AI to to applied to entire product lineup: Samsung

Samsung Electronics aims to apply artificial intelligence (AI) technology to its entire product lineup under a vision to become an "AI companion" for users in their daily lives, the company said here.

"We intend to have consumers enjoy meaningful AI experiences by applying the technology across our entire product lineup and services," Samsung Electronics President Roh Tae-moon was quoted as saying by the company during an event in Las Vegas in the US.

The event came ahead of the Consumer Electronics Show (CES) 2026, a major technology exhibition set to officially kick off from Tuesday, reports Yonhap news agency.

"We will become an AI companion in customers' everyday lives and lead the popularisation of AI experiences," said Roh, who heads Samsung's device experience division in charge of mobile, TV and home appliance businesses.

In line with the vision, the company unveiled the Vision AI Companion, an AI platform customised for Samsung TVs that is capable of better understanding the context of conversations with users compared with other models.

The company said its latest TVs to be released in 2026 will come with the HDR10 Plus Advanced format, offering cutting-edge brightness, color and motion processing.