Samsung The Frame Pro

CES 2025: Samsung’s The Frame Goes Pro, Copilot Comes to the TV

CES has officially kicked off, and innovation in the television space is abundant. But unlike previous years when speeds and feeds where touted or design was top of mind, there’s a new buzzword in the space: Copilot. Yes, the same AI assistant you use on your laptop is now coming to the big screen, with brands like Samsung leading the charge.

Samsung Vision AI

Samsung Vision AI

The big announcement from Samsung, which was revealed at the company’s First Look event on the eve of January 5, is Samsung Vision AI.

This does indeed relate to picture and even sound quality via intelligent enhancements to give you the best, most immersive experience possible. But it involves other innovations as well.

Samsung AI Personalization and Click to Search

For example, how often do you watch a movie or TV show with your phone in hand, looking up details about an actor. Where did you see them before again? What other projects have they been in? Who are they married to? This “second screen” experience can happen right on the big screen with a Click to Search feature that calls up a side menu with things like the person’s Wikipedia page and a list of their other movies and TV shows. It’s something services like Amazon Prime Video have already been doing, but now it’s built right into your smart TV.

Samsung AI Translation
Samsung AI Translation

Then, there’s Live Translate, which could be a game-changer for those who don’t speak English as a first language. Leverage this feature to get closed captioning in one of seven languages (at launch) for everything from the soccer game to the soap opera you want your abuela to enjoy with you, but that she’d feel more comfortable knowing what they’re saying in Spanish. The feature uses on-device AI translation.

Generative images are a huge part of AI on laptops and even mobile devices. Now, you can use it on the TV as well with Generative Wallpapers. Provide a descriptive prompt and the TV will generate several image options that fit that you can use as the TV’s background. Don’t like what you see? Keep going until you find the perfect image. It’s great for special occasions as well, like birthdays and the holiday season.

Copilot on Samsung TVs

Samsung AI Companion

What about Copilot? You can use it on compatible 2025 Samsung TVs the same way you do on your laptop. Call up the AI assistant then ask it questions like to tell you about your calendar, help you research a family vacation, or find locations to visit on one you have already booked. It’s yet another way to use the TV as the central smart hub of your living room, plus it keeps the smartphone out of your hands in the process.

The New TV Highlights

Samsung The Frame Pro

The highlight of the new TV line is The Frame Pro. The Frame has been a tremendously popular model in Samsung’s line for some time, and this is the first time it’s getting a significant upgrade. Now a Neo QLED TV, it offers improvements in picture quality with more vivid colours, sharper contrast, and better local dimming for deep blacks. Powered by the NQ4 Gen3 AI processor, another major upgrade is that it works with the Samsung Wireless One Connect box for a cleaner installation, and freedom to place it just about anywhere.

Samsung The Frame Pro

One of the defining features of The Frame TV is the Art Store, which allows you to choose from a wide selection of works of art to display on the TV when it’s off. Samsung is now expanding the Art Store to other TVs in its line as well. Of course, you still get the elegant bezel and stunning overall look of The Frame if you decide to stick with that model.

Samsung TV

Samsung has new QLED and OLED TVs as well, including the new flagship S95F OLED and new larger-sized 100- and 115-inch QLED 4K TVs. There’s also the Premiere 5 interactive triple-laser ultra-short-throw projector with a touch feature that allows you to interact with the screen and Samsung’s LightWARP technology for projecting images onto everyday objects for a cool effect.

In audio, Samsung has collaborated with Google to integrate Eclipsa Audio 3D audio technology into its 2025 model TVs and soundbars. This technology lets you adjust the location and intensity of sounds and spatial reflections, ideal for content creators. Soon, you’ll also be able to add Eclipsa Audio tracks to your own YouTube channel.  

Beauty tech is a growing area in general and at CES. This year, Samsung is joining in on the fun. It’s new Micro LED Beauty Mirror is a mirror that has smart TV capabilities to analyze your skin type and provide personalized beauty insights.

AI technology is far-reaching, and like other brands, Samsung is focusing heavily on how AI can help you in your daily life.