Last week, global television manufacturers gathered in Las Vegas for the 2025 CES exhibition, collectively repositioning their living room devices as AI machines, bringing numerous innovations and transformations to the smart TV sector.
AI is now fully integrated into TV functionalities.
Today, the TV's CPU has evolved into an AI processor, color optimization is driven by AI, and even the voice search button on the remote has been upgraded to an AI button. In fact, the AI transformation of TVs has been quietly advancing, with high-definition content enhanced by AI for better display on 4K HDR screens, the widespread use of voice assistants, and machine learning aiding personalized streaming services, all of which have become common features. At this year's exhibition, many companies announced significant upgrades to the CTV OS experience, with AI becoming the core highlight of the smart TV experience, although the approaches to AI application vary slightly among companies. Meanwhile, the TV industry faces challenges, with the trend of "software-defined TVs" becoming more prominent, and system manufacturers and brand manufacturers collaborating more closely.
AI Innovations and Collaborative Initiatives by Major Manufacturers Samsung: Vision AI Leads the Personalized Big Screen Lifestyle
Samsung Electronics introduced Samsung Vision AI and a series of innovative products at the CES 2025 pre-show event. Samsung Vision AI is applied across various TV products including Neo QLED, OLED, QLED, and The Frame, offering intelligent, adaptive screen experiences. The Samsung Art Store has further expanded, and the new The Frame Pro brings art into more homes. SW Yong, President and Head of Samsung Electronics' Visual Display Business, stated that Samsung views TVs as interactive, intelligent partners, reimagining screen functionalities with Vision AI to connect entertainment, personalization, and lifestyle solutions, simplifying life.
LG: Emotional Intelligence Redefines Life
LG's press conference at CES 2025, themed "Redefining Life with Emotional Intelligence," introduced technology named "Emotional Intelligence," aiming to fully integrate AI into products. LG TVs will utilize this technology in various ways: an AI butler can recognize user voices, automatically switch user profiles, and track preferences and viewing history; AI search uses personalized data to provide more relevant results; AI-driven chatbots can help users adjust TV settings like color and sound. Additionally, LG announced a collaboration with XBOX, allowing players to access hundreds of games through the XBOX app on LG smart TVs. Users of LG's latest smart TVs can easily experience games from industry-leading partners and XBOX, including popular titles and new releases, through the newly launched Gaming Portal. Chris Jo, Senior Vice President of Platform Business at LG Media Entertainment Solutions, and Lori Wright, Corporate Vice President at XBOX, both stated that this collaboration will enrich the gaming experience on LG smart TVs, offering users a more convenient and exciting way to game.
Whale TV: Launches Whale OS 10 and Profit Sharing Program
Whale TV announced at CES 2025 the launch of Whale OS 10 this quarter, with existing partners gaining first access. Whale TV is a leading independent TV operating system with over 43 million monthly active users. Simultaneously, Whale TV introduced a profit-sharing program, compensating partner brands up to 40% of their monetized revenue, including payments for each shipped TV and sharing platform revenue. Jason He, CEO of Whale TV, stated that this initiative aims to build lasting, trust-based partnerships, helping TV brands increase revenue. Whale OS 10 enables TV brands to create smart, simple TVs, with consumers enjoying personalized viewing experiences through user profiles and AI recommendations, supported by ChatGPT and LLM for more natural interactions. The OS supports global deployment, multiple tuner standards, UI localization in 68 languages, and collaborations with 13 TV manufacturers. Consumers can also download a wide range of streaming apps from the Whale TV app store, with Whale TV+ launching on all devices, offering thousands of hours of free TV content.
TiVo OS and Sharp Collaborate to Enter the US Market Xperi's TiVo OS entered the US market through a partnership with Sharp Home Electronics USA. TiVo OS has already launched in Europe, with 33 brands of smart TVs from 8 partners. Sharp's TiVo OS-equipped smart TVs are expected to hit the market in February 2025, featuring 55-inch ultra-HD HDR QLED screens, Dolby Atmos, and three HDMI ports. The TiVo OS platform is characterized by intuitive and comprehensive content management and discovery, integrating various streaming services, linear TV channels, and sports content resources, offering consumers a rich library of free and paid content in a single interface. Its advanced search and recommendation features use algorithms to learn user viewing habits, providing customized suggestions. Some smart TV models also support natural voice navigation, allowing users to easily search and access content through voice commands. Ben Maughan, General Manager of Smart TV and Media Platforms at Xperi, and Jim Sanduski, President of Sharp Home Electronics USA, both stated that this collaboration will bring a more intuitive and tailored TV experience to US consumers.
Sharp and Xumo Collaborate to Launch New Smart TVs
Sharp's new AQUOS QLED 4K UHD TV series will feature the Xumo TV operating system, expected to launch in the US in spring 2025, offering various screen sizes. Xumo TV, a joint venture between Comcast and Chapter, focuses on simplifying user streaming experiences and solving content discoverability issues. The OS features seamless content discovery, voice search, and personalization, identical to Comcast's global entertainment operating system. Jim Sanduski, President of Sharp Home Electronics USA, stated that choosing Xumo was to meet viewer demands and create an immersive viewing experience. Stephanie Cassi, Senior Vice President of Sales and Marketing at Xumo, also believes that combining its intuitive interface with Sharp's AQUOS QLED will deliver a top-tier viewing experience. Sharp's AQUOS QLED TVs feature borderless 4K UHD screens and quantum dot wide color gamut technology, supporting Dolby Vision®HDR and HDR10 content, and Dolby Atmos systems when connected to compatible audio devices. Sharp is the fourth manufacturer to produce Xumo TVs.
Google TV Integrates Gemini to Enhance Features
Google showcased new features coming to Google TV later this year, with the biggest addition being the integration of Google's large language model Gemini, enhancing the OS's search and content discovery capabilities. Users can converse more naturally with their TVs, asking broad questions like finding specific movies or recommending similar content based on preferences, and can instantly generate content, such as lists of news articles with key points read aloud. To support more natural voice interactions, Google is collaborating with hardware partners to include far-field voice microphones, allowing users to speak without pointing the remote. Additionally, distance sensors are being added to detect when someone approaches the TV, triggering personalized screen center widgets with news, weather, and other information. Hisense has committed to supporting these new hardware features, enabling advanced functionalities on its Google TV-equipped TVs.
HP Integrates Google TV into Gaming Monitors
HP announced at CES 2025 the launch of the Omen 32x smart gaming monitor, running the Google TV system, set to ship in April for $749.99. The monitor features a 31.5-inch 4K IPS display with high refresh rates, fast response times, high brightness, and supports various display technologies and interfaces. The integration of Google TV is its standout feature, with the interface recommending content based on viewing history, allowing users to search content via Google Assistant voice commands, and cast content. Additionally, the Omen 32x has unique features like native support for simultaneous live streaming to four platforms, live streaming webcam signals, supporting phone mirroring and desktop mode in multi-view windows, and built-in wireless KVM functionality.
Panasonic Expands Fire TV Integration
Panasonic launched three new smart TVs with built-in Fire TV, expanding user access to Alexa and streaming entertainment, apps, and services. This marks a significant move for Panasonic's return to the US market following last year's global collaboration with Amazon. The Fire TV integration offers a personalized home screen combining streaming services, apps, live channels, and tailored recommendations. The new series includes the Z95B OLED TV, W95B Mini LED TV, and W70B series smart TVs. The Z95B OLED TV features a primary color RGB tandem panel and ThermalFlow aerodynamic cooling system, offering theater-like sound and enhanced Fire TV features; the W95B Mini LED TV uses advanced technology to deliver next-gen picture and audio quality, with outstanding gaming features and Fire TV experience; the W70B series smart TVs offer high-value immersive viewing experiences with exquisite design. These three TVs join Panasonic's Fire TV-integrated product lineup, bringing high-quality, personalized streaming experiences to more users. Meanwhile, Roku did not exhibit at CES, only releasing a press note about surpassing 90 million monthly active users, Amazon announced its collaboration with Panasonic without mentioning new TV OS features, and VIZIO remained largely silent.
AI is now fully integrated into TV functionalities.
Today, the TV's CPU has evolved into an AI processor, color optimization is driven by AI, and even the voice search button on the remote has been upgraded to an AI button. In fact, the AI transformation of TVs has been quietly advancing, with high-definition content enhanced by AI for better display on 4K HDR screens, the widespread use of voice assistants, and machine learning aiding personalized streaming services, all of which have become common features. At this year's exhibition, many companies announced significant upgrades to the CTV OS experience, with AI becoming the core highlight of the smart TV experience, although the approaches to AI application vary slightly among companies. Meanwhile, the TV industry faces challenges, with the trend of "software-defined TVs" becoming more prominent, and system manufacturers and brand manufacturers collaborating more closely.
AI Innovations and Collaborative Initiatives by Major Manufacturers Samsung: Vision AI Leads the Personalized Big Screen Lifestyle
Samsung Electronics introduced Samsung Vision AI and a series of innovative products at the CES 2025 pre-show event. Samsung Vision AI is applied across various TV products including Neo QLED, OLED, QLED, and The Frame, offering intelligent, adaptive screen experiences. The Samsung Art Store has further expanded, and the new The Frame Pro brings art into more homes. SW Yong, President and Head of Samsung Electronics' Visual Display Business, stated that Samsung views TVs as interactive, intelligent partners, reimagining screen functionalities with Vision AI to connect entertainment, personalization, and lifestyle solutions, simplifying life.
LG: Emotional Intelligence Redefines Life
LG's press conference at CES 2025, themed "Redefining Life with Emotional Intelligence," introduced technology named "Emotional Intelligence," aiming to fully integrate AI into products. LG TVs will utilize this technology in various ways: an AI butler can recognize user voices, automatically switch user profiles, and track preferences and viewing history; AI search uses personalized data to provide more relevant results; AI-driven chatbots can help users adjust TV settings like color and sound. Additionally, LG announced a collaboration with XBOX, allowing players to access hundreds of games through the XBOX app on LG smart TVs. Users of LG's latest smart TVs can easily experience games from industry-leading partners and XBOX, including popular titles and new releases, through the newly launched Gaming Portal. Chris Jo, Senior Vice President of Platform Business at LG Media Entertainment Solutions, and Lori Wright, Corporate Vice President at XBOX, both stated that this collaboration will enrich the gaming experience on LG smart TVs, offering users a more convenient and exciting way to game.
Whale TV: Launches Whale OS 10 and Profit Sharing Program
Whale TV announced at CES 2025 the launch of Whale OS 10 this quarter, with existing partners gaining first access. Whale TV is a leading independent TV operating system with over 43 million monthly active users. Simultaneously, Whale TV introduced a profit-sharing program, compensating partner brands up to 40% of their monetized revenue, including payments for each shipped TV and sharing platform revenue. Jason He, CEO of Whale TV, stated that this initiative aims to build lasting, trust-based partnerships, helping TV brands increase revenue. Whale OS 10 enables TV brands to create smart, simple TVs, with consumers enjoying personalized viewing experiences through user profiles and AI recommendations, supported by ChatGPT and LLM for more natural interactions. The OS supports global deployment, multiple tuner standards, UI localization in 68 languages, and collaborations with 13 TV manufacturers. Consumers can also download a wide range of streaming apps from the Whale TV app store, with Whale TV+ launching on all devices, offering thousands of hours of free TV content.
TiVo OS and Sharp Collaborate to Enter the US Market Xperi's TiVo OS entered the US market through a partnership with Sharp Home Electronics USA. TiVo OS has already launched in Europe, with 33 brands of smart TVs from 8 partners. Sharp's TiVo OS-equipped smart TVs are expected to hit the market in February 2025, featuring 55-inch ultra-HD HDR QLED screens, Dolby Atmos, and three HDMI ports. The TiVo OS platform is characterized by intuitive and comprehensive content management and discovery, integrating various streaming services, linear TV channels, and sports content resources, offering consumers a rich library of free and paid content in a single interface. Its advanced search and recommendation features use algorithms to learn user viewing habits, providing customized suggestions. Some smart TV models also support natural voice navigation, allowing users to easily search and access content through voice commands. Ben Maughan, General Manager of Smart TV and Media Platforms at Xperi, and Jim Sanduski, President of Sharp Home Electronics USA, both stated that this collaboration will bring a more intuitive and tailored TV experience to US consumers.
Sharp and Xumo Collaborate to Launch New Smart TVs
Sharp's new AQUOS QLED 4K UHD TV series will feature the Xumo TV operating system, expected to launch in the US in spring 2025, offering various screen sizes. Xumo TV, a joint venture between Comcast and Chapter, focuses on simplifying user streaming experiences and solving content discoverability issues. The OS features seamless content discovery, voice search, and personalization, identical to Comcast's global entertainment operating system. Jim Sanduski, President of Sharp Home Electronics USA, stated that choosing Xumo was to meet viewer demands and create an immersive viewing experience. Stephanie Cassi, Senior Vice President of Sales and Marketing at Xumo, also believes that combining its intuitive interface with Sharp's AQUOS QLED will deliver a top-tier viewing experience. Sharp's AQUOS QLED TVs feature borderless 4K UHD screens and quantum dot wide color gamut technology, supporting Dolby Vision®HDR and HDR10 content, and Dolby Atmos systems when connected to compatible audio devices. Sharp is the fourth manufacturer to produce Xumo TVs.
Google TV Integrates Gemini to Enhance Features
Google showcased new features coming to Google TV later this year, with the biggest addition being the integration of Google's large language model Gemini, enhancing the OS's search and content discovery capabilities. Users can converse more naturally with their TVs, asking broad questions like finding specific movies or recommending similar content based on preferences, and can instantly generate content, such as lists of news articles with key points read aloud. To support more natural voice interactions, Google is collaborating with hardware partners to include far-field voice microphones, allowing users to speak without pointing the remote. Additionally, distance sensors are being added to detect when someone approaches the TV, triggering personalized screen center widgets with news, weather, and other information. Hisense has committed to supporting these new hardware features, enabling advanced functionalities on its Google TV-equipped TVs.
HP Integrates Google TV into Gaming Monitors
HP announced at CES 2025 the launch of the Omen 32x smart gaming monitor, running the Google TV system, set to ship in April for $749.99. The monitor features a 31.5-inch 4K IPS display with high refresh rates, fast response times, high brightness, and supports various display technologies and interfaces. The integration of Google TV is its standout feature, with the interface recommending content based on viewing history, allowing users to search content via Google Assistant voice commands, and cast content. Additionally, the Omen 32x has unique features like native support for simultaneous live streaming to four platforms, live streaming webcam signals, supporting phone mirroring and desktop mode in multi-view windows, and built-in wireless KVM functionality.
Panasonic Expands Fire TV Integration
Panasonic launched three new smart TVs with built-in Fire TV, expanding user access to Alexa and streaming entertainment, apps, and services. This marks a significant move for Panasonic's return to the US market following last year's global collaboration with Amazon. The Fire TV integration offers a personalized home screen combining streaming services, apps, live channels, and tailored recommendations. The new series includes the Z95B OLED TV, W95B Mini LED TV, and W70B series smart TVs. The Z95B OLED TV features a primary color RGB tandem panel and ThermalFlow aerodynamic cooling system, offering theater-like sound and enhanced Fire TV features; the W95B Mini LED TV uses advanced technology to deliver next-gen picture and audio quality, with outstanding gaming features and Fire TV experience; the W70B series smart TVs offer high-value immersive viewing experiences with exquisite design. These three TVs join Panasonic's Fire TV-integrated product lineup, bringing high-quality, personalized streaming experiences to more users. Meanwhile, Roku did not exhibit at CES, only releasing a press note about surpassing 90 million monthly active users, Amazon announced its collaboration with Panasonic without mentioning new TV OS features, and VIZIO remained largely silent.
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