Katarzyna Petru
Samsung officially introduces Microsoft Copilot AI to its Smart TVs and monitors. This is not a small step – it’s another attempt to create a “real TV assistant” that serves as an AI companion in the living room. Alongside the refreshed Bixby, Copilot aims to help users find content faster, ask questions, and spend time in a more interactive way.
What can Copilot do on the TV?
Copilot AI is more than just a search engine. From the app on the Tizen OS home screen, Samsung Daily+ or Click to Search, users can:
ask the AI for movie and series recommendations,
check facts about actors, directors, and productions,
receive plot summaries,
ask questions and have natural conversations in multiple languages.
Samsung advertises Copilot as an "AI companion in your living room" – a companion in the lounge that is meant to operate naturally, rather than being just another rigid function in the TV menu.
Start only from 2025 models
Initially, Copilot will be available exclusively on Samsung TVs from 2025 – OLED, LCD and The Frame – as well as on Smart M7, M8 and M9 monitors. Only in the following months will AI begin to appear on older models and in other regions.
This is reminiscent of a story from a few years ago. Google Assistant was also supposed to be the future of Smart TV – it worked on LG and Samsung TVs, but was quietly removed from most devices. The question is whether Microsoft and Samsung will be able to keep Copilot around for longer, or if it will meet the same fate.
Competition of Giants – Microsoft vs Google
It’s no coincidence that Copilot is appearing right now. Microsoft is trying to enter the living room at a time when Google is heavily promoting its Gemini on Google TV. In the background, there's also Amazon, experimenting with Alexa on Fire TV.
For Microsoft, this is a natural step – Copilot had been primarily associated with Windows, the Office suite, and the Edge browser. Now it gets the chance to become part of everyday entertainment, not just office work.
Interestingly, this isn't AI's first romance with televisions
Interestingly, the collaboration between Samsung and Microsoft didn't come out of nowhere. It was announced at CES 2025 in Las Vegas and immediately caused quite a stir – mainly because few expected Copilot to land on televisions so quickly.
It's also worth noting that this isn't the first attempt to make the television a place for conversation with AI. Since 2018, manufacturers have been testing integration with Google Assistant or Alexa, but most of these projects didn't survive. The main problem was inconsistent strategy and the fact that users rarely utilised these features in practice.
However, Samsung has been developing its vision for SmartThings for years, where the television is meant to be the central point of the home – more than just a screen for watching movies. In this context, Copilot seems like a natural extension of this idea: it's designed to help not only with content searching but also with planning the day or controlling other devices connected to the ecosystem.
Will ChooseTV be sticking around for longer?
This is the biggest question mark. History shows that the integration of AI in televisions hasn't always worked out well. However, the partnership between Samsung and Microsoft gives Copilot a better chance than previous attempts.
If the feature is indeed to be developed – for example, with deeper integrations with calendars, email, or VOD applications – it could become one of the most important elements of new Smart TVs. And if not… in a few years, we’ll probably be reminiscing about Copilot the way we do today about Google Assistant on TVs.
