Samsung Gulf Electronics recently introduced its AI-powered Neo QLED 8K TV sets, showcasing advanced AI-driven picture quality, 8K upscaling and a raft of features that mark a significant step toward an interconnected, AI-enhanced future. Nikola Aksentijevic, Director and Head of the Visual Display Division at Samsung Gulf Electronics, sheds light on the latest innovations shaping the future of television.
How is the adoption of 8K transforming the home entertainment landscape, and in which areas of entertainment is this really making a difference?
8K isn’t just another tech upgrade; it’s a seismic shift in home entertainment, poised to redefine how we experience movies, games and much more. The 8K technology offers much higher pixel density than 4K and full-HD displays, resulting in sharper and more detailed images. In gaming, it provides unparalleled visual fidelity, enhancing realism and immersion. For content creators, it offers precise colour accuracy and detail when editing photos, videos and graphics. On large screens (75 inches and above), 8K minimises pixelation and enhances cinematic experiences.
What key benefits of AI upscaling are available in some TV sets, particularly when most content today is non-8K and in countries with poor bandwidth?
AI upscaling utilises neural networks that perform specific upscaling. It optimises any viewing condition and improves the content by automatically learning scene by scene. On larger screens, it substantially improves image quality. It enhances lower-resolution content to near-8K quality, improves sports content (especially fast-moving scenes) and creates more lifelike and three-dimensional images.
What developments can we expect in 8K and AI upscaling technologies in the next few years?
As 8K content becomes more prevalent, we’ll likely see increased adoption of 8K displays. AI models are expected to become more sophisticated, leading to superior upscaling quality and making lower-resolution content appear nearly indistinguishable from native 8K. Processors will continue to evolve. We may also see advancements in energy efficiency as manufacturers strive to balance high performance with sustainability. Additionally, we could expect further integration of AI in content analysis, potentially allowing for context-aware upscaling that adapts to different types of scenes or content genres.
What consumer preference trends are driving innovation?
Consumers demand immersive home entertainment. This is driving innovation in 8K resolution and AI upscaling technologies. Modern consumers seek lifelike visual experiences, which 8K delivers through unprecedented detail and clarity. Additionally, as home theatres trend towards larger displays, 8K resolution becomes increasingly vital to maintain image fidelity across expansive screens. Concurrently, the rising popularity of fast-paced content such as sports and gaming has spurred advancements in motion-handling technology.
How are manufacturers like you collaborating with local partners to ensure compatibility between your smart TV and streaming platforms? What other forms of collaboration would make for a better viewing experience?
Through product innovation, Samsung is driving the premium TV market, attracting more content partners to its entertainment ecosystem. Last year, we demonstrated how advanced technology and a broad partner ecosystem come together to enhance the entertainment experience of Gulf customers. At the Smart House of Entertainment in Dubai, regional and global partners such as StarzPlay, Anghami, Shahid, OSN, Disney+, YouTube and Microsoft Xbox collaborated with Samsung to showcase their blockbusters, leveraging the new QLED and OLED’s cutting-edge visuals, true-to-form colour reproduction and high-quality surround sound. By pursuing such effective collaborations, Samsung currently leads the industry in content partnerships and alliances, adding more value and entertainment options for customers. Further solidifying our commitment to the region, we recently launched Samsung TV Plus in the UAE. This free ad-supported service brings a diverse library of live channels and on-demand content directly to Samsung TVs. This achievement wouldn’t have been possible without the support of the Department of Economic Development, whose partnership was instrumental in bringing Samsung TV Plus to the UAE.
How are manufacturers differentiating their 8K TVs and AI upscaling technologies in a competitive market?
In the 8K TV market, manufacturers differentiate their products through advanced AI features, unique designs and enhanced user experiences. Samsung, for instance, sets itself apart with its NQ8 AI Gen3 processor, which enables features like 8K AI Upscaling Pro and AI Motion Enhancer Pro. These technologies enhance picture quality and address specific viewing challenges, such as motion blur in sports content. Other differentiating factors include audio technologies, our range of smart home integration capabilities with SmartThings and accessibility features. The key is to offer a comprehensive package that combines cutting-edge technology with user-centric design and features.
Are energy efficiency and sustainability a big part of how you develop your TV technologies?
Energy efficiency and sustainability are integral aspects of how we develop our TV technologies at Samsung. We have set ambitious goals to reduce product energy consumption, increase the use of eco-conscious materials in packaging and incorporate more recycled materials in our products. Our approach encompasses the entire product lifecycle, from sourcing materials to production, distribution, use and recycling.
Our SolarCell Remote, which is rechargeable by sunlight or indoor lighting, significantly reduces the need for disposable batteries. We have also developed a unique injection technology that reduces the usage of raw materials without altering the product’s quality. By injecting air into the mould to partially replace resin, we have managed to reduce the weight of our 65” TVs by 1kg. On the distribution level as well, we strive to make the journey from our factory to our customers’ hands as green as possible through our packaging and other accessories.
