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| Samsung presented its strategy for the future of television at CES 2026. |
For over a decade, Samsung has dominated the global television market. But in an era where stunning picture quality is almost table stakes, the question on everyone's mind is: what’s next? At CES 2026, Samsung didn’t just unveil new sets—it laid out a comprehensive roadmap for the future of the television itself. In a detailed presentation later summarized on the Samsung Newsroom, the company made it clear its strategy is shifting from selling screens to delivering personalized, intelligent experiences.
Gone are the days when the battle was won on specs alone. While screen size, contrast ratios, and color volume remain critical, Samsung recognizes a fundamental change in consumer expectations. Today’s viewers don’t just want to watch; they want to interact, discover, and connect. SW Yong, President of the Visual Display Business at Samsung Electronics, framed the shift succinctly:
"It's no longer just about passive viewing of content, but about encouraging direct interaction with users. As part of our product development, we are focusing on making technology tangible and experiential with solutions such as VAC, rather than just delivering new technical specifications."
This philosophy forms the bedrock of Samsung’s vision. The company is proactively redefining the TV from a content destination into a smart, adaptable platform central to the modern smart home.
The Brain of the Operation: Vision AI Companion (VAC)
The star of Samsung's future strategy is the Vision AI Companion (VAC). This integrated AI platform is designed to be the intuitive brain of your television. Moving beyond simple voice commands, VAC analyzes what you’re watching, learns your preferences, and delivers context-aware information in real-time. Imagine watching a cooking show and having the recipe ingredients pop up automatically, or following a documentary with a sidebar of relevant historical facts curated for you.
Samsung's goal is for VAC to make every interaction personal and efficient, adapting to individual household members' habits. The company has announced that VAC will be integrated into nearly all new TV models, with availability and specific features varying by region. This push for AI ubiquity is a clear signal: intelligence is now as important as image quality.
The Central Hub of Your Smart Home
Expanding on this, Samsung is doubling down on smart home integration. The TV is being positioned not just as an entertainment device, but as the central visual command hub for the connected home. Through unified platforms like SmartThings, users will be able to monitor security cameras, control lighting and climate, and manage appliances—all from the comfort of their sofa, using either the remote or voice commands via VAC. This transforms the television from a passive screen into an active, essential part of daily life.
Display Tech: A Multi-Pronged Approach for Every Tier
While experiences are front and center, Samsung isn't taking its foot off the gas in display innovation. The company is employing a tiered technological strategy to cover every segment of the market:
- Premium & Ultra-Large: Micro RGB technology, first launched in mid-2025, will anchor the absolute premium lineup alongside their acclaimed OLEDs. This was powerfully underscored by the recent launch of a massive 130-inch Micro RGB TV, proving Samsung’s commitment to owning the ultra-large, ultra-high-end space.
- Mid-Range & Entry-Level: The workhorse mini-LED technology will continue to drive the vast majority of mid-range and entry-level models, offering superb picture quality at accessible price points.
This balanced approach ensures Samsung can compete on cutting-edge innovation while also delivering value, protecting its market share across the board.
For a complete look at the announcements and strategic vision directly from the source, you can read the full deep-dive on the Samsung Newsroom.
The Bottom Line
Samsung’s CES 2026 strategy reveals a company in transition, yet firmly in control. By seamlessly blending its display hardware mastery with aggressive software and AI development, Samsung is not just fighting to keep the title of world’s largest TV seller. It is attempting to write the next chapter of what a television can be—shifting from a window for content into an interactive, personalized, and indispensable hub for the connected home. The message is clear: the future of TV isn't just about what you see; it's about how you engage with it.