At the beginning of last year, Samsung launched its entire Unbox & Discover TV lineup across Southeast Asia. This year's lineup is designed to deliver a premium audio-visual experience powered by AI innovations, including the all-new Neo QLED 8K featuring Samsung's latest and greatest processor, the NQ8 AI Gen3.
Samsung recently hosted media from across the region at the 2024 Southeast Asia Technology Symposium in Bangkok, Thailand, providing detailed information and exclusive hands-on experiences through talks and demos, such as: Features and Cloud AI
We had the opportunity to speak with Johan Zundak or Head of Visual Display Division, Samsung Southeast Asia and Oceania About the latest trends in the TV industry and what new interesting things Samsung will offer this year.
Q: How can the latest technology trends like artificial intelligence enhance everyday experiences like home entertainment?
A: For Samsung, AI is not new. We have been investing in AI for more than a decade. Through these investments, Samsung is a leader in everyday AI. From the apps on our devices to the AI-enabled chips powering the recently launched 2024 TV lineup.
We live in a time when artificial intelligence can provide tangible benefits to users. While driving with smarter and better experiences. It will define a new way to live, work and enjoy. Consumers in Southeast Asia are now becoming more intentional about their home TV purchases, and nearly 7 in 10 SEAO users expect their new TV to help them not only enjoy high-quality content, but also enjoy TV content not only comprehensively (72%) ), but it also supports the latest technologies and features (71%) and provides the best possible movie watching experience (69%).
Everyone is unique. Everyone uses technology in different ways. Whether you're at home or anywhere, Samsung has built smart features into our TVs from the consoles up. It offers a wide range of devices with better quality, accessibility and security.
From advanced technology like the MICRO LED display to the Neo QLED 8K display powered by the new NQ8 AI Gen3 AI processor, everyone can now enjoy watching TV more easily, and Samsung hopes to set a new standard for the new home entertainment experience with AI
Additionally, Samsung TVs are an option for anyone ready to take their entertainment to the next level. It offers endless viewing content with Samsung TV Plus.[2] So you can enjoy free TV channels and other content that everyone wants to watch.
Q: As for AI-enhanced quality straight from your Samsung Smart TV, what should users expect from this new technology?
A: New AI TVs are designed with one goal in mind. That is, improving the viewing experience for users. For example, the NQ8 AI Gen3 processor is our fastest and most advanced processor yet, with an on-device AI engine (NPU) that is two times faster than the previous 2nd generation and eight times faster than neural networks. This allows our TVs like the Neo QLED 8K to enhance the user's viewing experience by displaying sharper images. Including features like AI Motion Enhancer Pro
Additionally, while the demand for high-quality streaming is increasing, some users may want to watch their old favorites in a lower resolution format, as features like 8K AI Upscaling help to upscale these lower resolutions. Improves user experience for larger screens. This means you can still enjoy SD and HD content upscaled to 8K for maximum enjoyment.
Q: What kind of gaming experience will Samsung TVs provide in 2024?
A: We've asked gamers how much they want to adjust their settings for optimal performance on their TVs, and manually switching between different modes to suit their games can be difficult. That's why we have features like AI Auto Game Mode on our latest OLED TVs. Which can automatically adjust the appropriate picture and sound for the game using artificial intelligence to intelligently determine the game type.
For example, if you like playing football matches. The TV will automatically switch to Sports mode to help grass colors look more natural. If you frequently play first-person shooters, AI Auto Game Mode will switch your TV mode to FPS mode, helping you see better in-game in dark scenes. It can spend more time playing games and meet your gaming needs at every moment
Q: How does human-centered thinking shape the AI user experience?
A: At Samsung, we believe AI should transcend devices to make a more tangible and personal impact on every aspect of your life.
An example is that our televisions automatically detect subtitles and convert them into speech. This will make us enjoy watching TV more. Samsung's audio descriptions help make the TV viewing experience easier for those with low vision. This may require additional sounds and dialogue. They may also find that foreign films and programs may contain subtitles that are difficult to read.
We are also working hard with different partners. Including energy and material suppliers and ensuring that sustainability principles remain a priority in the design of the products we bring to market, which is why SmartThings AI Energy Mode helps users live their daily lives more sustainably. Automatically reducing power consumption including having less impact on the environment without affecting any viewing experience you can enjoy watching TV as you want. Ready to save energy and various expenses at the same time.
Security and privacy are at the heart of SmartThings and our TVs. You can rest assured that your device and personal information are protected with Samsung Knox, a trusted security solution on our TVs. In addition, Samsung Knox has achieved Common Criteria certification for the 10th consecutive year and is recognized by 31 countries around the world in the IT field. Product Security The Knox Vault chip provides unique security that uses advanced encryption technology to authenticate and securely transfer data between all connected devices. Including being one of the innovative solutions that gives complete peace of mind to the users of our products.
For more information about Samsung TVs, please visit: https://www.samsung.com/th/tvs/
[1] The 2023 Samsung TV Perception Survey was conducted from August 31, 2023 to September 24, 2023, and surveyed 1,920 consumers aged 25-64 who intend to purchase a TV in the next six months from the following eight markets: Australia and Indonesia Malaysia, New Zealand, Philippines, Singapore, Thailand and Vietnam.
[2] Samsung TV Plus is currently available in Australia and New Zealand.
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