responsiveness and exceptional visual clarity for demanding environments.
In audio, Samsung is expanding its lifestyle portfolio with Music Studio 7 and Music Studio 5, combining immersive sound with design that blends naturally into modern living spaces.
▲ Jin Yoo from Samsung Research America Audio Lab showcases the new Wi-Fi speaker, Music Studio 5. Music Studio 7 features a 3.1.1-channel configuration and enhanced Q-Symphony, enabling more synchronized and immersive sound across connected devices. Music Studio 5 offers powerful audio performance in a more compact form, supported by AI Dynamic Bass Control for deeper, more balanced low frequencies without distortion.
Expanding AI Across the Entire Screen Experience
“This year, we are expanding advanced AI across our full lineup, from premium to more accessible models, while embedding Samsung’s distinctive AI capabilities throughout the entire screen experience,” said Hun Lee, Executive Vice President of Visual Display (VD) Business at Samsung Electronics. “By bringing innovation to picture quality, sound and connectivity, we are redefining what users can expect from AI-powered screens.”
Samsung has maintained its position as the world’s No. 1 TV brand for 20 consecutive years, driven by continuous innovation in picture quality, sound and connected experiences.
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By Samsung Newsroom
Samsung Electronics today shared its plan to expand support for glasses-free 3D gameplay on the Samsung Odyssey 3D gaming monitor. At GDC Festival of Gaming 2026 in San Francisco, Samsung will spotlight Hell Is Us and Cronos: The New Dawn as part of its expanding 3D gaming ecosystem, demonstrating how leading titles are embracing immersive display without the need for special glasses.
“The Odyssey 3D is designed for gamers who want to experience their hobby in a way that feels like they’re completely embedded in the action,” said Kevin Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “Through partnerships with leading gaming studios, we are committed to creating an ecosystem of top-tier titles, making great games extraordinary.”
Gaming’s Most Acclaimed Titles Become Fully Immersive 3D Experiences — Expanding Partnerships With Leading Developers
Hell Is Us, the critically acclaimed action-adventure horror game from Rogue Factor, will arrive on Samsung’s Odyssey 3D ecosystem in March, becoming a part of the first wave of newly added 3D-enabled titles for 2026.
Cronos: The New Dawn, developed by Bloober Team, will join this expanding 3D gaming library by the end of the year. This survival horror game, which has received generally positive reviews from critics, will provide an immersive gaming experience by integrating with the 3D technology.
Both titles will be playable in 3D through the Samsung Odyssey 3D Hub, the company’s dedicated 3D content platform, which already supports over 60 titles.
In addition to 3D gaming technology, Samsung offers HDR10+ GAMING, which delivers optimized HDR performance to each game by automatically analyzing each scene and frame, thereby enhancing immersion. Since 2022, the company has integrated HDR10+ GAMING into its Odyssey gaming monitors and TVs featuring refresh rates above 120Hz.
Samsung has partnered with top video game studio CD PROJEKT RED as part of its commitment to advancing display technology alongside leading developers.
This collaboration will explore how technology can be advanced to increase the immersion of video games for players, and Samsung is already working with CD PROJEKT RED to integrate HDR10+ GAMING into its hit video game Cyberpunk 2077.
Additionally, Samsung announced the expansion of its HDR10+ GAMING partnership with Pearl Abyss. HDR10+ GAMING will be featured in Pearl Abyss’s upcoming open-world action-adventure game Crimson Desert, set to launch in March, ensuring gamers enjoy a premium HDR experience.
The Full Odyssey Experience Comes to GDC 2026
At GDC 2026, Samsung will host hands-on demo sessions for journalists and industry experts to gain an up-close look at its latest Odyssey monitors and an opportunity to play Hell Is Us in 3D before the public.
The demo sessions will feature Samsung’s Odyssey gaming monitor lineup:
27-inch Odyssey 3D (G90XF model): Glasses-free 3D gaming with advanced eye-tracking that delivers natural-looking depth and makes action jump off the screen. This glasses-free 3D gaming monitor will expand the lineup with the launch of a 32-inch model by the end of the year. 32-inch Odyssey OLED G8 (G80SH model): Stunning 4K QD-OLED at 240Hz with exceptional color and contrast, protected by Samsung OLED Safeguard+ technology. 32-inch Odyssey G8 (G80HS model): The industry’s first 6K gaming monitor, delivering native 165Hz performance with Dual Mode support up to 330Hz in 3K. This model also offers VESA-certified DisplayPort 2.1 (DP 2.1) connectivity, which supports smooth gaming and efficient video playback. 27-inch Odyssey G6 (G60H model): The world’s first 1,040Hz gaming monitor with Dual Mode, delivering esports-level motion clarity and responsiveness.
Odyssey 3D: Glasses-Free Gaming at Its Peak
While previous 3D approaches required either special glasses or sacrificed performance, the Odyssey 3D is a groundbreaking gaming monitor that delivers stunning 3D gameplay without compromise. Using advanced Eye Tracking and View Mapping technology, the monitor requires no glasses. It adjusts the 3D depth of the scene in response to the viewer’s position in real time, ensuring an optimized 3D effect.
Combined with a 165Hz refresh rate and 1ms GtG response time, the Odyssey 3D delivers smooth, responsive gameplay, resulting in a 3D effect that holds even during fast camera movement, gunfights and high-speed traversal — without the eye strain traditionally associated with 3D displays.
The addition of Hell Is Us and Cronos: The New Dawn expands Samsung’s 3D gaming library, which currently supports more than 60 titles — including The First Berserker: Khazan, Stellar Blade, Lies of P: Overture and MONGIL: STAR DIVE. With these additions, the company’s selection of 3D games is on track to reach over 120 titles by the end of 2026.
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By Samsung Newsroom
Samsung Electronics today announced its partnership with the 2025 Asian World Film Festival (AWFF) as the festival’s official display technology sponsor. This year’s event — held November 11–20, 2025 in Culver City, California — will include screenings and key events presented on Samsung’s Onyx Cinema LED screens at the Culver Theater, the festival’s official venue.
Now in its 11th year, the Asian World Film Festival brings together acclaimed filmmakers and award-contending titles from across more than 30 Asian countries, serving as a cultural bridge between East and West. By supporting AWFF, Samsung underscores its commitment to advancing cinematic innovation and empowering creators through technology that enhances visual storytelling.
“Samsung is proud to support the Asian World Film Festival and celebrate filmmakers who are redefining storytelling on the global stage,” said Hoon Chung, Executive Vice President of the Visual Display Business at Samsung Electronics. “Through Samsung Onyx, audiences can experience cinema with a level of precision and realism that mirrors the director’s true intent.”
▲ The festival’s opening and closing films, along with awards ceremony, will be presented in Samsung Onyx auditoriums at the Culver Theater.
Elevating the Cinema Experience With Samsung Onyx
Samsung’s Cinema LED Onyx screen will take center stage at AWFF, transforming how audiences experience films at the Culver Theater. Key moments — including the opening and closing films and the awards ceremony — will be presented in Onyx auditoriums, where the festival’s cinematic artistry meets Samsung’s cutting-edge innovation.
As the world’s first DCI-certified cinema LED display,1 Samsung Onyx redefines the moviegoing experience by replacing traditional projection-based systems with advanced LED technology that delivers vivid color, true black levels and exceptional brightness. The result is a brilliantly immersive HDR viewing experience that faithfully preserves each filmmaker’s creative vision, ensuring every detail is seen just as it was meant to be.
“The Asian World Film Festival is dedicated to showcasing the highest standards of cinematic excellence,” said Georges N. Chamchoum, AWFF Executive Director. “Partnering with Samsung allows us to deliver the next-generation viewing experience that elevates the artistry and visual storytelling of every film we present.”
The Culver Theater features four Samsung Onyx Cinema LED auditoriums and one Samsung The Wall 8K LED auditorium, making it one of the most advanced LED multiplexes in the world.
Leading Industry Dialogue on the Future of Cinema
As part of its ongoing commitment to advancing cinematic innovation, Samsung will host a panel discussion, “Redefining the Cinema Experience With Samsung Onyx,” in collaboration with the Asian World Film Festival on Saturday, November 15, 2025, at the Culver Theater.
The session — featuring a panel of leading filmmakers, cinematographers and industry experts — will explore how LED display technology, including Samsung Onyx, is redefining the creative and technical frontiers of filmmaking. Discussions will focus on how advancements in color accuracy, contrast and dynamic range are empowering directors and cinematographers to bring their stories to life in new and immersive ways.
A Shared Commitment to Innovation and Artistry
Beyond the festival, Samsung continues to drive innovation across the global cinema industry as well. Earlier this year, the company introduced the new Onyx (ICD model) — the latest evolution of the world’s first DCI-certified LED cinema display — at CinemaCon 2025 in Las Vegas.
The upgraded Onyx combines brilliant HDR performance with peak brightness of 300 nits, frame rates up to 120Hz in 4K2 and precise DCI-P3 color accuracy, delivering ultra-smooth motion and lifelike visuals in every frame. Its scalable design, available in 5-, 10- and 14-meter sizes, allows theaters to maximize screen size without sacrificing image quality, while an industry-first 10-year warranty ensures reliability and long-term value.3
Through these innovations, Samsung is redefining the cinematic experience — empowering filmmakers, exhibitors and audiences to experience the emotion, color and detail exactly as it was envisioned.
Digital Cinema Initiatives (DCI) is a consortium of major studios formed to establish specifications for an open architecture for digital cinema systems. ︎ Based on the screen’s internal data bandwidth. Actual frame rates may vary depending on the connected IMB. ︎ Based on internal research and publicly available information. Onyx includes a standard five-year warranty on parts, with options to extend coverage up to 10 years. ︎ View the full article
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By Samsung Newsroom
Samsung Electronics today introduced its latest advancements in display technology and service innovations at its 2025 Latin America Visual Display Seminar, held in São Paulo on June 24 and 25.
The annual seminar brought together regional partners and media to experience Samsung’s newest TV lineup. Attendees had the opportunity to experience a range of innovative technologies, including the distinctive Real Quantum Dot technology of its QLEDs, the Glare-Free 2.0 feature in its OLEDs, Tizen OS and home care technologies.
▲ Kevin Cha, Picture Quality Solution Lab at Samsung Electronics, shows off Samsung’s newest TVs at the 2025 Latin America Visual Display Seminar.
Certified QD and Enhanced OLED Push the Limits of Display Innovation
Samsung’s 2025 Neo QLED TVs utilizes quantum dot architecture certified by TÜV Rheinland, meeting international standards for true quantum dot (QD) display. Unlike others using the “QLED” label, Samsung’s implementation uses a no-cadmium quantum dot layer and a dedicated blue LED light source to produce brighter and more accurate colors that remain vivid in both bright and dark environments. Attendees were able to compare these displays firsthand and observe the differences in color purity and brightness.
▲ Kevin Cha, Picture Quality Solution Lab at Samsung Electronics, explains how a QLED with a quantum dot (QD) film, with sufficient quantum dot content, combined with a blue light source, produces brighter and more accurate colors.
The 2025 OLED lineup introduces new upgrades with Glare-Free 2.0, which reduces reflections for a clearer viewing experience. The new OLEDs also include a feature that automatically adjusts brightness based on the content and ambient lighting conditions, ensuring clarity and depth at any time of day.
Enhanced Content Experiences With Tizen
The seminar highlighted life-enhancing technologies alongside screen breakthroughs, demonstrating how TVs can function as a lifestyle platform through various user scenarios and everyday conveniences.
Samsung’s Tizen OS continues to power a wide range of rich content and smart services. Samsung TV Plus1 offers exclusive access to K-pop performances, such as SM Town LIVE 2025 in L.A.,2 while SmartThings expands automation options, including personalized TV routines based on user habits.
▲ Eduardo Rubio, Samsung Electronics, explains how Samsung TV Plus provides free ad-supported content to Samsung TV users.
Additionally, Samsung Art Store3 brings high-quality digital artwork and diverse collections from global partners, including MoMA, the Metropolitan Museum of Art and Art Basel, directly to the screen.
▲ Jeongeun Oh, Customer Experience Team at Samsung Electronics, give attendees hands-on experiences of lifestyle features including karaoke (right) and Daily Board.
Smarter Connected Experiences and Lifestyle Features With SmartThings
The seminar also demonstrated how Samsung TVs extend beyond entertainment to support everyday living.
Care Experience utilizes built-in sensors and AI to detect environmental cues – such as a baby crying or pet movement – and automatically adjusts content to fit the situation.
The Daily Board displays personalized information when the screen is off, and through Samsung Food integration, offers recipe suggestions and cooking guides tailored to individual preferences.
Participants were also introduced to Samsung Daily+, a lifestyle content hub providing access to healthcare resources, remote medical consultations and video calls.
In addition, the 2025 TVs now natively support Google Cast, seamlessly bringing your favorite entertainment to the big screen. With over 5,000 Cast-enabled apps, you can easily stream your favorite movies, music and shows from your mobile devices, creating an uninterrupted and enhanced entertainment experience.
1 Samsung TV Plus is the go-to service for free, premium entertainment that allows content owners and advertisers to engage consumers at scale. As a leader in free ad-supported TV (FAST) and video-on-demand (AVOD), Samsung TV Plus is the #1 free ad-supported app on Samsung Smart TVs, with nearly 3,000 ad-supported linear channels available globally in 30 countries across 630M active devices. Samsung TV Plus is accessible on 2016-2025 Samsung Smart TVs, Galaxy devices, Smart Monitors and Family Hub refrigerators. To learn more, including availability in your region, visit samsungtvplus.com.
2 Available in select countries. To learn more, visit samsungtvplus.com.
3 Samsung Art Store is a global digital art subscription platform available on Samsung TVs, now offering over 3,500 curated artworks from more than 800 artists and 70 world-class galleries and museums. First launched in 2017 with The Frame, the Art Store experience is now available on 2025 Samsung AI-powered Neo QLED and QLED TVs, giving more viewers access to premium art in 4K resolution. For more information, including availability in your region, visit Samsung.com.
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By Samsung Newsroom
Samsung Electronics, the Official Art TV of Art Basel, delivered an immersive experience at Art Basel Hong Kong, the premier global art fair, from March 28-30. Attendees who visited Samsung’s ArtCube lounge discovered a new appreciation for artworks displayed on Samsung’s premium 2025 Smart TV lineup, including The Frame, MICRO LED and Neo QLED 8K.
▲ Artist Marc Dennis is standing inside the Samsung ArtCube, surrounded by his artworks.
“Samsung continues to make digital art accessible to more people through our premium display lineup,” said Hun Lee, Executive Vice President of Samsung Electronics’ Visual Display Business. “As the leader in Art TVs and Official Visual Display partner of Art Basel, the world’s most prestigious art fair, we remain committed to bringing the Art Basel experience to a wider audience with the Samsung Art Store.”
▲ Visitors at the Samsung ArtCube enjoyed various artworks on MICRO LED.
This year, Art Basel Hong Kong highlighted 240 galleries from 42 countries, with more than half of the artworks coming from Asia and the Asia-Pacific, showcasing the region’s dynamic cultural landscape.
At the fair, Samsung hosted a dedicated ArtCube lounge under the concept, ‘Borderless: Dive into the Art,’ featuring specially curated art collections available in stunning 4K quality on the Samsung Art Store. Additionally, visitors were able to experience artworks by five contemporary artists, including Kunyong Lee, Aerosyn-lex Mestrovic, Saya Woolfalk, Marc Dennis and Jules de Balincount.
▲ Artist Jules de Balincourt is standing inside the Samsung ArtCube, surrounded by his artworks displayed on Samsung Art TVs.
The ArtCube lounge featured five premium Samsung TVs, including The Frame, MICRO LED and Neo QLED 8K, delivering a breathtaking digital art experience. Upon stepping into the ArtCube lounge, visitors were welcomed by a display of artworks unfolding across the screens, creating an endlessly expanding and immersive artistic environment that unlocked a new appreciation of digital art.
▲ (From left) Hayley Romer, CGO at Art Basel converses with Daria Greene, Head of Content and Curation at Samsung.
In addition to its dynamic lounge experience, Daria Greene, Head of Content and Curation at Samsung, hosted a series of panel discussions featuring influential voices from the contemporary art world. These sessions included:
Bridging Worlds: How Technology is Transforming Art Appreciation & Accessibility
This conversation with Hayley Romer, Chief Growth Officer at Art Basel, delved into how digital innovation redefined the way art was created, displayed and appreciated—making it more immersive and accessible to global audiences than ever before. Romer mentioned, “In partnership with Samsung, we are updating our artworks in the Samsung Art Store every quarter. It is a lot of fun to find and explore the lovely pieces chosen by Art Basel, as well as those from museums.” Blending Old & New: A Fireside Chat with Marc Dennis
Renowned hyper-realistic painter Marc Dennis joined the discussion about his artistic practice of skillfully blending Old Master techniques with modern themes to craft art that was both timeless and provocative. “Unlike in traditional museums, Samsung Art TVs allow people to spend as much time as they want with artworks, which is important to me because my works are very detailed,” Dennis explained.
▲ Hyper-realistic artist Marc Dennis describes how the Samsung Neo QLED 8K showcases this artwork with meticulous distinction.
Samsung recently launched a new Art Store collection featuring 23 curated artworks from Art Basel Hong Kong’s renowned galleries, made available on March 17, 2025. Global subscribers to the Art Store can now enjoy more than 3,000 pieces from world-leading museums and galleries, available on Samsung TVs including The Frame, MICRO LED, Neo QLED and QLED TVs.
▲ Samsung ArtCube displayed artworks created by artist Aerosyn-lex Mestrovic.
For more information, visit www.samsung.com.
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