Microsoft’s Copilot AI on LG and Samsung TVs

During the CES 2025 event, LG and Samsung unveiled their latest smart televisions, which will incorporate access to Microsoft’s Copilot AI assistant. This move aligns with the increasing trend of integrating artificial intelligence capabilities into consumer electronics, particularly within TV interfaces.

LG plans to enhance its smart TVs with a dedicated AI section, which prominently features a shortcut to the Copilot web application. In an effort to captivate consumers, LG is rebranding its remote control as the “AI Remote” and promoting the utility of large language models, although the specifics of how Copilot will function remain somewhat ambiguous. The company has marketed Copilot as a tool that can enable users to find and organize complex information using contextual cues, suggesting a more interactive viewing experience.

While LG has showcased its own AI chatbot, details regarding the full integration of Copilot are lacking. Users may likely trigger Copilot when searching for information on specific topics while using the TV, but without practical demonstrations, it is challenging to gauge its true effectiveness.

On the other hand, Samsung is leveraging its Vision AI brand to enhance its AI functionalities, which includes features such as AI upscaling, Auto HDR Remastering, and Adaptive Sound Pro. Samsung also introduced a new AI button on its remote control, designed for users to access AI tools like food recognition on screen and home security features that analyze video feeds from smart cameras. Microsoft’s Copilot will be included in this Vision AI suite, potentially allowing users to receive personalized content recommendations.

Despite the ambitious promises from both manufacturers, skepticism emerges from the obscured nature of Copilot’s functionality on these platforms. Requests for further information or demonstrations from both Samsung and LG went unanswered by the time of publication, leading to concerns that this may be more of a marketing ploy than a fully realized feature. As it stands, the integration of Copilot appears to be a gimmicky feature that LG and Samsung are yet to demonstrate effectively.