Samsung integrates Perplexity on smart TVs, launching AI-powered couch search experience
Oct 21, 2025 with Daniel Glassman
Key Points
- Samsung launches Perplexity, Microsoft Copilot, and its own AI agent on 2025 smart TVs, accessible via dedicated remote button to position the living room as a shared AI terminal.
- The primary use case addresses search friction on TV, but Samsung is betting on collaborative queries around trip planning and dining that benefit from a large communal screen.
- Samsung deliberately offers multiple AI assistants rather than a single model, acknowledging consumers have existing tool preferences they want to carry to the TV.
Summary
Samsung has integrated Perplexity directly into its 2025 smart TV lineup, marking a concrete step toward making the living room a shared AI interface rather than a passive screen. Dan Glassman, who leads new business development across Samsung's TV and mobile divisions, confirmed the partnership is live now on the company's freshest hardware.
The mechanism is straightforward. New 2025 Samsung TVs include a dedicated AI button on the remote that surfaces an AI home panel. From there, users can access Perplexity, Microsoft Copilot, and Samsung's own first-party agent. Voice queries go directly to whichever assistant the user selects, with results displayed on-screen.
Glassman frames the core use case as fixing what he calls broken TV search, specifically the familiar friction of choosing what to watch. But the more commercially interesting pitch is what he calls the "couch adjacent AI experience", collaborative, shared queries around trip planning, home renovation, or restaurant options, surfacing results on a large communal screen rather than a private phone. That positions the TV as a household AI terminal, not just an entertainment display.
Samsung's multi-agent strategy is deliberate. Rather than betting on a single model, the company is offering user choice across Perplexity, Copilot, and its own companion, acknowledging that consumers have existing affinities to specific AI tools and want those to carry over to the TV. Glassman points to Samsung's prior platform expansions, including Art Mode on Frame TVs roughly ten years ago and cloud gaming integrations with Xbox, GeForce Now, and Amazon Luna, as precedents for how the company learns to reduce friction on each new feature layer.
The acknowledged tension is feature overload versus discoverability. Glassman concedes this is a work in progress, with the AI hardware button serving as the current solution to create a fast, frictionless entry point before users have to navigate deeper menus.