The Consumer Electronics Show (CES) 2024 is showcasing the latest innovations in TV technology, and one of the main themes is how artificial intelligence (AI) is enhancing the viewing, advertising, and shopping experience for consumers.
One of the most prominent examples of AI in TV is the upscaling technology that can convert lower-resolution content into higher-resolution formats, such as 4K or 8K. This is especially useful for viewers who want to enjoy the benefits of ultra-high-definition (UHD) TVs, but do not have access to native UHD content.
Samsung, one of the leading TV manufacturers, has unveiled its new QLED 8K TVs, the QN800D and the QN900D, which feature the NQ8 AI Gen3 processor, the company’s most innovative and fastest processor to date. The processor can use AI to upscale SD or HD content into 4K, and 4K content into 8K, with minimal loss of quality. The QN900D is also the slimmest 8K TV ever made, according to Samsung.

LG, another major TV maker, has also introduced its new OLED TVs, the Z3, G3, and C3, which have a mode that can automatically detect and refine certain objects to have more “lifelike,” colorful qualities. For example, the mode can enhance the appearance of skin tones, flowers, or landscapes.
Another AI-powered feature that can improve the TV experience is the sound enhancement technology that can optimize the audio output according to the content and the environment. Samsung’s new QLED and OLED TVs have the Active Voice Amplifier Pro feature, which can boost dialogue or key sound effects for more immersive audio. LG’s new OLED TVs have the AI Sound Pro feature, which can emulate a surround-sound setup using only the built-in stereo TV speakers.
AI-powered features for more interactive and personalized TV
AI is not only used to enhance the picture and sound quality of TV, but also to make it more interactive and personalized for viewers. For instance, some TVs have voice assistants that can respond to commands or queries from users, such as changing the channel, adjusting the volume, or searching for information.
Telly, a startup that gives people a free 4K TV in exchange for more ads, has debuted a new voice AI assistant called “Hey Telly” at CES 2024. The assistant can not only control the TV functions, but also provide recommendations, feedback, and rewards for viewers. For example, the assistant can suggest content based on the user’s preferences, ask for ratings or reviews, or offer coupons or discounts for products or services related to the content.
Another way that AI can make TV more interactive and personalized is by enabling more features for live sports, concerts, and online streaming content. Samsung’s new QLED 8K TVs have a feature that can recognize when the user is watching sports and help track the game’s ball on the screen. Another feature, Real Depth Enhancer Pro, can boost contrast between the foreground and background, including in fast-paced content like car racing. Samsung’s new QLED and OLED TVs also have a feature called Now+, which can turn the TV into an interactive, customizable information center when it is off, showing text messages, weather information, and music widgets.
AI can also help TV viewers to shop more easily and conveniently, by providing more information and options for products or services that are related to the content they are watching. For example, some TVs have a feature that can identify and display the name, price, and availability of items that appear on the screen, such as clothing, furniture, or gadgets. Some TVs also have a feature that can link the user to the online store or app where they can purchase the items, or add them to a wish list or a cart.
AI-powered features for more eco-friendly and accessible TV
AI is also used to make TV more eco-friendly and accessible for different types of users. For example, some TVs have a feature that can adjust the brightness, contrast, and color of the screen according to the ambient light and the user’s preferences, saving energy and reducing eye strain. Some TVs also have a feature that can adapt the sound output according to the user’s hearing level and the background noise, enhancing clarity and comfort.
Some TVs also have features that can make TV more accessible and inclusive for people with disabilities or special needs. For example, some TVs have a feature that can provide captions, subtitles, or audio descriptions for the content, in different languages and formats. Some TVs also have a feature that can recognize and respond to gestures, eye movements, or facial expressions, allowing users to control the TV without using a remote or a voice.
AI is transforming the TV experience at CES 2024, offering new features for better picture and sound quality, more interactive and personalized TV, and more eco-friendly and accessible TV. These features are expected to attract more consumers and create new opportunities for content creators, advertisers, and retailers.