TV is changing its role – from hardware to experience

It’s not just about Micro RGB, OLEDs or the next generations of Samsung Neo QLED. It’s about something much more fundamental: shifting the emphasis from “hardware” to experience.

This is best seen when Samsung talks about its TVs today. He doesn’t start with the matrix, but with AI. Vision AI, a new layer of intelligence, is included in virtually the entire 4K offer. And suddenly it turns out that the TV is no longer just a screen – it becomes a system that understands what you are watching and how you want to watch it.

Sounds like marketing? A bit like that. But when we dig into the details, things start to get interesting.

Let’s take AI Upscaling Pro – 128 neural networks that analyze the image and sound and increase it to a quality close to 4K and perform many interesting operations with the sound. This is no longer a simple “sharpening” of the image where details, foreground, second and third plane are improved. It’s a reconstruction of reality.

Or AI Sound Controller Pro, which breaks the sound into tracks where voice, music and effects are separated so that you can adjust them separately. In practice: no more shouting over dialogues due to explosions or noise. The TV will detect the source of the noise, increase the volume of the dialogues, and when the source of the noise disappears, everything will return to normal. We can also mute a commentator in a sports broadcast, a singer in a song or only the background music but also the background noise of the stadium.

And then the AI ​​Football Mode comes in and does something that would have seemed absurd a few years ago – it adapts the image and sound to a specific sport. This means that the TV begins to understand the context, not just the signal. We can also teach the TV ourselves how we like to watch sports or movies. With what color saturation, brightness and contrast. The TV will recognize, for example, that we are watching a football match and will smoothly change the image parameters to those we have selected.

But Samsung has not forgotten what has always been the most important thing in TVs – the image. And here we have a show of strength.

Micro RGB is one of those terms that sounds like a buzzword until you see the effect. Microscopic RGB backlight, precise control of each color, contrast that does not “pretend” depth, but actually shows it. Add matte screens without reflections and suddenly it turns out that viewing during the day is no longer a compromise.

OLEDs? They still do their thing, but in a more refined form. The flagship S99H with a design that appears to float in the air, One Connect wireless module that eliminates cables, and AI wallpaper generation. Yes, your TV creates images on its own when you’re not using it. It sounds like a detail, but this is exactly the direction: the screen should live also beyond “watching time”.

In turn, the S90H shows where the limit really is today – gaming. 165 Hz, G-Sync, FreeSync, low latency. If anyone still thinks that the TV is not suitable for gaming, they are probably stuck in 2015.

But the most interesting thing about this offer is something else: its range.

From 42 to 115 inches. From affordable Mini LEDs to the absolutely top Micro RGB. Samsung is trying to cover the entire market, but it’s doing it in a way that makes sense – each category has its role. Mini LED for those who want quality without overpaying. Neo QLED as the golden mean. OLED for purists. Micro RGB for those who want “everything at once”.

And somewhere in all this there is also Samsung The Frame – a reminder that a TV does not have to be just a technology. It can also be an element of the interior, a gallery, something more than a screen.

And this probably best sums up Samsung’s offer for 2026. This is not a product lineup. This is an ecosystem that tries to answer a very simple question: how to make TV exciting again? Because the truth is that over the years it stopped being.

And now it’s starting again.