Samsung Electronics unveiled a wide range of AI-based 2025 TV models, marking the beginning of the "personalized TV era." The strategy goes beyond simple video viewing by understanding users' preferences and lifestyles to offer new experiences.

On the 7th, Samsung held the 'Unbox & Discover 2025' event in Seocho-gu, Seoul, where the company revealed its next-generation AI TV lineup. Key themes include ▲AI-based personalization ▲Expansion of large and mobile screens ▲Differentiated viewing environments.

Yong Seok-woo, President of Samsung Electronics' Visual Display Business, stated, "The vision for AI that Samsung envisions is to act as a companion, making daily life easier and more convenient for users," and added, "We will open a new world of experiences that existing screens could not offer, exceeding consumer expectations."

◆Smarter TV with AI features… understands your daily life.

Samsung's AI TV consists of three features: 'AI Home', 'AI Assistant', and 'AI Viewing Optimization.'

'AI Home' includes 'Home Insights', which analyzes the user's lifestyle patterns, device usage history, and indoor environment to automatically suggest the operation of appliances such as air conditioners and air purifiers. 'Home Monitoring' in AI Home sends real-time alerts if unusual movements are detected while the user is away. It also includes 'Pet & Family Care', which detects pet or baby cries, enhancing safety.

The 'AI Assistant' offers features like 'Real-time Subtitle Translation' and 'Click to Search', which provides recommendations for similar content to what’s being watched, as well as information about cast members and the program.

Additionally, the 'AI Viewing Optimization' function upscales low-resolution content to high definition and automatically applies a 'Remastering' feature to enhance details, depth, and contrast based on the scene.

◆AI TV lineup expanded significantly to 61 models… strengthening ultra-large and mobile options.

Samsung Electronics has significantly expanded its AI TV lineup, growing from 9 series and 34 models last year to 14 series and 61 models this year.

In the OLED category, the SF90 series now offers a lineup ranging from 42-inch to 83-inch models, while the Neo QLED series has added ultra-large models, with new 115-inch and 100-inch models joining the 98-inch model. Additionally, 'Moving Style', which combines a moving stand with existing smart monitors, has been expanded to models up to 55 inches, enhancing mobility and versatility.

The ultra-short throw projector, 'The Premiere 5', which supports touch interaction, is also introduced as the first in the industry to provide a large 100-inch screen at a distance of just 43 cm.

The 'Samsung Art Store' subscription service has been expanded to include the 2025 Neo QLED and QLED models, offering access to approximately 3,000 works from world-renowned museums in 4K resolution. The 'Wireless One Connect Box' and 'Glare Free' technology provide a cleaner installation environment and a glare-free viewing experience.

Soundbar performance has also been improved. The 2025 'Q Series' reduces the subwoofer size by 58% compared to previous models while delivering powerful bass. The newly launched 'Convertible Soundbar' features a built-in gyro sensor that detects installation direction and automatically optimizes sound. Whether placed on a stand or mounted on the wall, it provides immersive surround sound with features like Dolby Atmos and Q-Symphony.

Samsung Electronics is running a promotion until the 30th of this month to celebrate the launch of its new products. Buyers will receive up to 3 million Samsung Electronics membership points, along with discounts on items such as soundbars and the Slim Fit Camera.

The retail prices for the 2025 Neo QLED 8K models are as follows: for the top series (QNF990), the 98-inch model is priced at 50.4 million won, and the 85-inch model at 16.2 million won. For the Neo QLED QNF95 series, the 85-inch model is priced at 7.89 million won, and the 75-inch model at 6.39 million won. The 115-inch and 100-inch models will be released later. The retail prices for Samsung OLED are as follows: for the SF95 series, the 83-inch model is priced at 12.8 million won, and the 77-inch model at 8.99 million won. The Frame Pro models are priced at 6.49 million won for the 85-inch, 4.89 million won for the 75-inch, and 3.39 million won for the 65-inch. The ultra-short throw projector, The Premiere 5, is priced at 1.99 million won.

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