As a global leader in innovative light and sensor solutions, ams OSRAM is strategically channeling its deep expertise in high-performance automotive lighting into the general illumination market. As a technology driven company, ams OSRAM exhibits superiority in R&D, innovation, product technology which bring proposition value to our customers both through great product offering and services. Its global manufacturing presence in Germany, China and Malaysia with strong in-house competencies from Epi, Chip and phosphor materials supply chain further reinforced by strong regional presence, particularly in Asia where dedicated teams in product management, marketing and technical support to provide localized, responsive service to customers. By enabling cutting-edge automotive-grade LED technologies with artificial intelligence (AI), the company is reshaping the future of lighting, committed to delivering smarter, more efficient, and innovative LED solutions for everyday applications.

In a recent interview with TrendForce, Peter Naegelein, General Manager for ams OSRAM’s Lighting business, delved into the transformative shifts within the lighting industry and shared how the company is leveraging its unique technological strengths. The discussion highlighted the successful crossover of automotive lighting innovations into broader applications and the disruptive potential of AI, positioning ams OSRAM at the forefront of the emerging "pixelated lighting" revolution. The conversation also showcased breakthroughs in high-quality light output, human-centric lighting, and carbon footprint reduction.

(Peter Naegelein, General Manager of Lighting Business from ams OSRAM; Image: ams OSRAM)

Sustainable Development and Automotive-Grade Technology Powered
Building on its leadership in automotive lighting, ams OSRAM is adapting its rigorously tested technologies—such as pixelated lighting—for general illumination. This ultra-bright, compact technology is unlocking novel possibilities in architectural lighting, enabling dynamic information displays on building surfaces, real-time weather alerts, and even traffic updates projected directly onto roads via streetlight systems.

"Imagine a light source with 25,600 fully adjustable pixels. We’re now extending this capability to general lighting—displaying text messages, snow warnings, or road safety information through streetlights," explained Peter Naegelein. “Indoor applications also hold immense potential. Picture QR codes projected onto floors by retail lighting systems to deliver promotions, personalized services, or even correct indoor navigation errors for example in malls or airports. The creative possibilities are limitless.”

These visions are already materializing. Last year, ams OSRAM partnered with ELEPN to launch the MLP3000 uLED Smart Projection Lamp, a groundbreaking product designed by ELEPN and powered by ams OSRAM’s EVIYOS™ Shape LED technology. Combining uLED, intelligence, high brightness, and energy efficiency, the MLP3000 is transforming outdoor advertising, cultural tourism landscapes, and commercial exhibitions with immersive, interactive visual experiences.

(EVIYOS Shape and ELEPN; Image: ams OSRAM)

Peter Naegelein further emphasized the untapped value of pixelated lighting, particularly in machine vision and robotic applications, where innovative use cases are poised to emerge.

AI Accelerates the Dawn of Smart Lighting, with China Leading the Innovation
The rapid advancement of AI is creating unprecedented opportunities for the lighting industry.

“Disruptive technology has reshaped LED lighting, and AI is at the heart of this evolution. We’re witnessing AI’s expansion beyond digital workflows into tangible products,” said Peter Naegelein. “China has been a key player in this technological revolution, driving change with remarkable speed. It’s impressive to see our partners there embracing innovation and pushing boundaries.”

In China, early use cases in lighting industry are already in place, with the industry adapting to this shift at the right pace. Looking ahead, ams OSRAM envisions pixelated lighting and AI as central to indoor and outdoor illumination. By integrating with sensors and smart devices, AI-driven systems will enable hyper-personalized experiences—from tailored advertisements in shopping malls to real-time indoor navigation in airports. In office environments, AI-powered lighting could autonomously adjust brightness based on occupancy, optimize energy use, and sync with HVAC systems to create smarter, greener workspaces. In outdoor environment, the similar innovation with pixelated lighting also offers solutions to real-time takeoff clearance indicators for aircraft or EVTOL operations as well as interactive lighting for immersive outdoor entertainment, offering platform developers and lighting designers the tools to push the limits of functional and experiential lighting in high-demand applications.

(Image: ams OSRAM)

Pioneering the Next Era of Lighting Excellence
As a global trailblazer, ams OSRAM continues to prioritize innovation. With rising demand for human-centric lighting and high Color Rendering Index (CRI) solutions, the company is enhancing LED performance while advancing into health-focused and full-spectrum lighting.

Peter Naegelein revealed plans to narrow the performance gap between CRI 80 and CRI 90 products using advanced phosphor technology."By optimizing chip size, particle dimensions, and phosphor coating technologies, we’ve reduced the performance gap to under 10%. We aim to cut this towards 5% within four to five years," he stated.

With the acceleration of urbanization, more people are choosing to stay indoors. Humans once lived outdoors for tens of thousands of years, and our biological clock is naturally regulated by sunlight. Tunable white LED lighting allows us to simulate natural daylight indoors as much as possible, supporting circadian rhythms and overall wellness.

Moreover, the development of color spectrum tuning technologies helps lighting simulate sunlight changes throughout the day. Higher CRI performance brings indoor light closer to natural light—promoting better visual comfort and health. The ultimate goal is to make the quality of light consistent indoors and outdoors.

In addition to the needs of younger generations, the growing elderly population has brought new demands. Many seniors cannot go out often, leading to potential vitamin D deficiency, especially in countries with long, dark winters. Lighting can play an essential role in supporting physical and mental well-being. ams OSRAM aims to raise awareness of this issue and deliver solutions that positively impact seniors’ quality of life.

"Our goal is to provide sufficient lighting as people spend more time indoors. Innovative spectrums allow us to simulate outdoor natural light as much as possible, bringing sunlight indoors," said Peter Naegelein.

Valuing Sustainable Development: Carbon Assessment and Economic Impact
To address ongoing sustainability challenges, ams OSRAM is taking proactive steps to integrate carbon footprint reduction into its business model—through both technology innovation and material choices.

The company has initiated a phased approach to conduct carbon emissions and product life cycle assessments (LCA) across its LED product portfolio. The objective is to generate verified carbon footprint reports, which will allow customers and value chain partners to:

• Quantify product-level emissions accurately
• Leverage carbon trading mechanisms
• Support sustainability reporting and ESG compliance
• Increase circularity / reduce plastic >> to funnel toward below. Btw this circularity is not a company target, but driven by IL

A tangible example is the transformation of product packaging—replacing conventional plastics with recyclable and bio-based alternatives, such as bamboo. This reduces environmental impact while empowering customers to achieve their decarbonization goals.

(Image: ams OSRAM)

By promoting circular economy principles, carbon transparency, and value chain collaboration, ams OSRAM is setting a new benchmark for environmentally conscious innovation and cost-effective sustainability.

Shaping a Brighter, Smarter, and More Sustainable Future
With deep technical expertise, a broad and differentiated product portfolio, and a strong commitment to innovation and sustainability, ams OSRAM continues to lead the transformation of the lighting industry. By leveraging its unique strengths in automotive-grade technology, enabling AI in lighting and regional customer support, the company is delivering next-generation lighting solutions that are not only smarter and more efficient, but also aligned with the well-being of people and the planet. As global demand rises for intelligent, human-centric, and environmentally responsible lighting, ams OSRAM is well-positioned to drive meaningful impact—reshaping how the world experiences light.

Author: Christine Liu, Senior Analyst of TrendForce

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