Samsung Samsung launches Vision AI in its widest lineup yet – including Neo QLED, OLED and QLED – with intelligent, customizable displays that redefine user interaction and smart living

Expanded Samsung Art Store and The Frame lineup, including new The Frame Pro, Neo QLED and QLED, to bring premium art experiences to more homes

New display technologies and strategic partnerships underscore Samsung's vision for a smarter, more connected future

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Samsung Electronics Co., Ltd. today unveiled Samsung Vision AI on CES 2025 First Look event and showed off their latest advances in AI-powered displays and devices that are designed to enrich everyday life. Samsung also unveiled its latest flagship Neo QLED 8K QN990F and exciting updates to its Lifestyle TVs and future display technologiesThese reflect Samsung's vision to transform displays into adaptive, intelligent companions that simplify and enrich everyday life.

“Samsung doesn’t see TVs as one-way devices for passive consumption, but as interactive, intelligent partners that adapt to your needs,” said SW Yong, President and Head of Visual Display Business at Samsung Electronics. “With Samsung Vision AI, we envision new about what screens can do, and connects entertainment, personalization and lifestyle solutions into a seamless experience to simplify your life.”

This press release is based on the global press release from Samsung at the international technology show CES in Las Vegas. It highlights many of the new features presented, but at the time of writing it is not yet confirmed which of these will be made available in the Nordic market. More information about this will be provided at the launch.

Samsung Vision AI [1] : Smarter, adaptive displays for a seamless everyday life

Samsung Vision AI represents the next step in Samsung's journey to deliver intelligent, intuitive and seamless on-screen experiences. By being aware about their surroundings, adapt By adapting to user preferences and delivering intuitive features on its own, Samsung Vision AI transforms displays into smart companions that enhance entertainment, simplify interaction, and seamlessly integrate into a connected lifestyle.

The essence of Samsung Vision AI are the personal features, which redefine how users interact with their screens.

• Click to Search provides instant information about what is on screen – whether it’s identifying an actor or exploring content being shown – without disrupting the viewing experience[2].

• Live Translate, powered by an on-device AI translation model, reduces language barriers with real-time subtitle translations, allowing viewers to enjoy global content seamlessly[3] .

• Generative Wallpaper transforms screens into dynamic, personalized wallpapers, allowing users to create images that perfectly suit their taste or occasion.

Beyond personalization, Samsung Vision AI positions displays as central hubs for a smarter life through integration with SmartThings ecosystem:

• Home Insights provides real-time updates about your home environment, including security alerts and daily updates, providing an overview of the home whether users are at home or away.

• Pet duck Family Care keeps a watchful eye on loved ones, detecting activity in both pets and family members. It increases comfort by automatically adjusting room settings, such as dimming lights when a child falls asleep, while providing real-time updates and recorded events via TV.

Samsung Vision AI also delivers exceptional advancements in picture and sound quality, making every moment on screen captivating. On-device AI picture and sound technology analyzes content and environmental factors in real time and dynamically adjusts picture and sound for an optimized experience.

Samsung's latest Vision AI features, such as Click to Search and Live Translate, along with groundbreaking products like the AI companion Ballie and the Smart Monitor M9 with Copilot, have received the prestigious CES Innovation Award 2025.

Samsung launches Samsung Vision AI in its widest range yet

Samsung is ushering in a new era in display technology, with Samsung Vision AI features now integrated into the most comprehensive lineup yet – including Neo QLED, OLED, and The Frame modelsThis expansion underscores Samsung’s commitment to bringing intelligent, customizable displays to more users and redefining what’s possible in home entertainment and smart living.

At the forefront of this innovation is Neo The QLED 8K QN990F, Samsung's most advanced TV yet, is designed to deliver unmatched performance, elegant design and smarter experiences. Powered by the latest NQ8 AI Gen3 processor and utilizes a range AI features on the device to improve picture quality, sound clarity, and the overall viewing experience:

• 8K AI Upscaling Pro: Upscales lower resolution content to stunning 8K quality, which guarantees incredible detail and clarity in each frame.

• Auto HDR Remastering Pro: Analyzes content frame by frame and applies scene-specific color expansion for lifelike images and vibrant colors, even in dark scenes.

• Adaptive Sound Pro: Uses AI to separate and optimize audio components such as speech, music, and sound effects, delivering clear and balanced sound.

• Color Booster Pro: Enhances color expression with AI-powered scene analysis and enhanced image processing for each frame.

• AI Mode: Adaptively optimizes picture and sound using AI-based content recognition and TV area analysis for an optimal viewing experience in any environment.

Encased in an ultra-slim, minimalist design, the QN990F is a premium home entertainment device that combines cutting-edge technology with elegant aesthetics. With its advanced features and refined design, it offers a truly sophisticated entertainment experience.

A new look at art: Samsung Art Store expands and The Frame Pro is introduced

Samsung continues its commitment to blending art and technology by expand Samsung Art Store and launch The Frame Pro, a new addition to the iconic Frame series. Together, these innovations reinforce Samsung’s mission to make art more accessible, personal and seamlessly integrated into everyday life.

Samsung Art Store now has over 3,000 curated works from prestigious global partners, including MoMA and the estates of Magritte and Basquiat. By 2025, this expanded collection will be available not only on The Frame and MICRO LED series, but also on Neo QLED and The QLED models[4] , giving Samsung users more ways than ever to transform their screens into personal art galleries, marking another milestone in Samsung’s commitment to enriching homes with dynamic art experiences.

As a complement to The Frame, presented Samsung The Frame Pro, the latest model in the range, which enhances the art and entertainment experience. It features advanced Neo QLED picture quality – delivering brighter colours, sharper contrasts and improved local dimming for deeper blacks. The Frame Pro is powered by NQ4 Gen3 AI processor and offers unparalleled image quality for both artwork and video content. It also comes with the innovative Wireless One Connect, which allows for more flexible installations that blend seamlessly into the environment.

To further strengthen its connection to the art world, Samsung has entered into a collaboration with Art Basel, making The Frame the official art display for the globally acclaimed event.

“With our mission to drive the art world, Samsung, as our official global display partner, helps us break down physical and digital barriers, so more people can experience art in innovative and meaningful ways,” says Hayley Romer, Chief Growth Officer at Art Basel. “Through The Frame and Samsung Art Store, art lovers can bring world-class works into their homes, transforming the way they engage with and appreciate art.”

The future of display technology is taking shape: Premiere 5 and MICRO LED Beauty Mirror

At First Look 2025, Samsung unveiled the Premiere 5, the industry’s first interactive UST (ultra-short-throw) projector with three lasers. Designed to redefine home entertainment, the Premiere 5 introduces an interactive touch feature that allows users to directly engage with the screen. This innovation seamlessly combines high-quality projection with versatile functionality, using Samsung LightWARP technology to project images onto everyday objects for creative and immersive experiences.

Samsung also demonstrated its commitment to shaping the future of display technology with MICRO LED Beauty Mirror. This innovative mirror display combines advanced reflectance and transmittance features with personalized beauty insights, demonstrating how cutting-edge technology can enhance daily routines. By analyzing individual skin types, the mirror provides tailored product recommendations to make self-care more intuitive and effective using innovative beauty solutions developed by Amorepacific, Korea's leading cosmetics company.

Driving innovation through open partnerships in AI

Samsung Vision AI also offers unlimited potential by incorporating various third-party AI platforms, paving the way for even more intelligent and personalized experiences and expanding the AI display ecosystem.

In partnership with Microsoft, Samsung unveiled new smart TVs and smart displays with Microsoft Copilot. This partnership will enable users to seamlessly search for relevant information about on-screen content using a remote control or voice commands, and to explore a wide range of Copilot services, including personalized

content recommendations, accessible via the screen.