Samsung brings a generative AI-powered Bixby to its TVs

Samsung is rolling out new conversational AI across its 2025 TVs that lets users ask questions about what’s on the screen and beyond it. First announced in September, the generative AI update is rolling out now with support for several languages.

Vision AI Companion is based on an upgraded, generative AI-based version of Samsung’s virtual assistant Bixby. Samsung suggests you can use it to ask questions about on-screen content — what that actor is famous for, who painted that artwork, or what the final score was in a football game. It can go beyond that though, offering TV and movie recommendations along with cooking advice, travel tips, and local restaurant discovery.

It’s powered by generative AI, combining various models including Microsoft Copilot and Perplexity, and Samsung says it can handle natural conversation, including context and follow-up questions. Since it’s built into the TV, there’ll be a visual element to answers too. Vision AI Companion will become the central hub for Samsung’s other AI features, including AI picture optimization and real-time translation.

Samsung first announced the feature at the IFA trade show in September, but says it’s now available across the company’s 2025 TV lineup. It supports 10 languages, including English, Korean, and Spanish. Samsung doesn’t sell smart speakers so the TV is the main way it can reach customers inside the home, outside of smart appliances like its fridges and washing machines.