Samsung has begun rolling out its Vision AI Companion across the 2025 television lineup, months after unveiling the feature at IFA 2025 in Berlin. The new tool merges generative artificial intelligence with on-screen awareness, allowing viewers to ask natural, context-based questions about what they are watching and receive visual answers directly on their TV screens.
A conversational assistant for the big screen
Built on a generative AI upgrade to Bixby, Vision AI Companion is designed to make televisions more interactive and informative. Viewers can ask questions such as who an actor is, what a scene depicts, or even the result of a live match, with answers displayed visually without interrupting playback.
The system also handles broader topics, offering film and series recommendations, quick recipe ideas, travel suggestions, and nearby restaurant options. Its contextual understanding allows follow-up questions to stay within the same conversation, mirroring the flow of human dialogue.
According to Samsung, Vision AI Companion combines multiple large language models, including Microsoft Copilot and Perplexity, to deliver accurate and relevant responses. At launch, the feature supports ten languages, including English, Korean, and Spanish, and is compatible with Live TV, Samsung TV Plus, and major streaming platforms. The company emphasises that the experience remains consistent regardless of the content source.
Integrated AI features for smarter viewing
Samsung is positioning Vision AI Companion as part of a larger ecosystem of television intelligence features. Among these are Live Translate, which provides real-time dialogue translation, and AI Gaming Mode, which automatically adjusts audio and visuals during gameplay.
Generative Wallpaper allows the television to display ambient visuals that adapt to user preferences, while AI Picture, AVA Pro, and AI Upscaling Pro enhance picture clarity, dialogue emphasis, and resolution across multiple input sources.
The new AI assistant will be available across Samsung’s 2025 range, including Neo QLED, Micro RGB, OLED, QLED step-up models, Smart Monitors, and The Movingstyle series. All these devices will operate on One UI Tizen. Samsung has further committed to offering up to seven years of software and security updates, a rare move in the television industry, where long ownership cycles often outlast software support.
Redefining the home entertainment experience
For years, televisions have featured voice assistants capable of basic controls, but Vision AI Companion marks a significant step forward by integrating generative AI to enable richer, more context-aware interactions. Rather than diverting attention to smartphones or external devices, users can access relevant information while continuing to watch content uninterrupted.
Responses are displayed visually on the TV screen, keeping the experience fluid and non-disruptive.
Technology analysts note that the success of Vision AI Companion will depend on how well it recognises on-screen content, retains conversational context across third-party apps, and adapts to local and regional languages. With a global rollout and multi-language support, Samsung aims to make television viewing not just more intelligent, but also more engaging and educational.
If performance remains consistent and responses are timely, Vision AI Companion could influence how audiences interact with visual media — transforming televisions from passive displays into interactive information hubs.
A step towards context-aware entertainment
The Vision AI Companion represents Samsung’s broader ambition to integrate AI across everyday appliances. By turning the television into a smart assistant capable of understanding and conversing about visual content, the company is expanding its definition of connected living.
As generative AI continues to mature, Samsung’s approach could set new benchmarks for how artificial intelligence blends with home entertainment.