At its core, television is about picture quality. As the world’s No. 1 TV brand, Samsung Electronics has consistently extended its lead in this field, securing an unrivaled position in the pursuit of excellence.
The mark of true leadership, however, lies not only in picture quality itself but also in the overall viewing experience. Samsung’s 2025 OLEDs embody this with Glare-Free1 and AI gamma-adjusting technologies, innovations that minimize distractions to deliver an optimal viewing experience. To uncover the details behind the TVs’ vivid visuals, Samsung Newsroom spoke with Mirae Shin from the Picture Quality Lab of Samsung Electronics’ Visual Display (VD) Business.
▲ Mirae Shin with the new 2025 Samsung S95F OLED TV
Enhanced Glare-Free Technology: Bright or Dark, Always Clear
OLED is renowned for delivering perfect blacks, vivid colors and ultra-fast response times — strengths made possible by its self-emissive design, which allows each pixel to generate color or block light without the need for a backlight.
Yet the high-gloss finishes often used to maximize these strengths are inevitably vulnerable to reflections from external light sources. While a theater-like setting that blocks all ambient light would be ideal, the viewing environments of TV users are rarely perfect. Sunlight streaming through windows during the day or the glow of living room lights in the evening can reflect off the screen, making it difficult to truly appreciate what’s on-screen.
This is where Glare-Free technology makes the difference. By effectively reducing reflections and glare, it allows viewers to experience OLED to the fullest in any environment.
Select 2025 Samsung OLEDs deliver an impressive Glare-Free performance with a specially engineered low-reflection layer that disperses external light and reduces internal light-scattering without distorting picture quality. Compared to previous models, it reduces reflections by more than 25%.2 This performance has also been verified by UL Solutions, a global certification organization.3
“This year’s enhanced Glare-Free technology significantly lowers reflection rates and minimizes screen distortion, ultimately enabling the set to deliver outstanding picture quality in both bright and dark environments,” Shin explained. In practice, this means viewers don’t have to worry about washed-out colors caused by sunlight when watching movies or diminished details in dark game scenes under ambient lighting.
▲ Comparison: OLEDs with/without Glare-Free technology in a bright viewing environment. Select 2025 Samsung OLEDs minimize viewing interference from external light sources by leveraging a special low-reflection layer.
Bringing Hidden Details to Light With AI Gamma Technology
Samsung hasn’t overlooked software innovations, either. While Glare-Free technology provides a physical solution to reduce interference from external light sources, AI gamma adjustment adds another layer of refinement. 2025 Samsung OLEDs optimize content by using AI to adjust gamma values, which refer to numerical measurements that define the correlation between the brightness of an input signal and the luminance displayed on-screen.
Human vision is highly sensitive to subtle contrast differences in dark areas, but responds less acutely in bright areas. Gamma adjustment compensates for this, making contrast appear more natural to the eye. When effectively implemented, it allows viewers to perceive fine details even in shadowed scenes, all while delivering more vivid and lifelike visuals.
▲ 2025 Samsung OLED TVs offer an AI-based gamma adjustment feature to optimize each scene by content and ambient light.
“Our enhanced gamma-adjusting technology uses AI algorithms to analyze the average brightness of each scene in real time, then automatically adjusts the gamma value according to the surrounding lighting conditions,” Shin explained, outlining the fundamental principles behind the technology.
“For example, when watching dark content in a bright living room, the gamma value is adjusted so that shadowed areas on screen are brightened just enough to preserve detail, preventing them from being obscured by ambient light,” she said. “Conversely, when watching bright content in a dark room, the gamma value is adjusted to minimize glare in bright on-screen areas and enhance contrast.”
“When the environment suddenly shifts from dark to bright — like when the lights come on in a movie theater — shadowed areas on screen can temporarily disappear from view. Again, adjusting the gamma value in such cases makes those dark areas visible again. The key is to keep the viewing experience consistent by providing adaptive gamma values,” she added.
Brightness, Contrast and High Refresh Rates for the Ultimate Viewing Experience
Besides Glare-Free technology and AI gamma adjustment technology, the 2025 OLEDs also incorporate a range of signature Samsung innovations that maximize the strengths of OLED panels. For example, upgraded panels are brighter by about 30%4 compared to previous models. “The brighter the TV display, the more accurately it can convey a filmmaker or content creator’s original intent,” said Shin.
Contrast ratio — the core strength of OLED — has also been enhanced. “OLED panels are made of self-emissive elements, allowing each RGB5 pixel to be switched on or off individually,” Shin explained. “This means that when black content is displayed, each pixel can be entirely dimmed to produce perfect blacks.” The contrast between deep blacks and increased brightness heightens immersion not only in movies and dramas, but also in games with numerous dark scenes.
▲ Shin proudly notes that the new S95F OLED TV delivers unmatched immersion with enhanced brightness, perfect blacks and high refresh rates.
“Samsung’s 2025 OLED TVs are an attractive choice not only for content viewers but also for gamers,” Shin continued. “Glare-Free technology allows dark scenes in games to be enjoyed in crisp detail, even in bright environments. On top of that, the TV is the industry’s first to support a 165Hz refresh rate, delivering smooth, lifelike gameplay without any breaks in the action,” she added. “OLED’s strengths lie in pixel-level dimming and ultra-fast response times. By combining those with a 165Hz refresh rate, we’ve unlocked the full potential of OLED panels.”
Equipped with cutting-edge technologies, the 2025 Samsung OLEDs deliver the ultimate immersive viewing experience. With these new models, Samsung has once again proven its unrivaled leadership in OLED technology — not only advancing the state of the art, but pushing the very boundaries of what a TV can be.
1 Applicable only to models featuring Glare-Free technology
2 Based on internal studies
3 UL’s verification certifies glare-free performance by evaluating the product against the Unified Glare Rating (UGR) test standards set by the International Commission on Illumination (CIE) (Reflected glare UGR ≤ 10, discomfort glare UGR ≤ 22, disability glare UGR ≤ 34).
4 Based on internal studies
5 Red, green, blue
