Samsung Malaysia Electronics recently unveiled its 2025 AI TV and premium soundbar collection, introducing the Samsung Vision AI platform that transforms traditional television viewing into a personalised, intelligent experience. The new lineup positions televisions as central smart home hubs rather than passive entertainment devices.

The announcement marks Samsung’s most significant advancement in television technology, incorporating deep learning capabilities that enable screens to analyse their environment, understand user behaviour, and respond with contextual actions in real-time.

“Samsung has always innovated with purpose. With Vision AI, we’re introducing a new era of intelligent screens that learn, adapt, and seamlessly fit into your daily life. This year’s lineup focuses on delivering personalised, immersive, and energy-efficient experiences — all from the comfort of your home.”

Mr. Charles Kim, President of Samsung Malaysia Electronics

The centerpiece of Samsung’s 2025 television portfolio is Vision AI, featuring advanced machine learning algorithms that enable environmental sensing and behavioural adaptation. The platform introduces several breakthrough features, including Generative Wallpaper that transforms screens into personalised art canvases and Universal Gesture control powered by the Galaxy Watch7.

The gesture control system allows users to navigate televisions without traditional remotes through intuitive wrist movements: shaking to activate pointing mode, pinching to select items, making a fist to return to previous screens, or rotating the watch bezel to scroll through content. The system also automatically adjusts screen brightness based on ambient lighting conditions and can interpret facial expressions for emotional context.

Samsung’s flagship QN990F Neo QLED 8K model features the new NQ8 AI Gen3 processor, the company’s most advanced television chip to date. The processor incorporates 768 neural networks with enhanced on-device artificial intelligence capabilities for real-time video and audio optimisation.

The television includes AI-powered features such as 8K AI Upscaling Pro, AI Motion Enhancer Pro, and Real Depth Enhancer Pro, delivering enhanced visual clarity and three-dimensional realism across all content types. Design elements include the premium Infinity Air Design with an ultra-slim 13.1mm profile and floating stand configuration.

Performance optimisation features include AI Customisation Mode, AI Auto Game Mode, and AI Energy Mode, which personalise viewing experiences while maximising both performance and energy efficiency.

Samsung is extending Vision AI capabilities across its broader television lineup, including Neo QLED 4K, OLED, and QLED series. The Neo QLED 4K QN90F, powered by the NQ4 AI Gen2 processor, delivers enhanced contrast through Quantum Matrix Technology and Pantone-validated color accuracy in screen sizes ranging from 65 to 98 inches.

The OLED range includes the S95F model featuring a glare-free OLED panel with 2,000 nits peak brightness and 165Hz refresh rate, while the S90F offers Motion Xcelerator 144Hz for enhanced motion processing. The 2025 QLED series brings Vision AI enhancements to more accessible price points for mainstream consumers.

The updated Frame Pro model integrates Neo QLED Mini LED technology with the NQ4 AI Gen3 processor, delivering improved contrast and intelligent upscaling capabilities. A significant enhancement includes the Wireless One Connect Box featuring omnidirectional wireless connectivity, supporting device connections from any direction within a 10-meter range.

The model incorporates dynamic refresh rate adjustment that optimises energy consumption based on content type, whether displaying static artwork or dynamic video content. Samsung has expanded the Art Store to over 3,000 curated pieces from institutions including MoMA and works by artists like Magritte and Basquiat.

Users receive 30 refreshed artworks monthly through Art Store Streams, plus access to over 70 complimentary ambient content pieces annually, now available across The Frame, MICRO LED, Neo QLED, and QLED models.

The 2025 Q-Series soundbar lineup includes the HW-Q990F, HW-Q930F, HW-Q800F, and HW-QS700F models, featuring Wireless Dolby Atmos and Q-Symphony technology that coordinates television and soundbar audio for enhanced surround sound experiences.

Notable improvements include a 50% reduction in subwoofer size for improved placement flexibility while maintaining bass performance. The HW-QS700F introduces Convertible Fit with built-in gyro sensors that detect wall or tabletop placement and adjust audio output accordingly, with speakers adapting between front-firing and up-firing channels for consistent Dolby Atmos quality.

Samsung televisions now function as comprehensive smart home control centers through the updated Tizen OS Home platform, offering tailored user profiles, intuitive navigation, and Samsung Knox Vault security. The company provides seven years of free operating system upgrades to ensure long-term functionality.

SmartThings integration enables Vision AI-powered televisions to serve as smart home hubs, connecting compatible devices using Matter and HCA protocols. New features include 3D Map View for visual home layout management and real-time alert systems. Smart capabilities like Home Insights provide household updates and safety notifications, while Pet and Family Care automatically adjusts settings for comfort optimisation.

Samsung is offering pre-order incentives from 13 May through 1 June 2025, including premium soundbars worth up to RM6,499 with selected AI TV purchases or customizable bezels worth up to RM899 with The Frame models. Customers with Samsung Reservation+ vouchers can receive additional savings up to RM800.

Samsung will showcase its 2025 AI TV lineup at a roadshow from 21 to 25 May 2025, at 1 Utama Shopping Centre’s Lower Ground Oval Concourse, featuring hands-on demonstrations, promotional offers, and personalised consultations.

Pre-orders are available through Samsung’s online store and participating retail locations nationwide, with complimentary gift redemption available through the Samsung Redemption Portal from 13 May to 15 July 2025.

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Photos courtesy of Samsung Malaysia Electronics