Samsung has introduced Vision AI Companion, a new conversational version of its Bixby assistant, across its 2025 TV lineup, positioning the television as the company’s primary in-home interface. Announced at the IFA trade show in September and now rolling out globally, the upgraded assistant is built directly into Samsung TVs and is designed to respond to real-time queries about whatever is on the screen.
Vision AI Companion allows viewers to ask specific questions about live broadcasts, streaming content, and other on-screen visuals. Users can request information such as what an actor is known for, details about artworks shown, or the final score of a football match. The assistant also extends beyond media lookup, offering TV and movie recommendations, cooking guidance, travel tips, and local restaurant suggestions.
The system is powered by generative AI models, including Microsoft Copilot and Perplexity, enabling it to sustain natural, context-aware conversations and handle follow-up questions. Responses are presented visually on the TV screen, keeping interaction within the viewing experience rather than redirecting users to separate devices.
Samsung plans for Vision AI Companion to operate as the central interface for additional AI-driven capabilities across its TVs. These include features such as AI-based picture optimization and real-time translation, integrated to create a unified control layer for the company’s smart home and entertainment functions.
Vision AI Companion launches with support for 10 languages, including English, Korean, and Spanish. With Samsung currently absent from the smart speaker market, the TV remains its main direct channel into customers’ homes, supplementing its connected appliances such as refrigerators and washing machines.
