Samsung World 2025: more AI and improved hardware for Samsung’s new TV lineup –

Samsung is currently hosting the World of Samsung 2025 event in Offenbach, where it is presenting its latest lineup of Smart TV s. Led by the flagship Samsung Neo QLED 8K QN990F and Micro LED, Samsung is integrating AI into both the hardware and software of its devices. During an exclusive session at the event, I was able to see them firsthand and later toured the venue to learn more about the highlights of the new devices. Among the highlights I found most interesting were AI Gamma enhancements, up to 8K upscaling, a markedly improved anti-reflection layer and some cool SmartThings integrations.

AI Gamma and glare reduction

This year, AI enhancements on the device will be further refined. The top models in each series, such as the Neo QLED and OLED TVs, will come with the new NQ4 AI Gen3 Processor. The first thing shown at the event was the AI Gamma -correcting capabilities of this new chip. On the new 2025 Samsung OLED 4K TV, I saw how AI Gamma provided noticeably more balanced colors and easier viewing of dark scenes, or high-contrast scenes, compared to a benchmark TV. On the same model, Samsung also demonstrated very low glare measurements, which I later confirmed were significantly upgraded when shown alongside last year’s models at the show.

Scaling up to 8K and motion enhancements

Next in line at the exclusive session was the Samsung Neo QLED 4K TV, also compared to a standard TV model. Here I saw what the new NQ4 AI Gen3 chip does to scale up video. On video footage of the German Reichstag, for example, I saw significantly less jagged edges. Also, a K-drama running on both TVs had much clearer facial features for the main characters on the Neo QLED 4K TV. In addition, a scene I think was from Game of Thrones illustrated how the AI enhancement is able to make people stand out more from their surroundings, with extra brightness on faces and backgrounds getting a subtle blurring effect as a result of local dimming applied via AI. In another scene, local dimming provided enhanced brightness in a very dark movie scene, making it much easier for the eyes to look at. The last feature shown was that of AI motion enhancement, which is most relevant when watching sports. A fast-moving ball during a baseball game became much easier to see and follow.

Quantum Dot technology

One of the strengths of Samsung’s TVs is its Quantum Dot technology. I learned a bit more about the technology during the showcase, as it is apparently an extra layer that sits between the light source on the inside of the TV and the screen you are looking at on the outside. Measurements indicated that this led to a much wider color gamut on Samsung’s QLED TV s, compared to normal OLED. After touring the room and looking at many different TV screens, I must say that the colors were very vibrant on the screens I observed.

The Frame Pro and updates to the Art Store

I first heard of Samsung’s The Frame TV s existence at last year’s IFA show and was immediately impressed by how realistic the paintings looked. With The Frame Pro, Samsung takes this experience to a new level. Side by side, the picture quality on The Frame Pro offers significantly more vivid colors than the previous model, most noticeably when using The Frame Pro for normal TV viewing. In addition, Samsung is bringing much more art to its Art Store, through a partnership with Art Basel and now offers more than 3,000 works of art. These are also available on the 2025 Micro LED, Neo QLED 8K, Neo QLED and QLED devices, making them incredible digital paintings as well.

SmartThings integrations

Next up in the exclusive session was a demonstration of updates to SmartThings integration. Using a Samsung smartphone, it is possible to seamlessly control the new range of TVs, for example to search for videos on streaming services. The highlight for me, however, was being able to use a Galaxy smartwatch as a cursor to control your screen. I noted the convenience of simply pointing the smartwatch at the screen and using it to click on items and control playback. Being able to control your TV with a smartwatch seems like a very logical step for the future.

AI audio improvements

Last in line was a demonstration of a new soundbar and connected compact subwoofer. AI also plays a role in AI optimization and removes pain points for when you watch content. For example, with the new QS750F soundbar, the TV system can recognize outside sounds and automatically adjust the volume using AI. It boosts the clarity of the voice during a movie scene to rise above any sudden noise, and amplifies the atmospheric sounds of the crowd during a soccer game. The new soundbars also offer surround sound and can be placed vertically or horizontally. In addition to improving the actual audio, Samsung is also launching an AI translation service. This can automatically translate movies into foreign languages and add subtitles in real time. AI will also be able to recognize actors and suggest similar content. Unfortunately, AI translation will be focused on larger markets, which means Scandinavian countries and other less common languages will not get them for now.

All in all, my impression of World of Samsung 2025 is that Samsung is really pushing boundaries when it comes to TV technology. The AI enhancements and technological marvels, such as Quantum Dot technology, provide excellent, vibrant colors and a great level of detail when viewing content. Add AI audio enhancements and things like AI translation services, and it is clear that Samsung is successfully working to optimize all areas of the audio-visual experience.