Display and media are evolving in ways that naturally integrate into everyday environments, focusing on AI and spatial intelligence.

Displays are becoming more than just devices that show content, and they are becoming personalized digital companions that understand space and situations and respond to an individual's lifestyle. Today's media system is evolving into "what experiences to deliver" to users, not "what to show."

To drive this shift, we aim to deliver a never-before-seen next-generation display and media experience based on our integrated research capabilities that span the entire spectrum, from display hardware design to software platforms to AI algorithms.

Samsung Research aims to evolve beyond standalone display devices into a system that organically connects physical spaces with users to understand the structure and context of their surroundings, learns their intentions and lifestyles, and naturally provides a contextual experience.

To this end, we study next-generation AI models that can interpret and predict the physical world, and intelligent systems that continuously evolve for individual users. We also want to implement more efficient and adaptive systems through various architectures, including neuromorphic processors that mimic the human brain.