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Since its launch in 2017, Samsung The Frame has redefined the screen experience by seamlessly blending technology with interior design. As the pioneer of the Art TV, The Frame delivers select artworks when powered off, turning an everyday living space into a personal gallery.
In 2017, The Frame combined Samsung Electronics’ advanced display technology with an elegant design to fit seamlessly into living space. Resembling a picture frame, The Frame featured customizable bezels,1 the Invisible Connection, and the One Connect Box which neatly organizes all cables, giving the living room a clean, clutter-free look.
Moreover, Samsung Art Store, the art subscription service for Samsung Art TVs, brought renowned and captivating artworks into homes worldwide, continuously expanding its collection to over 5,000 pieces.
Last year, Samsung introduced The Frame Pro, featuring Wireless One Connect and a Neo QLED 4K display. This year, the premium art experience has been further elevated with the introduction of the Vision AI Companion, which offers a more personalized experience, along with various setup options. Check out the infographic below to explore The Frame’s innovative journey in bringing art into everyday life.
Customizable bezels sold separately and options may vary by market. ︎ View the full article

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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Samsung Electronics today announced that it has maintained its leadership in the audio-visual sector as the world’s top soundbar brand for the 12th year in a row.
According to new research from Future Source, Samsung captured 21.5% of global soundbar revenue and 19.7% of unit volume in 2025, continuing its leadership streak that began in 2014. This milestone, along with two decades of global TV leadership,1 reinforces Samsung’s position at the forefront of the home entertainment industry.
Samsung’s sustained success in the soundbar market is driven by advanced audio technology, immersive sound and seamless integration with Samsung TVs. Building on this foundation, Samsung will expand its 2026 audio lineup with new products that deliver cinema-quality sound tailored to different living environments.
The lineup will include:
HW‑Q990H flagship soundbar, the successor to the HW‑Q990F All‑in‑one soundbar HW‑QS90H Bouroullec‑designed Music Studio 7 and Music Studio 5 Wi‑Fi speakers “At Samsung, we take special pride in our soundbar brand and see it as a way to bring premium sound experiences to homes everywhere,” said Hun Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “Being named the top soundbar brand in the world for the 12th consecutive year is not just a tremendous honor, but a testament to our commitment to premium home entertainment.”
Omdia Q4 2025 Public Display Report, by unit sales. ︎ View the full article

Samsung Electronics today announced that it ranks as the world’s No.1 TV brand for the 20th consecutive year — marking two decades as the global leader in the television industry.
Samsung had held the top position in the global TV market since 2006, and, according to market research firm Omdia, the company recorded a 29.1% share of the global TV market in 2025. This achievement reinforces Samsung’s leadership across premium, ultra-large and next-generation display technologies.
Samsung led the premium segment priced over $2,500 with a 54.3% market share, driven by Neo QLED, OLED, and lifestyle TVs. It also maintained its lead in the segment over $1,500, holding a 52.2% market share.
“When consumers choose a TV, they’re choosing a brand they can trust for years to come,” said SW Yong, President and Head of the Visual Display (VD) Business at Samsung Electronics. “Our 20-year leadership in the global TV market reflects that trust — built on decades of engineering excellence and premium innovation.”

20 Years of Industry-Defining Innovation
Since first reaching the No.1 position in 2006 with its design-led Bordeaux TV, Samsung has consistently innovated to reshape the television industry:
2009: The company accelerated the global transition to LED TVs, setting new standards for slimmer, more energy-efficient displays. 2011: The introduction of Smart TVs further transformed televisions into connected entertainment platforms, expanding their role beyond traditional viewing. 2015: The Serif reimagined how TVs integrate into living spaces by introducing a design-focused TV that positioned the screen as a statement piece within the home. 2017: The company launched The Frame, pioneering the Art TV category by transforming the television into a customizable digital art canvas. 2017: In premium picture quality, Samsung continued to set industry benchmarks with the introduction of QLED TVs powered by quantum dot technology. 2018: 8K TVs delivered over 33 million pixels — four times the resolution of 4K. 2020: Samsung introduced MICRO LED technology, advancing self-emissive display innovation and setting new standards for brightness, contrast and color accuracy in ultra-large screens. Through continuous advancements in picture quality, smart functionality and display innovation, Samsung has played a defining role in establishing today’s premium TV standards.

Strengthening Leadership in Premium and Next-Generation TVs
Building on its legacy of innovation, Samsung continues to evolve its premium TV portfolio with expanded Micro RGB models, advancing its next-generation display technologies and reinforcing leadership in high-performance screens. The company also continues to enhance its OLED and Neo QLED lineups, delivering premium picture quality, ultra-large screen options and differentiated display performance.
Samsung is expanding its Mini LED offerings as well, bringing enhanced brightness, contrast and precision control to a wider range of screen sizes and price tiers to extend advanced display performance across its lineup. At the same time, continued investment in AI-powered TVs integrates advanced processors and intelligent features that optimize picture, sound and personalization in real time.
With two decades of proven global leadership, Samsung remains one of the most consistently recognized and trusted TV brands worldwide — offering industry-leading technology across multiple price tiers, screen sizes and display innovations.
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The television has long been the heart of the home, bringing entertainment, news and shared experiences to families around the world. With Samsung Vision AI Companion, that familiar screen now becomes a connected hub for the entire household. Samsung’s latest AI technology transforms everyday viewing into an interactive experience, enabling users to ask questions, receive customized recommendations and manage tasks with simple voice commands and natural two-way dialogue.

Conversations That Connect the Whole Household
Unlike AI designed for individual devices, Samsung Vision AI Companion is purpose-built for the communal screen. It’s designed to bring everyone closer together, turning everyday moments into shared experiences. Whether asking questions about a film during a movie night with friends, discovering fun facts about favorite actors or planning a family dinner, Vision AI Companion sparks conversation and connection around the TV.
At the core of Samsung Vision AI Companion is an upgraded version of Bixby that enables more natural dialogue, deeper contextual understanding and personalized responses. Simply ask a question — about a film, a sports event, a piece of artwork or even travel suggestions — and Samsung Vision AI Companion delivers answers instantly, accompanied by helpful visuals and related content. There’s no need to navigate complicated menus or use additional devices. Everything happens right on the screen, while you continue to enjoy your program.
▲ A dedicated AI button allows for easy access to Samsung Vision AI Companion For example, if you’re seeking a recipe video, you can ask, “What’s the best way to grill pork belly?” Vision AI Companion will share a list of relevant step-by-step videos. And as the holiday season approaches, your TV becomes a helpful resource for planning and inspiration. Ask, “Can you recommend a movie for Christmas?” and you’ll receive a selection of films and related content. Looking for games? Vision AI Companion suggests options ranging from solo activities to fun games for the whole family. Even practical questions like “What’s the weather like in December?” are answered with up-to-date information, making it easier to prepare for the season.

Conversational and Visual Intelligence
What sets Vision AI Companion apart is its ability to answer questions and requests with visualized, intelligent responses through multiple AI agents by simply pressing the AI button on your remote control.
Powered by Generative AI, Vision AI Companion delivers a more natural and conversational experience that understands context and follow-up questions, enabling more fluid interactions that feel like a real conversation — no commands, no menus, no typing.
▲ Samsung Vision AI Companion enables natural interaction with various services without leaving the content you are watching.
World’s First Multi-AI Agent TV Platform Supported in 10 Languages
As an open, multi-AI agent platform, VAC combines various LLMs (large language models), including Microsoft Copilot and Perplexity to share visualized, intelligent responses adapted to user questions and requests. With the press of the dedicated AI button on the remote, Samsung Vision AI Companion opens the door to a new kind of search experience, making it easy to access these apps and find organized results, such as personalized recommendations, trip planning and even complex queries like company research and product reviews. Vision AI Companion can be enabled when watching various content sources, including Live TV, Samsung TV Plus and any streaming services.
Other features include:
•   Live Translate: Real-time translation of on-screen dialogue and conversations, breaking down language barriers for global families.
•   AI Gaming Mode: Enhances gameplay with responsive, AI-powered optimization for picture and sound.
•   Generative Wallpaper: Creates dynamic, personalized visuals for the TV, adapting to user preferences and moods.
•   AI Picture, AVA Pro and AI Upscaling Pro: Automatically optimize picture and audio quality, ensuring every scene looks and sounds its best.
With one of the broadest language offerings for conversational AI on a TV or monitor, Samsung Vision AI Companion supports 10 languages — including Korean, English, Spanish, French, German, Italian and Portuguese — bringing advanced AI capabilities to more people in more places than ever before.
Samsung Vision AI Companion is available across the 2025 lineup, including Neo QLED, Micro RGB, OLED, QLED step-up TVs, Smart Monitors and The Movingstyle. The platform is built on One UI Tizen, with seven years of OS software upgrades to maintain security and deliver new features over time.
Driven by Samsung’s commitment to making advanced technology part of daily life for more households, Vision AI Companion puts the TV at the center of a connected home — ready to help, inform and adapt as your needs evolve.
To learn more, visit www.samsung.com.
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