Samsung to increase lead over Chinese rivals with AI TVs

Samsung Electronics said it is confident of maintaining its leading position in the global TV market, widening its lead over Chinese rivals thanks to advanced artificial intelligence technology.

“We believe AI TVs will be a unique differentiator that other companies don’t offer because it’s not just a TV but a platform that can connect various devices owned by customers,” Yong Seok-woo, president and head of the visual display business at Samsung Electronics, said during a news conference in Suwon, Gyeonggi Province on Thursday.

“By combining mobile devices, home appliances and our TVs, we can create scenarios that can be delivered to different consumers, allowing us to differentiate ourselves in the market,” he said. “Chinese TV vendors like TCL, which recently entered the Korean market, are using cost-effectiveness as their main strategy, and we are working hard to differentiate ourselves from them.”

In the April-June period, Samsung had the largest share of total TV shipments with 15 percent, followed by TCL with 11 percent, according to market tracking firm Counterpoint Research on Monday. Another Chinese company, Hisense, came in third with 10 percent, the data showed.

To further expand its market share, Samsung plans to deploy an AI strategy across its entire premium TV lineup.

At this year’s Consumer Electronics Show in Las Vegas in January, Samsung unveiled the TV industry’s first vision of AI screens, emphasizing that they would become the central hub of AI-powered home devices. Since then, Samsung has refined the AI ​​home device technology, which goes beyond the traditional TV viewing experience by connecting and controlling various home devices.

“We are establishing the ‘AI TV to Samsung’ formula through the unique consumer experience delivered by Samsung AI displays. … Samsung AI TV, which plays a central role in AI-powered life, goes beyond simply connecting various devices in the home. By connecting devices and people and connecting people, we will enrich and add value to consumers’ daily lives,” Yong said.

Some of the AI ​​features of Samsung TVs include AI upscaling, AI sound, 3D map view, AI auto game mode, and AI personalization. One of the most eye-catching features was the generative wallpaper, which was first shown at Thursday’s event.

This feature allows users to select several options, such as their mood of the day, and then let the AI ​​draw a corresponding image, thus turning the AI ​​TV into a work of art.

Much like the latest Galaxy flagship smartphones have seen translation services now available via AI functionality, Samsung has said similar services will be available on AI TVs early next year.

“(AI) TVs will have a language translation function as a communication tool, but we are also preparing additional AI functions for various accessibility features, such as displaying text directly in Korean when a movie actor speaks a foreign language,” said Kim Yong-jae, head of the visual display department’s R&D team.

“For interpretation, on-device usability is very important, and the ability to work in real time is key. Voice translation is also in the works,” Yong added.