Samsung, LG Compete for Edge in AI TV Market - IT조선

Amid a broader slowdown in TV demand, Samsung Electronics and LG Electronics are seeking a rebound by putting AI-powered performance front and center. Moving beyond conventional display functions, both companies aim to transform TVs into “AI service platforms” to secure long-term competitiveness. Samsung Electronics declared 2026 the “first year of mass adoption for AI TVs” at its “The First Look Seoul 2026” event held in Seocho-gu, Seoul, on April 15. Most of its new models launching in Korea will feature AI capabilities, expanding across its lineup—from premium models such as Micro RGB, OLED, and Neo QLED to more affordable UHD TVs. A key feature is the “Vision AI Companion,” which allows users to search for information and receive content recommendations through voice commands while watching TV. Additional AI-driven enhancements include automatic adjustment of color and contrast by scene (“Micro RGB Color Booster Pro” and “HDR Pro”), improved low-resolution content via “AI Upscaling Pro,” and optimized audio through “AI Sound Control Pro.” Together, these features redesign the overall viewing experience around AI. Samsung plans to strengthen its competitiveness in the premium segment with ultra-large, high-definition displays, while expanding AI accessibility in the mid- to low-end market to broaden its customer base. LG Electronics is also ramping up AI capabilities in its 2026 TV lineup. Its OLED evo series features the third-generation Alpha 11 AI processor, improving brightness and color reproduction. The company also introduced “AI Dual 4K Upscaling” for more precise picture enhancement, along with support for immersive spatial audio through Dolby Atmos Flex Connect. User experience is another key focus. LG has incorporated generative AI features such as image and background music creation, along with personalized services including AI Concierge, AI Search, AI Chatbot, and Voice ID. Its webOS 26 platform integrates both Microsoft Copilot and Google Gemini, enabling users to leverage multiple AI services simultaneously. As a result, both companies are shifting away from traditional image-quality competition toward “experience-driven competition” powered by AI. TVs are evolving from simple viewing devices into platforms that integrate search, recommendations, and personalized services—making AI the core differentiator. This strategic shift is largely driven by aggressive competition from Chinese manufacturers. Companies such as TCL, Hisense, and Xiaomi are expanding their presence with Mini LED and ultra-large TVs, leveraging both price competitiveness and scale. As hardware performance gaps rapidly narrow, it is becoming increasingly difficult to maintain an edge through picture quality alone. Yong Seok-woo, President and Head of Samsung’s Visual Display Business, stated, “While Chinese companies are launching RGB TVs, Samsung operates micro-scale LEDs individually, maintaining a technological edge. Even if they catch up, we are prepared to move further ahead.” He added, “Unlike Chinese competitors that face limitations in data, privacy, and security, we are building a service business alongside hardware. Our goal is for Samsung AI TVs to become a platform that integrates diverse AI experiences.” From a financial perspective, this strategy is becoming more critical. LG Electronics has shown signs of recovery in its home appliance business through cost reductions and subscription-based services, while Samsung Electronics faces the challenge of strengthening its consumer electronics competitiveness amid its semiconductor-focused earnings structure. Both companies aim to boost profitability and sales volume by combining premium strategies with expanded AI-driven lineups. An industry official noted, “In a stagnant TV market, AI is no longer optional but essential. As Chinese companies apply pressure through pricing and scale, the key question is how much Samsung and LG can widen the gap through AI-driven experience differentiation.” [email protected]