Revolutionary AI on Samsung smart TVs allows users to shop for items directly through voice commands. (Illustrative AI-generated image).
- Samsung smart TVs can now identify and allow purchases of products seen on screen through a new AI feature.
- The “agentic AI commerce” uses Glance technology to enable shopping via voice commands or remote control.
- Users can create shopping lists, view product details, and make direct purchases from their TV.
- This feature is available on Samsung smart TVs manufactured from 2020 onwards that run on the Tizen operating system.
- While enhancing viewer engagement and advertiser opportunities, concerns about privacy and potential impulse buys for children are noted.
- Users can manage the feature’s settings, including privacy options and parental controls.
Imagine you are curled up on the couch, watching a cooking show. The chef pulls out a sleek blender you have never seen before. You want it. In the past, you would have grabbed your phone, searched for the blender, and hoped you found the right model. Now, you can just speak to your TV.
Samsung has announced a new feature for its smart TVs in the United States. The company is adding what it calls “agentic AI commerce.” That is a fancy way of saying your TV can help you shop, almost like a personal assistant. You can use your voice or your remote control to find products, add them to a shopping list, and even buy them directly from the screen.
The technology comes from a partnership with Glance, an AI software company owned by InMobi. Glance’s platform will run inside Samsung’s Tizen operating system, the software that powers the TV. The result is a TV that does not just show you ads or content. It lets you act on what you see, right there, without picking up another device.
What is Agentic AI Commerce on Samsung TVs?
Let’s break down that term. “Agentic” means the AI acts on your behalf, like an agent. “Commerce” means buying and selling. So agentic AI commerce is a system where artificial intelligence helps you shop, making decisions and taking actions for you.
On a Samsung TV, this works through a combination of visual recognition and voice understanding. When you are watching a show or a commercial, the AI can identify products on the screen. It does not automatically buy things for you. Instead, it gives you options. You can ask the TV, “What is that jacket she is wearing?” or “How much does that blender cost?” The TV will pull up information and let you save it or purchase it.
This is different from older shopping features on smart TVs. In the past, you might have seen a QR code or a link to a website. You still had to scan the code with your phone or click through to a separate page. The new system is more seamless. The AI is built into the TV’s brain, ready to respond to your voice or remote clicks at any moment.
Samsung already had some AI features in its TVs. Last year, the company announced Vision AI, a set of tools that personalize the viewing experience. Vision AI could recognize objects on screen and suggest related content. But it did not let you buy things directly. This new integration with Glance adds the shopping part, turning the TV into a store that comes to you.
How the Glance Integration Works
Glance is not a new company. It started as a lock-screen content platform for smartphones, showing news and ads without unlocking the phone. Now it is moving into the TV space. Its AI is designed to understand what is on the screen in real time and match it to products available for purchase.
The integration runs on Samsung’s Tizen OS. That means every Samsung smart TV from 2020 onward can support it. When you are watching something, the Glance AI analyzes the video stream locally on the TV. It looks for items that can be bought. It does not send your personal viewing data to some faraway server every time. Some processing happens on the TV itself, which helps protect privacy.
When the AI finds a product, it does not interrupt your show. It waits for you to ask. You can activate the shopping mode by pressing a button on your remote or by saying a wake word like “Hi Bixby” (Samsung’s voice assistant) followed by a shopping command. Then the TV will highlight shoppable items on the screen, and you can select one to learn more.
For example, say you are watching a movie and the main character uses a specific smartphone. You can ask, “What phone is that?” The TV will show you the model, price, and where to buy it. From there, you can add it to your personal shopping list or go straight to checkout. Payment is handled through a service like Samsung Pay or a linked credit card.
This is similar to other AI shopping assistants you might have used on your phone or computer, like Amazon’s Alexa shopping or Google Shopping. But those require you to be on a separate device. Having it on your TV means you can shop without losing focus on the big screen. It also means advertisers can make their commercials interactive in a whole new way.
What You Can Do: Shopping Lists, Voice Commands, and More
The feature gives you several ways to shop. Here are the main actions you can take:
- Create a personal shopping list: As you watch, you can save products you like to a list. Later, you can review the list and decide what to buy. This is useful if you are watching a show and see several things you want but do not want to buy them all right away.
- Explore products in detail: When you select an item, the TV shows you more information: price, sizes, colors, reviews. You can browse without leaving the app you are watching.
- Make purchases directly: If you are ready to buy, you can complete the transaction using your TV remote or voice. The purchase goes through a secure payment method you have set up.
- Use voice commands naturally: You can say things like “Add this to my shopping list” or “Buy this for me.” The AI understands context. If you say “Show me more like this,” it will find similar products.
- Use the remote control: Not everyone likes talking to their TV. You can use the remote to click on items and navigate menus. The experience works both ways.
These actions are not limited to commercials. You can use them during any content, including streaming shows, movies, and live TV, as long as the AI can recognize the products. That depends on partnerships between Samsung, Glance, and brands. Over time, more content will become shoppable.
Which Samsung TVs Are Compatible?
Good news if you own a Samsung TV: the feature works on all models from 2020 onward. That covers a huge range of TVs, from the entry-level 4K sets to the high-end Neo QLED and OLED screens. If your TV runs Tizen and was made in 2020 or later, you should get the update.
Samsung did not give a specific date for when the feature will roll out. But based on the announcement, it is starting now in the United States. Other regions may follow later. The company will likely push the software update automatically through the TV’s internet connection. You might see a new shopping icon appear on the home screen or in the settings menu.
If you have an older Samsung TV, from 2019 or before, it probably will not get this feature. The hardware may not support the real-time AI processing that Glance requires. But Samsung has been adding AI features to its TVs for years, so future models will likely have even more capabilities.
Samsung’s Vision AI and the Bigger Picture
This new shopping feature is part of a larger strategy by Samsung. Last year, the company introduced Vision AI, which uses artificial intelligence to enhance the entire TV experience. Vision AI can adjust picture and sound based on what you are watching. It can also recognize objects on screen and offer relevant information.
For example, if you are watching a nature documentary, Vision AI might identify a bird and show you its name and habitat. If you are watching a football game, it can pull up player stats. Now, with the Glance integration, that same recognition ability is being used for commerce.
Samsung is not alone in this push. Other TV makers like LG and Sony have also experimented with AI features. But Samsung is one of the first to bring agentic commerce directly into the viewing experience. The company sees this as a way to make TVs more useful and interactive, rather than just passive screens.
The broader industry is moving in this direction. At the Cannes Lions advertising festival in 2026, AI advertising was a major theme. Companies are looking for ways to make ads more relevant and shoppable. Samsung’s partnership with Glance fits right into that trend. The company also recently partnered with Eyeota in Southeast Asia to improve audience targeting for connected TV ads. And there is already a feature that lets you add items to your Amazon cart during Samsung TV Plus ads using the remote. The Glance integration takes that concept further, making it available across all content, not just specific ad breaks.
The Future of TV Shopping: What This Means for Viewers and Advertisers
For viewers, this feature could change how you think about commercials and product placement. Instead of being a passive interruption, an ad becomes a potential shopping opportunity. You might pay more attention to products you see, knowing you can buy them with a simple voice command. That could make TV watching more engaging, but also more tempting for impulse buys.
For advertisers, the implications are huge. They can now create commercials that are not just about brand awareness, but about direct sales. A car ad could let you schedule a test drive. A clothing ad could let you buy the outfit right then. Advertisers will need to work with Samsung and Glance to make their products recognizable by the AI. That might mean providing detailed product data and images.
But there are also concerns. One big question is privacy. The TV is constantly watching what you watch, at least in terms of the content on screen. The Glance AI analyzes that video feed to find products. While Samsung says some processing happens locally, the system still needs to know what you are watching to offer relevant items. That raises the question: is my TV spying on me?
Samsung has not released full privacy details yet. But in general, the company says it does not store your viewing habits or share them with third parties without your consent. The shopping feature is optional. You can turn it off in the settings. Also, the AI only activates when you give a voice command or press a button. It is not always listening. Still, any system that analyzes video content will collect some data. Users should read the privacy policy carefully.
Another concern is how this might affect children. Kids watch a lot of TV, and if shopping is easy, they might accidentally buy things. Samsung will likely include parental controls. Parents can disable the shopping feature on specific profiles or require a PIN for purchases.
How does Glance’s AI compare to other AI shopping assistants? It is similar to what you find on Amazon’s Alexa or Google Assistant, but tailored for TV. The main difference is that it works with visual content, not just voice. You can point at something on the screen and ask about it. That is a more natural way to shop for things you see. Other assistants like Apple’s Siri can also identify objects using the camera on your phone, but not on a TV. So this is a unique capability for the living room.
Will this change how advertisers create TV commercials? Almost certainly. We may see more interactive ads that invite viewers to ask questions or buy. Advertisers might design their commercials specifically to be shoppable, with clear product shots and easy-to-recognize items. This could make TV advertising more effective and measurable, since brands can track direct purchases from an ad.
How does this integrate with existing smart home ecosystems? Samsung has its own SmartThings platform that connects TVs, phones, appliances, and lights. The shopping feature could work with SmartThings to, say, order a new refrigerator filter when the TV detects you are watching a cooking show that mentions it. But for now, the integration is mainly with the TV itself. Over time, it could sync with other devices.
What about adoption rate? Samsung sells millions of smart TVs each year. Many of those are from 2020 or later, so a large number of households could get this feature via a software update. But whether people actually use it depends on how easy it is and how much they trust it. Early adopters who like tech gadgets might try it quickly. Mainstream users may take longer to warm up. If the experience is smooth and secure, it could become a standard way to shop from the couch.
How to Get Started with the New Feature
If you have a compatible Samsung TV, here is how to start using the agentic AI shopping feature:
- Update your TV software: Go to Settings > Support > Software Update and check for updates. The feature should come as part of a system update. Make sure your TV is connected to the internet.
- Enable voice recognition: If you want to use voice commands, make sure Bixby or another voice assistant is turned on. You can find this in Settings > General > Voice.
- Set up payment: To make purchases, you will need to add a payment method. This can be done through Samsung Pay or your Samsung account settings. You can also link a credit card.
- Look for the shopping icon: After the update, you may see a new shopping icon on the home screen or a button on your remote. Press it to open the shopping interface.
- Start watching: Play any content. When you see something you like, say “Hi Bixby, add this to my shopping list” or press the shopping button on the remote. The TV will highlight shoppable items on the screen. Select one to see details and buy.
- Manage your list: You can view your shopping list in the settings menu. From there, you can remove items or purchase them later.
- Adjust privacy settings: If you are concerned about privacy, go to Settings > Privacy & Security and review the options for AI and shopping. You can disable the feature entirely or limit it to certain times.
Frequently Asked Questions
What is agentic AI commerce on Samsung TVs?
Agentic AI commerce on Samsung TVs is a feature that uses artificial intelligence to help you shop directly from your television. The AI can identify products on screen and allow you to add them to a shopping list or purchase them using voice commands or your remote.
Which Samsung TVs are compatible with this new shopping feature?
The agentic AI shopping feature is compatible with all Samsung smart TVs manufactured from 2020 onwards. These TVs run on Samsung's Tizen operating system and should receive the feature via a software update.
How does the Glance integration work on Samsung TVs?
Glance's AI analyzes the video stream on your Samsung TV in real time to identify shoppable products. This processing is done locally on the TV to enhance privacy. When you activate the feature, it highlights products and provides options to learn more or buy.
Can I buy products directly from my Samsung TV?
Yes, you can make purchases directly from your Samsung TV. Once a product is identified, you can choose to buy it immediately through a secure payment method like Samsung Pay or a linked credit card, using either your voice or remote.
What are the privacy implications of this new feature?
While Samsung states that viewing data is not stored or shared without consent and the feature is optional, the AI does analyze on-screen content. Users should review the privacy policy and can disable the feature or adjust settings in their TV's privacy menu.
How can I get started with the Samsung TV shopping feature?
Ensure your Samsung TV (2020 model or later) is updated to the latest software. Set up your preferred voice assistant and payment method. Look for a shopping icon or button on your remote, and then simply interact with shoppable items you see on screen.
Can children accidentally make purchases with this feature?
There is a potential concern for accidental purchases by children. Samsung is expected to include parental controls that allow parents to disable the feature for specific profiles or require a PIN for purchases.
