Samsung and OpenAI are reportedly partnering to bring ChatGPT to the former’ smartTV lineup. While Samsung smart TVs already have a bunch of AI features, the Samsung OpenAI partnership may help the brand retain its number one position in the TV segment. The South Korean tech giant has held the position for the last 19 years. The strategic partnership between the two could help Samsung develop an advanced AI-powered TV.
Samsung’s AI-powered TVs
Samsung TVs run on TizenOS instead of Fire TV or Google/Android TV. The company has already introduced several AI features to its flagship TVs, like Click to Search and Live Translate. It also introduced Vision AI at CES 2025 for deeper SmartThings ecosystem integration.
Samsung understands these features alone might not be enough to maintain its technological lead in the smart TV market, especially against low-cost Chinese TVs.
ChatGPT on Samsung smart TVs
Seen as a strategic move, a Korean media report claims Samsung has decided to form an "open partnership" with OpenAI. The two companies are seemingly working out the finer details, but nothing is final yet.
The OpenAI collaboration may also likely fall through if the ChatGPT maker demands an absurd amount of money.
Samsung can use ChatGPT's model in its TVs to offer a superior context-based search experience. The AI integration should enable more use cases and previously unheard-of features.
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