Why AI Is Suddenly Everywhere on Your Smart TV
From LG’s webOS update that silently added a Microsoft Copilot widget, to Google’s Gemini baked into new TCL models, manufacturers are turning their living‑room screens into AI‑first experiences—whether viewers asked for it or not.
Pre‑installed AI Apps: Convenience or Silent Control?
When an OTA (over‑the‑air) update pushes an “un‑removable” app to the home screen, it feels less like a feature and more like a billboard. LG’s own manual admits that “you cannot delete the preinstalled apps or system apps on your Smart TV,” a clause that locks the Copilot app alongside Netflix and Hulu.
For many consumers, the upside is clear: instant access to voice‑activated search, smart recommendations, and hands‑free control. But the downside is the erosion of user agency—people can’t opt‑out, and they can’t hide the AI branding that now dominates the UI.
The Business Drivers Behind “Un‑removable” AI
Manufacturers are not just adding AI for the love of tech. The primary incentives include:
- Data collection: AI assistants feed usage data back to cloud services, sharpening recommendation engines and advertising algorithms.
- Revenue sharing: Partnerships with Microsoft, Google, or Perplexity often involve revenue splits for voice searches or premium AI features.
- Brand differentiation: As LG’s CES 2025 showcase made clear, being the “AI TV company” is a selling point in a crowded market.
These motivations can lead to a “growth‑by‑default” strategy—forcing AI onto devices to inflate engagement metrics, even when it disrupts the user experience.
Emerging Trends That Could Shape the Next‑Gen Smart TV
1. Modular AI Platforms Powered by OTA Updates
Future smart TVs may adopt a modular architecture, allowing users to toggle AI modules on or off—similar to how Android users manage permission settings. This would give consumers control over which AI services run in the background, reducing unwanted data collection.
2. User‑Centric Permission Models
Inspired by mobile OS privacy frameworks, next‑gen TVs could request explicit consent before enabling AI assistants. This approach not only respects user privacy but also aligns with regulations like the EU’s GDPR and California’s CCPA.
For example, Samsung’s recent Copilot rollout includes a “Setup Assistant” that asks users whether to activate voice commands, a step many rivals skip.
3. AI‑Enhanced Content Curation and Advertising
AI will continue to refine content discovery—think “AI Picture Pro” and “AI Sound Pro” that auto‑adjust settings based on ambient lighting and room acoustics. At the same time, advertisers will leverage AI to insert hyper‑targeted ads directly into the streaming interface.
According to a Nielsen report, AI‑driven ad personalization can lift conversion rates by up to 30%.
4. Cross‑Device AI Ecosystems
Smart TVs are increasingly becoming the hub of a broader AI ecosystem, linking with smartphones, voice speakers, and even wearables. This convergence enables seamless hand‑off of tasks (e.g., starting a movie on your phone, finishing it on the TV) and unified voice profiles.
LG’s “AI Remote” already demonstrates this trend by learning your gesture patterns and adjusting volume or channel preferences on the fly.
FAQ – Your Burning Questions About AI‑Powered Smart TVs
Can I uninstall the pre‑installed AI apps on my LG TV?
Currently, LG’s policy states that system apps—including Microsoft Copilot—cannot be deleted. You can hide them by moving them to a folder, but they’ll remain on the device.
Is my data being collected by these AI assistants?
Yes. Most AI services require cloud processing, which means voice commands and usage data are sent to the provider’s servers. Review the privacy policy of each assistant for specifics.
Will future updates give me more control over AI features?
Industry trends suggest a shift toward modular AI and permission prompts, but adoption varies by brand. Keep your firmware up‑to‑date and watch for “privacy” or “AI settings” menus.
Do AI features improve picture and sound quality?
Features like “AI Picture Pro” and “AI Sound Pro” use machine‑learning algorithms to auto‑adjust settings based on content type and room conditions. Independent tests by RTINGS.com show modest improvements—typically 1–2 dB in contrast and up to 15% sharper perceived detail.
Are there any privacy‑friendly alternatives to the built‑in AI assistants?
Yes. You can pair your TV with third‑party assistants that respect stricter privacy settings (e.g., Mycroft AI) or simply disable voice activation in the TV’s accessibility menu.
What’s Next for Your Living‑Room Tech?
The AI wave isn’t going away, but the balance between convenience and control will determine how welcomed it becomes. As manufacturers experiment with modular platforms, permission‑first designs, and cross‑device ecosystems, savvy consumers will have the power to shape the future of their smart homes.
Stay informed, explore your TV’s settings, and don’t be afraid to push back when an “AI billboard” feels out of place.
