At its “Unbox & Discover 2025” launch event in Seoul, Samsung unveiled its newest television lineup, including a wide range of AI-powered models (Neo QLED 8K, OLED, and The Frame), ultra-large TVs, Moving Style, and The Premiere 5. The event focused primarily on TVs that offer more personalized, interactive content by analyzing user habits and preferences.

The company claimed that they are getting ahead of LG Electronics in the race to develop the best OLED TV, and they are confident they can outpace LG Electronics in the premium OLED TV market to become the world's #1 OLED TV brand, as well as in the South Korean domestic market. The new OLED models are available in six sizes – 83, 77, 65, 55, 48, and 42 inches.

What’s new in these AI-enhanced TVs

Samsung says that its AI-enhanced TVs come with a range of advanced features, including the Vision AI suite. This offers capabilities like Click to Search, which provides relevant information with a single click, and real-time subtitle translation for foreign-language programs. Additionally, the TVs can automatically upscale both picture and sound to the highest quality, and even learn a user's preferred picture settings for sports, cinema, and general viewing content.

“With our Vision AI, Samsung TVs will become a ‘companion' that understands and recognizes users' needs and offers optimized solutions.”

Yong Seok-woo, head of Samsung's visual display division, source: ChannelNews

AI Home now includes more capabilities, such as Home Insight, which suggests actions like turning on the air conditioner based on the user's environment and lifestyle patterns. Home Monitoring also sends real-time alerts if it detects unusual movements while the user is away, enabling remote care for pets or children.

We will be first in the Korean market this year, says Lim Sung-taek

Samsung Electronics has been steadily increasing its market share since entering the OLED market in 2022 and is currently ranked second globally, following LG Electronics. With the expansion of its AI TV lineup in 2025, growing from the existing Neo QLED and OLED nine series and 34 models to 14 series and 61 models, including QLED and The Frame, Samsung aims to continue boosting its market share.

“We believe that our OLED TV competitiveness is the best in the industry, and we will be first in the Korean market this year. We have a good chance of achieving this goal because we are equipped with powerful functions such as AI vision.”

Lim Sung-taek, VP of Samsung Electronics Korea, source: Pulse

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Hassam Nasir

Hassam boasts over seven years of professional experience as a dedicated PC hardware reviewer and writer.