In recent years, artificial intelligence has rapidly permeated various sectors, and home entertainment is no exception. During CES 2025, tech giants LG and Samsung unveiled new smart TV models featuring access to Microsoft’s Copilot AI assistant. Notably, both companies aim to capitalize on the escalating interest surrounding AI technologies, but the question remains: is this a genuine innovation or merely a packaging of existing functionalities under the trendy “AI” label?
LG’s approach seems particularly ambitious, as the company plans to introduce an entire section dedicated to AI on their new smart TVs. They have even rebranded their remote control, dubbing it the “AI Remote.” The objective here is to lure consumers into perceiving AI as an essential component of their entertainment experience. LG claims that the integration of Copilot will enhance user interaction by allowing them to “efficiently find and organize complex information using contextual cues.” However, this broad statement raises questions about the practical applications of such technology. While LG has showcased its proprietary AI chatbot, details on how Copilot integrates with these systems remain vague. The lack of a demo further fuels skepticism about the feature’s utility.
Conversely, Samsung’s approach employs a more established branding with its Vision AI, which encompasses several features like AI upscaling, Auto HDR Remastering, and Adaptive Sound Pro. The addition of an AI button on the remote allows users to access functions, such as identifying food on the screen or leveraging AI for home security through smart camera analysis. Here, too, Microsoft’s Copilot finds its niche within the Vision AI framework, with Samsung touting its collaboration with Microsoft to amplify the user experience. However, just like LG, Samsung has not elaborated on how Copilot will function or what distinct advantages it provides, leaving consumers guessing.
Both companies have made strides in marketing these features, but their vague descriptions often lead to a lack of clarity. In an era where consumers are increasingly wary of tech overpromises, it becomes crucial for manufacturers to convey genuine utility rather than simply slapping AI labels onto existing features. There’s a palpable hesitance in releasing demos or concrete examples, which can undermine consumer trust. Rather than evoking excitement, the ambiguity surrounding these AI features might come across as gimmicky.
As LG and Samsung introduce AI capabilities into their smart TVs, it’s essential for them to outline specific, practical applications that genuinely enhance the viewing experience. Currently, the details surrounding Microsoft’s Copilot on these devices remain nebulous, causing skepticism about their genuine value. Without substantial demonstrations to back these enhancements, the excitement generated by AI in smart TVs could quickly dissipate into disappointment, reinforcing the notion that without clarity, technology risks becoming a misunderstood gimmick rather than a groundbreaking innovation.
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