According to foreign media reports, Samsung Electronics is in talks with OpenAI for an "open partnership," aiming to integrate OpenAI's advanced technologies into its television product line to enhance its competitive edge in the global TV market.
It is reported that Samsung plans to incorporate several core technologies from OpenAI, including GPT text generation, DALL·E image generation, Whisper speech recognition, and the O1 inference model. These technologies will bring innovative features to users, such as personalized content recommendations, conversational assistants, and real-time translation. For example, users can ask questions while watching a program to get information about actors or related educational materials, and the system can also recommend similar content based on viewing history.
Market research firm Omdia reports that in the first half of 2024, Samsung's revenue share in the global TV market reached 28.8%, maintaining its global leadership. However, in terms of shipment volume, Samsung's share is 18.3%, with the gap narrowing against Chinese manufacturer TCL's 13.3%, indicating a strong push from Chinese companies in the low-price market.
At this year's CES 2025 exhibition, Samsung showcased some AI TV features, such as fashion information queries and real-time subtitle translation. However, whether the collaboration with OpenAI will ultimately be realized depends on the negotiation of partnership costs between the two parties. Regarding the rumors of cooperation, OpenAI stated that it "cannot confirm" anything.
This potential collaboration demonstrates Samsung's strategic intention to respond to market competition through AI technology innovation. As the brand that has held the top position in the global TV market for 19 consecutive years, Samsung is seeking to establish new competitive barriers through AI technology. Previously, the company's display division has partnered with Microsoft, showcasing its proactive approach to building an AI ecosystem.
