The AI revolution in your living room: How it's changing the TV viewing experience

In an era where technology is advancing at an unprecedented rate, artificial intelligence (AI) is quietly revolutionizing our living rooms. The television, once a simple device for content delivery, is evolving into a smart technological hub that’s changing the way we watch and interact with our screens.

18 Consecutive Years

Samsung, the global leader in the TV market for 18 consecutive years, continues to innovate and redefine the home viewing experience. With a 30.1% market share in 2023, according to Omdia, Samsung is at the forefront of the AI revolution, integrating advanced AI technologies into its TV models, offering viewers a more personalized and high-quality experience than ever before.

Perfect Picture Quality with AI

One of the areas where AI's impact is most evident is in picture quality. Samsung’s Neo QLED and OLED models, for example, utilize advanced technologies to enhance picture quality in real-time. The AI analyzes the displayed content and optimizes the picture settings accordingly.

Many people wonder how this is done and whether it’s just another gimmick. Well, it’s not. This is happening now, and the difference is immediately noticeable.

At the heart of this technology is the new NQ8 AI Gen3 processor, equipped with a neural processing unit (NPU) that is twice as fast as its predecessor. The number of neural networks has increased eightfold, from 64 to 512, allowing for more precise processing of every detail on screen. AI Upscaling Pro ensures all content is displayed at its maximum quality, while AI Motion Enhancer Pro and Real Depth Enhancer Pro enrich the viewing experience by analyzing object areas and creating a professional-grade image automatically—particularly for sports content. For example, in sports like basketball, soccer, and tennis, the ball will always appear sharp and stable, as the processor scans the broadcast in real time, presenting a clearer, more stable, and perfectly sharp image.

Upgraded OLED Category

In the OLED category, Samsung is also showing significant innovation. In addition to offering a larger range of sizes in the OLED category this year—55, 65, 77, and 83 inches—Samsung presents impressive new features. For example, the S95D series boasts an impressive peak brightness of over 1,340 nits in HDR content—an improvement of about 30% compared to the previous model. Hybrid OLED technology ensures full color volume with PANTONE certification, even when screen brightness increases, and the screen thickness is just 1 cm from top to bottom.

Another innovation is the OLED Glare Free technology, which significantly reduces reflections while maintaining sharpness, ensuring an immersive viewing experience even in daylight. This technology includes a specially adapted anti-reflection coating for OLED screens, keeping blacks perfect without unwanted reflections.

The Revolution of Large Screens and Smart User Experience

AI also affects how we use our TVs. Samsung's advanced Tizen operating system for 2024 offers a new and more intuitive interface, with personalized modes for each family member. So, when a viewer connects, they immediately enjoy their preferred content.

Samsung is also leading the way in large-screen TVs, with a 33.9% market share in the 75-inch-and-larger TV category. The company offers a wide range of sizes, including 98-inch models in Crystal UHD, QLED, and Neo QLED series, equipped with Samsung’s exclusive Supersize Picture Enhancer technology, which ensures professional-level picture quality even at large sizes, maintaining image clarity and stability. Samsung developed this exclusive processor with the promise that a 98-inch screen can be comfortably viewed from just 3 meters away.

Additionally, Samsung offers a MICRO LED series in impressive sizes of 76, 89, 101, 114, and 140 inches, expanding the viewing options in the home.

This groundbreaking technology delivers brighter, more vivid, and richer images than any technology presented so far, with a price tag to match.

AI and Sound in Artificial Intelligence

Samsung has introduced a unique system that analyzes what’s happening on the screen you’re watching so that the sound adapts to whatever you're viewing. For example, action movies will sound more dramatic, dialogues will be clear and undisturbed, and football matches will sound as though you're in the stadium—all through real-time AI analysis.

The TV as the Heart of the Smart Home

Samsung is taking a further step by integrating the TV as a key part of the smart home through its SmartThings system. This system, currently connecting over 500 million devices, allows remote control of all smart devices in the home. Through the smart TV, users can create scenes that control multiple devices at once, managing everything from heating systems to lighting and appliances, all while supporting the latest Matter protocol. The Mobile Smart Connect feature turns the smartphone into a multifunctional remote, offering complete control over screens and smart devices.

Additionally, Samsung's smart TVs integrate with advanced audio systems, such as Galaxy Buds, offering a 360-degree sound experience for movies, shows, and games. This integration makes the TV the central hub for managing the smart home, enhancing the overall user experience. Once the screen is set up, your home is immediately built for easy control via your phone or through the screen, which transforms into a giant home control panel that's simple to use. The smartphone also becomes your gaming controller when you choose to play games on the big screen.

AI Across Products as a Growth Engine for Innovation and Quality

Samsung continues to innovate and improve its products even after purchase. The Smart Forward service offers software updates for existing appliances, extending the product's lifespan and improving its functionality. For example, refrigerators with the Family Hub screen will receive new features such as Quick Share for fast image transfer, Buds Auto Switch for seamless switching between devices, and Fridge Call for direct calls to the refrigerator's screen.

Samsung is also enhancing the AI capabilities of its voice assistant, Bixby. The upgraded Bixby will be able to understand more complex commands and remember previous conversations, making interaction with home appliances more natural and intuitive, with a unique network security mechanism (Knox) to protect the screen from cyber attacks, just like on mobile phones.

IFA 2024: The Stage for Samsung's AI Innovation

IFA 2024, held this year for the 100th time, serves as a major platform for showcasing Samsung’s technological innovations. At the exhibition in Berlin from September 6 to 10, Samsung won a record number of innovation awards and showcased its range of smart TVs equipped with advanced AI technologies. At the company’s booth, spanning 6,000 square meters at CityCube Berlin, visitors had the chance to experience firsthand innovations such as the advanced Tizen OS, OLED Glare Free technology, and Neo QLED 8K AI displays with the NQ8 AI Gen3 processor. IFA offered a unique opportunity for consumers and professionals to see how AI is transforming the world of televisions and home entertainment, further solidifying Samsung’s leadership in this field.

The AI revolution in televisions marks the dawn of a new era of smart, personalized viewing. With companies like Samsung leading the way, combining advanced AI technologies with exceptional picture quality, the future of home entertainment looks more exciting and tailored to the viewer's needs than ever. The company anticipates that by the end of 2024, 200 million Galaxy devices with AI will be in users' hands, underscoring Samsung’s commitment to making the benefits of AI widely accessible.

In collaboration with SAMSUNG