Samsung, LG Leverage AI Picture Quality to Counter Chinese TV Makers

Samsung Electronics and LG Electronics are countering the challenge from rapidly growing Chinese TV makers by successively unveiling new TVs that boost picture quality with AI. This marks a technological innovation strategy by the two companies to maintain their leading positions in the global home appliance market.

LG Electronics has equipped its new products with AI-powered features. Notable examples include the ability to separate audio from dual TVs or generate art content and background music tailored to consumer preferences, while also significantly improving the picture quality and brightness of its OLED TVs.

Samsung Electronics and LG Electronics have further strengthened picture quality, their inherent competitive edge, by increasing screen sizes and achieving more precise control over color and brightness, delivering high-definition images that are difficult to distinguish from works of art.

Last year, Samsung Electronics maintained its top position in the global TV market for the 20th consecutive year. However, the combined market share of Chinese brands TCL and Hisense surpassed that of Samsung and LG by 1 percentage point, highlighting the intense competition. TCL is further increasing its threat by establishing a joint venture with Japan's Sony.

In response, domestic companies are focusing on a premium strategy requiring high technical expertise. Samsung Electronics plans to broaden consumer choice through a lineup reorganization that considers not only premium sales but also shipment volume.