The International Consumer Electronics Show (CES) has been one of the most popular venues for the annual demonstration of innovative achievements for more than half a century. The first exhibition was held in June 1967 in New York. From 1978 to 1994, it was held twice a year as the Winter Consumer Electronics Show (WCES) in January in Las Vegas and as the Summer Consumer Electronics Show (SCES) in June in Chicago. Since 1995, it has been held annually in early January in Las Vegas. Even the epidemic a few years ago did not prevent it from being held, although some events were held in a virtual format.
Of course, this year was no exception. From January 7 to 11, the pavilions in Las Vegas were traditionally filled with the best innovative products. As usual, high-tech TVs were in the spotlight. The list of successful companies in this segment is quite long. But more than 90% of sales volume comes from only 4 brands, including (Q3 2024):
– Samsung – 30%;
– Hisense – 24%;
– TCL – 23%;
– LG – 16%.
Therefore, the increased interest in the South Korean giants Samsung and LG is entirely justified. Of course, Japanese Sony and Panasonic also offer superb innovative models, but they are more focused on the premium segment, which significantly reduces their share in the budget-friendly and mid-price segments.
In addition to new models, companies traditionally present promising concepts at CES. This list includes, for example, transparent/semi-transparent panels, wireless content broadcasting via an additional module (Zero Connect box in wireless LG M or One Connect Box in Samsung’s TVs), rollable LG Signature OLED T, Samsung Frame series art concept, huge Hisense TVs with mini LED – based FALD (Full-Array Local Dimming), etc.
Samsung Vision AI
The new Samsung’s lineup includes improved versions of the Neo QLED 8K/4K, OLED TVs with hybrid QD-OLED panel and The Frame series. Its new Vision AI platform has became the main innovation 2025.
According to SW Yong, Samsung’s Head of Visual Display Business, ‘Samsung sees TVs not as one-directional devices for passive consumption but as interactive, intelligent partners that adapt to your needs. With Samsung Vision AI, we’re reimagining what screens can do, connecting entertainment, personalization, and lifestyle solutions into one seamless experience to simplify your life.’
Additional features:
– Click to Search offers instant information about displayed content;
– Live Translate – real-time subtitle translations on live broadcasts in seven languages;
– Generative Wallpaper transforms screens into art canvases with generative AI;
– optimization with on-device AI picture and sound technologies;
– Pet and Family Care uses the TV’s camera and speakers to monitor emergency situations (falls, break-ins, etc) and records events through the screen. Moreover, the option can be configured to control, for example, the lighting in the room.
The flagship QN990F Neo QLED 8K with this system uses latest NQ8 AI Gen3 processor with 512 AI neural networks, which supports:
– 8K AI Upscaling Pro – increases lower-resolution content up to 8K quality with superb detail and clarity;
– Auto HDR Remastering Pro – analyzes content frame-by-frame and optimizes scene-adaptive color expansion;
– Adaptive Sound Pro – uses AI to optimize sound components, including such as speech, music, and sound effects;
– Color Booster Pro – enriches color expression with AI-driven scene analysis;
– AI mode – adaptively optimizes picture and sound through AI-based content recognition.
Samsung TVs 2025
The S series with a hybrid QD-OLED panel includes the S95F (55/65/77-inch), S90F and S85F models. Unlike last year’s S95D, the S95F offers a 165Hz refresh rate with an upgraded third-generation EL panel and the NQ4 AI gen3 processor. According to the company, its peak brightness reaches 2,000 nits. In addition, it has a 2nd gen glare-free OLED panel and several other enhancements, including, for example, an improved light sensor.
Of course, the company presented updates to the very popular 8K/4K Neo QLED series. As known, they use quantum dot (QD) technology and mini LED-based FALD, which provide:
– high brightness, color accuracy and extended color gamut due to the generation of high-quality white for the backlight of RGB filter;
– superb contrast due to precise brightness control in each scene using a huge number of local dimming zones. In turn, the increase in their number is due to the replacement of traditional LEDs with miniature ones, the arrays of which have separate control.
The flagship QN900F (65/75/85-inch) has improved anti-glare coating, NQ8 8K processor and a metal bezel.
QN990F (65/75/85/98-inch) comes with One Connect box. QN990F uses a fully wireless version, transmitting a wireless 8K signal at up to 120Hz with Omni-Directional Technology and Wi-Fi 7. Moreover, the signal ignores obstacles, providing stable reception from a distance of up to 10 meters.
The 4K QN line includes the 90F, 85F, 80F and 70F series. The flagship 90F has an NQ4 AI Gen3 processor with a smooth 165Hz refresh rate, new anti-glare treatment and may include a 115-inch model. The QN 85F series also includes a 100-inch TV.
LG M5 and G5
Of course, the new LG M5 and G5 OLED in the updated lineup of the South Korean giant were in the spotlight.
Unexpectedly for many, the developer abandoned the gen-two expensive-to-produce MLA (Micro Lens Array) panel in favor of LG Display’s four-stack OLED technology. In fact, LG added another OLED layer to its panel structure, and also tossing in more deuterium hosts.
According to The Elec, unlike three-stack WOLED with B-GYG-R structure (blue, green/yellow green/red, and blue layers), it uses B-G-B-R layers. LG claims peak brightness for the new panel of up to 2,000 nits in a 10% window, which is unprecedented for previous OLED panels.
The Zero Connect box for wireless connectivity in the QNED9M is a main improvement in QNED lineup. Like the Samsung Neo series, it uses QD technology and mini LED – based FALD.
Of course, the developer has paid a lot of attention to AI. For example, in addition to the traditional picture and sound quality improvement with updated AI algorithms, the 2025 models offer a new Large Language Model-based search function.
In addition, cooperation with Microsoft allowed the company to bridge Copilot AI into its TVs. Moreover, LG integrated Xbox Game Pass into its Game Optimizer ecosystem. For reference, Game Pass is a subscription service as part of Xbox from Microsoft Gaming. It allows users to download and play video games via video game consoles, Microsoft Windows, Android, iOS, iPadOS, web browsers, smart televisions, and cloud.
Wireless M5 has LG’s gen2 α11 processor on a 144Hz refresh rate. It will be available in 97″, 83″, 77″ and 65″ sizes. The G5 OLED, like the Samsung S95F, supports 4K@165Hz gaming. Compared to the M5, the range is expanded with 55″ and 48″ TVs.
LG TVs and projectors
The C-models of the LG OLED line are often included in the bestseller list, which is due to their superb price-quality ratio. Indeed, slightly inferior to the flagship G-models, they are significantly cheaper. For example, the price of last year’s 65″ G4 (OLED55G4SUB, 2024) and C4 (OLED65C4PUA, 2024) today is ~$ 2,200 vs $ 1,700. Of course, the difference of $ 500 (~25%) is quite significant. The marketing prospects for the new C5 are similar. Its models range in size from 42″ to 97″.
It uses LG’s α9 gen 8 processor with a full suite of HDMI 2.1 ports, features a 144Hz refresh rate and with LG’s Brightness Booster technology in the 55-, 65- and 77-inch models.
The budget-friendly B5 OLED series comes with a 120Hz WOLED panel, uses α8 gen2 chip and will be available in 97″, 83″, 77″, 65″, 55″ and 48″ sizes.
Starting this year, LG added ‘Evo’ to the name of QNED models. The flagship QNED9M offers enhanced colors and increased brightness with LG’s Dynamic QNED Color Solution. In fact, it’s improved version of the popular QD technology. Series offers a 144Hz refresh rate with AMD FreeSync Premium and uses α8 AI processor.
In addition to TVs, the company showed off two new projectors, including the 3-in-1 LG PF600U combo (projector + light + stereo speaker), and the ultra short throw (UST) PU615U CineBeam S.
The PF600U offers 1080p resolution, 300 ANSI lumens brightness, and a screen size from 30″ to 120″ diagonally.
Weighing just 5.5 lb / 2.5 kg, the CineBeam S supports 4K resolution, delivers 500 ANSI lumens of brightness and produces up to 100″ projection.
Conclusion
All companies have successfully confirmed their claims to be among the industry’s innovative leaders. Samsung Vision AI, LG four-stack OLED technology, TCL Halo Control Technology Suite and Hisense 136MX micro LED panel, etc. demonstrate good progress in AI processing and panel manufacturing technologies.
Of course, everyone will face very tough competition. An incomplete list of superb models of 2025 includes:
– Samsung S95F OLED and Frame Pro QLED;
– LG M5 and G5 OLED;
– Panasonic Z95B OLED;
– Hisense 116UX TriChroma LED TV and 136MX Micro LED TV;
As usual, their marketing prospects will depend on the price-quality ratio and will become clear later. However, TCL has already managed to slightly shock the market with a price that does not exceed $ 1,000 for 65″ QM6K model, and is only $ 3,500 for a giant 100″ TV.
This video shows the LG Signature Transparent OLED panel.
