Microsoft Copilot Lands on Samsung TVs, Brings AI to the Living Room

Copilot in the living room

Microsoft's Copilot isn’t content staying on laptops and desktops—it’s headed to the living room, starting with Samsung’s 2025 lineup of TVs and smart monitors. The collaboration with Samsung marks a strategic pivot for Copilot, aiming to move the AI assistant from productivity tools to a central hub for daily life. In the living room, the biggest screen becomes the biggest opportunity: a place for conversation, discovery, and quick answers, not just watching.

Why Samsung and why now

Samsung has spent years turning TVs into connected platforms, and the new Copilot integration fits neatly into its broader "Samsung Vision AI" strategy. By placing a capable, conversational assistant on the TV, the two companies are betting on a setting where people spend a lot of time and where voice and visuals can be combined for a more natural experience. The partnership is framed as an open AI collaboration, suggesting a willingness to blend Copilot with other assistants to deliver a richer display experience.

How it works on the TV

Copilot appears on Samsung's Tizen OS home screen, Samsung Daily+, and a dedicated "Click to Search" feature. Activation is voice-driven via the remote microphone button, making it feel like a friendly, on‑demand helper. On-screen, Copilot is represented by a small, animated avatar that lip-syncs and reacts during conversations to offer a sense of personality without getting in the way of content.

What Copilot can do for entertainment

• Personalized movie and TV recommendations based on nuanced, conversational prompts (for example, “give me something like The Queen's Gambit, but about cooking instead of chess, and under two hours”).
• Spoiler-free recaps of ongoing series to help viewers catch up without spoilers.
• Content suggestions that accommodate a diverse group’s tastes, making it a social companion for family nights or gatherings.

Beyond entertainment, Copilot can answer general knowledge questions and present results in big-screen-friendly cards—weather, cast details, trivia, and more—designed to be legible from across a living room.

The broader AI strategy at play

This move is more than just a feature addition. For Microsoft, it’s a way to plant Copilot into the center of daily life, extending a familiar consumer product into the home ecosystem where Alexa, Google Assistant, and native options have already claimed a foothold. For Samsung, Copilot enhances the smart TV platform with a robust conversational layer that could become a differentiator in a crowded market.

Samsung has also positioned Copilot with Bixby as part of a broader collaboration, implying that multiple assistants might operate in concert to deliver a richer, more contextual experience. The exact interplay between Copilot and Samsung's native assistant remains a developing story, but the promise is clear: a dual-AI setup that leverages the strengths of each platform rather than forcing a single approach.

Privacy, data, and trust

Any “always listening” device in the living room raises privacy questions. Both companies say active recording begins after a wake word, but concerns persist about what data is captured, how long it’s stored, and how it’s used for personalization. Users will have the option to sign in with a Microsoft account to enable more personalized experiences, which can improve Copilot’s memory of past interactions and preferences.

The balance between personalization and privacy is a familiar tension in AI. As Copilot becomes a more constant presence on the big screen, Microsoft and Samsung will need to be transparent about data practices and provide robust controls so users can manage what data is collected and how it’s used.

What to expect next

• Gradual rollout to more models and regions, with ongoing refinements to the user interface and interactions.
• Ongoing exploration of how Copilot and Bixby can co-exist, with potential future features that leverage both platforms for a richer smart display.
• A continued emphasis on responsible AI usage, privacy protections, and clear user consent options as technology becomes more embedded in home life.

Final thoughts

The living room is a natural testing ground for AI assistants: people watch, chat, and look for help in real time. Copilot on Samsung’s 2025 lineup dramatically broadens the scope of where AI can assist, from recommending a movie to answering a weather question, all on the world’s largest screen in many households. Whether this signals a lasting shift in how we interact with our TVs will depend on how seamlessly the experience works, how well it respects privacy, and how genuinely useful it feels in everyday use.

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