As the centerpiece of the living room, the TV is evolving into a smart platform that understands user intent and expands the viewing experience. Beyond simply playing content, TVs now enable natural conversations, provide real-time information about what’s on screen and offer personalized recommendations.
To meet these changing expectations, Samsung Electronics introduced Vision AI Companion (VAC) , an integrated AI platform designed for TVs. Exclusive to Samsung TVs, VAC delivers AI-powered services that present relevant information without disrupting viewing and seamlessly connect users to related content.
In May, Samsung updated the VAC user interface and accelerated the service’s global rollout. Previously available in 38 countries including Korea, VAC has since expanded worldwide, 12 with support extended to more TV models. The company plans to bring the service to additional products and markets, giving more users access to AI-enhanced screen experiences.
Samsung Newsroom spoke with Donghee Han of the Experience Planning Group, Visual Display (VD) Business to learn more about how VAC is shaping the future of TV viewing.
AI Designed for the TV Screen
As AI becomes increasingly integrated into everyday life, consumers have naturally come to expect new AI-powered capabilities from their TVs. Yet questions remain about what role AI should play on TVs and which functions provide meaningful value.
“Building on Samsung TV’s longstanding technology leadership, we focused on making a wide range of AI features, content and apps easy to access, so users can enjoy them without navigating complex menus,” said Han. “Rather than simply showcasing technology, the goal was to bring together genuinely useful features that offer practical support while watching TV and make them available in one place.”
The starting point for VAC was the unique nature of TV as a device — one that differs from smartphones or PCs. “Because TV is designed primarily for viewing content on a large screen, AI interactions must be seamlessly connected to what is on screen without disrupting that experience,” he added.
