The evolution of televisions seems to be progressing incrementally, but 2025 will mark a turning point in how we interact with them. While improvements in picture quality and design continue, this time will focus on artificial intelligence (AI). These tools, already central to smartphones and computers, are now making their way into the center of the home: the TV.
The CES show in Las Vegas, one of the most important events in the world of consumer electronics, has given a preview of what we can expect this year. During the press preview days, it became clear that major manufacturers such as Samsung and LG are betting on taking artificial intelligence to a new level, transforming TVs into much more interactive and personalised devices.
Televisions Samsung and visual interactivity: ‘Circle to Search’.
Samsung has unveiled its innovative ‘Circle to Search’ feature, a breakthrough that extends the capabilities of interacting with visual content. This tool, inspired by features already available on some smartphones, allows users to pause a movie or series, circle a specific item on the screen and receive immediate information.
Televisions LG: a smart remote with contextual recognition
For its part, LG has opted to perfect voice control with a new remote control for its 2025 premium TVs. This remote, equipped with advanced artificial intelligence tools, not only recognises the user’s voice, but also interprets the context of sentences to offer more accurate and personalised suggestions.
In selected markets, a language model built into the TV will allow voice commands to be more fluid and natural, approaching the kind of interaction offered by tools such as ChatGPT. The AI will not only be used to change channels or adjust settings, but will also be able to recommend programmes, answer questions and even help plan the user’s schedule.
Microsoft Copilot: the digital ally on the screen
Both Samsung and LG are going a step further by integrating Microsoft Copilot into their TVs. This virtual assistant was designed to answer complex questions or provide additional information in cases where in-house AI tools are not sufficient.
With Copilot, the TVs will be able to offer detailed explanations, resolve specific queries and even guide the user through tasks such as finding academic information, entertainment recommendations or details about current events, all from the same device.
Beyond image quality: software as a driver of innovation
While display technologies such as OLED, MicroLED and QLED continue to evolve, the industry is turning its efforts towards developing more powerful software and faster processors. Advances in AI allow TVs to analyse picture and sound signals in real time, improving aspects such as brightness, contrast and the audio experience.
One of the most notable innovations is the ability to simulate surround sound from stereo sources, enabling an immersive experience even on TVs without external sound systems. These technical enhancements complement the AI features to deliver a much more versatile product.
The risks of generative AI in TVs
However, the integration of generative artificial intelligence tools, such as Microsoft Copilot and other advanced language models, poses challenges. While these technologies facilitate more natural interaction, they are also susceptible to errors. One of the main criticisms of generative models is their tendency to ‘hallucinate’ information, that is, to generate incorrect or fictitious responses.
In the context of a TV, this could translate into wrong product recommendations, inaccurate data or outdated information, which could affect the user’s trust in these tools.
