Samsung launches Samsung Vision AI across its broadest lineup yet — including Neo QLED, OLED and QLED — introducing intelligent, adaptive displays that redefine user interaction and smart living
Expanded Samsung Art Store and The Frame lineup, including the new The Frame Pro, Neo QLED and QLED models bring premium art experiences into more homes
New display technologies and strategic partnerships underscore Samsung’s vision for a smarter, more connected future
Samsung Electronics Co., Ltd. today introduced Samsung Vision AI at the CES 2025 First Look event, showcasing its latest advances in AI-driven displays and devices designed to enrich everyday life. Samsung also revealed the new flagship Neo QLED 8K QN990F and updates to its Lifestyle TVs and next-generation display technologies. These innovations reflect Samsung’s goal of transforming screens into adaptive, intelligent companions that simplify and enhance daily living.
”Samsung doesn’t view 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 rethink what screens can do by connecting entertainment, personalization and lifestyle solutions into a seamless experience that simplifies your life.”
This press release summarizes Samsung’s global announcement at the international CES trade show in Las Vegas. It highlights many of the products and features presented. Availability in Nordic markets has not yet been confirmed; regional availability and timing will be announced at launch.
Samsung Vision AI: Smarter, adaptive displays for a seamless everyday experience
Samsung Vision AI represents the next phase in Samsung’s effort to deliver intelligent, intuitive and seamless display experiences. By being aware of the environment, adapting to user preferences and offering proactive features, Samsung Vision AI turns displays into smart companions that improve entertainment, simplify interaction and integrate smoothly into a connected lifestyle.
At the heart of Samsung Vision AI are personalized features that change how users interact with their screens:
- Click to Search provides instant information about on-screen content — from identifying an actor to exploring items shown — without interrupting the viewing experience.
- Live Translate, powered by an on-device AI translation model, reduces language barriers with real-time subtitle translation so viewers can enjoy global content more easily.
- Generative Wallpaper turns displays into dynamic, personalized backdrops, enabling users to create wallpapers that match their taste or mood.
Beyond personalization, Samsung Vision AI positions displays as central hubs for smarter living by integrating with the SmartThings ecosystem:
- Home Insights delivers real-time updates on your home environment, including security alerts and daily summaries, giving an overview of household status whether users are home or away.
- Pet and Family Care monitors activity among family members and pets, enhancing comfort by automatically adjusting room settings — for example dimming lights when a child falls asleep — and providing real-time updates and recorded events through the TV.
Samsung Vision AI also advances picture and sound quality. On-device AI analyzes content and environmental factors in real time, dynamically tuning image and audio settings to deliver optimized experiences for every moment.
Several of Samsung’s Vision AI features, including Click to Search and Live Translate, along with innovations such as the AI companion Ballie and the Smart Monitor M9 with Copilot, were honored with the CES Innovation Award 2025.
Samsung rolls out Samsung Vision AI across its broadest lineup yet
Samsung is ushering in a new era of display technology by integrating Samsung Vision AI features across its most extensive product range to date — including Neo QLED, OLED and The Frame models. This expansion reflects Samsung’s commitment to bringing intelligent, adaptive displays to more users and redefining what’s possible in home entertainment and smart living.
Leading this innovation is the Neo QLED 8K QN990F, Samsung’s most advanced TV to date, engineered to deliver unparalleled performance, refined design and smarter experiences. Powered by the latest NQ8 AI Gen3 processor, the TV uses a suite of on-device AI features to enhance picture quality, clarify sound and elevate the overall viewing experience:
- 8K AI Upscaling Pro elevates lower-resolution content to stunning 8K quality, delivering exceptional detail and clarity in every frame.
- Auto HDR Remastering Pro analyzes content frame by frame and applies scene-adaptive color expansion for lifelike images and vivid hues, even in dark scenes.
- Adaptive Sound Pro uses AI to separate and optimize audio components such as dialogue, music and effects, producing clear, balanced sound.
- Color Booster Pro enhances color expression with AI-driven scene analysis and advanced image processing for each frame.
- AI Mode adaptively optimizes picture and sound using AI-based content recognition and room analysis to deliver the best viewing experience in any environment.
Encased in an ultra-slim, minimalist design, the QN990F is a premium home entertainment device that blends cutting-edge technology with elegant aesthetics. Its advanced capabilities and refined appearance offer a sophisticated viewing experience.
A new take on art: Samsung Art Store expands and The Frame Pro debuts
Samsung continues to blend art and technology by expanding the Samsung Art Store and introducing The Frame Pro, a new addition to the iconic Frame series. These updates advance Samsung’s goal of making art more accessible, personal and integrated into daily life.
Samsung Art Store now features over 3,000 curated works from prestigious global partners, including pieces from MoMA and estates such as Magritte and Basquiat. For 2025, the expanded collection will be available not only on The Frame and MICRO LED series but also on Neo QLED and QLED models, giving Samsung users more ways to turn their displays into personal art galleries. This marks another step in Samsung’s effort to enrich homes with dynamic art experiences.
Complementing The Frame lineup, The Frame Pro elevates both art and entertainment. It features advanced Neo QLED picture quality — delivering brighter colors, sharper contrast and improved local dimming for deeper blacks. Powered by the NQ4 Gen3 AI processor, The Frame Pro offers exceptional image quality for both artwork and video content. It also includes the innovative Wireless One Connect, enabling more flexible installations that integrate seamlessly into living spaces.
To strengthen its ties with the art world, Samsung has partnered with Art Basel, designating The Frame as the official art display for the globally acclaimed event.
”With our mission to advance the art world, Samsung as our official global display partner helps remove physical and digital barriers so more people can experience art in innovative, meaningful ways,” said 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, changing how they engage with and appreciate art.”
Shaping the future of display technology: Premiere 5 and MICRO LED Beauty Mirror
At First Look 2025, Samsung unveiled Premiere 5, the industry’s first interactive UST (ultra-short-throw) projector with three lasers. Premiere 5 aims to redefine home entertainment by adding an interactive touch capability that enables users to engage directly with projected content. This innovation combines high-quality projection with versatile functionality and uses Samsung LightWARP technology to project images onto everyday objects for creative, immersive experiences.
Samsung also showcased the MICRO LED Beauty Mirror, an innovative mirror display that blends advanced reflectance and transmittance features with personalized beauty insights. By analyzing individual skin types, the mirror offers tailored product recommendations to make personal care routines more intuitive and effective, using beauty solutions developed in collaboration with Amorepacific, South Korea’s leading cosmetics company.
Driving innovation through open AI partnerships
Samsung Vision AI unlocks broad potential by incorporating third-party AI platforms, enabling even smarter, more personalized experiences and expanding the AI display ecosystem.
In collaboration with Microsoft, Samsung introduced new smart TVs and monitors with Microsoft Copilot. This partnership enables users to seamlessly search for relevant information about on-screen content using a remote or voice commands and to access a wide range of Copilot services, including personalized content recommendations available directly on the screen.