New agreement between Samsung and OpenAI involves the development of artificial intelligence TVs

The latest rumors claim that Samsung is partnering with OpenAI, the company behind the most popular chatbot ChatGPT, to create something called “AI TV.” It is clear that this will be a new generation of TVs with which the company will compete in an extremely crowded market.

What is known

As the name and logic of this collaboration suggest, the TVs will not be ordinary, but with integrated artificial intelligence. This may help to finally stop the onslaught of cheap Chinese brands, at least for a while, until they themselves integrate AI from Tencent, Baidu, Alibaba or other in-house developers, reports 24 Kanal with reference to Korean publication mk.co.

So, apparently, Samsung wants to integrate OpenAI capabilities into TVs. It is currently unknown what functions this may bring, but the source suggests that it may be text generation, image creation using DALL-E and voice recognition. However, it is not entirely clear what the benefits of these functions on TVs are. Why would anyone generate pictures on a TV or generate some text?

More likely features would include personalized content recommendations, a voice assistant that would always be on your wall and could talk to you, answering questions, as well as voice search for content using natural language, real-time translation of your conversation, and more.

However, here's the problem: all of the above features at CES 2025 were introduced by Google, with whom Samsung has a long-standing strong partnership. Through this collaboration, Samsung has already introduced Vision AI technology, which gives smart TVs smartphone-like features such as Click to Search (analogous to Circle to Search), Live Translate, Generative Wallpaper, and more. Thanks to the new integration of Gemini AI into Google TVs, users will be able to interact with their TVs using voice commands and regular natural language. There is no doubt that the same will appear in Samsung.

Thus we can expect that the integration of OpenAI capabilities will be somewhat different from the functions provided by Google Gemini. Although, perhaps, the company will decide to sell different models of TVs with different models of artificial intelligence. Probably, TVs with GhatGPT will cost a little more.

Whether this is true and how everything will be implemented in practice, we will find out only later. OpenAI has not yet commented on its possible cooperation with Samsung.