Samsung has begun rolling out conversational AI in several languages for its 2025 TVs using Vision AI Companion, a generative AI-based version of the company’s smartphone virtual assistant Bixby. The move, announced in September, lets viewers ask questions about what’s onscreen — or any topic — and receive customized recommendations or help managing tasks using natural two-way dialogue. Samsung describes the experience as interactive viewing that brings a visual element to query sessions and says it turns the TV into a connected community hub for the household powered by models from Perplexity and Microsoft.

Vision AI Companion will also be “the central hub for Samsung’s other AI features, including AI picture optimization and real-time translation,” reports The Verge, explaining that while Samsung initially announced the feature at the IFA trade show, it says the feature is “now available across the company’s 2025 TV lineup” with support for 10 languages, among them English, Spanish, Korean, French, German, Italian and Portuguese.

Other features, detailed in a Samsung news update, include:

• Live Translate: Real-time translation of on-screen dialogue and conversations, breaking down language barriers for global families.
• AI Gaming Mode: Enhances gameplay with responsive, AI-powered optimization for picture and sound.
• Generative Wallpaper: Creates dynamic, personalized visuals for the TV, adapting to user preferences and moods.
• AI Picture, AVA Pro and AI Upscaling Pro: Automatically optimize picture and audio quality, ensuring every scene looks and sounds its best.

“Samsung is integrating its next-generation AI assistant directly into its 2025 TVs, featuring a dedicated AI button on the remote that provides access to conversational assistance —not just standard voice commands,” writes ZDNet, which says the move offers “a conversational AI assistant for free.”

Though it is built on Bixby — a voice-command assistant Samsung created for use with its smartphones, tablets, refrigerators and PCs, as well as TVs — “Vision AI Companion is set to deliver a drastically different experience,” explains ZDNet.

Samsung models that have Vision AI Companion built-in include Neo QLED, OLED, QLED and The Frame, as detailed in Samsung’s CES 2025 announcement. There, Samsung Electronics CEO and Head of Device eXperience JH Han delivered an expansive view of the company’s plans to incorporate AI across its devices.

“Samsung wants to reshape how households interact with entertainment tech,” writes TechRepublic, adding “Samsung wants TVs to no longer be passive panels, but capable household companions that understand context, respond in conversation, and adapt to what families need.”

Samsung’s move follows Amazon’s Alexa+ upgrade for Fire TVs and the addition of AI features to Roku Voice.