Yong Seok-woo, head of Samsung Electronics' Visual Display Business, speaks during Samsung First Look 2025 at Caesars Palace in Las Vegas, Sunday (local time). Courtesy of Samsung Electronics

LAS VEGAS — Screens remain the centerpiece of the exhibitions for Samsung Electronics and LG Electronics at the CES 2025 tech trade show, as they promote screens as the most important element to visualize their artificial intelligence (AI) visions.

Ahead of CES' official opening, Samsung Electronics held its Samsung First Look 2025 event on Sunday, unveiling its Vision AI technology.

"Samsung sees TVs not as one-directional devices for passive consumption but as interactive, intelligent partners that adapt to your needs," Yong Seok-woo, head of Samsung Electronics' Visual Display Business, said during the event at Caesars Palace.

"With Samsung Vision AI, we're reimagining what screens can do, connecting entertainment, personalization and lifestyle solutions into one seamless experience to simplify your life."

Samsung said Vision AI is aimed at expanding the role of traditional TVs by proactively understanding a user's needs, preferences and intentions, allowing it to deliver a smart, personalized experience. Through this, it goes beyond simple entertainment, offering each user a tailored screen experience.

To materialize this, Vision AI will feature various functions such as Click to Search, which offers instant information about the displayed content, and Live Translate, powered by an on-device AI translation model.

Samsung said Vision AI positions screens as central hubs for connected living through integration with its SmartThings internet of things platform so that the screen can provide real-time and recorded updates about changes to the household environment.

Samsung Electronics plans to offer AI services through open partnerships with various global AI companies, starting with Microsoft. In collaboration with Microsoft, Samsung announced the new Smart TVs and Smart Monitors featuring Microsoft Copilot. Samsung also plans to work closely with leading AI partners such as Google to expand Vision AI's coverage.

During the First Look event, Microsoft AI CEO Mustafa Suleyman sent a video message to introduce Copilot features available on Samsung TVs, adding that the partnership is "the start of much more to come" and "watching TV will be more of an interactive and personalized experience."

Click to Search, Live Translate and the Samsung M9 Smart Monitor, which is embedded with Microsoft Copilot, were awarded with the CES Innovation Awards.

Models promote Samsung Electronics' home appliances embedded with various sizes of screens during a preview event at Caesars Palace in Las Vegas, Sunday (local time), on the sidelines of CES 2025. Courtesy of Samsung Electronics

During the event, Samsung unveiled the Neo QLED 8K QN990F, its most advanced TV to date. Powered by the latest NQ8 AI Gen3 Processor, the TV offers a suite of on-device AI features such as 8K AI Upscaling, Auto HDR Remastering Pro and other technologies improving sound clarity and overall viewing experience.

In terms of size, the company showcased its 115-inch Neo QLED model for the first time and introduced 144-inch micro LED TVs as well.

Along with TVs, the company also unveiled a number of screen-embedded AI home appliances under its Screens Everywhere initiative, which will place screens on almost all appliances to improve their connectivity and AI compatibility.

Lee Bo-na, vice president of consumer experience insight at Samsung Electronics, explains Samsung's Knox data security system during a closed-door preview for reporters at Caesars Palace in Las Vegas, Sunday (local time). Korea Times photo by Nam Hyun-woo

"Users will be able to feel the difference of Samsung home appliances through experiences based on screens," Lee Bo-na, vice president of consumer experience insight at Samsung Electronics, said during a closed-door preview event for reporters. "At Samsung, we believe that screened home appliances will be the new standard of the home AI era, so there will be further expansions in the range of products embedded with screens."

In addition to the Bespoke AI Family Hub refrigerator equipped with a 32-inch screen, the company introduced a Bespoke refrigerator featuring a 9-inch screen and separate Bespoke AI washer and dryer units, each equipped with a 7-inch screen.

Models promote LG Electronics' 2025 OLED EVO G5 TV in this promotion image released Sunday on the occasion of CES 2025 in Las Vegas. Courtesy of LG Electronics

AI-powered TV

LG Electronics will exhibit the new 2025 LG OLED EVO TVs at the show, which boasts three times higher brightness compared to existing OLED TVs.

The EVO series has already gained multiple certifications from global certification agencies, including UL Solutions, Intertek and TUV Rheinland, for ensuring color constituency and quick stability with high image quality. LG said its OLED TVs won five CES 2025 Innovation awards, including the Best of Innovation award for the EVO G5.

The new models are equipped with the webOS25 platform, which leverages AI to analyze user preferences and deliver a personalized experience. The AI system can suggest the optimal mode by selecting from 1.6 billion picture settings and 40 million sound settings based on user requests. Additionally, with the AI button on the remote, the TV instantly recognizes the user and recommends personalized content. It also features various AI-driven convenience functions, including Voice ID, an AI chatbot and a generative AI-powered gallery.

The webOS25 platform incorporates a large language model to enhance its ability to understand complex user expressions and intentions. For example, it can accurately comprehend and respond to detailed requests, such as: "Show me an action movie featuring a former professional wrestler that's suitable for family viewing."

LG said it will expand its wireless TV system for not only OLED TVs but also LCD and QNED TV products so that it can allow users to enjoy a clutter-free environment by removing all cables except for the power cord. LG released the world's first wireless OLED TV in July 2023.

"With its sharper display and smarter AI-powered webOS platform, the 2025 LG OLED EVO series will provide an immersive viewing experience to customers worldwide," LG Electronics Media Entertainment Solution President Park Hyoung-sei said.