Tech Desk 
Sep 04, 2025
Samsung Electronics announced the Vision AI Companion, its new AI-powered platform for televisions and monitors, at IIFA 2025 on Thursday.
The system trains a newly updated and smart Bixby voice assistant with some of Samsung's AI advancements to provide a conversational and intuitive experience that allows users to discover content while obtaining contextual answers to questions directly on their screens.
As TVs continue to take centre stage in connected homes, Vision AI Companion intends to offer through televisions more than just picture and sound quality. The platform unlocks personalised recommendations, smarter multi-device interactions, and uncomplicated support for day-to-day tasks.
Samsung’s Visual Display Business Executive Vice President Kevin Lee said: “We are redefining what a TV can do… an experience that understands you, interacts with you, and evolves.”
Samsung’s Vision AI Companion features
The new AI companion features immersive visualised replies that maintain the ability to provide context across follow-up questions, and eliminates typing or navigating a menu.
Interestingly, users can ask anything about what is on-screen—movie information, artwork, travel suggestions—and receive immersive and contextual responses with related video or image links.
The primary features will include Live Translate, which gives real-time translation, AI Picture, Generative Wallpaper for dynamic visuals, Active Voice Amplifier Pro, AI Upscaling Pro for optimised viewing, sound, and AI Gaming Mode for enhanced gameplay. Users will also enjoy standalone productivity applications right on the TV with Copilot by Microsoft and Perplexity.
Samsung will begin rolling out the software update starting in late September in Korea and North America, as well as select European markets, with additional locations coming soon.
