"Do you still hold your smartphone while watching TV? That’s no longer necessary,” said Seok-Woo Yoon, President of Samsung Electronics’ Visual Display Business Division, during the unveiling of their new smart TVs at CES 2025 in Las Vegas on January 5. He emphasized Samsung’s leadership in ushering in a new era of intelligent TVs that provide personalized AI-driven experiences, akin to tailored luxury suits. This announcement signals Samsung’s ambition to reestablish TVs as the centerpiece of consumer electronics, reviving their prominence in an era dominated by smartphones and tablets.

Samsung showcased various futuristic AI TV functionalities during the event. For instance, when a hypothetical user requested a one-day itinerary for Las Vegas, the TV instantly recommended a plan featuring local tourist attractions and renowned steakhouses. By integrating Microsoft’s large language model (LLM) Copilot, Samsung envisions TVs that better understand user commands and facilitate seamless conversations. This innovation aims to reduce smartphone distractions while watching TV.

Microsoft AI Division CEO Mustafa Suleyman appeared via video at the event, stating, “The collaboration between Samsung and Microsoft will elevate TVs to the next level.”

Samsung’s AI TV innovations extend further. They include real-time subtitle translation for foreign dramas and AI-generated personalized backgrounds displayed when the TV is idle. Display advancements include holographic TV technology, creating vivid images in mid-air, and mirror displays that appear ordinary but can analyze skin conditions and recommend cosmetics. Additionally, Samsung’s 8K AI Upscaling Pro feature has been enhanced to upgrade low-resolution content, allowing viewers to see even the sweat drops of athletes in sports games.

Samsung has also expanded its lineup of large-screen TVs, catering to consumers’ growing preference for bigger displays. The Neo QLED series now includes 100-inch and 115-inch models, while the Micro LED lineup, known for its micron-sized LED technology, will offer screens up to 144 inches.

LG Enters the AI TV Battle with 'LG OLED evo'

On the same day, LG Electronics unveiled its 2025 LG OLED evo TV at CES 2025, equipped with LLM technology to rival Samsung’s offerings. LG’s AI-powered TVs promise to understand even the most complex user requests, distinguishing between individual voices to deliver personalized experiences.

Key improvements in picture and sound quality set LG’s new models apart. At the core of these enhancements is LG’s Alpha 11 processor, an OLED-exclusive AI processor that refines picture quality at the pixel level, adjusts brightness, and analyzes the room’s size and furniture layout. It also distinguishes between voices and background sounds within content for a richer audio experience.

The webOS 25 platform, integrated with LLM, further strengthens AI capabilities by understanding complex user commands and catering to multiple users in a household. New features include an AI chatbot within the TV and a generative AI gallery for creating custom images.

Hyung-Se Park, President of LG’s Home Entertainment Business, said, “Our 2025 TV lineup, featuring sharper visuals and smarter AI-powered webOS, will deliver an immersive viewing experience to customers worldwide.”