Microsoft's Copilot AI lands on Samsung TVs

Watching a complicated TV show usually comes with a chore: you forget what happened last episode, grab your phone to check, and immediately hit an accidental spoiler on Reddit.

Microsoft thinks your TV remote should solve that problem instead. The company just officially brought its Copilot AI assistant to Samsung's 2025 lineup of smart TVs and monitors.

A bouncing avatar on the big screen

The rollout covers Samsung's 2025 displays, including Micro RGB, Neo QLED, OLED, The Frame, The Frame Pro, and the M7, M8, and M9 smart monitors.

You can pull up Copilot by holding down the microphone button on your TV remote, or launching it through Samsung Tizen OS features like Samsung Daily+ and Click to Search.

Instead of a bland chat window, Copilot shows up as an animated character floating across the screen, complete with synchronized lip movement. As The Verge pointed out, the beige blob looks a bit like a personified chickpea.

Answers arrive through both spoken voice and interactive visual cards packed with images, ratings, and stats. You can ask for quick actor bios, athlete stats, movie recommendations, or a clean, spoiler-free recap of the episode you just paused.

Account sync and regional rollout

Copilot is free to use, though it is launching in select regions first before expanding globally.

Signing into a Microsoft account unlocks a more personal touch, letting the assistant tap into your previous conversations and streaming tastes. The setup works alongside Samsung's existing Bixby voice assistant, and Microsoft previously mentioned plans to bring Copilot to LG TVs as well.

The catch? Older Samsung models are left out in the cold for now. You need 2025 hardware to use it.

Why it matters

The living room television remains prime real estate that big tech has struggled to crack with conversational AI.

For viewers, having an AI companion that answers contextual questions without ruining the plot is genuinely useful. Skipping the phone lookup keeps your eyes on the screen, and anyone with a compatible 2025 model should definitely give the mic button a spin tonight.

For the AI landscape, this is a major channel play. Samsung has been the world's leading TV manufacturer for 19 consecutive years according to Omdia. By teaming up with the market leader, Microsoft puts Copilot into living rooms worldwide without having to design, build, or ship a single piece of living room hardware.

We think this partnership strategy is much smarter than trying to force AI gadgets onto consumers. But there is an obvious blind spot: unlike phones or laptops, living room TVs are shared devices. Once kids, roommates, or partners share the same remote, personalized account recommendations could get messy fast.