LG and Samsung have unveiled plans to integrate Microsoft’s Copilot AI assistant into their upcoming 2025 smart TVs at CES 2025. These innovations aim to enhance the user experience by leveraging advanced AI capabilities for personalized interactions and content organization.
New AI features in LG and Samsung TVs
LG is introducing an “AI section” on its smart TVs, complemented by a rebranded “AI Remote.” The company emphasizes that integration with Copilot will allow users to find and organize complex information using contextual cues. However, specific functionalities remain unclear, as LG has yet to demonstrate how the Copilot integration will operate. Alongside this, LG showcased its own AI Chatbot, suggesting that Copilot could assist users in searching for more information on specific topics while using their TV.
Samsung is also evolving its smart TV capabilities under the Samsung Vision AI brand, which encompasses several AI-powered features, including AI upscaling, Auto HDR Remastering, and Adaptive Sound Pro. A newly designed AI button on Samsung remotes enables access to features such as food recognition and home security analysis using smart camera feeds. Microsoft’s Copilot will be embedded within this Vision AI section, providing services like personalized content recommendations.
During press inquiries, Samsung did not provide additional details or images demonstrating Copilot in action on their devices. Furthermore, LG and Microsoft also did not respond to requests for further information about their collaboration on integrating Copilot with LG’s TVs. This absence of concrete demonstrations raises questions about the practicality and effectiveness of these touted features, leaving some to view them as yet another promotional gimmick.
Samsung Vision AI aims to enhance interactivity
Samsung’s introduction of Vision AI represents a broader strategy to redefine entertainment technology. The technology aims to transform screens into interactive, intelligent partners that adapt to user needs. SW Yong, President of Samsung’s Visual Display Business, stated, “Samsung sees TVs not as one-directional devices for passive consumption but as interactive, intelligent partners that adapt to your needs.”
Core features of Samsung Vision AI include “Click to Search,” which provides instant information about displayed content without interrupting viewing. The “Live Translate” feature, enabled by an on-device AI translation model, offers real-time subtitles, breaking down language barriers and enhancing viewers’ access to global content. Additionally, the Generative Wallpaper feature allows users to personalize their screens dynamically.
Samsung Vision AI also integrates with the SmartThings ecosystem, enhancing user experience through features like Home Insights and Pet and Family Care. Home Insights delivers real-time updates and alerts regarding household conditions, while Pet and Family Care monitors unusual behaviors among family members and pets, adjusting home environments accordingly.
Picture and sound advancements complement AI initiatives
In concert with its AI capabilities, Samsung is bringing exceptional advancements in picture and sound quality. The on-device AI technologies analyze both content and environmental conditions in real-time, adjusting visuals and audio to optimize the viewing experience. Features like 8K AI Upscaling Pro enhance lower-resolution content to near-stunning 8K quality, while Auto HDR Remastering Pro ensures vivid colors even in dark scenes. Adaptive Sound Pro intelligently optimizes separate sound components for clarity and balance.
The flagship Neo QLED 8K QN990F TV embodies these innovations, showcasing not only outstanding performance but also an elegant minimalist design. Powered by the latest NQ8 AI Gen3 Processor, this model offers multiple AI-driven optimizations for any viewing environment.
Samsung’s ongoing commitment to artistic integration is evident through the expansion of the Samsung Art Store, which now offers over 3,000 curated works, along with the new model The Frame Pro. This model enhances the art display experience with advanced picture quality and flexible installations through its Wireless One Connect feature.
With these developments, Samsung also strengthens its partnership with global arts institutions, including its recent collaboration with Art Basel to make The Frame the official art display for the event. This partnership aims to bridge digital and physical art experiences, allowing art enthusiasts to engage seamlessly with high-profile artworks at home.
Featured image credit: Microsoft
