When watching films on television, we are often confused by what Benedict Cumberbatch or Jenna Ortega has to say because of the speakers. The brightness of the TV is not always correct. Can artificial intelligence tackle such problems? Samsung believes it has cracked the code. India’s largest consumer electronics brand has announced the launch of its ultra-premium 2025 models of Neo QLED 8K, Neo QLED 4K, OLED, QLED TVs and The Frame lineup. Their unique proposition? Vision AI technology, which will, over time, change the way users interact with screens.

“Vision AI means personalised AI. More than what is being viewed on the TV, who is viewing it is more important. We are putting customers in the centre of everything; Vision AI means ‘it’s your show’. The technology offers a front-row experience with AI upscaling. Pictures are clearer and more detailed,” said Viplesh Dang, senior director, visual display business, Samsung India.

(Left to right) JB Park, president and CEO, Samsung Southwest Asia; Viplesh Dang, senior director; and Mike Chu, corporate vice-president, visual display, business, Samsung India

He spoke of the three pillars on which Vision AI is built, offering a personalised experience. “One is AI Mode, which covers picture quality and sound. Then comes AI experience and seamless multi-device experience. Take the case of AI Mode and picture quality. It customises settings based on the genre of the content you are viewing; this happens automatically.”

If the room is too bright, the TV can adjust the setting. “When it comes to sound, there is adaptive volume. For example, if you are watching a sport or news channel and would like to keep the volume at a certain level, the TV can make it happen automatically. You can, of course, change it anytime. The technology also segregates background noise from dialogues, so you can have an immersive experience,” Dang told The Telegraph.

Leading the new lineup is the flagship Neo QLED 8K QN950F, powered by the advanced NQ8 AI Gen3 processor, which employs 768 AI neural networks. The 8K AI Upscaling Pro feature intelligently analyses and enhances any content to 8K quality, preserving details and textures with remarkable accuracy. Q-Symphony and Dolby Atmos combine to deliver an immersive, multidimensional audio experience by synchronising the TV speakers with compatible Samsung soundbars.

“The TV is no longer a black slab. You can adjust and present your mood on the TV screen. Think of a keyword like ‘mountain’, ‘party’ or ‘birthday’. The TV can suggest various wallpapers based on the keyword,” Dang told this newspaper.

Among the coolest features is Universal Gesture Control. It allows users to navigate their Samsung Smart AI TV using simple hand movements, eliminating the need for a remote. This feature utilises AI technology and a connected Galaxy Watch to recognise gestures, allowing for intuitive control over various TV functions.

“For example, you can skip ahead or backwards when you use the Galaxy Watch (in tandem). In a multi-device experience, there is seamless connectivity. You can use the smartphone as your remote.”

The QN90F, QN85F, QN80F and QN70F models headline the Neo QLED 4K lineup. The QN90F features Quantum Matrix Technology Plus with 128 Neural Networks, Motion Xcelerator 165Hz, Glare-Free viewing and a powerful 60W 4.2.2 channel speaker system with Dolby Atmos and Q-Symphony. The OLED TVs push performance further with NQ4 AI Gen3 Processor supported by 128 Neural Networks, Motion Xcelerator 165Hz, glare-free viewing, and AI Motion Enhancer Pro for clarity in fast-moving scenes.

“Besides AI, security is another important aspect. These TVs come with the Knox experience,” Dang said.

The new AI TV lineup will get seven years of guaranteed OS upgrades at no additional cost. This translates into longevity, keeping it up to date with the latest features, security enhancements and performance improvements.

“This year, the lineup has enough features to make people experience the AI features. Sure, when it comes to brightness adjustment, a customer may not be able to feel it. But when it comes to using the mobile as a remote or using Universal Gestures, you will feel a whole level of AI.”

Dang also emphasised the easy accessibility of the new lineup. “I think demand is coming from across segments, even Tier-2 and Tier-3 towns. We service 19,000-plus pincodes online and offline, we are available at 25,000-plus outlets. We are everywhere.”

Samsung’s Neo QLED 8K range starts at ₹272,990, Neo QLED 4K at ₹89,990, OLED range from ₹154,990, QLED range from ₹49,490 and Frame TVs from ₹63,990.