Microsoft’s AI Copilot slides into Samsung TVs, with eyes on LG

If you’ve been exhausted by the unstoppable deployment of AI chatbots like Microsoft Copilot across your entire PC, be warned: don’t turn on your TV.

Samsung said Thursday that it has begun rolling out Copilot to its 2025 lineup of AI-powered TVs, meaning your living room won’t be the escape from AI you might have been hoping for. Samsung’s smart monitors, including the Samsung Smart Monitor M9 (review) — which likewise runs on Samsung’s Tizen operating system — will be getting Copilot, too.

Samsung originally announced a partnership with Microsoft at CES in January, saying that Copilot will be used for a “wide range of Copilot services, including personalized content recommendations.”

“Copilot is available on 2025 TV models including, Micro RGB, Neo QLED, OLED, The Frame Pro, The Frame,  as well as the M7, M8, and M9 Smart Monitors,” Samsung said. “Availability will expand to additional regions and models over time and may vary by market.”

Samsung

Samsung says that this will be part of what Samsung calls its Vision AI, which includes Samsung’s own technology as well as Google’s.

“With Copilot built into the display, users can access Microsoft’s powerful AI companion through a simple voice command or click of the remote, making it easier to search, learn and engage with content directly from their screens,” Samsung says.

What Samsung isn’t doing, however, is building in Google Gemini into its own TVs. Instead, it’s turning to Copilot as the conversational AI built into the TV. Samsung already has its own Bixby voice assistant — which presumably is either being downplayed or is being used to adjust settings and other functions — as well as a Click to Search feature. Copilot will perform the heavy lifting. (Google Gemini is being added to Samsung’s Ballie home robot, however.)

“Whether viewers are curious about something they’re watching or looking to explore a topic further, Copilot can respond instantly to share quick facts about actors or athletes, summarize plots, support foreign language learning or help break down complex concepts — all from the largest screen in the user’s home,” Samsung says.

Copilot is designed to feel “like an AI companion in your living room,” added David Washington, Microsoft’s partner general manager of AI, in Samsung’s statement.

Let’s say you’re disgusted by all of this omnipresent AI and want to ditch Samsung, too. So what you do then? Don’t buy an LG TV. In January, LG said it also plans to integrate Copilot to certain models of its 2025 OLED evo TVs — again not saying which ones. (Presumably, both the Samsung and LG TVs will carry prominent Copilot labeling.)

Samsung has been the top-selling TV manufacturer for 19 years, incidentally.

Your safest bet? Find a wealthy neighborhood nearby, and pick up a used smart (or dumb) TV from a family who has to have the latest thing. Otherwise, our collective future means working with Copilot all day, settling down on the couch, and then having Copilot chirp, “Hey there — what’s going on?” as the TV powers on. There will be no escape.