Your TV just went from dumb box to chatty roommate. Microsoft’s Copilot — the same assistant that pops up in Windows, Edge, and a growing number of apps — is officially landing in Samsung’s 2025 TVs and smart monitors, bringing conversational AI to living rooms at scale. The rollout stitches Microsoft’s “Copilot Everywhere” play into Samsung’s Vision AI ambitions, and it’s arriving preinstalled on a broad swath of the company’s new hardware.

What Copilot on TV actually does (and what it doesn’t)

Think of Copilot on your TV as a persistent, speak-to-it assistant that can do the things you’d expect — recommend movies, give spoiler-free episode recaps, answer quick factual questions about actors or sports, and generally act like a conversational search and recommendation layer sitting on top of your streaming apps. On Samsung’s implementation, it’s available from the Tizen OS homescreen, inside Samsung Daily Plus and Click to Search, and can be invoked by voice or by pressing your remote’s mic/AI buttons.

Microsoft and Samsung present this as convenience-first: ask Copilot for “something fun to watch for two people who like sci-fi and thrillers,” get tailored suggestions; or pause a show and ask “what did I miss?” for a brief recap without spoiling the plot. But this is not the same thing as a fully integrated streaming-control agent — Copilot won’t secretly replace Netflix’s UI or remove your subscriptions. It’s positioned as a layer that augments discovery and answers, not a replacement for apps.

It looks like a floating chickpea (yes, really)

One of the odder — but oddly effective — bits of design is Copilot’s on-screen avatar. On TVs, it appears as a friendly, animated blob (Microsoft’s recent “opalescent” Copilot look recolored to a beige tone), bouncing gently around the corner of the screen while its mouth moves in sync with spoken responses. It’s intentionally unthreatening: less HAL, more chatty kitchen helper. The Verge’s writeup captured it perfectly — “a personified chickpea” — which is the shorthand most people will use at family gatherings.

Which sets get it (and when)

For now, Copilot is rolling out on Samsung’s 2025 models: Micro RGB, Neo QLED, OLED, The Frame Pro, The Frame, and M7/M8/M9 smart monitors. Availability varies by market and Samsung says more model years and regions will follow over time. Microsoft’s blog and Samsung’s newsroom both emphasize this is the first wave; it’s not a universal update for older TVs (at least not yet).

Personalization, accounts, and the tradeoffs

If you sign into Copilot on your TV, Microsoft says the experience becomes more “personal” — the assistant can reference previous conversations and tailor recommendations to your tastes. That’s the value proposition: continuity across devices and sessions. But personalization comes with the now-familiar tradeoff between convenience and data sharing. Expect Copilot to use activity signals and profile-level preferences to make suggestions; if you don’t want that, avoid signing in or check the privacy controls Samsung and Microsoft provide. The rollout notes also make clear that region and account requirements may apply.

Where this fits in the TV assistant landscape

Samsung isn’t killing Bixby overnight — the company will continue to support its native assistant — but adding Copilot gives users a higher-grade conversational AI option and helps Samsung compete with other smart-TV ecosystems experimenting with generative features. Microsoft has already signaled similar TV partnerships (LG is in the pipeline), and this feels like the physical-screen counterpart to the company’s broader Copilot ubiquity strategy. For consumers, that means more choice; for rivals, it means pressure to embed richer AI features into living-room UIs.

Practical headaches and the real questions

Two immediate, practical questions bubble up fast: can Copilot reliably avoid spoilers and factual errors, and how intrusive will the experience feel? Early reads from coverage note that Copilot aims to deliver spoiler-free summaries and contextual answers, but generative assistants still make mistakes and can hallucinate—so think of TV Copilot as a smart helper, not an infallible critic. There are also UX considerations: an animated avatar floating on a movie screen might delight some viewers and annoy others. The ability to control presence and permissions will determine whether Copilot becomes a beloved new feature or background noise.

Why this matters (beyond gimmickry)

This launch is significant because it moves advanced, multimodal assistants from phones and laptops to the biggest screen in the house — a place where families decide what to watch, learn, and hang out. That positional shift matters for attention, for how recommendations are surfaced, and for the partnerships that now form around TV UX (hardware makers, OS vendors, AI platforms, content providers). If Copilot becomes a genuine shortcut to discovery — especially for households overwhelmed by too many streaming options — that’s a real UX win. If it becomes another ad-injected, intrusive layer, it’ll be quietly ignored.

What to do if you get one

If you own a supported 2025 Samsung set, expect a firmware or software update and a Copilot tile on the home screen, Samsung Daily+, or Click to Search. Try it out with a light, low-stakes question (“What’s a feel-good movie under two hours?”) and see whether the assistant’s tone fits your household. If you’re privacy-minded, skip signing in or dig into Samsung and Microsoft settings to understand what’s being stored and used for personalization.

Copilot on Samsung TVs is both obvious and surprising: obvious because the larger strategy — put assistants everywhere — has been Microsoft’s for a while, and surprising because the living room is such a tactile, shared space. Over the coming months, we’ll see whether audiences welcome a bouncing beige blob helping pick a movie, or whether Copilot will earn its keep by actually making TV time easier. Either way, the TV just got markedly smarter — and more conversational — than it was last week.