Samsung already has its new televisions in Spain: with more inches, more brightness and an AI that improves everything.

Samsung wants us to stop thinking of the TV as a simple screen . And it's succeeding. At 20bits, we attended the official presentation in Madrid of its new range of televisions for 2025 , where the company revealed its roadmap for the immediate future of home entertainment.

A future with many inches, a lot of artificial intelligence , and a clear ambition: for its technology to be at the center of everything that happens in the connected home.

AI in every pixel and in every scene

It's not just a marketing slogan. In the words of Álvaro Uriarte, Vice President of Consumer Electronics at Samsung Spain, AI isn't an add-on, but rather the "central axis" of its product development.

As Samsung officials explained, AI is now not just there to improve the image a little, but it takes care of almost everything : detecting what you are watching, analyzing the scene and automatically adjusting the image and sound so that it looks and sounds as good as possible.

For example, the brand's flagship model, the QN990F, automatically enhances resolution and colors, adapts sound to the environment (softer at night, louder if there's noise), and prevents annoying reflections. The S95F, its best OLED TV, also adjusts automatically, offering higher brightness than ever before and smoother action scenes.

Both televisions integrate Samsung Vision AI, which includes such practical functions as 'Click to Search' (to search for content related to what you watch) , real-time translation, and the Knox protection system.

Many more inches

Samsung has also made it clear that size matters . According to its data, TVs larger than 75 inches continue to sell steadily: although the global market fell 27% in the first quarter of the year, large screens grew 27%, and Samsung leads with a 50% share in this segment.

That's why they've released models like the QN90, which reaches up to 115 inches, and the S95F, which is available in various sizes, from 55 to 83 inches. The trend is clear: larger TVs for living rooms that are increasingly equipped for them .

Beyond the TV: Projectors, Lifestyle, and Sound Bars

In addition to its main displays, the South Korean firm also showcased new features in other categories. The Frame line expands with The Frame Pro , which now incorporates Neo QLED technology and the NQ4 AI Gen3 processor, ideal for those looking for a display that blends into its surroundings.

Even more surprising was the arrival of The Premiere 5, the brand's first interactive triple-laser ultra-short throw (UST) projector . In addition to being compatible with Dolby Atmos, it introduces LightWARP technology, which allows projection onto everyday objects and haptic interaction with the image.

And to complete the audiovisual experience, we also saw the new HW-Q990F and HW-QS700F sound bars , both compatible with Dolby Atmos and designed to synchronize with televisions through Q-Symphony.