Samsung Electronics has presented its latest generation of AI-powered televisions and connected home experiences at its “Inside Samsung – The First Look Europe 2026” event in Frankfurt, marking two decades as the world’s leading TV brand.
The company used the showcase to introduce a new wave of display innovation, headlined by Micro RGB technology, alongside a more personalised and intelligent TV line-up designed to integrate seamlessly into everyday life.
“At Samsung, innovation is never just about what’s new – it’s about continuously challenging ourselves to bring the best viewing experiences, wherever and whatever you’re viewing,” said Benjamin Braun, Chief Marketing Officer, Samsung Europe.
“For 20 years, we’ve been the world’s number one TV brand by continuously challenging our own standards – from design-led moments like the Bordeaux TV back in 2006 to breakthrough display technologies like QLED and Neo QLED.
“These technologies come from years of engineering, design thinking and relentless innovation to form something beautiful. Today, we’re opening the next chapter of that with Micro RGB and a host of AI-powered experiences that make our screens more intelligent, more inclusive, and more personal than ever before.”
Charlie Bae, Director of Product Business Management for TV and Sound Devices at Samsung Europe, added: “For the past 20 years, Samsung has always led the TV market with a challenger mindset. That mindset continues today. At Inside Samsung The First Look Europe, we’re proud to introduce Micro RGB and a new wave of AI-driven innovation to the European market that pushes the boundaries of what people expect from a TV.”
Micro RGB technology takes centre stage
At the core of Samsung’s 2026 television range is Micro RGB, a new display technology that changes how colour is produced on screen.
Unlike conventional televisions that rely on white backlights and colour filters, Micro RGB uses individually controlled red, green and blue LEDs, each smaller than 100 micrometres, to generate colour directly. This approach delivers enhanced brightness, contrast and more accurate colour reproduction, achieving full coverage of the BT.2020 standard.
Initially launched with a 115-inch model, the Micro RGB range will expand in 2026 to include a 130-inch flagship, alongside additional sizes from 55 to 100 inches, making the technology accessible to a wider audience. The range is expected to be available in Europe from May.
The displays are powered by a Micro RGB AI Engine, which optimises picture and sound in real time, adjusting brightness, contrast and shadow detail to deliver a more immersive viewing experience across different types of content.
AI-driven personalisation with Vision AI Companion
Samsung’s 2026 line-up also introduces Vision AI Companion, a system designed to make interaction with televisions more intuitive through natural language commands.
Users can request information, recommendations or assistance in real time, whether during live sports, cooking programmes or general entertainment. The feature is available across the full 2026 range, including UHD models.
Key AI features include AI Picture Optimisation, which adjusts visuals based on content type, AI Sound Controller Pro for real-time audio customisation, and AI Football Mode, which enhances viewing settings for live matches.
Expanding OLED and lifestyle TV range
Samsung is also expanding its OLED offering, introducing Glare-Free technology across more models, including the S90H, S95H and S99H. The feature reduces reflections while maintaining colour accuracy, ensuring consistent picture quality in varying lighting conditions.
The flagship S99H model includes a Zero Gap wall mount for a near-flush installation, enhancing both design and ease of setup.
The company continues to develop lifestyle-focused screens, including The Frame Pro, which combines Neo QLED picture quality with art-inspired design, and Movingstyle, a portable smart screen with a built-in battery designed for flexible use across the home.
Audio innovation and long-term support
Samsung also introduced new audio products, including Music Studio 5 and 7 Wi-Fi speakers, developed in collaboration with designer Erwan Bouroullec, offering high-quality sound with a focus on aesthetics.
For larger spaces, Sound Tower provides powerful audio output alongside customisable lighting features aimed at social and sporting events.
As artificial intelligence becomes more central to the home experience, Samsung said all 2026 televisions will include enhanced security features and extended software support, with seven years of operating system upgrades to ensure continued access to new features and protections.
With its latest announcements, Samsung is aiming to strengthen its position in the global TV market while pushing forward new standards in display technology, artificial intelligence and connected home entertainment.
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