Samsung Vision AI Companion: Redefining Smart TVs at IFA 2025

At the annual IFA 2025 trade show in Berlin, Samsung Electronics introduced its most ambitious update to date for televisions and monitors: the Vision AI Companion. Far beyond being just a voice assistant, this new platform merges generative AI with Samsung’s advanced display technologies, positioning the TV as a true digital hub for both entertainment and productivity.

By integrating natural conversations, contextual information, and visual intelligence, Samsung is signaling a future where the television is not only a screen for watching content but also an assistant, a teacher, and even a workstation.

A Conversational Leap with AI

Samsung has built the Vision AI Companion around an enhanced, more intuitive version of Bixby, its long-standing assistant. Unlike traditional voice commands, this new assistant engages in natural, back-and-forth dialogue.

• A dedicated AI button on the remote allows users to ask questions about anything they are watching.

• The assistant doesn’t just provide text answers it responds with visuals, related video snippets, and contextual insights.

• Powered by generative AI, the system can follow up seamlessly, remembering context from earlier queries.

This conversational approach eliminates the friction of navigating endless menus, making interaction as simple as chatting with a knowledgeable companion.

Short Summary Table

Features that Go Beyond Entertainment

The Vision AI Companion isn’t limited to answering questions. Samsung has woven several of its latest AI innovations into the platform:

• Live Translate: Delivers real-time translations of spoken language on screen, useful for movies, international news, or video calls.

• Generative Wallpaper: Creates personalized dynamic backgrounds, giving every room a unique atmosphere.

• Adaptive Picture and Sound: With AI Picture, Active Voice Amplifier Pro, and AI Upscaling Pro, TVs automatically adjust settings for optimal clarity and immersion.

• AI Gaming Mode: Reduces lag and enhances responsiveness, turning TVs into high-performance gaming displays.

• Integrated Productivity Tools: For the first time, apps like Microsoft Copilot and Perplexity are built directly into Samsung TVs. Users can search, write, plan, or brainstorm right from the living room.

Together, these features reinforce Samsung’s vision of a TV that adapts to daily life, whether for leisure, communication, or work.

Transforming the TV into a Home Hub

Televisions have historically been a center of family entertainment, but with Vision AI Companion, Samsung aims to make them the central node of smart homes.

Instead of being limited to content streaming, the television becomes:

• A knowledge hub, ready to provide information on demand.

• A design element, adapting room aesthetics with AI-generated backgrounds.

• A productivity station, capable of running Copilot for drafting or Perplexity for research.

• A gaming platform, optimizing visuals and input response for immersive play.

This aligns with Samsung’s broader strategy of integrating AI into daily environments, ensuring that the television is no longer a passive device but an active partner.

Rollout and Long-Term Support

Samsung confirmed that the Vision AI Companion will begin rolling out in late September 2025. The initial launch markets are South Korea, North America, and selected European countries, with a broader global expansion planned soon after.

In a notable commitment, Samsung will provide seven years of software and security updates through its One UI Tizen platform, backed by Knox security. This ensures that TVs and monitors stay current with the evolving AI ecosystem well into the 2030s.

Samsung’s Vision for the Future

During the IFA keynote, Kevin Lee, EVP of Samsung’s Visual Display Business, emphasized that this launch represents a shift in what TVs can offer:

“Our focus is no longer only on picture or sound quality. With Vision AI Companion, we are creating displays that understand you, interact with you, and evolve alongside you.”

This statement reflects a larger industry movement where AI-enhanced displays are positioned not only as entertainment tools but as multifunctional smart platforms.

Frequently Asked Questions (FAQs)

1. What is the Vision AI Companion?

A. It is Samsung’s new conversational AI platform for smart TVs and monitors, integrating generative AI to deliver contextual, visual, and natural interactions.

2. How do I access it?

A. Through a dedicated AI button on the remote control, which activates enhanced Bixby with generative AI capabilities.

3. Which features are included?

A. Live Translate, Generative Wallpaper, adaptive picture and sound settings, AI Gaming Mode, plus productivity support from Microsoft Copilot and Perplexity.

4. When will it be available?

A. The rollout begins in late September 2025 across Korea, North America, and select European regions, expanding later to more markets.

5. How long will it be supported?

A. Samsung guarantees seven years of software updates, including AI enhancements and security patches.

6. Can I use it for productivity tasks?

A. Yes. With integrated Copilot and Perplexity apps, users can research, write, and plan directly on their TV without needing a separate computer.

7. Does it work without the internet?

A. Some AI features rely on cloud-based processing, so an internet connection is required for full functionality.

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