Samsung is continuing its push to move the television beyond simple content consumption, positioning its 2025 lineup as the central nervous system of the modern smart home. Following the local launch of the massive 100-inch Neo QLED AI TV in Nairobi this September, the company is doubling down on “Vision AI” – a suite of features designed to make the TV distinctively proactive.
In an interview regarding the new lineup, Sam Odhiambo, Samsung Kenya’s Head of Consumer Electronics Business, outlined the company’s strategy: shifting the TV from a passive display to an “intuitive hub.”
The “Vision AI” Approach
The buzzword for 2025 is undeniably AI, but Samsung claims its implementation goes beyond marketing jargon. The new models utilize on-device neural networks to analyze content and the physical environment in real-time.
According to Odhiambo, this powers features like AI Upscaling Pro and Live Translate, but also new interactive tools like “Click to Search.”
“We view the television not simply as a display but as a companion in the home,” Odhiambo said. “One that senses ambient conditions, adjusts picture and sound in real time, and connects seamlessly into your lifestyle.”
The SmartThings Ecosystem
Perhaps the most significant utility for the average user is the integration of the SmartThings Hub directly into the television.
Rather than needing a separate dongle or using a smartphone to manage connected lights, vacuums, or security cameras, the 2025 AI TVs act as the primary interface. Odhiambo highlighted the ability to create routines that trigger automatically. For example, starting a movie could automatically signal the soundbar to switch profiles and dim connected smart lights, all orchestrated by the TV.
Privacy and the Kenyan Market
With televisions increasingly acting as “always-on” nodes in a home network, data privacy remains a critical concern for tech enthusiasts. Samsung is leaning on its Knox security platform – traditionally associated with its mobile devices – to secure the TV lineup.
“Security is built-in,” Odhiambo assured, noting that Knox protection extends across the display and into the connected SmartThings ecosystem to safeguard user data.
Locally, the move caters to a shifting demographic. Odhiambo noted that Kenyan buyers are increasingly pursuing the premium segment, looking for devices that offer both high-end design and deep connectivity.
“The future is one of deeper integration,” Odhiambo said. “Expect TVs that learn your habits, anticipate your preferences, and give you more time for what matters.”
The 2025 Samsung AI TV lineup, including the 100-inch Neo QLED, is available now at authorized retailers across Kenya.
