Samsung’s smart TVs are getting smarter.
An agentic commerce experience is launching across Samsung smart TVs in the United States, the electronics giant announced today. The launch is thanks to new integration with Glance, an AI software company owned by InMobi.
In effect, Glance’s AI platform will run on Samsung’s Tizen operating system, and allow Samsung smart TVs to facilitate AI-powered and interactive shopping.
For those with a Samsung TV, this means their devices will allow for a whole new level of interactivity, done either through voice commands or with a remote control. It will let users create personal shopping lists, explore products, and even make purchases.
The experience is compatible with all Samsung TVs, starting with its 2020 models.
Samsung already has some AI-integrated experiences and features in its TVs (it announced Vision AI last year), with its efforts potentially signaling the start of a whole new way of watching television.
This latest integration serves to up the ante, allowing TV watchers to make purchases with help from agentic features.
“Samsung has always believed the television is more than just an entertainment device—it’s the centerpiece of the home,” Maya Harris, Samsung’s vice president of business development and strategic partnerships, said in a statement. “Glance’s agentic shopping experience brings that belief to life, meeting consumers in moments of inspiration with personalization and intelligence that only this screen can deliver.”
While AI is not yet a mainstay in most TVs, it’s quickly making its way into many homes.
Industry data shows that roughly 55% of new smart TVs sold during 2025 had some sort of integrated generative AI features. And in the years ahead, the global AI TV market is expected to grow considerably. Many brands are getting in on the action, including Sony, Panasonic, and LG.
The AI-integrated TV experience
What does this mean for consumers who have an AI-integrated TV in their living room (or could soon)?
It’s likely to lead to a more interactive experience, for starters.
Most people are used to interacting with their TVs through the remote control or maybe a smartphone, but new AI features will allow for speech and voice controls (simply commanding the device to “adjust the brightness,” for instance, rather than sifting through various menus to toggle the picture). The TV could also learn an individual’s viewing habits, patterns, and preferences.
Ultimately, the idea is that generative AI integrations will make for a smoother, more enjoyable viewing experience.
On the agentic side, allowing viewers to make purchases on the fly could be an attractive feature for some—and it most definitely will be for advertisers.
Of course, this could be of concern to consumers who are worried about how AI is gobbling up, processing, and using their data.
One way is by using it to create more targeted advertising. Many companies and brands are already using AI data to advertise to more engaged viewers. Amazon, for example, has been doing this with contextual AI-created ads over the past year or so.
While watching TV has traditionally been a passive activity, AI integrations could change that. Whether it’s met with enthusiasm from consumers or another wave of anti-AI backlash is yet to be seen.
But as older TVs are replaced with newer, AI-capable ones, it’s likely that most viewers are going to get used to having some form of generative AI in their living rooms—if they don’t already.
