Samsung launches AI-enhanced QLED, OLED TVs

Yong Seok-woo, president and head of the visual display at Samsung Electronics, introduces the company’s new TVs with enhanced AI features during a press conference at its office in Seoul, Wednesday. Courtesy of Samsung Electronics

Yong Seok-woo, president and head of the visual display at Samsung Electronics, introduces the company’s new TVs with enhanced AI features during a press conference at its office in Seoul, Wednesday. Courtesy of Samsung Electronics

By Baek Byung-yeul

Samsung Electronics launched its new TVs, the Neo QLED and OLED TVs, in the Korean market with enhanced AI features to provide a better viewing experience, the world’s biggest TV maker said Wednesday.

Samsung has held the largest share in the global TV market for 18 straight years from 2006 to 2023 and is aiming to extend the streak this year. To that end, the company unveiled new TVs with AI features to show its leadership in the market.

“The Korean market is a key global market leading the trends of premium TVs and ultra-large sizes,” Yong Seok-woo, president and head of the visual display at Samsung, said during a press conference at its office in Seoul. “Through the 2024 TV lineup, which embodies the technological prowess of Samsung that has maintained the world’s No. 1 position in the TV market for 18 years, we will open the era of AI TV.”

Yong said that the new AI TVs equipped with a powerful AI chip will present a new viewing experience to customers.

“Samsung AI TV is secured with its on-device security solution Knox and will play a key role not only in upscaling the viewing experience but also in the connected experience as the center of AI home,” Yong said.

Samsung said that its new Neo QLED 8K TV is equipped with the 3rd generation AI 8K processor, which is the most powerful among all Samsung TV processors to date, featuring a neural processing unit that is twice as fast as the one featured in the previous year.

This allows for upscaling low-resolution videos to 8K quality, providing a clearer image quality, the company said. Especially this year, with major sports events taking place, the processor supports an AI Motion feature that automatically detects sports genres and smoothly corrects the movement of the ball to provide a better sports viewing experience.

Models pose with Samsung Electronics new Neo QLED 8K TV during a press conference at the company’s office in Seoul, Wednesday. Courtesy of Samsung Electronics

Models pose with Samsung Electronics new Neo QLED 8K TV during a press conference at the company’s office in Seoul, Wednesday. Courtesy of Samsung Electronics

Soundwise, the new TV features the Active Voice Pro function, which applies AI technology to detect volume differences between different articles of content, separates and amplifies voices so that dialogues are not drowned out by background noise, and also optimizes sound by detecting external noises such as vacuum cleaner noise.

Samsung’s OLED TV also offers an immersive viewing experience during the day by applying OLED Glare Free technology to reduce light reflection, the company said.

Additionally, equipped with a 2nd Generation AI 4K Processor, it upgrades low-resolution videos to 4K quality through the 4K AI Upscaling feature. Also, the OLED HDR Pro function adjusts the brightness through AI, maintaining deep blacks.

Samsung is launching 27 models of Neo QLED in seven sizes from 43 inches to 98 inches in the domestic market from Friday. For OLED TVs, 10 models in five sizes ranging from 48 inches to 83 inches are being released.

The TV maker added its Samsung TV Plus feature, which allows users to enjoy streaming services for free after watching advertisements, will be further enhanced.

Launched in 2015, Samsung TV Plus marks its 10th year this year and will be renewed through an expanded content portfolio and improved usability with AI-based personalized content recommendations. In particular, content from famous American late-night talk show host Conan O’Brien will be launched for the first time as domestically streamed content within the year.

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