Samsung Display and LG Display unveiled their market strategies to target the organic light-emitting diode (OLED) TV market, which is facing a chasm of temporary demand stagnation. Samsung Display plans to focus on low-power, high-definition technology while increasing productivity by applying artificial intelligence (AI) technology. LG Display explained that it aims to expand the supply of OLEDs by focusing on its premium TV lineup, which has steadily growing demand.
On the 6th, Samsung Display and LG Display attended the 'Display Business Forum 2025' hosted by the Korea Display Industry Association at COEX in Gangnam, Seoul, where they conducted presentations. At the event, Vice President Cho Sung-chan of Samsung Display and Executive Director Hwang Sang-keun of LG Display delivered keynote speeches, explaining OLED technology innovations based on AI, market outlooks, and business strategies.
Samsung Display explained that it is incorporating AI technology into its display business to enhance productivity. Vice President Cho noted, "We are integrating AI technology into various manufacturing processes, such as light-emitting material design and optimizing complex process conditions," adding that "AI technology is helping to solve problems related to materials science and physical limitations."
Samsung Display has developed 'measurement automation software' using AI technology, which is currently utilized at its business sites in Vietnam. This software employs AI to measure equipment and other aspects of the display production process, reducing failures and errors that arise during the process.
Additionally, the company announced that it is focusing on developing technology that can simultaneously realize high definition and low power consumption. Vice President Cho said, "The early screen of smartphones was very small, making it difficult to check emails, but now the device has become a central platform that connects with users' daily lives," emphasizing that "as user expectations have risen, there has become a need for core technology to simultaneously satisfy the conflicting demands of high definition and low power consumption."
Samsung Display possesses technologies such as On Pixel Ratio (OPR) technology, which prevents pixels on black screens from turning on to reduce unnecessary power consumption, and Multi-Frequency Driving (MFD), which improves energy efficiency by setting different refresh rates for different screen areas, all while increasing display brightness by up to 50%.
LG Display explained that it will focus on its premium lineup to overcome the OLED TV chasm. Executive Director Hwang diagnosed that factors such as the segmentation of the global display market, a decrease in viewing time, and a diminished perceived value of TV consumption are major causes of the chasm. He noted, "The demand for TVs is sluggish globally," adding, "Though OLED TVs recorded sales growth for several years, they are now facing a period of stagnation."
He further stated, "However, high-end products priced above $1,000 and mass premium lineups priced between $500 and $1,000 show a steady increase," and went on to say, "Currently, OLED TVs have already secured over 60% market share in certain segments of the high-end market. We need to solidify this while expanding demand into the mass premium market that has growth potential."
LG Display also stated that it plans to focus on cost reduction. Executive Director Hwang said, "We need to work towards maintaining the premium value unique to OLED through technological advancements while achieving cost competitiveness, which is the driving force behind its popularization." LG Display is currently pursuing operational optimization strategies to ensure performance and price competitiveness by applying its self-developed AI across all business areas, including development, production, and manufacturing.