Despite the uncertainty in the global economy, Samsung Electronics plans to continue increasing its share of organic light-emitting diode (OLED) TVs as the premium TV market grows. This year, it has expanded the lineup of small and large OLED TVs and will also increase the quantity beyond last year's 1.4 million units.
At the 'Unbox & Discover 2025' event held on the 7th in Gangnam, Seocho District, Samsung Electronics' Video Display Division head (President) Yong Seok-woo said this. On this day, Samsung Electronics unveiled its 2025 TV product lineup and key features of its artificial intelligence (AI) TV. Samsung Electronics introduced the AI TV centered around three core AI functions: 'AI Home,' 'AI Assistant,' and 'AI Viewing Optimization.' It also announced plans to offer an OLED TV lineup ranging from 42 inches to 83 inches.
AI Home enhances the smart home experience through the 'Home Insight' and 'Home Monitoring' features. The Home Insight function recommends necessary actions, such as 'turn on the air conditioner when the indoor temperature is high,' based on users' living patterns, device usage history, and indoor environments. The Home Monitoring feature sends real-time notifications when unusual movements are detected while the absence setting is active. Additionally, a pet monitoring feature called 'Pet Care' and a 'Family Care' function that detects baby crying are also included.
The AI Assistant includes functions that support more comfortable TV viewing. The 2025 Samsung AI TV supports 'real-time translation' for subtitles in the user's preferred language. Users can receive recommendations for content similar to what they are watching through 'Click to Search' and can check additional information related to the program, such as actors and filmography, with a single click of the remote.
Through AI Viewing Optimization, TV screen quality is automatically enhanced. '8K AI Upscaling Pro' and '4K AI Upscaling Pro' improve the quality of low-resolution content using AI. 'Auto HDR Remastering Pro' utilizes AI deep learning technology to analyze SDR content scene by scene, applying real-time HDR effects to provide rich contrast. 'Color Booster Pro' has AI analyze and classify the colors of each scene, enhancing color expression.
This year, Samsung Electronics expanded its AI TV lineup from existing Neo QLED and OLED to include QLED and The Frame. The AI TV lineup increased from 9 series with 34 models last year to 14 series with 61 models this year, including QLED and The Frame. In particular, the OLED lineup was established for the SF90 series, spanning from 42 inches to 83 inches. The Neo QLED also added new products in 115 inches and 100 inches, moving beyond the previous maximum size of 98 inches.
Samsung Electronics expressed its ambition to secure the top position in the domestic OLED TV market. Lim Sung-taek, vice president of Samsung Electronics Korea, noted, "I believe the competitiveness of our OLED TVs is at the industry’s highest level compared to other companies, and we will achieve first place in the Korean market this year." He added, "This year, we have a full lineup equipped with powerful features like AI Vision, which gives us a competitive edge."
On this day, President Yong explained that they would also prepare measures in response to the impact of tariffs imposed by Trump. He said, "Most TVs are manufactured at our production base in Mexico. Samsung Electronics plans to monitor and respond flexibly based on tariffs, as we have 10 production sites related to TVs."