SW Yong, President and Head of Visual Display Business at Samsung speaking about Samsung Vision AI. Photo: Samsung.
As part of its CES 2025 announcements and as part of its CES 2025 First Look event, Samsung has launched its 2025 TV lineup of Neo QLED, OLED and QLED, and The Frame models, that now all feature the inclusion of Samsung Vision AI.
This is a platform designed to change the way users interact with their TVs by bringing “entertainment, personalisation and lifestyle solutions into one seamless experience”.
Samsung Vision AI
Samsung's dream for Vision AI is to be the platform to enhance your entertainment experience, Photo: Samsung.
Samsung hopes the personalised features will redefine how users interact with their screens.
These include:
- Click to Search: somewhat similar to Amazon’s X-Ray feature, this offers instant information about what’s on screen — whether identifying an actor or exploring displayed content — all without disrupting the viewing experience.
- Live Translate: Like other live translation tools now found in Chat apps, this is powered by on-device AI translation model and looks to provide real-time subtitle translations, allowing viewers to enjoy global content seamlessly.
- Generative Wallpaper: Much like an online AI image generator, this transforms your Samsung display into a personalised art canvas, allowing users to create images that perfectly match their taste or occasion.
But that isn’t all it can do.
Samsung Vision AI can allow a Samsung display to serve as a central display hub for other devices through integration with the SmartThings ecosystem. This will allow it to:
- Home Insights: This provides real-time updates about your household environment, including safety alerts and daily updates, giving you peace of mind if you’re away from home, or just security conscious.
- Pet and Family Care: Have a four-legged friend or elderly loved one alone at home? Well, now you can keep a digital eye on your loved ones and ensure their comfort and safety by automatically adjusting room settings, like dimming the lights when a child falls asleep, while providing real-time updates and recorded events through the TV.
The AI viewing experience
Samsung's 2025 flagship TV. Photo: Samsung.
Samsung Vision AI also uses on-device AI picture and sound technologies analyse content to dynamically adjusting visuals and audio to deliver an optimised viewing experience.
For example, Samsung’s flagship model for 2025, the Neo QLED 8K QN990F, that uses Samsung’s latest NQ8 AI Gen3 Processor (which is the same as last year’s), also leverages a suite of on-device AI features to enhance the picture and sound quality.
The AI enhancements include:
- 8K AI Upscaling Pro: Elevates lower-resolution content up to stunning 8K quality, ensuring incredible detail and clarity in every frame. This first appeared in CES 2024.
- Auto HDR Remastering Pro: Analyses content frame by frame, applying scene-adaptive colour expansion for lifelike visuals and vibrant colours, even in dark scenes.
- Adaptive Sound Pro: Uses AI to separate and optimise individual sound components like speech, music and sound effects, delivering clear, balanced audio. This is somewhat similar to 2024’s Active Voice Amplifier Pro.
- Colour Booster Pro: Enriches colour expression with AI-driven scene analysis and enhanced image processing for each frame.
- AI Mode: Adaptively optimises the picture and sound by using AI-based content recognition and an analysis of what is on-screen to deliver an optimal viewing experience no matter the setting.
Expanding the Samsung Art Store and introducing The Frame Pro
The number of pieces of digital art available from The Frame’s art gallery has been increased to over 3,000 curated works from partners like MoMA and Singapore’s National Heritage Board (NHB).
Even better, Samsung has said that for 2025, access to the collection has been opened to Samsung’s Neo QLED and QLED models, although this will vary by country as to exactly which models this will be on.
In addition to The Frame, Samsung is introducing the new The Frame Pro that now has Neo QLED technology and in now powered by the NQ4 Gen3 AI Processor and comes with Samsung’s Wireless One Connect box.
Pricing and availability
We will update this article when we receive more information about the availability and pricing of the specific models in each series.
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