Artificial intelligence can do some amazing things these days. It can create videos from phrasewrite a cover letter or a thank you note or even help train driverless cars. But “amazing” isn't quite the word I'd use to describe the AI features of Samsung's 2025 line of TVs, which are shown on CES 2025.
In previous years, Samsung used “AI” to describe its image quality processing features designed to enhance color, enhance detail and HDR performance, and continues to do so this year. What's new for 2025 are convenience-related AI features similar to what it already offers in phones. I haven't tested them yet, but from what I've seen, I expect the phone-based versions to be more useful.
AI to increase TV viewing (and food ordering)
Something called Click to Search can recognize what's playing on the screen and provide real-time information, including the ability to identify people, places or products. In one example shown by Samsung, the feature “identified” where the scene took place, who the actors were, what clothes they were wearing and what other TV shows and movies they had starred in.
At first blush looks similar to Circle to search feature in phones, which CNET reviewers generally liked, but much less useful because it's limited to what's on TV. I feel the same way about the company's new AI meal planner. Called “Samsung Food,” it can replicate recipes from TV shows and let you buy ingredients or order delivery from the TV screen — two things a phone can do better than a TV.
Samsung's TV remote, which I also like a lot for its simplicity and design, will have a dedicated AI button that will lead to shopping, content and discovery recommendations. I'm guessing it will call for other AI features along the way, but Samsung hasn't confirmed that.
Remember Bixby? Samsung's voice assistant and answer to Amazon's Alexa and Apple's Siri are getting an AI boost in 2025 on TVs with the help of LLM. The benefit, according to Samsung, is that the assistant can better understand commands tied together, such as changing the channel and increasing the volume at the same time.
Another throwback feature that's “new” for 2025: gesture control. Unlike the company's miserably unsuccessful feature launched 13 years agowhich relied on a camera and hand gestures, the 2025 version requires you to wear a Galaxy Watch while gesturing at the TV. Use middle finger, I won't judge.
AI karaoke and live translation of closed captions
Two of Samsung's new TV features look much cooler to me. As I enjoy a good singalong, I'm interested in trying out the new AI Karaoke feature on its TVs. It uses your phone as a microphone and automatically removes vocals from existing songs, leaving the voice and the music.
And potentially useful for people who read different languages, the company offers an AI Live Translate service on its TVs (like its it already does with phones). The TV can instantly translate live closed captions in up to seven languages.
My take? None of these new AI features are worth buying a Samsung over another TV, with the possible exception of subtitles (or Karaoke, if you like karaoke). Of course, I'll reserve final judgment on these smart TV features, as well as the new picture quality improvements, for when we get to test these new Samsung TVs later this year.