LG and Samsung Smart TVs to Feature Microsoft’s Copilot AI Assistant

At CES 2025, LG and Samsung have unveiled their latest range of smart TVs, both of which will feature access to Microsoft’s Copilot AI assistant. This collaboration highlights the growing trend of integrating artificial intelligence into consumer electronics, with dedicated AI functionalities included in these smart TVs, such as a shortcut to a Copilot web application.

LG is enhancing its smart TV lineup with a comprehensive AI section and has rebranded its remote control to the “AI Remote.” This initiative is aimed at leveraging the capabilities of large language models to attract consumers. While the specifics of how Copilot operates on LG’s new models remain unclear, the company outlines that access to Copilot will help users efficiently find and organize complex information using contextual cues.

Although LG has yet to showcase its integration with Copilot, it has presented its proprietary AI Chatbot, which is also built into its smart TVs. It appears that Copilot will be activated when users seek additional information on specific topics.

Image: Samsung

Samsung is also presenting its own Vision AI branding for TV features this year, which encompasses capabilities such as AI upscaling, Auto HDR Remastering, and Adaptive Sound Pro. Additionally, a new AI button on the remote allows users to access features such as food recognition and AI home security systems that assess video feeds from smart cameras.

Microsoft’s Copilot will be integrated within this Vision AI feature set. As noted in a press release, “In collaboration with Microsoft, Samsung announced the new Smart TVs and Smart Monitors featuring Microsoft Copilot.” This partnership aims to provide users with a variety of Copilot services, including tailored content recommendations.

I reached out to Samsung for further details or visuals of Copilot in action; however, they currently have no additional information to provide. Attempts to contact LG and Microsoft for insights about Copilot’s implementation on their TVs have also gone unanswered prior to publication. Given the lack of clarity on how Copilot will function on these devices, it seems that this feature may be more of a marketing gimmick that LG, Samsung, and Microsoft have yet to fully develop.