Katarzyna Petru
Samsung officially introduces Microsoft Copilot AI to its Smart TVs and monitors. This is no small step – it is another attempt to create a "true television assistant" that is designed to function as an AI companion in the living room. Alongside the refreshed Bixby, Copilot is meant to help users find content more quickly, ask questions, and spend time in a more interactive way.
What can Copilot do on the television?
Copilot AI is more than just a search engine. From the application on the main screen of Tizen OS, Samsung Daily+ or Click to Search, users can:
ask the AI for recommendations for films and series,
check facts about actors, directors and productions,
receive summaries of plots,
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 television menu.
Start only from 2025 models
At the beginning, Copilot will be available exclusively on Samsung televisions from 2025 – OLED, LCD, and The Frame – as well as on Smart M7, M8, and M9 monitors. Only in the coming months will AI be introduced to older models and in additional regions.
This resembles 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 televisions 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.
Rivalry of Giants – Microsoft vs Google
It is not a coincidence that Copilot is appearing right now. Microsoft is trying to break into the living room as Google heavily promotes its Gemini on Google TV sets. In the background, Amazon is also experimenting with Alexa on Fire TV sets.
For Microsoft, this is a natural step – Copilot has so far been mainly associated with Windows, the Office suite, and the Edge browser. Now it gets the chance to become part of daily entertainment, not just office work.
Interestingly, this is not AI's first romance with televisions
Interestingly, the collaboration between Samsung and Microsoft did not come out of nowhere. It was announced during the CES 2025 in Las Vegas and immediately caused quite a stir – mainly because few expected that Copilot would make its way to televisions so quickly.
It is also worth remembering that this is not the first attempt to turn the television into a place for conversing with AI. Since 2018, manufacturers have been testing integration with Google Assistant and Alexa, but most of these projects did not survive. The main problem was an inconsistent strategy and the fact that users rarely made use of these features in practice.
However, Samsung has been developing its SmartThings vision for years, where the television is intended to be the central point of the home – something more than just a screen for watching films. In this context, Copilot seems a natural extension of this idea: it is meant to assist not only in content searching but also in planning the day and managing other devices connected to the ecosystem.
Will Copilot be with us for a longer time?
This is the biggest question mark. History shows that the integration of AI in televisions hasn't always been beneficial. However, the partnership between Samsung and Microsoft gives Copilot greater chances than previous attempts.
If the feature is indeed 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 will probably remember Copilot just as we today remember Google Assistant on televisions.
