Sony and Samsung evolve TVs into AI-driven entertainment hubs

Television manufacturers are shifting their strategy from producing standalone display devices to creating central hubs for home entertainment ecosystems. This transition is driven by changing consumer habits; Nielsen reports that streaming accounted for 48.6% of total TV usage in the US in May 2026, with YouTube alone representing 13.8%.

Sony is integrating its BRAVIA line with soundbars, Google TV, and PlayStation, utilizing AI features like Voice Zoom 3 to enhance dialogue clarity. Similarly, Samsung is deploying its Vision AI Companion (VAC) across its AI TV lineup, including OLED and Neo QLED models. This AI assistant, which integrates models like Bixby and Gemini, allows users to ask questions about on-screen content or seek life advice, such as cooking substitutions, directly through the television interface.