Samsung is taking its smart TV experience to the next level with the launch of Vision AI Companion, announced at IFA 2025. The new feature brings a major overhaul to the way users interact with their televisions and monitors, combining Samsung’s top AI innovations into a single platform. At its heart is a more natural, conversational version of Bixby, Samsung’s long-running voice assistant, which can now answer questions and surface information with far more context and detail than before.
TVs become the centre of the smart home
Samsung is positioning the Vision AI Companion as a sign of just how central the television has become in connected homes. By weaving AI into every layer of the viewing experience, the company aims to transform TVs into a hub for entertainment, productivity and everyday life.
“At Samsung, we’re investing in technology that makes experiences more personal, more intuitive, and built for the future,” said Kevin Lee, Executive Vice President of the Customer Experience Team at Samsung’s Visual Display Business. “With Vision AI Companion, we are redefining what a TV can do, going beyond picture quality and sound to deliver an experience that understands you, interacts with you and evolves with you over time.”
Smarter conversations, richer visuals
The Vision AI Companion is designed to feel more like chatting with a real assistant than navigating through menus. A dedicated AI button on the remote allows users to ask questions about anything on screen, from details about a film or TV series to the name of an artwork or travel recommendations. Instead of simple text-based answers, the system responds with rich visuals, related video clips and detailed information, creating an experience that’s more dynamic than any traditional TV assistant.
Generative AI powers these natural conversations, allowing for seamless follow-up questions and context-aware answers. The Vision AI Companion also unifies several of Samsung’s latest AI features, including real-time translation, adaptive picture and sound settings, AI-driven wallpaper customisation, and an enhanced gaming mode that optimises responsiveness. The platform even integrates productivity tools, with Copilot by Microsoft and Perplexity available as dedicated apps, turning the television into a workstation as well as an entertainment hub.
From concept to launch
Samsung first teased Vision AI at CES 2025, promising a smarter, more integrated home screen experience. The system is built on One UI Tizen and backed by Samsung’s long-term software support, which includes seven years of updates and security features through Samsung Knox.
Now, Vision AI Companion is officially ready for rollout. The update will begin arriving in late September, first in Korea, North America and select European countries, with other regions to follow. The launch represents Samsung’s boldest push yet to position its televisions as AI-powered control centres that go far beyond streaming content.
More details on Vision AI Companion can be found at www.samsung.com.
