Samsung has made an appearance at IFA 2025 with several important announcements. To start, the company launched the new Galaxy S25 FE and Galaxy Tab S11 series. Additionally, Samsung made an important announcement regarding its strategic partnerships with Google, Microsoft, and Perplexity for AI assistants. This move is part of a larger strategy that aims to integrate a wider array of AI agents into its ecosystem, moving beyond just its mobile devices and into its smart TVs and monitors. The goal is to make a variety of powerful AI assistants and tools accessible to users right from their living room.
Samsung partners with Google, Microsoft, and Perplexity to bring AI to your TV
While Samsung’s Galaxy devices already feature Gemini, the company is now expanding its reach. The announcement revealed that dedicated AI apps for Microsoft Copilot and Perplexity will arrive on Samsung’s smart TVs and monitors. These new integrations aim to enhance the entertainment experience, allowing users to quickly get relevant information from the internet or receive personalized recommendations for movies and TV shows.
Samsung also provided an update on the reach of its own Galaxy AI. The company confirmed that the technology is now available on over 200 million smartphones and tablets. The firm has a goal to expand this to a total of 400 million devices by the end of 2025.
Vision AI Companion
The new Vision AI Companion suite is a key part of this rollout. It brings new AI-powered conversational experiences to compatible Samsung TVs and smart monitors. It’s capable of answering to questions and requests in natural language. This suite includes tools like Generative Wallpaper, which can create unique backgrounds, and Live Translate, which can translate content in real time. It also enhances existing features, such as improving picture and sound quality with AI Picture and Active Voice Amplifier Pro. Samsung designed the new features to be intuitive, with a dedicated AI button on the remote for quick access.
According to Kevin Lee, an Executive Vice President at Samsung, the company is focused on creating more personal and intuitive experiences. The Vision AI Companion is a major step in that direction. Samsung wants to move beyond traditional TV functions to deliver a user experience that can interact with the user and evolve over time. This new suite of features will begin rolling out via software updates in late September. The company will start in South Korea, North America, and select European countries.
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