Microsoft said Wednesday it is integrating its Copilot generative-AI assistant into Samsung’s 2025 line-up of smart TVs and monitors, marking the first time the tool will come pre-loaded on consumer television hardware. Copilot appears as a floating, animated avatar and can be summoned by voice command or remote control to suggest films, deliver spoiler-free episode recaps or answer general questions. The software sits inside Samsung’s Tizen OS homescreen as well as the Samsung Daily Plus and Click to Search interfaces. Users who sign in can allow the assistant to draw on past conversations for more personalised recommendations. The rollout, which begins immediately, covers Samsung’s Micro RGB, Neo QLED, OLED, The Frame Pro and The Frame televisions, along with the M7, M8 and M9 smart monitors. Microsoft said it plans to extend Copilot to other manufacturers, including LG, as it pushes to embed the assistant across a wider range of consumer devices.