Samsung TVs Get Smarter With New AI Bixby Companion

Samsung is enhancing its 2025 TV lineup with a new conversational AI feature. This update, first teased in September, introduces a generative AI-powered Bixby that promises a more interactive and intelligent viewing experience, and it's now rolling out with support for multiple languages.

What is Vision AI Companion

The new feature, named Vision AI Companion, leverages an upgraded version of Samsung's Bixby assistant. According to Samsung, users can now ask context-aware questions directly related to what they're watching. You could ask for an actor's filmography, the history of a painting in a scene, or the final score of a game you missed. The assistant's capabilities extend beyond the screen, offering TV show recommendations, cooking tips, travel advice, and even help with finding local restaurants.

The Tech Powering the Conversation

This intelligence is fueled by a combination of powerful generative AI models, including Microsoft Copilot and Perplexity. Samsung states that this allows the Vision AI Companion to understand natural language, remember context, and handle follow-up questions seamlessly. Because it's integrated into the TV, answers are not just auditory but also have a visual component on the screen. This feature is set to become the central access point for Samsung's other AI-driven functionalities, such as AI picture optimization and live translation services.

Availability and Strategic Importance

Initially announced at the IFA trade show, Samsung has confirmed that Vision AI Companion is now available across its entire 2025 TV lineup. The initial rollout supports ten languages, including English, Korean, and Spanish. Since Samsung does not have a dedicated smart speaker line, the television serves as its primary smart hub within the home, making this AI upgrade a crucial step in competing for a central role in the smart home ecosystem, alongside its smart fridges and other appliances.