Connected TV manufacturers have unveiled their new ranges integrating different artificial intelligence assistants. Samsung and LG are teaming up with Microsoft to integrate Copilot, while Google is preparing the arrival of Gemini on TCL and Sony televisions.
The year 2025 marks a turning point for smart TVs with the massive integration of voice assistants based on artificial intelligence. Indeed, until now, in terms of AI, we were mainly talking about optimizing image and sound, in particular thanks to content recognition algorithms making it possible to better scale scenes on Ultra televisions. HD or to adapt the dialogues in relation to the background noise. It is also a question, on certain devices, of offering users an automatic switch to the correct image mode, depending on the detection of content (films or sports, for example). These features will continue to develop, but we will be able to do much more than that.
Thus, Samsung and LG announced during CES 2025 their collaboration with Microsoft to integrate Copilot Plus into their new models. At the same time, Google plans to deploy its Gemini assistant on TCL and Sony televisions.
Features focused on natural interaction
Samsung is therefore integrating Copilot Plus into its range of televisions from the Q7F model to the QN990F through the OLED S95F, as part of its Vision AI initiative presented in Las Vegas.
Incidentally, note that this new feature comes after the removal of Google Assistant from all of its televisions.
The new Samsung 2025 TVs (and those from 2024 via an upcoming update) equipped with Copilot Plus under Tizen OS will allow users to perform contextual searches and organize their content intuitively.
For example, during the presentation, Samsung demonstrated to us a person who wants to organize a stay in Las Vegas for 4 days. The individual vocally and naturally asks their television (via the intelligent assistant) to find the best points of interest and places to visit during their trip and even tells them the type of dishes they want to eat during their trip .
In a few seconds, the assistant creates an optimized schedule with the different locations (which the person can accept or reject via a natural conversation). An itinerary is proposed. Once the route and points of interest have been validated, all information can be sent directly to the user’s smartphone.
Additionally, Samsung enriches this experience with features like Live Translate for real-time translation and Click To Search to get information about items displayed on the screen. This last functionality allows you to display films or series available on the platforms of the system in which an artist plays, for example. Other related content is also offered. If several people appear on the screen, a double menu is displayed to select the one that interests us.
This year, Samsung televisions will also offer the possibility of generating wallpapers using artificial intelligence by choosing a few personal criteria. Three images are generated and suggested with a maximum of 10 achievable per day.
LG, for its part, also incorporates Copilot Plus into its new OLED evo series (LG C5, G5 and M5), via webOS 25.
The televisions are accompanied by a remote control called “AI Remote” equipped with a button dedicated to artificial intelligence.
- The functionalities seem more limited at the moment than at Samsung. Before being able to find out more and test webOS 25 with its new functions, LG demonstrated voice recognition to us. If the TV is connected to the profile of a user in the home, it is possible for a second user to be recognized vocally and to have their content displayed with an automatic change of profile.
Another function that will be available in certain markets is the possibility, via « Click to Search »instantly search and identify virtually any person or product on screen by clicking on them using the cursor on the LG Magic Remote. It will thus be possible to purchase the product in question via a secure purchasing process via LG webOS Pay.
And Gemini on the next Google TV updates
On Google’s side, Gemini offers a conversational approach allowing families to interact naturally with their television. Content discovery will be simplified with more natural voice queries in order, for example, to find films or family series similar to those we already like.
The assistant will answer questions on various topics, such as travel, health or history, accompanying his answers with contextual videos, notably taken from the YouTube platform. Google, however, promises that other services, such as trusted information channels, will be able to provide answers in the future.
Additionally, Google TVs will also feature an “Ambient Experience Hub” displaying personal photos and calendars on standby when the TV is not in use.
An integrated motion sensor on 2025 televisions will detect the presence or absence of users. It will also be possible to generate exclusive wallpapers, simply by answering a few questions about your current mood, a desired color and a desired style.
According to ZDNet, the Gemini features described above will be deployed via an update during 2025, notably on Sony and TCL televisions.
Vidaa, also pushes AI on its TVs
The Hisense brand, with its Vidaa system, will also offer new products this year. Vidaa 9, which will be deployed in the coming months, will offer automatic image and sound optimizations. This way, we can ask the television to display a brighter image. By default, the assistant will explain how to do it from the settings, but it will also be possible to ask it to change the settings automatically to, for example, change the image mode.
A more natural voice search will also be integrated. The support will be expanded and more easily accessible. Real-time subtitles can be displayed on video content that does not offer them by default.
Controlling Hisense connected objects present at home will also be possible, directly from the television interface. In addition, if you regularly watch channels with a “cooking” theme, for example, suitable and similar content will be offered to users. When watching videos, it will also be possible to launch an Internet page with stores that offer the objects that you can see on the screen.
Artificial intelligence is coming into our living rooms: between promises and concerns
The artificial intelligence revolution is now really knocking on the doors of our televisions. But this increased intelligence raises serious privacy questions. These TVs constantly collect data about our viewing habits, our conversations, and even our movements around the room.
Manufacturers also acknowledge using this information to offer targeted advertising and share it with commercial partners. A practice reminiscent of the Vizio scandal, where the manufacturer was fined $2.2 million for spying on 11 million users without their consent.
Faced with these challenges, regulators are starting to react. Europe is notably preparing new regulations to strengthen the protection of data collected by connected objects. In the meantime, we advise you to remain vigilant and carefully configure your device privacy settings, even if manufacturers do not always make this easy.
