Samsung Electronics has unveiled its strategy for positioning artificial intelligence-powered televisions as central control points for connected homes in Kenya, targeting the country’s expanding affluent consumer segment.
Sam Odhiambo, Head of Consumer Electronics Business for Kenya, outlined the company’s approach following the September launch of Samsung’s 2025 NEO QLED 100-inch AI TV in Nairobi. The launch signals Samsung’s bet on AI integration and smart home connectivity as key differentiators in an increasingly competitive market.
“For Samsung, Smart Living means transforming the television into an intuitive screen that adapts to the user’s environment and preferences,” Odhiambo said. “We view the television not simply as a display but as a companion in the home, one that senses ambient conditions, adjusts picture and sound in real time and connects seamlessly into your lifestyle.”
The 2025 television lineup employs on-device neural networks to analyze both content and viewing environments. Features include Click to Search, Live Translate, and AI Upscaling Pro, which enhance picture quality regardless of source material. The system automatically adjusts visual and audio output based on ambient conditions and content type.
Central to Samsung’s strategy is the SmartThings ecosystem, which uses the television as a hub for connected home devices. Users can program routines that coordinate multiple devices—for instance, starting a movie can automatically adjust soundbar settings and lighting through the TV interface.
“With the built-in SmartThings Hub, the TV can serve as the interface for routines, home insights, and connected-device management,” Odhiambo explained. “All orchestrated via the TV and SmartThings.”
The connected home approach raises data security considerations, particularly as devices communicate across networks. Samsung addresses this through its Knox security platform, which extends protection across televisions and connected appliances within the SmartThings ecosystem.
“As your TV becomes a smarter, more integrated node in your home, your data and device privacy remain safeguarded,” Odhiambo said, positioning security as integral rather than supplementary to the smart home experience.
Samsung’s push into AI-enabled premium televisions comes as Kenya’s middle and upper-income segments show increasing appetite for high-end consumer electronics. The company is banking on Kenyan consumers valuing connectivity and design alongside traditional considerations like screen size and picture quality.
“Kenyan households value connectivity, entertainment and good design,” Odhiambo noted. “Our Vision AI TVs and SmartThings-ready setup align with this, delivering richer content experiences, intuitive smart-home integration, and visually outstanding screens that match the premium segment Kenyan buyers are increasingly pursuing.”
Looking ahead, Odhiambo outlined a vision where televisions move beyond passive displays to become adaptive interfaces that learn user preferences and habits. “The screen will not only display content but also understand context, adapt across devices, and act as a seamless interface in the connected home,” he said.
The strategy positions Samsung to compete not just on hardware specifications but on ecosystem integration, as the television market evolves from standalone entertainment devices toward interconnected home management systems. Success will depend on whether Kenyan consumers embrace the connected home concept and are willing to invest in the premium pricing that typically accompanies such integrated systems.
Samsung’s September launch comes amid heightened competition in East Africa’s consumer electronics market, where Chinese manufacturers continue to gain market share with competitively priced smart televisions. The company’s emphasis on AI capabilities, security features, and ecosystem integration represents an attempt to differentiate on experience rather than price alone.