The Consumer Electronics Show (CES) has long been a launchpad for groundbreaking technological advancements, and CES 2025 proved no different, particularly for Samsung. The South Korean tech giant showcased a suite of innovations spanning from AI-powered personalization to revolutionary display technologies, painting a compelling picture of the future of entertainment and user interaction. This article delves into the key announcements, offering a comprehensive overview of Samsung’s vision.
AI Takes Center Stage: Personalizing the Viewing Experience
Samsung’s First Look 2025 event, held in Las Vegas, served as a prelude to CES, highlighting the company’s focus on artificial intelligence. The introduction of “Vision AI” marked a significant step towards personalized TV experiences. This intelligent system goes beyond simple recommendations, predicting user preferences to curate a tailored viewing journey.
Vision AI encompasses a range of impressive features. “Click Search” streamlines content discovery, while “Live Translate,” borrowed from Samsung’s mobile devices, offers real-time translation for live broadcasts, initially supporting seven languages by translating closed captions. This feature aims to break down language barriers and enhance accessibility. An additional feature called AI-based Voice Removal with Audio Subtitles is designed specifically for the visually impaired, analyzing subtitles, isolating voices, and adjusting reading speed for a more seamless experience.
Further enhancing the AI ecosystem, the “Vision AI Companion” acts as a virtual assistant, visualizing user requests and providing personalized suggestions, from travel ideas to local activities. Samsung’s commitment to collaboration was also evident, with plans to integrate services like Microsoft’s Copilot to further refine content discovery and recommendations.
The Evolution of Displays: From Foldable to Slidable
Beyond AI, Samsung’s prowess in display technology was a major highlight of CES 2025. The company showcased advancements in foldable, slidable, and QD-OLED technologies, pushing the boundaries of what’s possible in screen design.
A key announcement was the development of the world’s first 18.1-inch foldable panel designed for IT devices, envisioning a future of foldable laptops. When folded, this panel presents a 13.1-inch touchscreen with space for a virtual keyboard. Unfolded, it offers a full 18.1-inch display, adaptable for various computing needs.
Samsung also unveiled multiple slidable display form factors. The “Slidable Flex Duet” expands from 8.1 inches to 12.4 inches, while the “Slidable Flex Solo” stretches from 13 inches to a substantial 17.3 inches, both extending horizontally. For mobile devices, the “Slidable Flex Vertical” offers a compact 5.1-inch display that can extend to 6.7 inches, catering to users who desire both portability and a larger viewing area.
QD-OLED Reaches New Heights of Brightness and Clarity
Samsung’s commitment to picture quality was evident in the unveiling of its next-generation QD-OLED TV technology. Boasting an astonishing peak brightness of over 4,000 nits, these 77-inch displays promise an unparalleled viewing experience. This remarkable brightness, achieved through new organic materials and panel driving technology, represents a significant leap forward, surpassing previous models by up to 30%. Samsung also emphasized the high color purity and pixel density of its QD-OLED technology, ensuring vivid, lifelike images.
OLED Technology Extends to Automotive Displays
Samsung’s innovations weren’t limited to home entertainment. The company also showcased its ambition to revolutionize automotive displays with OLED technology. Aiming to replace the prevalent LCD screens in vehicles, Samsung presented OLED-based solutions designed for both aesthetics and functionality. Notably, the integration of an Under Panel Camera (UPC) for driver monitoring systems promises improved safety without compromising the vehicle’s interior design.
Additionally, Samsung’s OLED-based HUD Real Black technology aims to enhance driver information visibility. By integrating an 18.1-inch central information display (CID) that seamlessly blends with the car’s design, Samsung envisions a more streamlined and informative driving experience.
A Holistic Vision for the Future
Samsung’s announcements at CES 2025 showcased a comprehensive vision for the future of displays and user interaction. From AI-powered personalization to groundbreaking display technologies, the company’s innovations promise to reshape how we interact with our devices, both at home and on the go. As SW Yong, President and Head of Visual Display Business at Samsung Electronics, articulated, Samsung envisions TVs as “interactive, intelligent partners” that adapt to user needs, connecting entertainment, personalization, and lifestyle solutions into a seamless experience. This vision, brought to life through cutting-edge technology, positions Samsung at the forefront of the evolving display landscape.