The main reason why I wanted a Philips TV specially was that they have the built-in Ambilight feature on most of their TVs. The Ambilight is a feature that adds an array of colourful led lights to the back of the screen. The leds light up the wall behind the screen making the viewing experience more immerse. The lights aren't stationary, but adjust to the colours displayed on the screen making it look like the picture extends beyond the TV.
Sure there are separate kits that can be added to the back of any TV to gain the same effect, but having them built-in by the vendor has many benefits.
I was surprised how well the lights worked. In best cases it looks like there is just a thin frame floating in the air in front of the picture. It's not IMAX quality extension, but on the other hand I think it's better when you can actually see the whole screen at one glance and the peripheral vision is just filled with blurry colours that just make it feel like the scene extends there without needing to worry that you'd miss any details there.
The problem with the backlight comes when watching ultrawide content. The 21:9 aspect ratio makes the TV display black bars on the top and the bottom of the screen. The black area really disturbs the up and down lights even though the feature recognizes (or due to it) that there are those bars and still matches the lights to the edge of the picture. Unfortunately most of 5he high end content is filmed on this aspect ratio and you can't fully enjoy the added immersion with them.
Of course it would be possible to zoom in the picture to fill those bars. But then you would lose content from the sides. It also has some other image quality issues as well as it doesn't work with all the apps.
The current image generation AI can already extend images extrapolating from original. Of course those methods are still way too slow for the libe pictures. But I would imagine a similar blurred out colours that the backlight produces could work filling those black bars too.