Samsung Strengthens Its Smart TV Voice Capabilities
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By Samsung Newsroom
Samsung Electronics, a global leader in display technology, today announced it will showcase its highly anticipated 2025 hotel TV lineup at Integrated Systems Europe (ISE) 2025 in Barcelona. The new lineup combines sophisticated designs, cutting-edge in-room entertainment features and a unified platform, reinforcing Samsung’s commitment to redefining the premium hotel experience.
“Our 2025 hotel TV lineup is designed to elevate the guest experience with personalization at its core,” said Hoon Chung, Executive Vice President of Visual Display Business at Samsung Electronics. “Hotels can customize their room’s ambiance with The Frame’s Art Mode, offer seamless streaming with Apple Airplay and the newly added Google Cast, and enable convenient control of the room environment through SmartThings Pro, all tailored to individual guest preferences.”
Redefining Hotel Aesthetics With The Frame
Samsung’s 2025 lineup introduces the award-winning The Frame (model name HL03F)1 as a hotel TV, bringing stunning 4K QLED picture quality with vivid colors, deep contrasts and lifelike visuals to every room, all while maintaining a sleek and sophisticated design that transforms interiors. With its innovative Art Mode, The Frame allows hotel managers to customize guest rooms and surroundings by displaying a curated selection of modern or classic artwork — or even other tailored images such as hotel-branded visuals — when the TV is not in use.
Combined with an Anti-Reflection Matte Display that limits light interference and a Slim-Fit Wall Mount that enables the TV to sit flush against the wall like a true art piece, The Frame elevates hotel aesthetics with a unique blend of luxury and personalization.
As the official visual display sponsor of Art Basel, The Frame reflects Samsung’s dedication to combining cutting-edge technology with timeless design. Its introduction sets a new benchmark for hotels seeking to deliver a refined, personalized and visually captivating experience for their guests.
Enhancing Guest Experiences With Google Cast for Seamless Streaming
▲ Google Cast is a trademark of Google LLC.
Samsung’s 2025 hotel TV lineup, along with the 2024 HBU8000, takes in-room entertainment to the next level by supporting Google Cast2 for secure, seamless, in-room streaming. Guests will be able to easily cast their favorite content directly from their Android and iOS devices to the TV without the need for additional dongles or login requirements. The connection process is quick and straightforward, utilizing QR codes for instant pairing.
“We’re thrilled to bring Google Cast to Samsung TVs, extending the convenience of seamless content sharing to both hospitality and consumer models,” said Tiger Lan, Google’s Senior Director of engineering for multi-device experiences. “Whether guests are enjoying their favorite shows and playlists on hotel TVs or streaming effortlessly at home, this collaboration ensures users have reliable, personalized access to their content wherever they are.”
The lineup also supports Apple AirPlay,3 allowing hotel guests to securely connect their iOS and iPadOS devices to the TVs in their rooms for an effortless streaming experience.
Unlike traditional systems, both Apple Airplay and Google Cast can be used independently of third-party system integrator (SI) requirements, simplifying installation for hotels and reducing infrastructure demands. Furthermore, Samsung ensures robust privacy by ensuring that no personal information or device pairing data is stored, giving guests complete peace of mind during their stay.
Streamlining Hotel Operations With a Connected Ecosystem
Samsung’s 2025 hotel TV lineup introduces a fully connected ecosystem designed to enhance operations and elevate guest experiences. With Tizen 9.0, guests benefit from an intuitive and seamless interface that simplifies access to streaming apps, smart room controls and personalized services, creating a more enjoyable and connected stay.
For hotel operators, LYNK Cloud offers a powerful cloud-based solution that combines customizable content delivery, remote device management and over-the-top (OTT) entertainment. Equipped with an e-commerce platform, it enables guests to perform service interactions such as ordering room service, booking hotel amenities and accessing a digital concierge. Simultaneously, hotel managers gain valuable insights to personalize guest content and deploy targeted promotions across rooms or properties globally, driving operational efficiency and guest satisfaction.
SmartThings Pro further strengthens IoT connectivity by enabling secure and centralized control of Samsung Hospitality TVs, Smart Signage, air conditioning systems and more. With a scalable dashboard and customizable application programming interfaces (APIs), SmartThings Pro allows hotel IT teams to monitor performance, manage devices across multiple units and seamlessly integrate with existing systems.
1 The functionality of The Frame in the hotel TV lineup may vary from the consumer version.
2 Google Cast is a trademark of Google LLC. Google Cast supports Android 6 and above, and iOS 14 and above. Availability may vary by device, software version and region.
3 AirPlay is compatible with iOS 11, iPadOS 13, macOS Mojave 10.14 and later versions. Availability may vary by device, software version and region.
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By Samsung Newsroom
Samsung Electronics today introduced its latest advancements in home audio technology with the new Q-series (HW-Q990F and HW-QS700F) soundbars These flagship models combine state-of-the-art hardware with intelligent AI-driven features, designed to elevate home entertainment with unparalleled sound
“Our new soundbars combine exceptional audio quality with seamless convenience,” said Hun Lee, Executive Vice President of the Visual Display Business at Samsung Electronics. “With advanced AI technology in the HW-Q990F and the HW-QS700F’s innovative convertible design, these soundbars effortlessly adapt to any environment, delivering an immersive and personalized audio experience for every user.”
HW-Q990F: Redefining Flagship Audio Performance
As the successor to the highly acclaimed HW-Q990D, the HW-Q990F takes home audio to new heights. It features newly engineered dual active subwoofers that deliver robust bass and ultra-low-frequency precision. Plus, a new cube design reduces the subwoofers to half the size of its predecessor, minimizing resonance and blending flawlessly into modern interiors with a refined serrated finish.
The HW-Q990F also delivers advanced AI-driven sound optimization through features such as:
Dynamic Bass Control: Enhances clarity in low-frequency ranges by utilizing non-linear bass management for balanced and distortion-free sound. Q-Symphony: Immerses the user in 3D surround sound by detecting the position of wireless speakers like the Music Frame and automatically optimizing audio effects based on its distance and angle. Active Voice Amplifier Pro: Provides real-time content analysis that reduces background noise and emphasizes dialogue for an enhanced viewing experience.
Additionally, the HW-Q990F utilizes the Samsung TV’s Neural Processing Unit (NPU) in Q-Symphony mode, making dialogue clearer and delivering more immersive, synchronized audio.
HW-QS700F: Versatility Meets Elegance and Superior Sound
The HW-QS700F offers even more versatility in home audio with its sleek design and innovative gyro-sensor technology. Suitable for both wall-mounted and tabletop setups, this soundbar adapts to the user’s space. Its built-in gyro-sensor can automatically detect whether it’s positioned vertically or horizontally, fine-tuning the audio output to ensure optimal clarity and immersive sound in any configuration.
With its slim, modern profile, the HW-QS700F integrates into any room. Its adaptive design offers flexibility without compromising style, making it the perfect companion for a cinematic wall-mounted display or a minimalist tabletop setup. This soundbar delivers an audio experience as sophisticated as its design — ideal for users who demand both elegance and performance.
For more information, visit Samsung.com.
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By Samsung Newsroom
Samsung Electronics today unveiled Samsung Vision AI at the CES 2025 First Look event, delivering personal AI-powered screens to enrich your everyday life. Samsung also unveiled the latest flagship Neo QLED 8K QN990F and exciting updates to its Lifestyle TVs and future display technologies, reflecting Samsung’s vision to transform screens into adaptive, intelligent companions to simplify and enrich everyday living.
“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.”
Samsung Vision AI: Smarter, Adaptive Screens for Seamless Living
Samsung Vision1 AI represents the next step in Samsung’s journey to deliver intelligent, intuitive and seamless screen experiences. With the ability to make your Samsung TV aware of its surroundings, adaptive to user preferences and autonomous in delivering intuitive features, Samsung Vision AI transforms screens into smart companions that enhance entertainment, simplify interactions and seamlessly integrate into connected lifestyles.
At the core of Samsung Vision AI are its personalized features, which redefine how users interact with their screens.
Click to Search offers instant information about what’s on screen — whether identifying an actor or exploring displayed content — all without disrupting the viewing experience. Live Translate, powered by on-device AI translation model, eliminates language barriers with real-time subtitle translations, allowing viewers to enjoy global content seamlessly. Generative Wallpaper transforms screens into dynamic, personalized art canvases, allowing users to make images that perfectly match their taste or occasion.
Beyond personalization, Samsung Vision AI positions screens as central hubs for smarter living through integration with the SmartThings ecosystem:
Home Insights provides real-time updates about your household environment, including safety alerts and daily updates, ensuring peace of mind whether users are home or away from home. Pet and Family Care keeps a watchful eye on loved ones, detecting unusual behavior in both pets and family members. It enhances comfort by automatically adjusting room settings, like dimming the lights when a child falls asleep, while providing real-time updates and recorded events through TVs.
Samsung Vision AI also delivers exceptional advancements in picture and sound quality, making every on-screen moment captivating. On-device AI picture and sound technologies analyze content and environmental factors in real time, dynamically adjusting visuals and audio for an optimized experience.
Building on its history of recognition for innovation, Samsung’s latest Vision AI features, such as Click to Search and Live Translate, along with cutting-edge products like the AI companion Ballie and the Smart Monitor M9 featuring Copilot, have earned the prestigious 2025 CES Innovation Award.
Driving Innovation Through Open Partnerships in AI
Samsung Vision AI also offers limitless potential by collaborating with various AI partners such as Microsoft, paving the way for even more intelligent and personalized experiences and AI screen ecosystem expansion.
In collaboration with Microsoft, Samsung announced the new Smart TVs and Smart Monitors featuring Microsoft Copilot. This partnership will enable users to explore a wide range of Copilot services, including personalized content recommendations.
Samsung also plans to work closely with leading AI partners such as Google and others to expand what Vision AI can do.
With Samsung Vision AI, Samsung is redefining what screens can do — delivering personalized, intelligent experiences that adapt to users’ needs, simplify their routines and enhance their daily lives.
The Era of AI Screens: Samsung Brings Samsung Vision AI to Its Widest Lineup Yet
Samsung is ushering in a new era of AI-driven screen technology, with Samsung Vision AI features now integrated across its most comprehensive lineup ever — including Neo QLED, OLED and QLED, and The Frame models. This expansion underscores Samsung’s commitment to bringing intelligent, adaptive screens to more users, redefining what’s possible in home entertainment and smart living.
At the forefront of this innovation is the Neo QLED 8K QN990F, Samsung’s most advanced TV to date, designed to deliver unparalleled performance, sleek design and smarter AI-driven experiences. Powered by the latest NQ8 AI Gen3 Processor, the TV leverages a suite of on-device AI features to enhance picture quality, sound clarity and overall viewing experience:
8K AI Upscaling Pro: Elevates lower-resolution content up to stunning 8K quality, ensuring incredible detail and clarity in every frame. Auto HDR Remastering Pro: Analyzes content frame by frame, applying scene-adaptive color expansion for lifelike visuals and vibrant colors, even in dark scenes. Adaptive Sound Pro: Uses AI to separate and optimize sound components like speech, music and sound effects, delivering clear, balanced audio. Color Booster Pro: Enriches color expression with AI-driven scene analysis and enhanced image processing for each frame. AI Mode: Adaptively optimizes picture and sound leveraging AI-based content recognition and TV area analysis for an optimal viewing experience in any setting.
Encased in an ultra-slim, minimalist design, the QN990F is a premium home entertainment device that combines cutting-edge technology with elegant aesthetics. With its advanced features and refined design, it elevates both the performance and style of any living space, offering a truly sophisticated entertainment experience.
A New Vision of Art: Expanding the Samsung Art Store and Introducing The Frame Pro
Samsung is continuing its commitment to blending art and technology with the expansion of Samsung Art Store and the launch of The Frame Pro, a new addition to the iconic Frame lineup. Together, these innovations reinforce Samsung’s mission to make art more accessible, personal and seamlessly integrated into daily life.
Samsung Art Store now features over 3,000 curated works from prestigious global partners, including MoMA and the estates of Magritte and Basquiat. For 2025, this expanded collection is available not only on The Frame and MICRO LED series but also on Neo QLED and QLED models,2 giving users more ways than ever to transform their screens into personalized art galleries. This marks another milestone in Samsung’s commitment to enriching homes with dynamic art experiences.
Complementing The Frame, Samsung unveiled The Frame Pro, the latest model of the lineup, which enhances the art and entertainment experience with advanced Neo QLED picture quality — delivering brighter colors, sharper contrasts and improved local dimming for deeper blacks. Powered by the NQ4 Gen3 AI Processor, The Frame Pro offers unparalleled picture quality for both artwork and video content. It also comes with the innovative Wireless One Connect, allowing for more flexible installations that blend in seamlessly with their environment.
Further strengthening its connection to the art world, Samsung has partnered with Art Basel, making The Frame the official art display of the globally celebrated event.
“As our mission is to power the world of art, having Samsung as our official global display partner is helping us break down physical and digital barriers, allowing more people to experience art in innovative and meaningful ways,” said Hayley Romer, Chief Growth Officer at Art Basel. “Through The Frame and the Samsung Art Store, art lovers can bring world-class works into their homes, transforming how they engage with and appreciate art.”
Shaping the Future of Display Technology
As Samsung continues to lead the way in reimagining the role of screens, its advancements deliver more than just technology — they create meaningful, personalized experiences that elevate everyday life.
At First Look 2025, Samsung unveiled The Premiere 5, the industry’s first interactive triple-laser ultra-short-throw (UST) projector. Designed to redefine home entertainment, The Premiere 5 introduces an interactive touch feature, allowing users to engage directly with the screen. This innovation seamlessly combines high-quality projection with versatile functionality, featuring Samsung LightWARP technology to project images onto everyday objects for creative and immersive experiences.
Samsung also showcased its commitment to shaping the future of display technology with the MICRO LED Beauty Mirror. This innovative mirror display combines advanced reflectance and transmittance capabilities with personalized beauty insights, demonstrating how cutting-edge technology can enhance daily routines. By analyzing individual skin types, the mirror provides tailored product recommendations to make self-care more intuitive and effective, leveraging innovative beauty solutions developed by Amorepacific, Korea’s leading cosmetics company.
1 Available features may vary by country and model.
2 Available models may vary by country.
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By Samsung Newsroom
Samsung Electronics today announced the integration of Eclipsa Audio — a groundbreaking 3D audio technology developed in partnership with Google — into its 2025 TV and soundbar lineup. By empowering creators to craft dynamic, immersive audio content and enabling seamless playback on Samsung TVs, Eclipsa Audio brings captivating audio and visual experiences closer to consumers than ever before.
“We are proud to lead the industry with the integration of Eclipsa Audio into our 2025 TV and soundbar lineup,” said Taeyong Son, Executive Vice President and Head of the R&D Team, Visual Display Business, Samsung Electronics. “This innovation opens new possibilities for immersive audio experiences and reinforces our commitment to shaping the future of home entertainment.”
Innovating the Home Entertainment Experience
Samsung, the global leader in the TV market for 18 consecutive years, is redefining home entertainment with the integration of Eclipsa Audio. With the largest market share over 75 inches worldwide, Samsung TVs are poised to make this groundbreaking technology accessible to more consumers than ever before.
Eclipsa Audio allows creators to adjust audio data such as the location and intensity of sounds, along with spatial reflections, to create an immersive three-dimensional sound experience.
As the first in the industry to adopt Eclipsa Audio, Samsung is integrating the technology across its 2025 TV lineup — from the Crystal UHD series to the premium flagship Neo QLED 8K models — to ensure that consumers who want to experience this advanced technology can choose from a wide range of options.
Expanding Content and Playback
Starting in 2025, creators will be able to upload videos with Eclipsa Audio tracks to YouTube. Viewers with 2025 Samsung devices will be able to watch YouTube videos with premium spatial audio when available.
To ensure consistent audio quality, Samsung and Google are working with the Telecommunications Technology Association (TTA) to create a certification program for devices using Eclipsa Audio, ensuring that consumers experience the highest standards of sound fidelity.
“We believe that Eclipsa Audio has the potential to change the way we experience sound,” said Jim Bankoski, Vice President of Engineering, Google Chrome. “We are excited to see how the creator community uses it to create new and innovative audio experiences.”
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By Samsung Newsroom
Samsung Electronics today announced the installation of its Outdoor LED Signage XHB Series (P8) at the flagship location of Shinsegae Department Store in Seoul, South Korea. Unveiled during the “2024 Lights Up SEOUL, KOREA” event today, the installation is set to establish Myeongdong Square in Seoul as Korea’s new premier landmark, featuring a stunning media lighting display that illuminates the heart of Seoul’s iconic shopping district.
“Our LED displays present unlimited possibilities for places like Myeongdong to bear new elements of cultural significance,” said Hoon Chung, Executive Vice President of the Visual Display Business at Samsung Electronics. “This installation gives us an opportunity to showcase in the biggest way possible that our outdoor digital displays are built to engage, built to deliver impactful content, and built to last.”
Located within the Myeongdong Special Tourist Zone Area, Shinsegae Department Store is uniquely positioned as a free outdoor advertising zone that enables creative and expansive installations. Samsung’s massive outdoor LED signage featuring an anamorphic 8K display, wraps around the entire outer wall of the building, measuring 71.8 meters in width and 17.9 meters in height — equivalent in size to three basketball courts.
Spanning a total area of 1,285 square meters, the display is designed for resilience in harsh weather, featuring an IP66 rating for dust and water resistance, and UL 48 and UL 746C certifications1 for year-round durability. The installation is engineered for high visibility and vibrant color accuracy, with support for HDR10+ technology to deliver sharp contrast and rich visuals. With a max brightness of 8,000 nits,2 the display ensures exceptional clarity even in direct sunlight. Its high refresh rate of 7,680Hz minimizes flicker and the moiré effect,3 ensuring a stable display that remains visually crisp, even through camera lenses.
Samsung’s track record of success with digital signage spans prominent venues worldwide. In South Korea, Samsung provided the country’s largest ever high-definition LED signage to Coex SM Town, while transformative installations at New York’s Citi Field and Houston’s Minute Maid Park set new standards for in-stadium displays. At Citi Field, Samsung installed the largest scoreboard in professional baseball, featuring over 29,800 square feet of LED screens that immerse fans in the action from every angle. Similarly, at Minute Maid Park, Samsung’s high-definition LED technology redefined the fan experience with massive outdoor displays and a dynamic new main scoreboard, all designed to enhance the excitement of the game.
In Myeongdong, the new installation will not only host engaging advertisements and dynamic video content, but also transform into a breathtaking annual Christmas media façade, creating a festive atmosphere for visitors.
“Shinsegae’s media façade, beloved by global customers for the past 10 years, has now been recreated as Shinsegae Square. This transformation paves the way for it to become an iconic landmark of Seoul, making it not only a must-visit attraction but also a central hub for K-culture. We are excited to partner with Samsung to bring our customers unique experiences that blend heritage and digital technology,” Shinsegae spokesperson said.
Samsung’s Outdoor LED Signage is renowned for exceptional performance in demanding environments, evidenced by award-winning deployments at iconic venues such as Inglewood, California’s SoFi Stadium, which boasts the world’s largest LED videoboard ever built for sports, and the Formula 1 Las Vegas Grand Prix, where Samsung installed a 481-foot-long rooftop LED display in the shape of the F1 logo. As Myeongdong evolves into a global tourism destination, Samsung continues to lead with solutions that inspire and engage.
1 UL 48 and UL 746C certifications, issued by Underwriters Laboratories (UL), verify compliance with safety standards for electric signs and durability of materials in outdoor environments, including UV and weather resistance.
2 Maximum brightness measured post-calibration; actual values may vary with conditions.
3 The moiré effect is an undesirable visual phenomenon that occurs when repetitive patterns, such as lines, are captured in photographs.
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