The device is also capable of understanding the user’s taste and can recommend specific channels or shows. Equipping televisions with artificial intelligence is not new, especially with the boom of speakers and set-top boxes incorporating the technology. Television manufacturers are now competing with each other on the quality of their AI, a break from the past when color definition was the main deal-breaker. The competition in color technology has reached a point where there is not much space left for dramatic advances. LG Electronics was a few days faster in presenting AI-equipped OLED televisions, its counterpart to Samsung’s QLED displays. All 10 models it introduced on Monday featured the company’s AI platform DeepThinQ, which similarly offers functions like switching channels, adjusting audio volume and searching information online through voice command. The new models are compatible with the company’s “magic remote control.” Users can vocally control the television through a microphone on the remote control and use it as a mouse on the screen. LG’s determination to win ground in this battle shows well in the fact that despite upgraded functions, the products’ prices were slashed around 20 percent compared to its OLED TVs released last year. According to research firm IHS Markit, LG and Samsung Electronics placed second and third in the premium TV market last year with 33.2 percent and 18.5 percent share. The market leader was Sony with 36.9 percent.