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Microsoft continues to expand the reach of its Copilot AI, this time announcing a partnership with Samsung to bring the service to the company’s 2025 televisions and smart displays. With this integration, Copilot AI will no longer be confined to PCs and smartphones but will extend naturally into living room entertainment, offering users a more intuitive and engaging interactive experience.
Unlike its earlier incarnations in Windows or Office—where it functioned primarily as a text-based digital assistant—Copilot on Samsung TVs will appear as an animated, semi-transparent, humanoid-like “beige orb” character. This character bounces, floats, and even syncs its lip movements with speech, underscoring Microsoft’s ambition to position Copilot as a “companion assistant” suited for home environments.
Users can summon Copilot through the microphone button on their Samsung TV remote, or by accessing it from the Tizen OS home screen, Samsung Daily Plus, or the Click to Search interface, enabling seamless voice-based interactions.
Supported functions include movie recommendations, spoiler-free TV show summaries, and answers to everyday questions. For those who log in with a personal account, Copilot can deliver even more personalized suggestions—such as curated watchlists based on viewing history or resuming conversations from prior sessions.
The lineup of supported devices includes Samsung’s 2025 Micro RGB, Neo QLED, OLED, The Frame Pro, and The Frame series TVs, as well as M7, M8, and M9 smart displays, ensuring that users can access Copilot across a wide variety of viewing contexts.
Beyond Samsung, Microsoft has also revealed plans to partner with LG, signaling a broader expansion of Copilot’s role in consumer electronics.
This collaboration, however, raises questions about the future of existing digital assistants on these platforms—Samsung’s own Bixby and LG’s integration of Google Assistant. The shift highlights how rapidly Microsoft is advancing Copilot technology, compelling major manufacturers like Samsung and LG to adopt it as their preferred assistant service.
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