All part of the brand’s desire to “transform screens into adaptive, intelligent companions that simplify and enrich every day living,” apparently.

At CES, Samsung is also announcing a partnership with Microsoft to make the Copilot AI assistant available on Samsung TVs and monitors. This year, Samsung will additionally offer a growing amount of artwork such as renderings of museum paintings for its displays.

Now, Samsung is hoping to win over even more customers with its newly announced The Frame Pro. This new model has two significant upgrades that should make it a much better TV and not just an alternative to the black rectangle that takes up space when you aren't using it.

CES 2025, the annual consumer tech conference held in Las Vegas, is upon us — and this is where you can find all of our live updates. Over the next few days, TechCrunch reporters will be on the ground giving you the latest announcements and product reveals from Samsung,

Join us as we bring you not just the most important news from CES 2025, but also the most interesting product launches and some observations from the ground in Las Vegas.