At the 2025 European Tech Seminar in Frankfurt, Samsung gave media and tech professionals an early look at its latest lineup of AI-powered TVs and audio products—and it’s clear the future of home entertainment is getting a serious upgrade. Held from 18-19 March, the event marked the 14th year of the seminar and focused on how AI is transforming the viewing and listening experience.
A big highlight this year is Vision AI, Samsung’s new platform designed to make interacting with your TV smarter and more intuitive. For instance, Click to Search lets you find information about what you're watching with just a tap, and Live Translate offers real-time audio translations - perfect for international content*. There’s also Quick Remote, which turns your phone into a control centre for your TV. Samsung is pushing a seamless multi-device experience too, with features like Storage Share for easy file transfers between Galaxy devices and TVs, and Multi Control, which lets you manage multiple devices with one keyboard and mouse.
When it comes to picture quality, Samsung isn’t holding back. The new OLED TVs come with Glare Free 2.0 technology that cuts down on reflections, delivering a crystal-clear picture even in bright rooms. Powered by the NQ4 AI Gen3 Processor and 128 neural networks, the TVs offer sharper upscaling and more vibrant contrast thanks to OLED HDR. On the Neo QLED 4K side, Samsung has brought AI Motion Enhancer (once exclusive to its 8K models) to the 4K lineup, making sports and action scenes look smoother than ever.
Samsung’s Lifestyle TV line is also expanding. The Frame Pro now features Mini-LED Local Dimming for more lifelike images and offers access to over 3,000 pieces of digital art through the Samsung Art Store, letting users turn their TV into a personal gallery. With Wi-Fi 7 support, setup is cleaner and more streamlined. Meanwhile, The Premiere 5 is a compact projector with touch interaction—ideal for everything from home cinemas to classrooms.
And then there’s Eclipsa Audio, Samsung’s new 3D sound technology developed with Google. It’s the first to use IAMF spatial audio tech to analyse your room’s acoustics, delivering immersive sound that adapts to your environment. Paired with Samsung’s latest soundbars, it promises a cinema-quality audio experience at home.
At Samsung, smarter, more connected and more personalised tech is the way forward. After Frankfurt, the company will take its 2025 Tech Seminar on the road to Southeast Asia and Latin America, giving more people a hands-on look at what’s next.
Which TV do you want to try out? Let us know in the comments!
The Community Team 🤝
*Live Translate can be used when the input source is TV and the broadcaster has provided subtitles.
