LG and Samsung add Microsoft Copilot to TVs as Google Assistant fades

Ben Schoon | Jan 6 2025 - 1:30 pm PT

Alongside their new TV announcements at CES 2025, LG and Samsung have confirmed plans to adopt Microsoft Copilot as an AI voice assistant, not long after the latter brand ditched Google Assistant support.

LG’s new 2025 OLED evo lineup is launching at CES 2025 and, with it, new AI features. That’s no surprise given where basically all of tech has been headed, but LG has interestingly partnered with Microsoft to bring Copilot to its TVs. LG explains:

Finding content on LG’s newest OLED evo TVs has never been easier, with AI Search⁶ leveraging a Large Language Model (LLM) to understand conversational context and uncover subtle user intentions. Access to Microsoft Copilot further streamlines the process, allowing users to efficiently find and organize complex information using contextual cues. For an even smoother and more engaging experience, the AI Chatbot proactively identifies potential user challenges and offers timely, effective solutions.

Beyond that, Samsung is also teaming up with Microsoft to bring Copilot to the company’s 2025 TV sets. Samsung says that “several” of its 2025 Smart TVs and Smart Monitors will leverage Copilot for personalized content recommendations and more.

In collaboration with Microsoft, several 2025 Samsung Smart TVs and Smart Monitors will feature Microsoft Copilot. This partnership allows you to explore a wide range of Copilot services, including personalized content recommendations.

While Samsung says it also “plans to work closely” with Google on AI features for its TVs, this switch to Copilot comes not very long after the company dropped Google Assistant from all of its TVs, new and existing. LG still supports Assistant, but it hasn’t been a marketing point for quite a while. And, on top of all that, even Google TV is set to replace Assistant with Gemini this year.

It’s pretty clear that, in the TV realm, Assistant is fading away pretty quickly in 2025, and it’s rather interesting that Microsoft’s Copilot is stepping up to fill the gap for Samsung and LG.