World of Samsung 2025 review: The future of AI Smart Living

AI was the overriding theme of 2025's World of Samsung trade show, running this week in Frankfurt Germany. Attracting retailers, industry professionals, and media, the showcase provides a first hand look at Samsung’s latest AI-driven innovations across TV, audio, smart home appliances, gaming, and mobile devices.

A longstanding advocate of connected technology - it first declared that its entire product portfolio would be a connected device within the decade back in 2014 - the brand demonstrated how artificial intelligence would continue to revolutionise everyday living, creating multiple intuitive experiences for users.

Inside CI was first through the doors, and took a particular interest in developments surrounding AV technologies.

HDR TVs shine as QD tensions rise

For 19 consecutive years, Samsung has led the global TV market, and its 2025 lineup underscores its commitment to pushing the boundaries of display and audio technology. This brand is not resting on its laurels. The latest Neo QLED, OLED, and QLED models, including the newly announced The Frame Pro, feature a cutting-edge AI Picture Optimizer, which enhances every frame in real time, adjusting brightness, contrast, and colour using deep learning. Screens are brighter too. The incoming S95F OLED has an astonishing HDR performance. I spent some time with the screen, and was wowed at just how dynamic it can look.

Quantum Dot technology was invariably a big talking point at the event, as Samsung stressed that unlike certain competitors, it was offering consumers a fully realised QD TV range, which it pointedly dubbed Real Quantum Dot.

During a technical seminar, Samsung engineers compared a disassembled Samsung QLED screen, with multiple filters, to a competitor that offered only one.

The demonstration was indicative of a brewing spat that follows the filing of class-action lawsuits in the US, which claim that Hisense and TCL have been advertising QLED TVs which lack a sufficient amount of QD material to effectively improve performance, effectively misleading consumers.

QLED TVs have become a significant sector within the global TV market, but its premium position could be undermined by products that do not offer its expected benefits, warns Samsung.

Samsung’s 2025 Colour Booster Pro feature is powered by Quantum Dot technology; the expanded colour volume of QD is integral when it comes to creating ultra-realistic visuals. By utilising indium-based Quantum Dots, Samsung says it can offer vibrant, true-to-life colour accuracy that rivals, which don’t use the expensive material, can’t match.

The allure of highly vibrant artwork in Samsung’s Art Store, which now offers over 3,000 digital artworks from 70 renowned museums and institutions, was impressive evidence that Quantum Dot technology, when correctly applied, can really enhance the aesthetic appeal of next generation displays.

Q-Symphony in the Music Frame

On the audio front, Samsung used the event to stress its dominance in the soundbar market. With Q-Symphony, users can seamlessly connect up to three devices to their TV for an immersive, cinema-style sound experience.

The value of this improvement was shown when a Q-Symphony soundbar and Neo-QLED screen were partnered with a pair of Music Frame speakers (acting as rear channel devices) in a lifestyle inspired home theatre. It also demonstrated a compact subwoofer, which adds low end grunt but doesn't overwhelm living room decor.

Ensuring long-term usability, Samsung also committed to seven years of One UI Tizen smart TV platform updates, underwritten by Samsung Knox Matrix security, providing a future-proof entertainment ecosystem. We'll make sure your smart TV stays relevant, says the brand.

Gaming was also on the agenda. A new AI Auto Game Mode optimises visuals and response times for competitive play, while the Samsung Gaming Hub simplifies access to leading cloud gaming services.

Smartthings finds energy

Beyond entertainment, Samsung continues to build on its connected mantra with bespoke AI appliances and the all-encompassing SmartThings ecosystem.

An AI Energy Mode can now intelligently optimise power consumption by automating appliance usage, for example, charging Samsung's Jet Bot AI vacuum during off-peak hours, or adjusting washing machine settings to cooler temperatures for smaller loads. The benefit to smart home users is reduced electricity costs, which can be monitored through a Smartthings dashboard.

Samsung also used its event to showcase the new Galaxy S25 smartphone series. The line boasts a raft of AI-driven enhancements, including Live Translate for real-time call translations, Generative Edit for AI-assisted photo editing, and Drawing Assist for intuitive creative enhancements.

The Galaxy Book5 series also made its debut in Frankfurt, offering AI-enhanced computing with tools like AI Select and Samsung Studio, which help streamline image, video, and document editing.

For professionals in the smart home industry, all these innovations point to ever more seamless, AI-integrated ecosystems. It looks like Samsung’s vision of a connected living space has finally become reality.