Samsung and LG integrate Copilot AI assistant into their smart TVs

Electronic device makers LG and Samsung have announced the integration of some of their 2025 smart TVs with Microsoft’s Copilot AI assistant.

The two companies made the revelations during the CES over the past weekend. Copilot is an AI assistant powered by Microsoft and the two TV manufacturers said their smart TVs will include a shortcut to the Copilot Web app. With dedicated AI sections on their smart TVs, the two technology giants are chasing the AI hype train.

LG adds an entire AI section to its TV sets

The developments also come at a time when businesses are looking at incorporating AI into their products and services to enhance customer experience and consolidate their market share. Microsoft itself has revealed it is investing billions of dollars to bolster its AI systems.

For LG, the integration with Microsoft’s Copilot AI assistant entails adding an entire AI section to its TVs to sell consumers on the promise of large language models. The tech company is also rebranding its remote to ‘AI Remote’.

LG describes access to Copilot as a way to allow users to efficiently find and organize complex information using contextual cues. However, it is not yet clear how Copilot works on the company’s latest TVs.

Besides Copilot, LG has integrated its own AI chatbot which is also part of its TVs. But it seems like Copilot will surface when LG TV users want to search for more information on a particular subject.

On other functions, the company said TVs will greet users by name, provide tailored recommendations, and detect different voices as well as adjust on-screen suggestions accordingly.

The LG TVs will have Copilot querying, generative images, an AI chatbot help system, and AI search.

LG’s 2025 OLED Evo models will also be good for gaming, supporting a 165Hz variable refresh rate at 4K resolution, and are certified with Nvidia G-SYNC and AMD FreeSync Premium, reducing 8nput lag and enhancing the gaming experience.

Samsung TVs will be aware of their surroundings

The tech company calls its AI features Samsung Vision AI, and it has already been added to TVs including the Neo QLED, OLED, QLED, and The Frame Models.

Samsung says the goal is to make TVs aware of their surroundings, adaptive to user preferences, and autonomous in delivering intuitive features.

The TVs in essence will have better integration with SmartThings plus three key features.

Samsung said Live Translate, for real-time subtitle translations; AI generated wallpaper; and Click To Search to tell you more about who or what is on screen are part of the SmartThings.

“In Samsung TVs, Copilot will enable users to explore a wide range of Copilot services, including personalized content recommendations.”

Samsung.

No more details are available at the moment, which suggests it is still some way off becoming a core part of the smart TV setup.

Samsung will have its own Vision AI brand for its AI-powered TV features this year, which include AI upscaling, Auto HDR Remastering, and Adaptive Sound Pro. Samsung also added a new AI button on the remote to allow users to access AI features like AI home security features that analyze video feeds from smart cameras or recognizing food on a screen.

“In collaboration with Microsoft, Samsung announced the new Smart TVs and Smart Monitors featuring Microsoft Copilot. This partnership will enable users to explore a wide range of Copilot services, including personalized content recommendations,” added Samsung in a statement.

Samsung also added new gaming and glare-free tech. The flagship models, QN990F and QN90F, incorporate Glare Free tech, effectively eliminating screen glare to enhance viewing comfort.

This feature, previously seen in the S96D OLED TV, is now extended to these new models. Samsung’s top-tier models support high refresh rates, with the QN990F offering up to 4K at 240Hz, catering to the demands of modern gaming.

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