Samsung is introducing fresh conversational AI in its 2025 TVs that will allow users to ask questions about what’s on and off the screen. First announced in September, the generative AI update is already rolling out and supports several languages.
Vision AI Companion is based on an improved, generative version of Samsung’s artificial intelligence-based virtual assistant Bixby. Samsung suggests you can apply it to ask questions about what’s on screen – what an actor is notable for, who painted that graphic, or what the final score of a football match was. However, it can go beyond this by offering TV and movie recommendations, as well as cooking tips, travel tips and discovering local restaurants.
It is powered by generative artificial intelligence combining various models including Microsoft Copilot and Perplexity, and Samsung claims it can handle natural conversation, including context and follow-up questions. Since it is built into the TV, the answers will also include a visual element. Vision AI Companion will become the central hub for Samsung’s other AI features, including AI image optimization and real-time translation.
Samsung first announced the feature at IFA in September, but says it’s now available across the company’s entire 2025 TV lineup. It supports 10 languages, including English, Korean and Spanish. Samsung doesn’t sell intelligent speakers, so TV is the main way to reach customers at home, beyond intelligent appliances like refrigerators and washing machines.