Samsung Vision AI should prompt operators to think about using GenAI for pay-TV and smart-home services

Samsung announced Samsung Vision AI, a new generative AI (GenAI) technology, at the Consumer Electronics Show (CES) in January 2025. Samsung will integrate this technology into its latest TV sets and screens to enhance the viewing experience and solidify its position as a smart-home ecosystem provider.

This development raises questions about telecoms operators’ future roles in video content discovery and smart home control. In conjunction with the actions of Apple and Google, it may push operators further towards an ‘all or nothing’ approach to certain value-added services such as pay TV and smart home, whereby they need to either replicate much of the AI-enhanced functionality that such players are developing or focus on simple connectivity and retail partnerships.