Samsung and LG Integrate Microsoft's Copilot AI into Smart TVs at CES 2025

Samsung and LG Sign on to Bring Microsoft's Copilot to TVs

Microsoft is pitching itself as the "Copilot company" these days, so maybe it shouldn't be a surprise that Redmond's AI is popping up in new places. At CES, Copilot is making its way to your living room with LG and Samsung adding it to their TVs. LG mentions the Copilot integration in its 2025 OLED evo lineup announcement. The TVs will be "powered by AI-driven personalization [to offer] a customized experience tailored to each user," it says. That includes things like TVs that welcome people by name and profiles that recognize their voices and suggest things based on viewing habits. "Access to Microsoft Copilot further streamlines the process, allowing users to efficiently find and organize complex information using contextual cues," LG says. "For an even smoother and more engaging experience, the AI Chatbot proactively identifies potential user challenges and offers timely, effective solutions." Similarly, Copilot on Samsung TVs (and smart monitors) "will enable users to explore a wide range of Copilot services, including personalized content recommendations." It's part of Samsung's Vision AI lineup that'll include a host of features, including 8K AI upscaling, auto HDR remastering, adaptive sound, color booster, and other AI optimizations that'll change the picture and sound based on what's happening on the screen. Samsung says it "also plans to work closely with leading AI partners such as Google and others to expand what Vision AI can do," so Gemini may make an appearance on your TV, too. Otherwise, details on the Copilot integrations are sparse, though LG notes that its AI search options will launch first in the US and Korea.

Samsung and LG TVs add AI with Microsoft Copilot

Yep, Samsung and LG are riding the AI hype train with their new TVs. Credit: Samsung In case there was any doubt, "put AI in everything" continues to be the tech world's rallying cry in 2025 -- and Samsung and LG are here to prove it. At CES 2025, Samsung and LG both announced Microsoft Copilot integration for their respective TV lineups, bringing generative AI to smart TVs for various tasks. Long gone are the days when a TV was just a screen on which to watch stuff. Every year, our largest home screens are tricked out with more features like personalization and integration with other smart home devices. And AI hype has taken this to a new level -- essentially making TVs more like keyboard-free computers. At CES Unveiled, a preview ahead of the massive consumer tech conference, Samsung shared Vision AI, a collection offeatures for its most advanced TV, the Neo QLED 8K QN990F. Vision AI features include live translation, on-screen search, as well as an "AI mode" in the settings. Which will, according to Samsung, "adaptively optimize picture and sound" by "leveraging AI-based content recognition and TV area analysis for an optimal viewing experience in any setting." We look forward to finding out exactly what that means in practice. As part of Vision AI, Samsung partnered with Microsoft to provide Copilot's conversational AI capabilities for personalized content recommendations. Similarly, LG applied AI to its OLED evo lineup with adaptive audio and visual settings. The company has also packed AI into almost every aspect of the TV experience with AI Voice ID for recognizing personalized profiles, AI Search for finding content, and an AI chatbot for troubleshooting issues. All of these features are accessible via what LG is calling an AI remote. LG says its Microsoft Copilot integration "further streamlines the process, allowing users to efficiently find and organize complex information using contextual cues." Again, it's unclear what exactly this looks like since Copilot features weren't part of LG's demo. New Samsung and LG TVs will be on display throughout CES from Jan. 7-10, where Mashable is providing on-the-ground coverage of the latest consumer tech innovations.

LG and Samsung launch TVs with Copilot AI that helps you search smarter

At CES 2025, LG and Samsung revealed their new smart TVs, incorporating Microsoft's Copilot AI assistant in select models. Both companies aim to leverage AI advancements, embedding dedicated AI sections with access to the Copilot web app. LG is creating a comprehensive AI section within its smart TVs and has renamed its remote control to "AI Remote." The company promotes Copilot as a tool that enables users to "efficiently find and organize complex information using contextual cues." However, LG has not yet detailed how Copilot will function on its TVs, and its integration is still untested in demonstrations. The introduction of Copilot on LG TVs is intended to assist users with searching for additional information on various topics. Alongside this feature, LG has showcased its own AI Chatbot as part of its smart TV offerings. Samsung, on the other hand, has initiated its Vision AI brand for AI features, which includes capabilities like AI upscaling, Auto HDR Remastering, and Adaptive Sound Pro. Samsung's updated remote features a button dedicated to AI functions, including food recognition on screen and home security features that analyze video feeds from smart cameras. Microsoft's Copilot will also be integrated into this Vision AI section, allowing users to access various Copilot services, such as personalized content recommendations, according to Samsung's press release. Despite requests for further information on how Copilot will be implemented on their devices, Samsung, LG, and Microsoft have yet to provide additional details or visual demonstrations. As a result, the efficacy of Copilot as a feature within their TVs remains unconfirmed. At the CES 2025 First Look event, Samsung announced that it would be bringing Samsung Vision AI to its widest lineup of TVs yet, which includes Neo QLED, OLED, QLED, and The Frame models. This initiative focuses on creating intelligent, adaptive screens intended to enhance the viewing experience beyond traditional TV functionality. Samsung's brightest foldable OLED yet unveiled at CES 2025 Key features of Samsung Vision AI include: In addition, Samsung Vision AI integrates with the SmartThings ecosystem, offering capabilities such as Home Insights for real-time household updates and safety alerts, and Pet and Family Care for monitoring loved ones. The technology also maximizes picture and sound quality, utilizing on-device AI to adjust visuals and audio based on content and environmental conditions. The Neo QLED 8K QN990F was highlighted as Samsung's flagship TV, equipped with the NQ8 AI Gen3 Processor, offering features like: This Samsung TV from CES 2025 can go completely wireless up to 10 meters Samsung also announced the expansion of its Art Store, showcasing over 3,000 curated works, and introduced The Frame Pro, designed for improved picture quality and enhanced installation flexibility through Wireless One Connect. Through these developments, Samsung emphasizes its commitment to creating personalized, intelligent screen experiences that integrate seamlessly into modern living environments.

LG and Samsung are adding Microsoft's Copilot AI assistant to their TVs

Microsoft's Copilot will be part of this Vision AI section. "In collaboration with Microsoft, Samsung announced the new Smart TVs and Smart Monitors featuring Microsoft Copilot," says Samsung in a press release. "This partnership will enable users to explore a wide range of Copilot services, including personalized content recommendations." I asked Samsung for more information or images of Copilot in action, but the company doesn't have anything more to share right now. I've also asked LG and Microsoft for more information about Copilot on TVs and neither company has responded in time for publication. Without any indication of exactly how Copilot works on these TVs, I'm going to chalk this one up as a gimmicky feature that LG, Samsung, and Microsoft clearly aren't ready to demo yet.

LG and Samsung add Microsoft Copilot to TVs as Google Assistant fades

Alongside their new TV announcements at CES 2025, LG and Samsung have confirmed plans to adopt Microsoft Copilot as an AI voice assistant, not long after the latter brand ditched Google Assistant support. LG's new 2025 OLED evo lineup is launching at CES 2025 and, with it, new AI features. That's no surprise given where basically all of tech has been headed, but LG has interestingly partnered with Microsoft to bring Copilot to its TVs. LG explains: Finding content on LG's newest OLED evo TVs has never been easier, with AI Search leveraging a Large Language Model (LLM) to understand conversational context and uncover subtle user intentions. Access to Microsoft Copilot further streamlines the process, allowing users to efficiently find and organize complex information using contextual cues. For an even smoother and more engaging experience, the AI Chatbot proactively identifies potential user challenges and offers timely, effective solutions. Beyond that, Samsung is also teaming up with Microsoft to bring Copilot to the company's 2025 TV sets. Samsung says that "several" of its 2025 Smart TVs and Smart Monitors will leverage Copilot for personalized content recommendations and more. In collaboration with Microsoft, several 2025 Samsung Smart TVs and Smart Monitors will feature Microsoft Copilot. This partnership allows you to explore a wide range of Copilot services, including personalized content recommendations. While Samsung says it also "plans to work closely" with Google on AI features for its TVs, this switch to Copilot comes not very long after the company dropped Google Assistant from all of its TVs, new and existing. LG still supports Assistant, but it hasn't been a marketing point for quite a while. And, on top of all that, even Google TV is set to replace Assistant with Gemini this year. It's pretty clear that, in the TV realm, Assistant is fading away pretty quickly in 2025, and it's rather interesting that Microsoft's Copilot is stepping up to fill the gap for Samsung and LG.

Microsoft's Copilot AI expands beyond PCs and phones to new category of devices

Summary Microsoft expands the Copilot AI tool to smart displays & TVs, partnering with LG and Samsung. Copilot will organize complex information on new smart TV models from Samsung and LG. Complete details on how the integration will work are unclear. It might be too early to pass a verdict on whether Microsoft's Copilot is a success or a failure, but the software giant is leaving no stone unturned to get more people to use it to gain mindshare. We saw this in action when the company announced the rebranding of "Microsoft 365" to "Microsoft 365 Copilot" featuring the Copilot logo. Microsoft has also shown interest in partnering with other companies to increase the reach of its Copilot AI assistant. Two major tech companies, LG and Samsung, have already come on board to include the AI tool in new types of devices. Related Copilot in Windows is getting confusing, but I'll take it It's been a big week for Windows Posts Microsoft's Copilot AI tool will soon be available in smart displays and TVs Source: Samsung Microsoft's Copilot AI tool is ready to expand beyond PCs and phones to smart displays and TVs to win over more people. Two Korean tech giants Samsung and LG have entered a partnership with Microsoft to materialize the idea, though the details regarding how these two companies will implement it aren't clear. However, a report from The Verge claims that the Copilot AI assistant will be available as a web app on these new types of devices from LG and Samsung. The Copilot AI assistant will be available on some smart TV models that Samsung and LG announced at this CES. If you buy one of the supported models from LG, you'll likely find the chatbot in the new AI section, where Copilot will co-exist with other AI tools. As for what purpose Microsoft's chatbot will serve, LG, in its press release, said that Copilot will "efficiently find and organize complex information using contextual cues." Unlike in the case of LG, Microsoft's partnership with Samsung suggests that the Copilot AI assistant will be available on both smart TVs and smart monitors. Again, details about how the integration will work aren't available yet. As per Samsung's official announcement, it'll allow users to "explore a wide range of Copilot services, including personalized content recommendations." Time will tell whether the Copilot AI tool addresses any significant pain points of smart TVs and smart monitor users or turns into one of the gimmicky AI features.

LG and Samsung have put AI everywhere in their 2025 TVs - and Copilot's coming too

Many years ago, The Blackout Crew had a hit with a song urging us to "put a donk on it". And now LG and Samsung are doing something similar, but instead of a song it's a TV, and the donk is AI. Both Samsung and LG are seemingly leaning hard on AI to sell you a new TV this year, and they're both doing it with Microsoft's Copilot, as well as with their own AI features. AI isn't new to TVs: it's become a catch-all term for smart systems that take care of things such as audio and video upsampling. And the AI in the two firms' 2025 TVs seems to come in two flavors: things that might improve your TV experience, and an AI app that might just tell you to put glue in pizza (AI Overviews, we're looking at you there). Samsung calls its AI features Samsung Vision AI, and this year it'll be coming to TVs including the Neo QLED, OLED, QLED and The Frame models. The goal, Samsung says, is to make TVs aware of their surroundings, adaptive to user preferences and "autonomous in delivering intuitive features". In practice that means better integration with SmartThings plus three key features: 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. And as before it means dynamically optimized visuals based on what you're watching and how much light there is in the room where you're watching it. As for Copilot, Samsung says it'll "enable users to explore a wide range of Copilot services, including personalized content recommendations." There's no more detail at the moment, which suggests it's still some way off becoming a core part of the smart TV setup. LG's going down the AI-powered personalization route too. In addition to using algorithms to upsample lower-res and lower-quality visuals there's AI-powered surround sound and a new name for the remote control: it's now the AI Remote. LG says your TV will greet you by name, provide tailored recommendations and detect different voices and adjust the on-screen suggestions accordingly. There's AI Search, an AI Chatbot help system and once again, generative images and Copilot querying. It's easy to be cynical about the current AI hype - do we really want to burn the planet faster in order to make more images of people with six fingers? - and the AI prefix in tech marketing is starting to feel a bit like "cyber" or the "i" prefix did back in the bad old days. But AI audio and video upsampling and optimization is getting really good; I think it would be a shame if the more gimmicky stuff distracted from the genuinely useful things AI and machine learning can do for TVs in terms of improving what you actually see and hear.