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Samsung's Vision AI Companion lands on 2025 TVs, turning the screen into a multilingual, context-aware assistant

Samsung's Vision AI Companion lands on 2025 TVs, turning the screen into a multilingual, context-aware assistant
source: gettyimages
February 20, 2026

Reporting by Dominic Preston

Samsung is expanding its AI capabilities across its 2025 TV lineup with a new conversational assistant that can answer questions about what’s on the screen and beyond. The rollout, initially announced at IFA in September, is now underway and supports multiple languages.

Vision AI Companion is built on an enhanced, generative AI version of Samsung’s Bixby and blends models from partners like Microsoft Copilot and Perplexity. Whats on screen prompts questions such as “What is that actor known for?” or “Who painted that artwork?” and the AI can also check the final score of a game. But the assistant doesn’t stop at on-screen content—it can suggest TV and movie recommendations, offer cooking tips, share travel ideas, and help users locate local restaurants.

Powered by generative AI, the system is designed for natural conversations with context and follow-ups. Because it’s integrated into the TV, responses include visual elements as well. Vision AI Companion is slated to become the central hub for Samsung’s AI features, including picture optimization and real-time translation.

Samsung first announced the feature at IFA, and it’s now available across the 2025 TV lineup. The service supports 10 languages, including English, Korean, and Spanish. Since Samsung doesn’t sell standalone smart speakers, the TV remains the primary way the company brings AI-assisted experiences into homes.

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