Samsung’s participation in ISE 2026 has served to show, once again, the strength of its proposal within the professional audiovisual market. The company has presented in Barcelona a wide range of innovations that range from new screens and visualization technologies to management platforms, cloud services and applied artificial intelligence, consolidating a comprehensive vision of the business based on hardware, software and value-added services.
As Francisco Javier Luque, B2B Marketing Manager of Samsung Spain, explained, “in a context in which there are more and more competitors in the field of screens, companies are once again valuing aspects such as reliability, software innovation, energy efficiency and a solid after-sales service. That is where Samsung continues to make a difference, after 17 consecutive years leading the Signal Solutions market.”
Spatial Signage: a new way of communicating in 3D
One of the great novelties presented by Samsung in this edition of ISE has been Spatial Signage, a pioneering digital signage solution with a 3D effect that positions the company as the first to develop a product of these characteristics for the commercial market. It is a screen specially designed to highlight products and content in a striking way, generating a strong visual impact in environments such as retail, events or promotional actions.
As detailed by Jesús Guardiola, Visual Display Presales engineer at Samsung, “we are committed to complete hardware-based solutions that offer the client not only the screen, but also the content and management operations. In the case of Spatial Signage, we achieved a real 3D effect with a thickness of just five centimeters, which allows it to be easily integrated into any space.”
The solution will initially arrive in sizes of 85, 55 and 42 inches and is designed for environments where “less is more”, as Guardiola highlighted: “in events or promotions, a single eye-catching screen can be more effective than the deployment of a large number of traditional displays.”
E-Paper Color: energy efficiency and sustainability
Samsung has also focused on sustainability with its new E-Paper Color solutions, aimed at the retail, SMB and corporate sectors. These screens offer a visual effect similar to paper, but with a much more efficient and flexible operation. Thanks to polarized particle technology, they do not consume energy once the content is fixed on the screen.
“It is an ideal solution to replace paper without giving up visual quality or centralized management,” said Luque. “We reduce waste and energy consumption, while facilitating the updating of content from a professional platform.”
E-Paper screens weigh less than three kilos, have an integrated battery and allow content to be sent to multiple devices simultaneously. Samsung will market sizes of 10, 13, 20 and 32 inches, with the advantage that they can be managed through VXT in the case of large corporations, which makes them especially attractive for professional environments and in the automation of large deployments.
Micro LED and premium screens for retail and museums
In the most premium segment, Samsung has presented its 130-inch Transparent Micro LED screen, a solution designed for luxury stores and museums. Although it is not yet commercially available, it stands out for its high level of brightness, transparency and extremely slim design, without visible cables and without interfering with the aesthetics of the space.
Added to this proposal is a 130-inch Micro RGB screen in a single module, with very high contrast, brightness and resolution, whose commercialization is scheduled for the end of the year. In addition, Samsung is expanding its catalog with smaller format screens, between 13 and 37 inches, designed to adapt to store shelves and operate in vertical or horizontal orientation. These displays incorporate an integrated SoC, which eliminates the need for external devices and allows continuous operation, especially in retail environments where they remain on throughout the day.
Management, content and AI: the key role of VXT
Software plays a fundamental role in Samsung’s strategy. VXT is consolidated as the CMS and content manager that provides service to all the company’s professional screens, allowing management to be centralized from a single device and different content to be sent to each screen depending on the point of sale or the customer profile.
“With VXT we bring artificial intelligence to screen management in a practical way,” explained Guardiola. “We use Gemini-based AI adapted to the VXT environment to facilitate the creation of images, messages or videos, and to adapt traditional content to the 3D effect of Spatial Signage.”
In addition, Samsung makes tools such as AI Studio and open APIs available to customers and partners, allowing third parties to develop their own content on screens with integrated SoC.
SmartThings Pro and Samsung Knox security
In the enterprise field, Samsung has reinforced its proposal with SmartThings Pro for Retail, an open platform that interacts with presence sensors and allows different elements to be monitored directly from the screen. Added to this is the robust Samsung Knox security system, present on screens since 2013, with three-layer protection and secure device startup.
Samsung has reinforced its catalog of outdoor solutions, with high-brightness screens, more energy-efficient LEDs and the advancement of E-Paper technology
“We are the first CMS on the market with double security certification,” Luque stressed, “and that is key for corporate clients that handle sensitive information.” The company also maintains strategic alliances with Logitech and Cisco for videoconferencing solutions.
Hospitality, education and outdoors
Samsung has also shown advances in hospitality, with solutions managed remotely through LYNK Cloud, which allow personalizing the guest experience and integrating certified applications and services. The 8000F range stands out, compatible with Google Cast, and the adaptation of products such as The Frame to the hotel environment.
In education, the company has presented large-format interactive displays with integrated AI, cameras and microphones for hybrid classes, aimed at universities and business schools. Its functions include Circle to Search, automatic transcription and generation of exams based on the content taught.
Finally, Samsung has reinforced its catalog of outdoor solutions, with high-brightness screens, more energy-efficient LEDs and the advancement of E-Paper towards outdoor applications, such as bus stops, facing challenges such as resistance to extreme temperatures.
A comprehensive view of the business
Altogether, Samsung has made it clear at ISE 2026 that its strategy goes beyond hardware. “Our goal is to offer a comprehensive solution that combines technology, software, artificial intelligence and services, adapted to each vertical,” concluded Luque. “In the end, what matters is the customer’s perception and the trust generated by a brand with the ability to accompany companies in the long term.”
