Samsung brings AI capabilities into your living room with new high-end smart TVs

Samsung on Wednesday unveiled its 2024 range of high-end smart TVs with a host of artificial intelligence features. The flagship models Samsung Neo QLED 8K and Neo QLED 4K are positioned in the ultra-high-end series. Like other Samsung products this year, they have built-in artificial intelligence functions. This year, Samsung is going all out with AI integration across its products – be it smartphones, appliances, and smart TVs. However, Samsung has broader ambitions for the Indian market with its high-end smart TV range launching in 2024. Ahead of the announcement, Gadgets 360 had the opportunity to speak with Mohandeep Singh, senior vice president of visual display business at Samsung India, to learn about the company’s plans in the TV business and more.

Samsung’s plans for high-end TV segment

Mohandeep Singh confirmed that Samsung plans to double its ultra-premium smart TV business in India this year. Singh emphasized that the user pattern of smart TVs is gradually changing, favoring high-end models. 2024 will be the year of decline for non-smart TV models. He added that the decline in non-smart TV models in India has been happening steadily since last year and will continue above 32-inch screen sizes.

According to data from research firm Omdia, Samsung will lead the Indian high-end TV market of 55 inches and above in 2023. The South Korean giant has a TV manufacturing facility in Chennai as part of its ‘Make in India’ strategy.

Target audience for Samsung’s high-end TVs

When asked about user purchasing behavior towards smart TVs, Singh added that as per the company’s data, 40% of Samsung TVs purchased in India use the EMI option. “From a consumer behavior perspective, consumers are clearly upgrading, and this is not a metro phenomenon. This is a nationwide phenomenon,” added Singh on how the premium TV segment is finally catching up.

When asked about the target audience of the new high-end TVs, Singh added that the latest models are targeted at the MZ generation (or people born between 1981 and 2009) and, of course, the upper-income group.

How new high-end TVs handle user data

With the influx of artificial intelligence capabilities on the latest devices, one of the biggest concerns is user data. Will it be stored locally on the device or sent to the cloud, and how secure is overall user data? “Security is paramount, and with Samsung Knox, every feature, app, and platform benefits from powerful protection to keep connected experiences private and secure,” Singh emphasized.

He added: “What’s interesting is that any data stored on the TV is encrypted. The encryption happens on the TV itself. The encryption keys are also on the TV but are not sent to the server. So that makes it a very A secure environment. So, anything inside your TV is protected and encrypted, and it also runs in the background to ensure phishing and malicious websites can’t access your device.”

Highlights of new high-end TVs

New smart TVs offer a more personalized experience through apps and platforms. Samsung has added new widgets with personalized dashboards on the TV screen that allow users to easily monitor home status, camera information, energy usage, weather updates and more.

Samsung’s Neo QLED 8K will come in two models – QN900D and QN800D, measuring 65, 75 and 85 inches respectively. Neo QLED 8K is powered by the company’s in-house NQ8 AI Gen3 processor, bringing 8K AI Upscaling Pro (sharpens low-resolution content to display at ultra-high resolution) and AI MotionEnhancer Pro (automatically detects motion types) in Play on TV and track fast-moving objects on the screen during live matches, such as football or cricket. There’s also Real Depth Enhancer Pro, which again uses artificial intelligence to detect the parts of a scene that the human eye naturally focuses on and brings them to the foreground. The advantage of this feature is that it makes the images on the screen appear more realistic and detailed.

The list of AI functions is long, including AI picture technology, AI sound technology, AI automatic game mode, AI customization mode, and AI energy mode.

Next up, Neo QLED 4K is said to be a glare-free OLED. It is powered by the company’s NQ4 AI Gen2 processor and features a Pantone-verified display and Dolby Atmos. It comes in two models: QN85D and QN90D, in sizes 55, 65, 75, 85 and 98 inches.

In addition to its high-end QLED models, Samsung on Wednesday also launched an OLED model, also known as glare-free OLED, which is said to eliminate unwanted reflections when viewing content in any lighting condition. These OLED models are also powered by the NQ4 AI Gen2 processor and include features such as True Depth Enhancer, OLED HDR Pro and Motion Xcelerator. Samsung OLED TVs will be available in S95D and S90D models, with sizes of 55, 65, 77 and 83 inches respectively.

Bundle offer

Samsung makes sure that customers get bundled offers when buying these premium devices, making the overall deal sweet. The company has announced a pre-order offer where consumers who purchase the new Neo QLED 8K, Neo QLED 4K and OLED series will get a free soundbar worth up to Rs. 79,990, a Freestyle projector worth Rs. 59,990, and Music Frame speakers worth Rs 59,990. 29,990, depending on variant. Depending on the model, consumers can also get up to 20% cash back. It is worth noting that these bundled offers are valid until April 30, 2024.