LG and Samsung are integrating Microsoft's Copilot AI assistant into their TVs

At CES 2025, LG and Samsung unveiled upcoming smart TVs, some of which will have access to Microsoft's Copilot AI assistant. The move underscores the companies' efforts to capitalize on growing interest in artificial intelligence, with smart TV interfaces featuring prominent sections dedicated to AI. 

These sections provide shortcuts to the Copilot web app, signaling a commitment to integrating advanced AI features into everyday devices. LG is taking a bold approach by renaming its AI Remote and adding an entire AI-focused section to its TVs. While details are still scarce, LG describes the Copilot integration as a way to help users “efficiently find and organize complex information with contextual clues.” While LG has yet to demonstrate the Copilot feature in action, it has introduced its own AI Chatbot that appears to focus on providing detailed information on certain topics. Copilot clearly functions as an expansion of these abilities and improves research and experience of LG TV users.

On the other hand, Samsung is a mark of his function using AI called  Vision AI . This includes improvements such as control AI ,  Auto HDR remarking  Adaptive Sound Pro, etc.  This year, SAMSUNG has introduced a remote control  AI  button so that users can access functions such as the use of food recognition and AI home security , so that users can be accessed. Analyze the pipeline. 

Microsoft Copilot is integrated into this type of vision AI, and Samsung emphasizes the ability to provide  personalized content  and other services in cooperation with Microsoft. Despite all the hype, there's a decidedly lack of clarity about how Copilot will work on both brands' TVs. Neither LG nor Samsung have shown live demos of the integration, and Microsoft has yet to talk about its role in the partnership. 

Without concrete examples of Copilot in action, the feature feels more like a marketing ploy than a fully realized tool. The possibility is intriguing, but LG, Samsung, and Microsoft don't seem ready to show how their collaboration will significantly improve the smart TV experience.