There are two types of people when it comes to technology. Those who want their thing, be it a phone, a car or a TV, do everything possible in one package. And those who would prefer a more dedicated device, something that does fewer things, but does them very well.
Those in the latter group lost out years ago. And nowhere is this more evident than in the television space, as demonstrated at CES 2024 by the big AI onslaught. You couldn’t read a press release without coming across a section that included AI.
You couldn’t get through a press conference without an executive explaining how great his AI is. Of course, AI is just an acronym. “Artificial intelligence” itself really just means a new way of interpreting and calculating data. And as we learned at the various events in Las Vegas when manufacturers unveiled their 2024 TVs, AI is being implemented in several ways.
“Better processing creates a better image,” Scott Ramirez, TCL’s vice president of marketing and development, said at his company’s news conference. “He just does it.”
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Is not wrong. And that type of AI-driven improvement has been used for years. It took a little while to make its way to actual TVs (graphics maker Nvidia incorporated it into its Shield TV device in 2017), but now it’s here to stay. And in 2024, TCL will implement that kind of AI-powered expansion across the board with a trio of processors.
The AIPQ processor is found in the S5 and Q6 televisions. The AIPQ Pro will be in the QM7 and QM8. And the AIPQ Ultra will be on the huge 115-inch QM89 TV.
Many of the CES reveals went beyond just improving content, which is something that’s up for grabs right now.
“Our Hi-View Engine chipsets are ushering in a new era in user experience,” said David Gold, vice president of Hisense International and president of Hisense Americas, at his company’s CES press conference. “Our commitment extends beyond superior image quality and performance. “It’s about adapting experiences for the whole family.”
Hisense USA marketing chief Doug Kern told much the same story.
“These features, technologies and images on the screen must work together,” Kern said. “It is a next-generation AI chipset that uses deep learning and a variety of technologies to perfect the viewing experience.”
But AI processing has come a long way from analyzing the image as a whole and simply clearing up blurry areas. “Through local tone mapping optimization, it evaluates hundreds of thousands of image areas,” Kern said. “Its face detection feature recognizes faces in the image and adjusts them for a more natural look.”
Yes. Your next Hisense TV could have built-in facial recognition. For Hisense, it’s kind of the opposite of a camera. Instead of recognizing your face, it finds a face on the screen and modifies things in some way. (Or if you really want to extrapolate, you could imagine a company that recognizes, say, Tom Cruise and then recommends other movies.)
LG took things even further, weaving a story of AI that is integrated into the company’s entire ethos. It is not just a feature of a single product.
“LG’s AI brain that we envision is a powerful engine with orchestrated processes,” CEO William (Joowan) Cho said at the press conference that kicks off each CES. “It starts by focusing on customer needs through interactive conversation or contextual understanding, such as behavioral patterns and emotions. And ultimately, the AI brain generates optimal solutions to drive tangible actions by orchestrating physical devices. That’s why we call it ‘orchestrated intelligence.'”
That’s something high. In addition to the usual type of AI processing we’ve already talked about, LG also goes so far as to identify different users by their voice and then apply the appropriate user profile. Or, as vice president of content and home entertainment services Matthew Durgin said, the new Alpha 11 processor “enables LG TVs to recognize you.”
Samsung is also taking a holistic approach and applying AI across its portfolio. We sat down at CES with Jay Kim, executive vice president of Samsung Visual Display Business, to talk about AI as a whole and to get a crash course on how Samsung devices use traditional computer processors alongside graphics processors and neural processors.
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The end result will be perfect, he said.
“I think that ordinary consumers will not know if a [neural processing unit] either at work or not,” Kim said through an interpreter. “So, I think it will be through their experience that they will understand the benefits that an NPU offers. So, I think a new exceptional experience that they have in their interaction with a device will help them realize, indirectly, the power of NPUs.”
As with most (if not all) Samsung devices, look for AI in one product to help improve another.
“If you go to a Samsung Health app,” Kim said, “maybe you’re working out, doing squats or push-ups. The AI will be able to perform evaluations and see if you are doing it correctly. Maybe if you don’t do it correctly, it will help you fix your posture and stuff.”
Live better thanks to artificial intelligence. Is coming.
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