[Interview] How Samsung has Catapulted Visual Technology for Video Games Using HDR10+ GAMING
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By Samsung Newsroom
Samsung Electronics today hosted a Visual Display (VD) Deep Dive session at CES 2026. Led by SW Yong, President of VD Business at Samsung Electronics, the session was held at The Wynn Las Vegas and highlighted how Samsung is building on two decades of market leadership to redefine the role of the TV in the connected home. As the global TV market enters a new phase defined by premium demand, larger screens and intelligent experiences, Samsung outlined its strategy for the future of television.
During the session, Samsung emphasized its focus on expanding the TV’s capabilities through next-generation AI while delivering exceptional picture quality. 2026 will be a pivotal year for the VD business, with Micro RGB and OLED leading the premium TV segment, mini LED increasing accessibility to premium TV technology and ultra-large displays further enhancing the immersive entertainment experience at home and beyond. As a result, the full lineup will bring Samsung’s state-of-the-art screen experience to a wider range of consumers, while reinforcing the company’s leadership in performance and innovation.
“We are currently experiencing a transformation in the way viewers enjoy the television experience, shifting from one centered on viewing to one based on direct interaction with users,” said President Yong. “As television evolves, Samsung is continuing to earn its leadership role year after year by building on its legacy of hardware excellence.”
Elevating the TV Experience With Vision AI
At the heart of Samsung’s 2026 strategy is Vision AI Companion (VAC), a new intelligent platform designed to make television more intuitive, conversational and personalized. Integrated across nearly Samsung’s entire TV lineup, VAC understands what viewers are watching, anticipates their needs and surfaces helpful, contextual information directly on the screen — transforming the TV from a passive display into an active participant in everyday life.
By embedding AI across its ecosystem, Samsung is expanding the TV’s role beyond entertainment, enabling deeper smart home integration and more meaningful engagement. This approach reflects Samsung’s commitment to building connected experiences that adapt to users, while maintaining the picture quality and reliability consumers continue to prioritize.
Redefining Scale, Design and Lifestyle Innovation
During the session, Hun Lee, Executive Vice President (EVP) of VD Business, provided additional detail surrounding Samsung’s new Micro RGB 130-inch TV, an industry-first technical achievement, as well as the company’s commitment to lifestyle TV innovation.
“As the quality of content improves, it’s natural for users to want a higher degree of immersion,” said EVP Lee. “As we develop our products, Samsung is focusing on the tangible experiences brought by technologies like VAC, rather than just their technical specifications.”
As Samsung celebrates twenty consecutive years as the world’s top TV brand, the VD Deep Dive underscored a clear message: leadership is earned through continuous innovation. By combining hardware excellence with intelligent, connected experiences, Samsung is shaping a future in which TVs deliver not only superior picture quality, but smarter, more personal and more meaningful experiences in homes around the world.
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By Samsung Newsroom
▲ Visitors from around the world enter the exhibition. The First Look 2026 by Samsung Electronics unveiled a forward-looking vision for AI under the theme “Your Companion to AI Living.” Held in Samsung’s dedicated space at Wynn Las Vegas, the exhibition guided visitors through how AI can enhance everyday enjoyment and convenience while supporting health and safety.
Samsung Newsroom explored the exhibition, highlighting the company’s evolving AI companion experiences across entertainment, home and care.
AI Gallery Zone: An Artistic Welcome to AI Living
prev next The AI Gallery zone welcomed visitors with iconic works from both Eastern and Western art, seamlessly integrated into the space. Featured pieces included Vincent van Gogh’s “Starry Night Over the Rhône,” along with selections from the Lee Kun-Hee Collection — donated to public institutions by the late Samsung chairman and available through Samsung Art Store — such as Jeong Seon’s “Clearing After Rain on Mount Inwang” and the Joseon Dynasty painting “Sun, Moon, and Five Peaks.”
Entertainment Companion Zone: Every Moment of Sight and Sound
▲ View of the Entertainment Companion zone ▲ Micro RGB 130” The Entertainment Companion zone stood out as the exhibition’s largest area, featuring a variety of visual display and audio products. Excitement built as Samsung debuted the Micro RGB 130” TV, winner of the CES Innovation Awards 2026 Best of Innovation.
▲ Vision AI demonstration Centered on the Micro RGB TV, the Vision AI showcase highlighted hands-free interaction. Through voice commands, visitors could look up match predictions, search for recipes or play music — demonstrating how the TV functions as an Entertainment Companion.
▲ Music Studio series ▲ Sound Tower Beyond innovation, this year’s lineup emphasized a refined design philosophy balancing simplicity and elegance. Highlights included the Music Studio 5 and Music Studio 7, Wi-Fi speakers developed in collaboration with French designer Erwan Bouroullec; the AI Beauty Mirror for personalized beauty care; the Sound Tower with lighting optimized for sports viewing; and the Transparent Micro LED, reimagining the nostalgic charm of vinyl records as a floating visual audio device.
▲ Crowds gather in the gaming area. ▲ Odyssey 3D 32” ▲ Transparent Micro LED ▲ Spatial Signage The zone concluded with Spatial Signage — an interactive display that animates visitors in real time — combining the clarity of 2D imagery with the depth of 3D expression.
Home Companion Zone: Less Housework, More Everyday Freedom
▲ View of the Home Companion zone The Home Companion zone presented the evolution of Samsung’s home appliances — moving beyond reducing household chores toward eliminating them and pointing to a future with less housework.
▲ AI home appliance demonstration At the entrance, three flagship Samsung AI home appliances — the Bespoke AI Refrigerator Family Hub 32”, Bespoke AI Laundry Combo washer-dryer and Bespoke AI Jet Bot Combo robot vacuum — demonstrated how cameras, screens and voice interaction work together to support daily life as an integrated Home Companion.
▲ Bespoke AI Refrigerator Family Hub The home appliances highlighted smarter food management through AI Vision and hands-free control through voice recognition, offering greater freedom in the kitchen.
▲ North America kitchen package A North America kitchen package, unveiled publicly for the first time at the exhibition, also drew attention from visitors.
▲ Bespoke AI AirDresser and Bespoke AI Laundry Combo The exhibition showed that a zero-housework home is within reach, highlighting stronger connectivity among washing machines, dryers and garment care systems, alongside advances in the AI capabilities of robot vacuums.
Care Companion Zone: A Safer, Healthier Everyday Life
▲ View of the Care Companion zone In the Care Companion zone, visitors saw how the latest Galaxy form factors — including the new Galaxy Z TriFold — connect mobile and wearable devices with home appliances to serve as a central hub for AI-powered living.
▲ Galaxy Z TriFold The area demonstrated how Samsung Health is continuing to improve sleep environments by controlling air conditioners, air purifiers, lighting and sensors. A brain health training program for users concerned with cognitive health was also showcased. Other features of the health platform include analyzing health metrics through connected devices to help identify potential signs of chronic conditions, as well as exercise and sleep coaching and recipe recommendations based on ingredients in connected refrigerators.
▲ Sleep environment demonstration Samsung further highlighted its Care Companion approach through a Pet Care system that helps identify potential health issues in companion animals and Home Care services, such as SmartThings Safe, that can request emergency assistance in critical situations.
▲ The Family Care section ▲ (From left) Jonathan Harvey and Maxence Fleury “What impressed me was how everything is connected,” said Maxence Fleury, a digital content creator from Los Angeles. “The exhibition clearly showed how the ecosystem is expanding and the impact it is having.”
▲ Lucy Hedges “Once again, Samsung didn’t disappoint,” said Lucy Hedges, host of The Travel Show on the BBC. “What I especially liked was how AI blends naturally into everyday life. These connected products ultimately make users’ lives easier and more comfortable.”
As a standalone exhibition, The First Look 2026 presented a more expansive and advanced range of AI products and experiences than ever before. Samsung’s vision of AI — as a trusted companion in everyday life — offers much to look forward to in the years ahead.
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By Samsung Newsroom
On January 4, two days ahead of the opening of CES 2026, Samsung Electronics held The First Look 2026 press conference at Wynn Las Vegas. Hosted in Samsung’s dedicated exhibition space, the event drew attention from major international media outlets.
Under the theme “Your Companion to AI Living,” Samsung outlined its vision for bringing joy, convenience and care to people’s daily lives — unveiling new products and technologies designed to support that goal. The company also emphasized its commitment to democratizing AI by integrating the technology across its product lineup and services.
Watch how Samsung is embedding AI into everyday life.
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By Samsung Newsroom
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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By Samsung Newsroom
At Innovation For All (IFA) 2025, Samsung Electronics showcased its vision for “AI Home: Future Living, Now”. Samsung’s AI Home aims to be a reality people can experience today — not just in the future — and one designed for everyone, not just a select few.
“At Samsung, we’re not just imagining the future of AI; we’re building it into everyday life. Samsung’s AI Home moves beyond smart devices to homes that truly understand you, adapt to your needs and care for what matters most,” said Cheolgi Kim (CK), Executive Vice President and Head of Digital Appliances (DA) Business. “This is the beginning of a new era — where technology supports your life in the background so that you can live it more fully.”
Samsung’s AI Home experience is designed to make everyday living more convenient, efficient, healthy and safe.
Samsung research1 reveals that 66% of consumers find the idea of an AI-enabled home appealing, with many envisioning streamlined daily tasks (44%) and greater control via phone or voice commands (45%). AI Home, with SmartThings automated routines, delivers on this vision — automating lighting, temperature and even syncing blinds with the weather for effortless living.2
The home is a sanctuary for 93% of people and a social hub for 80%. As families spend more time together, AI Home enhances shared moments with wellness checks, personalised sleep settings and nutrition planning.
Energy efficiency is one of the main benefits consumers look for from AI. 66% believe an AI enabled home can help track costs and save money. With SmartThings Energy, AI Home can reduce washing machine energy use by up to 70%.3,4
Security remains critical, with 40% expecting AI to improve home protection through timely alerts. Samsung Knox Vault safeguards sensitive data at the hardware level, while Knox Matrix extends protection across connected devices with ecosystem-wide security.5
Bespoke AI Enhances AI Capabilities
Samsung’s latest Bespoke AI appliances have taken AI features to a new level, offering a better living experience in both the kitchen and other spaces:
Bespoke AI Jet Bot Steam Ultra: Upgraded with improved AI Object Recognition,6 it can now detect liquids,7 even transparent ones. Bespoke AI Washer: AI Wash+ enables a laundry experience that better fits your clothes. It clears the minimum threshold for a Grade A in energy efficiency testing by 65%.8 Bespoke AI Dishwasher: AI Wash optimises the cleaning cycle based on how dirty the dishes are,9 and Auto Open Door allows steam to escape, accelerating the drying process. Extractor Induction Hob: Integrating the extractor into the hob maximises kitchen space.
Vision AI Expands to Larger Displays
Samsung’s Vision AI Companion is designed to feel more like a trusted companion — someone you can engage with naturally, and that responds in a human-like way — redefining home entertainment. Pursuing an open platform approach, Samsung is strengthening its partnerships with global AI technology leaders, including Google, Microsoft and Perplexity.
Other highlights included:
Micro RGB: A 115” display delivering cinema-quality visuals at home with perfect colour, bringing every scene to life with stunning depth and vibrancy. The Movingstyle: A portable touchscreen TV with built-in battery and adaptive AI — perfect for any room or on the go. Samsung Sound Tower: Powerful, portable sound with an 18-hour battery.10 You can strengthen the party mood with customisable lighting and sound effects via the dedicated app.
Galaxy AI Expands With New Devices
Starting with the Galaxy S24 series and a commitment to democratise Galaxy AI to over 200 million devices in 2024, Samsung Galaxy has defined a new era of mobile AI innovation.
Now, the latest Galaxy AI experience comes to new products, designed to ensure a seamless mobile experience on a wider range of devices with multimodal capabilities.
By the end of 2025, Samsung aims to bring the Galaxy AI experience to over 400 million devices worldwide.
Experience Future Living, Now at IFA 2025
The Samsung exhibition at IFA will be open from September 5 – 9 at the CityCube, Berlin.
Samsung Electronics is also showcasing a large-scale media art installation created in collaboration with world-renowned digital artist Maotik on a massive 50-meter-wide digital façade at the entrance of the exhibition hall.
The video, themed around “wind,” features dynamic waves formed by the organic movement of data, symbolizing how Samsung’s AI technology contributes to enhancing everyday life for its customers.
For more information on the products mentioned within this release, please visit the Samsung Newsroom here.
1 All consumer statistics referenced in this release are sourced from EO CMI Quantitative Survey, UK/DE/FR, consumers owning 1+ smart home appliances or devices, sample 1200.
2 Requires a wireless network, a Samsung account and the Samsung SmartThings App. AI Home routines must be manually set up by the user before AI Home can assist with their automation.
3 Savings amount estimated based on tests performed by Samsung. Estimated savings may differ from users actual savings. https://www.samsung.com/uk/home-appliances/smartthings/energy/#energy
4 Wi-Fi connection, Samsung account and SmartThings required. Can be applied when the selected washing temperature is 20~40°C. Max saving results from washing a 40 degree cycle as a cold wash. Savings based on internal testing on the WW11BB944AGB model in normal usage conditions. Results: Power consumption without AI Energy Mode = 0.539 KWh. Power consumption with AI Energy Mode = 0.145 KWh. Results may vary depending on the actual usage conditions.
5 For further information see: Knox Vault | Fundamentals | Samsung Knox Documentation
6 Based on our deep learning model trained using a predefined set of data and may yield incomplete or incorrect information. New datasets may be introduced to our learning model from time to time to enhance its accuracy. Object recognition may be affected by an object’s shape or the environmental conditions. Only certain object types can be recognized. Stained Area Recognition needs to be activated beforehand via the SmartThings App. A Wi-Fi connection and Samsung account are required.
7 A liquid spill is defined as a colored 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, color of the floor, direct or reflected light, or shape of the liquid. Excessive amount of liquid on the floor may cause secondary contamination.
8 Based on Samsung internal testing. The energy consumption of this 9kg model is EEI 18.2, which is 65% more energy efficient compared to the minimum threshold of energy efficiency class A (EEI 52 for 9kg models). Energy ratings tested with Eco 40-60 program, 65% savings tested with the Eco 40-60 program.
9 Based on an AI-created algorithm. Actual results may vary depending on individual use.
10 18 hours of battery tested with lighting off and at volume level of 12~13.
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