LG and Samsung will incorporate Microsoft's AI assistant Copilot into their televisions.
The use of Copilot on a television could simply be a marketing strategy based on artificial intelligence.
At the CES event this weekend, LG and Samsung showcased their smart TVs for 2025, which will include access to Microsoft's AI assistant, Copilot. Both companies are incorporating dedicated sections for artificial intelligence in their TVs, providing direct access to a web application of Copilot.
LG plans to add a section entirely dedicated to artificial intelligence in its TVs and has renamed its remote control to "AI Remote," aiming to attract consumers with the promise of advanced language models. While specific functionalities of Copilot in LG's new TVs have not been detailed, the company mentions that access to Copilot will allow users to "efficiently find and organize complex information using contextual cues." So far, LG has not demonstrated how Copilot will be integrated but has introduced its own AI chatbot as part of the experience on its TVs. Copilot is expected to be available for users who wish to research information on specific topics.
Meanwhile, Samsung is showcasing the features of its Vision AI brand during CES. Its AI functions include improvements in picture quality, Auto HDR Remastering, and Adaptive Sound Pro. Additionally, a new button has been added to the remote to access various AI functions, such as on-screen food recognition and video analysis from smart security cameras. The company has announced the inclusion of Copilot in this Vision AI section, highlighting that "in collaboration with Microsoft, Samsung introduced new smart TVs and smart monitors that feature Microsoft Copilot," which will enable users to access a wide range of Copilot services, including personalized content recommendations.
Efforts were made to obtain more information or images of how Copilot would function, but Samsung indicated that it does not have additional details available at this time. Likewise, LG and Microsoft have not provided further information about the integration of Copilot in their TVs prior to the publication of this article. With no clear indications of how Copilot will operate on these devices, it is possible that this feature is more of a marketing strategy than a tangible functionality that the companies are ready to present.