Microsoft and Perplexity AI have partnered with Samsung to bring their respective AI platforms, Copilot and Perplexity’s answer engine, to the 2025 lineup of Samsung Smart TVs. This collaboration introduces new AI features to Samsung TVs, allowing users to access multiple assistants for tasks like content discovery, productivity, and everyday help. While not a dramatic shift, it reflects a steady expansion of AI into more consumer devices.
Microsoft’s journey in consumer AI has been anything but linear. Cortana, once positioned as a rival to Siri and Google Assistant, struggled to gain traction outside of Windows and Xbox. Despite early promise, Cortana was gradually phased out, with Microsoft pivoting toward enterprise and productivity-focused AI under the Copilot brand.
Copilot debuted as a powerful assistant across Microsoft 365, GitHub, and Windows, but its reach remained largely confined to productivity workflows and related devices. The Samsung partnership represents a noteable shift, an attempt to embed Copilot into the daily rhythm of consumer life, where entertainment, smart home control, and casual queries dominate.
Samsung’s Vision AI Companion ecosystem now includes three distinct AI agents:
- Bixby, Samsung’s native assistant, focused on device control and basic voice commands
- Microsoft Copilot, integrated earlier in 2025, handles conversational content discovery, spoiler-free recaps, smart-home coordination, and light productivity tasks on Smart Monitors
- Perplexity AI, the newest addition, offers a search-centric experience optimized for TV viewing. It delivers concise, web-sourced answers in visually rich cards, helping users find what to watch, plan trips, and tackle everyday tasks
Users can launch Perplexity from the Tizen Apps bar or via the dedicated AI button on the remote. The app supports voice and keyboard input and includes a free 12-month Perplexity Pro subscription for new users.
Perplexity’s TV app is designed for lean-back interaction. Instead of dense text, answers appear as high-quality, glanceable cards tailored for distance viewing. The app encourages follow-up questions and supports multi-turn conversations, making it ideal for casual research, entertainment discovery, and household planning.
Copilot complements this with deeper integration into Microsoft services, offering productivity features like calendar coordination, document previews, and smart-home routines, all accessible from the TV screen.
Together, these agents form a conversational triad, each with a distinct role: Bixby for control, Copilot for productivity, and Perplexity for search and answers.
For Microsoft, this partnership is more than a feature rollout. I see it as a strategic imperative. Copilot must evolve beyond its enterprise roots to avoid a similar fate as Cortana. Embedding Copilot into Samsung’s globally dominant TV ecosystem gives Microsoft a foothold in the consumer AI space, where daily engagement and brand familiarity are critical.
As Google’s Gemini and Amazon’s Alexa+ also make moves into smart TVs, Microsoft’s presence in the living room could determine whether Copilot becomes a household name or another sidelined experiment.
With Perplexity and Copilot now live on 2025 Samsung TVs, and rolling out to 2023 and 2024 models via OS updates, users can expect a richer, more interactive TV experience. Whether planning a vacation, finding a movie, or managing a smart home, AI is no longer confined to phones and laptops. It is on the biggest screen in the house.
And for Microsoft, this might be the consumer breakthrough Copilot needs.
