Tech giants LG and Samsung have officially embraced Microsoft's Copilot AI voice assistant for their 2025 TV lineups, marking a pivotal shift in the television AI wars. This announcement, made during CES 2025—a tech industry event that’s nothing short of a crystal ball into our future living rooms—signals a notable departure from Google Assistant in the smart TV space. Let’s dig deeper into how this impacts not just our TVs, but also the broader AI ecosystem.
Samsung has stated that “several” of its 2025 smart TVs and monitors will integrate Microsoft Copilot. Meanwhile, LG announced similar plans for its new OLED evo lineup, pairing the sophisticated AI with the newly minted “AI Search 6,” which leverages a large language model (LLM) for a conversational, context-aware experience.
Here’s what this means:
For example:
Imagine asking your TV assistant to pull up a grocery list saved in OneNote or starting a Teams meeting on the big screen. You’re no longer limited to “What’s the weather?” types of questions.
Of course, as the AI race heats up, competition between Google Gemini, Siri, Alexa, and Copilot means one undeniable fact: the users are set to win, as companies innovate like never before to grab your loyalty (and living room real estate). So, if you’re preparing for a 2025 TV upgrade, it might just be time to ask yourself which assistant you’d want running the show.
Would you make Copilot your co-host to binge-watch Saturday night movies? Let us know your thoughts in the comments below!
Source: 9to5Google LG and Samsung add Microsoft Copilot to TVs as Google Assistant fades
The Rise of Microsoft Copilot in 2025 TV Lineups
Here’s the headline: Microsoft Copilot is stepping into the AI spotlight for smart TVs after Samsung's decision to cut ties with Google Assistant and LG’s less-than-loud approach to marketing its (still-supported) use of Google's AI assistant. For both companies, Copilot represents a sea change in what your living room entertainment hub can do.Samsung has stated that “several” of its 2025 smart TVs and monitors will integrate Microsoft Copilot. Meanwhile, LG announced similar plans for its new OLED evo lineup, pairing the sophisticated AI with the newly minted “AI Search 6,” which leverages a large language model (LLM) for a conversational, context-aware experience.
Here’s what this means:
- Personalized Content Recommendations: Microsoft Copilot is designed to deliver deeply personalized content recommendations. By understanding user preferences and offering contextual suggestions, it can curate streaming services, apps, and even news tailored to individual households.
- Proactive Assistance: LG is embedding features where Copilot doesn’t just answer your questions—it anticipates what you might need. For example, if you’re struggling to set up a gaming console or adjust display settings, Copilot will jump in with actionable guidance.
- Efficiency & Organization: From managing streaming accounts to creating custom watchlists, Copilot is expected to make content discovery not just easier but almost automatic, bridging the gap between human intentions and machine execution.
Why Are Samsung and LG Moving Away From Google Assistant?
This shift isn’t happening in isolation. Samsung’s 2024 decision to officially drop Google Assistant on both old and new TVs effectively drew a line in the sand, signaling a divergence in AI allegiances. LG, though still supporting Assistant, has relegated it to secondary importance in marketing materials.The Deconstruction of Google Assistant
Let’s break this down. Why is Google Assistant seemingly fading into the background?- Fragmentation of Google’s Ecosystem: Google Assistant’s slow fade from TVs (and its anticipated replacement by "Gemini" across platforms in 2025) shows a broader trend. Google’s sprawling collection of services and hardware makes it difficult to fully integrate and evolve Assistant consistently across all devices. For instance, while Gemini demonstrates promises of AI-powered interactions, it isn't ready yet for most settings.
- Partner Diversification in AI: Both Samsung and LG are broadening their horizons by partnering with another behemoth in the AI race—Microsoft. It’s clear these companies are hedging their bets in a world where voice assistants are no longer the exclusive domain of Google or Amazon.
- User Frustration with Legacy Assistants: Let’s face it—users have been growing weary of the repetitive, uninspired experiences provided by traditional assistants like Alexa and Google Assistant. By embracing AI voice assistants built on large language models (e.g., Microsoft Copilot), Samsung and LG are banking on delivering more intelligent, contextual, and useful interactions.
What Makes Microsoft Copilot Different?
Okay, here’s the real kicker—what sets Copilot apart, and why do Samsung and LG believe it’s the future of in-home AI?Powered by Large Language Models
Copilot taps into Microsoft’s experience with OpenAI’s GPT, a family of large language models that have proven their ability to understand complex inputs, offer contextually aware responses, and deliver results clearly and coherently. Instead of fetching narrow, canned responses, it can adapt to your unique phrasing and task needs.For example:
- Want to binge a Harry Potter marathon? Ask Copilot, and it doesn’t just pull up the movies—it might also recommend available behind-the-scenes documentaries, trivia games, or background reading from related fandom apps.
- Having trouble understanding why your display contrast keeps fluctuating? Copilot might recognize your ambient light settings and walk you through the necessary adjustments.
Microsoft’s Deep Integration Across Platforms
Because Copilot works in tandem with services like Xbox Cloud Streaming, Bing, and Microsoft’s productivity tools (e.g., OneDrive), it creates one seamless ecosystem that bridges your work-life-play balance.Imagine asking your TV assistant to pull up a grocery list saved in OneNote or starting a Teams meeting on the big screen. You’re no longer limited to “What’s the weather?” types of questions.
The Broader Industry Trends
The migration from Google Assistant to Microsoft Copilot signals key developments worth watching in the tech scene:- AI Partnerships Redraw Ecosystem Divides: Samsung and LG working with Microsoft signifies a shift in allegiance. While such partnerships were once shaped by operating systems (e.g., Android vs. iOS), future alliances might focus solely on the AI platform itself. Could we see Copilot-powered wearables next?
- Rise of Multimodal Assistants: With features like LLM integration and multimodal capabilities, AI assistants are pivoting into tools that unify diverse tasks—from home automation to gaming and productivity. Having such an assistant embedded into your TV turns it from a passive entertainment device into a proactive home tech hub.
- The Decline of Big Players in Certain Roles: Yes, Google still dominates search. But its grip on other industries, particularly AI-based customer-facing assistants, is loosening. The meteoric rise of Copilot showcases how Microsoft—once thought to be lagging behind rivals—has proven it can outmaneuver competition with focused AI products.
Looking Forward: What Does This Mean for You?
For you as a Windows user or a smart TV shopper, this development paints an exciting future. Microsoft Copilot isn’t just about making sure your TV works smarter—it’s about crafting a real AI companion. Key benefits might include:- Faster and deeper integration with Microsoft 365 services if you’re already a Windows user.
- Better real-time troubleshooting for tech issues, without needing a separate manual or YouTube tutorial.
- Improved home automation, where the assistant isn’t just responding but predicting needs.
- Will privacy safeguards evolve at the same pace? Copilot needs access to a lot of usage data to function well. Will manufacturers provide transparent controls over how this data is used and stored?
- What happens to existing ecosystems? If you’re already in Google’s Nest ecosystem, will this shift make Samsung and LG less appealing?
Final Thoughts: A Bold New AI Era for Smart TVs
The integration of Microsoft Copilot heralds a new chapter in AI innovation for the smart TV industry. While Google Assistant and even Alexa may have struggled to prove their long-term utility on TVs, Copilot’s capabilities, powered by LLMs, could redefine how we interact with screens.Of course, as the AI race heats up, competition between Google Gemini, Siri, Alexa, and Copilot means one undeniable fact: the users are set to win, as companies innovate like never before to grab your loyalty (and living room real estate). So, if you’re preparing for a 2025 TV upgrade, it might just be time to ask yourself which assistant you’d want running the show.
Would you make Copilot your co-host to binge-watch Saturday night movies? Let us know your thoughts in the comments below!
Source: 9to5Google LG and Samsung add Microsoft Copilot to TVs as Google Assistant fades