Samsung Electronics has unveiled its 2025 AI TV lineup, marking a significant expansion in its smart home ecosystem. The company showcased a diverse range of products during the 'Unbox & Discover 2025' event held on April 7, 2025, in Samsung Gangnam, Seocho-gu, Seoul. The new lineup includes models such as Neo QLED 8K, OLED, QLED, and The Frame, as well as innovative products like 'Moving Style' and 'The Premiere 5'.
Key features of the new AI TVs focus on enhancing user experience and personalization. The three core AI functionalities highlighted are 'AI Home', 'AI Assistant', and 'AI Picture Optimization'. The 'AI Home' feature intelligently monitors indoor conditions, such as temperature and air quality, and suggests optimal appliance control, even providing alerts for unusual pet behavior. The 'AI Assistant' enhances accessibility by offering real-time subtitle translation and content recommendations, while 'AI Picture Optimization' uses advanced algorithms to upscale low-resolution content, ensuring high-quality visuals.
The 2025 AI TV lineup boasts a total of 14 series and 61 models, significantly broadening consumer choices. The OLED product range now includes sizes from 42 inches to 83 inches in the SF90 series, while the Neo QLED line has added models measuring 115 inches and 100 inches to cater to the growing demand for ultra-large displays. Yong Seok-woo, head of Samsung's Visual Display (VD) Business Division, stated, "This year, our TV shipment target is around 40 million units." Despite the economic downturn limiting growth, Samsung is strategically focusing on the premium segment to increase its market share.
Samsung is also adapting to the competitive landscape with new product strategies aimed at enhancing its position in the mid-range market. The company plans to fortify its offerings in the QLED and The Frame categories, ensuring that consumers have access to a variety of price points and specifications. Yong Seok-woo remarked, "We have secured price competitiveness by reinforcing our mid-range lineups, such as UHD, and enhancing the mid-segment to meet consumer expectations for quality and value." This approach aims to counter the aggressive pricing strategies of Chinese competitors.
In addition to the AI functionalities, Samsung is implementing advanced video correction technologies, including AI 8K Upscaling Pro, Auto HDR Remastering Pro, and Color Booster Pro, which automatically optimize content resolution, color, and contrast for an immersive viewing experience. The company has also expanded the application of Glare Free technology across its Neo QLED and OLED models, ensuring that screens remain clear even in bright environments.
The introduction of the 'Moving Style' mobile display is another highlight of the new product line, offering various stand options for models under 55 inches to improve space utilization. The 'The Premiere 5' ultra-short throw projector can project a 100-inch screen from just 43 cm away and features touch-based interactivity, further expanding the company's innovative product offerings.
As part of its commitment to enhancing user experiences, Samsung is incorporating voice ID technology into its appliances, allowing for personalized content and viewing modes tailored to individual family members. This feature aligns with LG Electronics' similar strategy, which includes voice recognition capabilities for up to 10 family members. Samsung's integration of voice ID and Bixby into its AI TVs reflects its dedication to creating a seamless and personalized viewing experience.
Samsung is also preparing to introduce the 'Google Cast' function and expand support for the 'Samsung Art Store' within its TV ecosystem this year. The TV operating system, 'One UI Tizen', will provide free upgrades for seven years, ensuring that consumers receive ongoing enhancements and new features without additional costs.
In response to the global competitive landscape and tariff issues in North America, Samsung is employing a flexible supply chain strategy, with most of its TVs being produced in Mexico to mitigate tariff impacts. Yong Seok-woo noted, "We are utilizing 10 production bases worldwide to respond flexibly to market demands." This strategy aims to maintain the company's market share, especially in the ultra-large and premium segments, where Samsung currently holds over 60% of the domestic market for TVs measuring 70 inches or larger.
Samsung's strategy also includes addressing the growing interest in TV subscription services, which were launched last year. Currently, around 50% of the premium lineup is sold through subscription models, reflecting changing consumer preferences. The company emphasizes that TVs are evolving from mere content-viewing devices to versatile companions that offer personalized functions in daily life.
Lim Seong-taek, head of Samsung Korea, expressed confidence in the company's OLED TV competitiveness, stating, "Our OLED products are at the industry's highest level." He aims for Samsung to reclaim the number one position in the Korean market this year. The announcement of new products and technological advancements underscores Samsung's commitment to leading the TV industry through AI-driven innovation.
In light of recent leadership changes following the passing of Chairman Lee Jong-hee, Yong Seok-woo expressed a sense of responsibility to continue the legacy of excellence established by his predecessor. He stated, "I feel a personal void due to the significant achievements of the late Chairman, but I will uphold the spirit of being 'number one forever' that he championed." As the company navigates these transitions, it remains focused on delivering cutting-edge technology and exceptional viewing experiences to consumers worldwide.
