Samsung Electronics is hosting its 2026 European Tech Seminar in Frankfurt, Germany, from April 15–16. This event provides media and industry professionals with an early opportunity to experience the company’s latest AI-powered TV, display, and audio innovations before their global launch.
Celebrating its 15th year, the Tech Seminar brings together experts to explore Samsung’s newest technologies in practical settings. This year, the focus is on how AI is transforming the screen’s role, making it more adaptive, responsive, and relevant in daily life.
With its 2026 lineup, Samsung is integrating AI-powered features into all TV models, emphasizing its dedication to delivering intelligent, personalized viewing experiences more broadly.
Making the Screen More Helpful With Vision AI Companion
The seminar highlights the Vision AI Companion (VAC), Samsung’s AI platform designed to make TVs more intuitive and context-aware.
VAC acts as an intelligent companion, helping users engage with content more naturally. It provides real-time information about what’s on screen and supports everyday tasks like discovering recipes or planning travel. By linking entertainment with daily utility, it enhances the TV’s role as a central part of the smart home experience.
Samsung’s AI TV lineup enhances movies, sports, and gaming with real-time optimization. AI Upscaling Pro improves low-resolution content with better clarity, depth, and contrast. AI Soccer Mode Pro adjusts picture and sound to match the speed and intensity of live sports. AI Sound Controller Pro analyzes dialogue, background music, and sound effects, allowing users to fine-tune elements like crowd noise and commentary for a more immersive experience.
Advancing Picture Innovation Across Premium Displays
Samsung is advancing its leadership in display innovation with the 2026 lineup. At the seminar, the company is presenting its latest Micro RGB technology, which offers precise color control, deeper contrast, and a more immersive visual experience.
The Micro RGB AI Engine Pro powers the display, continuously refining color and contrast in real time. It achieves 100% color coverage of BT.2020, showcasing highly accurate and lifelike color expression. A 75-inch model demonstrates the technology’s scalability and improved local dimming performance.
Samsung’s 2026 OLED lineup, including the S99H, S90H, and S85H, offers a range of options for different viewing preferences, combining deep blacks, rich color, and refined design. The flagship S99H features a FloatLayer Design for a lighter, more elevated presence, along with Pantone Validated ArtfulColor for more faithful color reproduction.
To improve viewing comfort in various environments, Glare Free technology is now available in the S90H, helping reduce reflections and maintain consistent picture quality in both bright and dim settings.
Extending Performance Across Gaming Displays and Lifestyle Audio
Samsung is also expanding its display portfolio beyond TVs with new high-performance gaming monitors and lifestyle audio products. The gaming lineup includes the Odyssey G6 OLED gaming monitor (G60FS) with a 500Hz refresh rate, and the 32-inch Odyssey G8 (G80HS) featuring 6K resolution, delivering ultra-fast responsiveness and exceptional visual clarity for demanding environments.
In audio, Samsung is expanding its lifestyle portfolio with Music Studio 7 and Music Studio 5, which combine immersive sound with design that fits seamlessly into modern living spaces.
Music Studio 7 features a 3.1.1-channel configuration and enhanced Q-Symphony, enabling more synchronized and immersive sound across connected devices. Music Studio 5 offers powerful audio performance in a more compact form, supported by AI Dynamic Bass Control for deeper, more balanced low frequencies without distortion.
Expanding AI Across the Entire Screen Experience
“This year, we are expanding advanced AI across our full lineup, from premium to more accessible models, while embedding Samsung’s distinctive AI capabilities throughout the entire screen experience,” said Hun Lee, Executive Vice President of Visual Display (VD) Business at Samsung Electronics. “By bringing innovation to picture quality, sound, and connectivity, we are redefining what users can expect from AI-powered screens.”
Samsung has maintained its position as the world’s No. 1 TV brand for 20 consecutive years, driven by continuous innovation in picture quality, sound, and connected experiences.
