If you’ve wondered what the concept of ‘AI TVs’ means, Samsung shed some light on the topic at IFA in Berlin. Dubbed “Vision AI Companion”, the AI-powered technology coming to Samsung TVs wants to make it easier to find information without resorting to a secondary device.
Normally, if you want to look something up while watching TV, you grab out your phone and search away. Taking a different approach, Samsung announced that generative AI platforms like Microsoft Copilot and Perplexity will be integrated directly into its TVs.
Samsung previously announced its plans for AI displays at CES 2025, and LG has implemented a similar approach to on-device support. Like the way Samsung aims to use AI on its phones to bring information between apps, its TVs attempt to do the same.
For example, Samsung’s Bixby voice assistant has been updated to respond to natural language queries. According to Samsung’s official IFA announcement, asking the TV’s assistant questions results in “visualised, intelligent responses” that understand context.
At CES earlier in the year, Samsung alluded to its on-TV Copilot integration as being able to look up on-screen information, like the actors in a movie, without navigating to another app. On top of that, Samsung elaborated at IFA that the Vision AI Companion also combines various AI technologies under one banner.
Aside from the AI chatbot experience, it also includes TV upscaling features. It’s meant to automatically adapt picture settings to suit different types of content, like gaming. There’s also a feature dedicated to generative AI wallpapers.
To start with, Samsung will launch Vision AI Companion to various TVs as a software update later this month for overseas markets. Copilot is already live on several 2025 Samsung smart monitors, specifically the M9, M8 and M7 models, and will come to the brand’s TVs by the end of the year.
Valens Quinn attended IFA 2025 with the support of Anker, Aqara, Dreame, Ecovacs, Reolink, Roborock, and Samsung.
