Tizen with Copilot: Samsung’s AI Leap in Digital Signage

Samsung’s announcement at IFA 2025 to integrate Microsoft Copilot into its Tizen-based Smart TVs and smart monitors is aimed at the consumer market, but its implications for digital signage are profound. While the announcement currently targets 2025 consumer premium devices, the digital signage industry knows well: what starts in consumer tech often migrates to professional displays.

With Copilot’s cloud-based AI capabilities now embedded in Samsung TizenOS, eliminating the need for powerful external computing devices, Samsung is laying the groundwork for a new era of AI-driven context-aware, content-driven signage experiences.

Historically, AI in digital signage has required external media players due to the limited processing power of embedded SoCs. But Copilot’s cloud-native architecture sidesteps that bottleneck, potentially offering integrators and CMS developers a scalable way to deploy agentic AI applications – from dynamic retail messaging to intelligent corporate communications.

In a market increasingly defined by software, Samsung’s integration of OpenAI/ChatGPT based Microsoft Copilot gives it a strategic edge over Chinese competitors, whose platforms often lack comparable Westen AI depth. In the new bipolar AI world (West vs. China), the integration of Western AI-Tools is costly for Chinese competitors, who will need to develop and maintain two separate AI-Platforms for China-aligned economies and the western world.

As LCD hardware innovation plateaus, the future of signage will be shaped not by pixels, but by platforms – and Samsung’s Copilot-powered Tizen, IT-Security platform Knox, and- IoT-Platform Smart Things Pro are to watch as we head toward ISE 2026.