AI in the TV is supposed to make us forget about the remote control
For years, TV manufacturers have been convincing us that to be fully happy we need further image modes and settings with names that are understandable mainly to engineers. We bought better and better screens and then wondered whether to choose cinema, standard, dynamic or sports mode.
Artificial intelligence is finally going to end this unexciting ritual. And this is where AI makes more sense than in many devices to which it is being added today almost on a whim. It’s not about having philosophical conversations with the screen. It’s about something down-to-earth: turn on a movie, match or series and immediately see and hear it in good quality.
After all, the TV does not receive one perfect signal. In the evening we watch a new production in 4K, then a moment later an archived program, a recording from the Internet or a sports broadcast. Each material requires a different approach. Samsung TVs are a perfect example of this. The NQ4 Gen3 AI processor used in the Samsung OLED S90H analyzes the image frame by frame and recognizes the type of content. Then it selects brightness, contrast, colors and black depth. The user does not need to know which setting will be best. All he has to do is start watching.
The most interesting thing is what happens to older materials. The large screen mercilessly shows their noise, lack of sharpness and poor details. AI scaling of such an old recording largely reduces these shortcomings and improves the readability of the image close to 4K. It won’t turn a recording from two decades into a production shot yesterday, because there are still no miracles. However, it can make it watchable without constantly thinking about its age. HDR Pro Automatic Remastering works similarly. The system analyzes scenes and improves lights and colors also in materials that were created in the standard dynamic range. More important than the technical name is the fact that a dark scene does not have to turn into a black spot and a bright scene does not have to deprive the image of details.
AI can also learn what image the viewer likes. AI Customization Mode asks you to indicate your preferred contrast, saturation and color tone, and then creates separate profiles for movies, sports and TV shows. This is a reasonable compromise: the TV automates settings, but does not assume that we all look at the screen the same way, but it does not limit us either. We can still set our own image parameters or, for example, use the calibration service.
The real test comes during the match. The camera moves rapidly behind the ball, players run, subtitles appear, and the image easily loses focus. AI Motion Smoother Pro analyzes moving objects and text to keep them readable. The AI Football Pro mode additionally adjusts the image and sound: it highlights the pitch, the action, the commentator’s voice and the atmosphere of the stands. A fan does not have to take a TV calibration course before the first whistle.
AI’s work with sound turns out to be even more practical. Everyone knows the situation where the dialogue in a movie is barely audible, but the music and explosions can wake up the neighbors. Active Voice Amplifier Pro analyzes room noise and speech clarity and primarily enhances dialogues. When the vacuum cleaner, blender or background conversation stops, the sound returns to normal levels. The AI Pro Sound Controller separates voice, music and effects, allowing you to adjust them separately.
Sounds like a set of small conveniences? Because that’s what he is. And this is the biggest advantage of this technology. The best AI does not require the user to remember the names of its functions. It works in the background, shortens the path from turning on the TV to an enjoyable viewing and removes problems that for years we have considered an inherent part of watching.
Today, a TV is also a computer connected to the network, so security and updates are important. Samsung announces seven years of One UI Tizen system updates for 2026 models, while device protection is supported by the Samsung Knox platform.
So the future of the TV is not about the screen having even more options. On the contrary: it is intended to make us visit them less and less often. If artificial intelligence recognizes the footage, adjusts the image, picks out dialogue from the noise and improves poorer recordings, it will have done its job. We can do what we turned on the TV for: watching.
