Samsung expands TV artificial intelligence offering

The company’s AI-powered screens will be able to search online for information about what’s being displayed — such as identifying an actor or product.

They will also be able provide real-time subtitle translations and generate personalised background images.

Samsung said the AI enhancements were part of its vision to transform TV screens into smart companions.

“Samsung sees TVs not as one-directional 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’re reimagining what screens can do, connecting entertainment, personalization and lifestyle solutions into one seamless experience to simplify your life.”

Vision AI will also provide real-time updates about household environments, including safety alerts and daily updates.

Meanwhile, a Pet and Family Care function “keeps a watchful eye on loved ones, detecting unusual behaviour in both pets and family members.” Samsung said it can automatically adjust room settings, like dimming the lights when a child falls asleep, while providing real-time updates and recorded events through TVs.

Vision AI also delivers advances in picture and sound quality. On-device AI picture and sound technologies analyse content and environmental factors in real time, dynamically adjusting visuals and audio for an optimised experience.

Samsung, which has been the world’s biggest TV seller for close to two decades, said it will also collaborate with Microsoft and Google to expand its Vision AI suite with additional capabilities from partners.

The screens were unveiled at the CES 2025 First Look event in Las Vegas.

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