Samsung Vision AI for TVs Will Offer Instant Search, Live Translate, and More

Samsung is one of the biggest TV manufacturers in the world, and its screens are about to enter the AI era. Samsung says its new Vision AI system will arrive on the company’s 2025 TV lineup. It promises new AI experiences that integrate with your viewing but don’t take you out of the content. However, these features are powered by the same generative AI technology that has appeared across the world in recent years, which can often be less than perfect.
At CES 2025, Samsung has unveiled a raft of new TVs, including the flagship Neo QLED 8K QN990F and the Frame Pro. There are also new OLED and QLED sets on offer for this coming year. With its NQ8 AI Gen3 Processor, the QN990F offers the most robust set of AI features with 8K upscaling, auto HDR, adaptive sound, and more.
Vision AI will be available on most of Samsung’s new TV’s with a set of AI features aimed at leveraging the context of what’s on your screen. For example, Samsung says Vision AI will include a Click to Search feature, which can allegedly identify whatever is on your screen to provide instant information. It can identify actors or objects in the scene, even going as far as to provide recipes for foods seen on screen. Samsung claims this won’t interrupt the viewing experience.
Samsung’s 2025 TVs will also support live translation in Vision AI. This feature uses an on-device AI model to create real-time subtitle translations. This can allow you to view content from other regions without hunting down compatible subtitles. Live translate is not exactly a cutting-edge feature these days—Google and others have offered it on smartphones for years. If Samsung’s model gets the basics right, this could be a useful feature.
Less convincing is Samsung Vision AI’s generative wallpaper. You can probably guess how this works. You give the TV a prompt, and it generates a wallpaper image for use in the OS. This will be subject to the limitations and weirdness of generative AI systems, but it’s just a TV background.
Samsung is also using AI Vision to push its SmartThings ecosystem. If you have smart home devices connected to SmartThings, Vision AI will be able to provide updates on your home environment. The degree to which this is managed by AI is unclear—Samsung says there will be safety alerts and daily updates, so the AI might simply be summarizing recent notifications. Samsung also promises Vision AI will be able to adjust smart home settings based on what it sees. For example, it could lower the lights when it sees a child fall asleep. I’m skeptical this will actually work as advertised, though.
Separate from Vision AI, Samsung has also confirmed a new partnership with Microsoft. Its new TVs and monitors will support Microsoft Copilot (which uses OpenAI models) to provide personalized content recommendations and other as-yet unnamed features. So, if you were hoping to plop yourself in front of the TV to avoid AI hype in 2025, think again.
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