- Samsung’s new smart TVs now include Vision AI Companion
- The conversational assistant is powered by Samsung Bixby, Microsoft Copilot and Perplexity
- AI seeks to make the TV a regular platform for tasks well beyond finding a show to watch.
Samsung has officially launched its Vision AI Companion for its new smart TVs, merging multiple AI models to potentially become the de facto source of answers and assistance in your home. The mix of Samsung Bixby, Microsoft Copilot and Perpleixty creates a personality that can do much more than just suggest what to watch. AI can explain what’s going on with the show or movie you’re watching and answer any follow-up questions you have, translate a live broadcast into another language for you, and even plan your holiday dinner.
It’s not the “What’s the weather like?” » from your father. voice remote control. Samsung aims to make its TVs the smartest and most useful devices in the home. The collaborative panel of AI models is perhaps the most conversational television experience ever created. The platform is launching on Samsung’s 2025 Neo QLED, OLED, Micro LED and lifestyle display ranges.
Samsung is not positioning Vision AI Companion as a solo tool, like a phone assistant or desktop chatbot. It is presented as a collective interface, with which several people present in a room can interact at the same time. A friend might ask you where the beach scene from the show they’re watching was filmed, or you might ask for the recipe for a meal projected on screen. TV might even respond to someone who says you should have a Friday movie night by recommending options.
AI can conduct natural multi-step conversations and reference both what is on the screen and what was recently requested. It can memorize requests and refine results without rephrasing them each time. And the Live Translate feature can take any audio on the screen and translate it in real time.
It can also be less intrusive than most TV AI tools. Instead of pausing or talking about the content if you ask for weather information, you simply see the information slide up on the screen. Requesting this recipe brings up visual guides in a side panel. Samsung is betting that the AI companion will turn passive viewing into an interactive companion.
Samsung’s smart home hub
Samsung is betting that a merger of tools will be the answer to engaging people with the Smart TV Assistant. Vision AI Companion is a search engine, translator, scheduler, visual explainer, recommendation engine and much more. That’s important because Samsung, unlike Apple or Amazon, doesn’t have a smartphone-focused ecosystem for AI or a dedicated brand of smart speakers dominating the show floor. It is on the television that Samsung can plant its AI flag.
Of course, you also need to be comfortable with the TV playing you. Samsung says the AI system is privacy-conscious, only responding when the dedicated button is pressed, and protecting user data. But to get personalized responses, the AI needs to know more about you. On-device learning and linked accounts mean you’ll have to accept a TV that knows not only what you’re watching, but who you are beyond the living room.
What Samsung is doing with Vision AI Companion is positioning the TV not only as a window to the world, but also as a sort of flat-screen personal assistant designed specifically for when everyone is at home. It won’t replace your phone, but it could make organizing life at home easier. If everything works as Samsung claims, you might one day wonder why you had to pause your show, pick up the phone, ask the question, and wait for a response.
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