Samsung Vision AI Companion: Multi-Agent AI on TVs with Gemini, Copilot & Perplexity

Samsung’s IFA push makes a decisive bet on pluralistic AI: the company is rolling its new Vision AI Companion onto eligible Smart TVs and monitors while opening the platform to multiple third‑party agents — Google’s Gemini, Microsoft’s Copilot, and Perplexity — and positioning those agents as user‑selectable extensions of a broader “AI Home” vision. This is not a small firmware tweak. It’s a strategic shift that turns displays into multimodal, conversational hubs and signals Samsung’s intention to orchestrate, rather than own, every layer of consumer AI. (news.samsung.com)

Overview​

Samsung presented Vision AI Companion at IFA 2025 as the new, unified AI surface for its displays and a central node of its AI Home strategy. The Companion combines on‑device perceptual features (image recognition, Live Translate, AI upscaling and adaptive audio) with cloud‑backed generative agents that can be swapped in or out depending on the user’s preference. Samsung says the platform will appear as a software update on selected 2024–2025 displays and will begin a staged rollout in late September in Korea, North America and selected EU markets. (news.samsung.com)
At the same time Samsung publicly signaled larger product ambitions: expanding Galaxy AI reach and aiming to proliferate AI into the home at scale. Company executives reportedly set an aggressive target — roughly 1 billion AI‑enabled Samsung devices in households worldwide within the next three years — a figure quoted in press coverage and company briefings at IFA. Treat the precise phrasing as a corporate ambition announced at IFA and widely reported. (news.samsung.com, v.daum.net)

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What Vision AI Companion is — the feature map​

Vision AI Companion is designed as a multimodal assistant built around three core pillars:

• Visual-first intelligence: identify actors, artwork, products or locations on screen and surface contextual information or related clips.
• Conversational, multi‑turn chat: spoken or typed queries with follow‑ups that understand screen context and prior exchanges.
• Agent orchestration: a single device UX that can invoke different cloud agents — notably Copilot and Perplexity at launch — for the task best suited to them. Google’s Gemini powers many Galaxy AI features already and remains part of the partner stack. (news.samsung.com, android.com)

Headline capabilities Samsung is emphasizing include:

• Live Translate for real‑time subtitle and dialogue translation.
• AI Picture and AI Upscaling Pro for perceptual improvements to image quality.
• Active Voice Amplifier Pro for conversational clarity in busy rooms.
• Generative Wallpaper and personalization options.
• Embedded agent apps (Copilot, Perplexity) that act as standalone assistants inside the Vision AI shell. (news.samsung.com)

The UX model is explicitly “social”: answers appear as large, legible visual cards tailored for distance viewing and are paired with natural‑language speech responses and an animated on‑screen persona where appropriate. Input routes include remote‑button activation, voice hotwords, and QR‑code sign‑in flows to connect personal accounts without typing on the TV.

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The multi‑agent strategy: Gemini, Copilot, Perplexity — why it matters​

Google Gemini: already woven into Galaxy AI​

Samsung’s collaboration with Google extends beyond a simple OEM relationship. Google’s Gemini family (including on‑device models like Gemini Nano and larger cloud models) already powers several Galaxy AI features, notably the visual conversation tool “Gemini Live” on Galaxy S25 devices. That preexisting Gemini integration means Samsung is entering IFA from a position of multi‑vendor collaboration rather than flipping allegiance. (news.samsung.com, android.com)

Microsoft Copilot: Copilot on your TV​

Microsoft’s Copilot is being made available as a native, on‑screen assistant for selected 2025 Samsung TVs and smart monitors. The implementation targets entertainment discovery, spoiler‑safe recaps, contextual content lookups, and light productivity features (calendar/email previews, quick summaries). Copilot is surfaced through Tizen OS entry points (Samsung Daily+, Click to Search) and a dedicated AI/Copilot button on supported remotes. Early coverage and Samsung’s materials indicate Copilot will be accessible without mandatory sign‑in, with optional Microsoft Account linkage unlocking personalization. (windowscentral.com, news.samsung.com)

Perplexity: an “answer engine” and potential mobile partner​

Perplexity — the startup that mixes model outputs with retrieval and summarization — appears as a first‑class standalone agent inside Vision AI Companion. Independent reporting has also described advanced commercial talks between Samsung and Perplexity about preload deals and potential investment; those discussions were widely reported by Bloomberg and multiple outlets, though they remained subject to final confirmation. If realized, such a tie could place Perplexity inside phones, browsers and Bixby alongside other agents. Treat the investment narratives as reported but not fully finalized at the time of the IFA announcement. (scmp.com, sammobile.com)
Why this multi‑agent approach matters

• It reduces single‑vendor lock‑in and lets Samsung present “best tool for the job” choices to consumers.
• It reframes Samsung as an orchestrator of third‑party AI rather than an exclusive owner of assistant technology.
• It prompts a new set of UX challenges: the platform must make agent selection predictable and explain when it routes queries to which provider.

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Rollout, hardware compatibility and timing​

Samsung says Vision AI Companion will deploy as a staged software update starting in late September and will first reach Korea, North America and selected European markets; not every model will get feature parity due to hardware and regional differences. The initial list includes Samsung’s 2025 Micro RGB, Neo QLED, OLED, The Frame family and selected Smart Monitors (M7–M9), with availability varying by model and market. Expect a phased schedule rather than a single global flip. (news.samsung.com)
Practical notes for buyers:

• Confirm your model’s eligibility before expecting full Vision AI features.
• Expect staged regional rollouts — rollout timing will vary by market and firmware channel.
• Some Vision AI functions are hybrid (on‑device for latency‑sensitive features; cloud for generative conversations), so online connectivity affects experience. (tomsguide.com)

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Architecture and performance: hybrid edge + cloud​

Samsung frames Vision AI Companion as a hybrid architecture where on‑device Vision AI handles latency‑sensitive perceptual tasks (upscaling, object recognition, Live Translate) and cloud agents perform large‑model generative work and retrieval. This split aims to deliver snappy media features locally while retaining broad language reasoning and up‑to‑date knowledge from cloud services. In practice, the agents are delivered either as embedded web apps or as discrete agent apps within Tizen OS, which means heavy lifting and personalization are likely delegated to partner clouds.
Impacts on performance:

• Local features remain usable offline or when latency matters.
• Full conversational richness and personalization will require backend connectivity and, in some cases, account sign‑in.
• Network quality and backend availability will affect perceived responsiveness — important for living‑room scenarios where immediate answers are expected.

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Practical UX risks and fragmentation​

A multi‑agent strategy improves choice but introduces real UX and trust challenges:

• Inconsistent answers: different agents use different retrieval strategies and model priors; users may get contradictory answers depending on which agent they select.
• Which assistant should I use?: switching costs and unclear defaults could create confusion; good UX design must make agent strengths explicit (e.g., “Use Copilot for productivity, Perplexity for sourced summaries”).
• Intrusive interactions: an animated avatar or spoken replies during passive viewing may be unwanted by some users — reviewers have already raised concerns about intrusiveness in hands‑on writeups. (techradar.com)

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Privacy, telemetry and data governance — the high‑stakes question​

A living‑room AI that combines on‑screen visual context with cloud agents multiplies data‑handling pathways. Key considerations:

• Shared device risks: TVs are communal; personalization (calendar previews, saved memories) tied to a personal account can be accidentally exposed to others using the same screen.
• Multi‑party telemetry: queries, screenshots, or context signals may be routed to Samsung, Microsoft, Google Cloud (Gemini), Perplexity, or other partners; exact storage, retention and usage policies vary by partner and were not exhaustively detailed at launch.
• On‑device protections: Samsung cites Knox hardware protections and local processing where possible, but independent audits and transparent telemetry disclosures will be necessary for trust. (news.samsung.com)

Regulatory and compliance risks are non‑trivial. Large OEM preloads, preferred defaults, or equity investments in AI startups can attract scrutiny in markets sensitive to competitive defaults. Reports that Samsung could become a strategic investor in Perplexity, if accurate, would heighten those regulatory and antitrust considerations. Again, those investment reports were widely reported but were not formally confirmed at the time of the Vision AI announcement. (scmp.com, sammobile.com)

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Business implications: Samsung as orchestrator, not owner​

Samsung’s positioning is clear: lead in hardware and platform UX while letting best‑of‑breed cloud partners supply reasoning and knowledge. This has several strategic consequences:

• For Google: Samsung remains a major device partner for Gemini features (Gemini Live on S25, Gemini in Ballie), maintaining cross‑company collaboration even as Samsung diversifies its partner list. (news.samsung.com)
• For Microsoft: Copilot’s living‑room debut expands Microsoft’s “Copilot Everywhere” narrative to TVs and smart displays, opening a high‑visibility consumer surface for Microsoft services. (windowscentral.com)
• For Perplexity: potential preloads and app presence across Samsung devices would be a major distribution win, but the deal’s specifics and any Samsung financial participation remain a mix of reporting and rumor until both companies confirm. (scmp.com, sammobile.com)

This “open agent” posture reduces Samsung’s reliance on a single AI vendor but raises product‑management complexity: how to present defaults, monetize partnerships, and ensure consistent user expectations across agents.

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What this means for Windows users, developers and the Windows‑adjacent ecosystem​

• Windows users who also use Samsung displays and Microsoft 365 can expect more continuity: Copilot on big screens means light productivity tasks (summaries, calendar glances, meeting recaps) can surface where families share a screen. Security and cross‑device account linking will determine enterprise suitability.
• Developers and content owners should optimize metadata and provide rich, structured feeds so agents can surface accurate, contextual content (timestamps, chapter markers, cast & crew metadata).
• For app builders, a new vector opens: agent‑aware experiences and “agent hooks” that let Copilot, Perplexity or Gemini retrieve and render domain‑specific data for users on large‑screen surfaces.

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Five practical actions for consumers and IT buyers​

• Review device eligibility: confirm whether your TV or Smart Monitor model is in the supported list for Vision AI Companion before expecting the full feature set.
• Audit privacy defaults at setup: when agent apps appear, check account link prompts and telemetry permissions; disable personalization on shared screens if needed.
• Isolate profiles: use per‑profile sign‑in or guest modes to avoid exposing personal summaries and memories to household members.
• Plan for network impact: the full conversational experience requires cloud connectivity; ensure robust home networking and QoS for consistent responsiveness.
• Watch for partner offers: Perplexity, Microsoft or Google may run promotional trials for device owners — evaluate what’s free, what’s trialed, and what becomes subscription.

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Where the plan can succeed — and where it may stumble​

Strengths:

• Choice and flexibility: letting users pick the agent best suited to the task is a pragmatic and consumer‑friendly move.
• Scale and longevity: Samsung’s seven‑year update commitment on selected devices means Vision AI Companion could be sustained across product lifecycles, increasing partner incentives to optimize services for Samsung hardware.
• Hybrid design: the edge + cloud approach is sensible for living‑room latency constraints and aligns with practical engineering trade‑offs.

Risks:

• Data governance opacity: the most serious unanswered question is how cross‑vendor telemetry is managed, retained and disclosed. Without transparent controls, adoption will be slowed by privacy‑sensitive buyers.
• UX fragmentation: multiple agents increase choice but could fragment the user experience when agents disagree or when switching is confusing.
• Regulatory scrutiny: preloading or financial entanglements with third parties (e.g., reports about Samsung and Perplexity) may attract competition regulators if defaults are perceived to block rival services. Reported investment discussions should be treated cautiously until formally announced. (scmp.com, sammobile.com)

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Final assessment​

Vision AI Companion is the clearest signal yet that Samsung wants to make displays an active, AI‑driven locus of everyday life — not just a better screen. By combining on‑device visual smarts with multiple cloud agents, Samsung is offering a differentiated product experience and a pragmatic response to the multipolar AI landscape. The move benefits consumers who want choice and partners who want scale, and it advances Samsung’s broader AI Home ambitions. (news.samsung.com)
However, the strategy’s success depends less on flashy demos and more on transparent data practices, predictable UX rules for agent selection, and consistent real‑world performance across networks and regions. The Perplexity investment and preload stories are strategically interesting but remain reported (not fully confirmed) and should be considered speculative until both parties issue formal announcements. Consumers should approach the initial rollout with curiosity but also with a careful review of privacy settings and account link choices. (scmp.com, sammobile.com)
Samsung’s IFA announcement is a watershed moment for the consumer AI era: it’s ambitious, open‑ended and bold — and it turns everyday screens into a new battleground for AI relevance. The outcome will be decided not by press releases but by how clearly Samsung and its partners answer the hard questions about data, defaults and day‑to‑day usefulness.

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(For the launch details, feature summaries, and executive quotes referenced here, see Samsung’s Vision AI Companion announcements and IFA materials along with independent hands‑on coverage and reporting from major tech outlets.) (news.samsung.com, windowscentral.com, scmp.com)

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Source: Sammy Fans Samsung is loading Gemini, Copilot, and Perplexity AI into your devices