Samsung Introduces Microsoft Copilot on TVs and Monitors, Replacing Google Assistant

Samsung has officially rolled out Microsoft Copilot on its 2025 TVs and smart monitors, accessible through voice commands or the remote. Copilot is positioned as a tool to find tailored content on Samsung TVs. The partnership follows the company's earlier announcement and comes as LG also brings Microsoft's conversational AI to TVs. Samsung's move away from Google Assistant is also part of the rollout.

Samsung Electronics has officially rolled out Microsoft Copilot on its 2025 TVs and smart monitors, making the AI-powered assistant accessible via voice commands or the remote control. This integration is part of Samsung's ongoing efforts to enhance the AI functionality of its screens, as announced earlier [1]. The partnership with Microsoft follows a similar move by LG, which also plans to incorporate Microsoft's conversational AI into its TVs [2]. This development marks a strategic shift for Samsung, as it moves away from Google Assistant in favor of Microsoft's technology.

Microsoft Copilot is designed to provide a more intuitive and interactive viewing experience. Users can access the AI assistant through a simple voice command or by clicking a button on the remote. The AI can help users discover information, connect with content, and get more from their screens. For instance, viewers can ask questions about actors, summarize plots, or learn new languages directly from the screen. The integration also expands on Samsung's existing smart features, including Click to Search and Bixby, and will be part of Samsung Daily+, the company's lifestyle hub.

The 2025 models that will feature Microsoft Copilot include Micro LED, Neo QLED, OLED, The Frame Pro, and smart monitors such as M7, M8, and M9. Samsung, the leading global TV manufacturer for 19 consecutive years [3], is well-positioned to create an intuitive AI companion for the home. The integration of Copilot is expected to offer a more connected and personalized experience, making it easier for users to engage with their TVs and smart monitors.

Kevin Lee, Executive Vice President of the Customer Experience Team at the Visual Display (VD) Business of Samsung Electronics, emphasized the significance of the partnership: "Through our open AI partnerships, Samsung is setting a new standard for AI-powered screens. Copilot makes it fun and easy to quickly get what you need through tailored experiences, whether you’re learning something new, enjoying entertainment, tackling everyday tasks, or more" [1].

David Washington, Partner General Manager, Microsoft AI, added, "Copilot on Samsung TVs is designed to feel like an AI companion in your living room. Together with Samsung’s leadership in advanced display technology, we’re bringing people a shared experience that helps them discover something to watch, ask questions, make plans, or simply enjoy a moment together, all on the biggest screen in their home" [1].

This strategic move by Samsung underscores the growing importance of AI in the consumer electronics market. As the technology continues to evolve, companies are increasingly focusing on integrating AI to enhance user experiences and stay competitive. The partnership with Microsoft also highlights Samsung's commitment to innovation and its ability to adapt to changing consumer preferences.

References:
[1] https://news.samsung.com/global/samsung-brings-microsoft-copilot-to-2025-tvs-and-monitors-unlocking-smarter-on-screen-experiences
[2] https://www.sammyfans.com/2025/08/27/samsung-enhances-2025-tv-experience-with-microsoft-copilot/
[3] Based on the market research firm Omdia.