Samsung brings generative AI Bixby to its TVs: What’s new and how it works

By Admin

13 Nov, 2025

Samsung has taken a major leap forward in redefining the smart TV experience with the introduction of Vision AI Companion, a generative AI-powered upgrade to Bixby across its 2025 TV lineup. First revealed at IFA 2025 in Berlin, this innovation transforms how users interact with their televisions   making the screen itself a conversational companion.

A Smarter Way to Talk to Your TV

The Vision AI Companion allows viewers to talk directly to the screen, enabling a new level of interactivity. You can ask who an actor is, identify on-screen products, check sports scores, find recipes, or even discover where to watch specific shows   all through natural, conversational language. The responses appear visually on the TV, eliminating the need to grab your phone or scroll through complex menus.

How It Works

At its core, Vision AI Companion uses advanced generative AI and blends multiple large language models, including Microsoft Copilot and Perplexity, to provide context-aware answers. The system understands what you’re watching and can engage in follow-up questions while maintaining context a huge improvement over traditional voice assistants. It currently supports ten languages, including English, Korean, and Spanish, ensuring accessibility for a wide global audience.

Beyond Basic Assistance

Samsung’s new AI assistant goes beyond just identifying content. It can offer movie recommendations, travel tips, recipe ideas, and even local restaurant suggestions, all tailored to what’s happening on screen. Vision AI Companion integrates seamlessly across Live TV, Samsung TV Plus, and major streaming platforms, maintaining a consistent and smooth experience no matter the content source.

Expanding the Smart Ecosystem

The Vision AI Companion also connects with Samsung’s wider suite of intelligent TV features. Live Translate offers real-time dialogue translation, AI Gaming Mode optimizes visuals and sound during gameplay, and Generative Wallpaper adapts ambient visuals to match the user’s mood. Other AI-driven tools such as AI Picture, AVA Pro, and AI Upscaling Pro ensure superior image and sound quality, enhancing clarity and immersion across all inputs.

Broad Compatibility and Longevity

The feature will be available on Samsung’s Neo QLED, Micro RGB, OLED, QLED step-up models, Smart Monitors, and The Movingstyle TVs, all running on One UI Tizen. Samsung has also committed to providing up to seven years of operating system updates, ensuring that these devices stay secure and current over their long lifespan.

The Future of Interactive Viewing

By merging voice and visual intelligence, Samsung is turning the TV into a central hub of home interaction. While TVs have supported voice control for years, the introduction of generative AI vastly expands what users can do   from learning about scenes in real time to managing their entertainment ecosystem.

The success of Vision AI Companion will depend on its day-to-day reliability how well it recognizes on-screen elements, maintains conversational flow across apps, and adapts to regional content. If Samsung’s execution matches its ambition, Vision AI Companion could redefine how viewers search, learn, and interact with entertainment   all from the comfort of their couch.