South Korea’s top TV brands, Samsung Electronics and LG Electronics, are stepping up their use of AI to sharpen product differentiation as they face intense competition from Chinese TV makers. Besides higher hardware specs, better price competitiveness, display technology, and color accuracy, both companies are pushing interactive features and smarter connected applications to enhance personal experiences and build broader smart-home ecosystems. This shift is also changing what a TV is. It is moving beyond a traditional device for simply delivering audio and video content toward a platform that bundles entertainment, information, and AI interaction.