Samsung Perplexity TVs Ignite Ad Wars, Data Power Grab

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● Samsung’s AI-Powered TVs, Game-Changer for Advertising and Data Control

Samsung to Equip 2025 TVs and Monitors with ‘Perplexity’ – What’s Changing and Its Impact on the Economy and AI Ecosystem

This article focuses on Samsung Electronics’ industry-first adoption of the generative AI ‘Perplexity’ in its 2025 TVs and monitors. We cover the models it is applied to, changes in user experience, synergy with copilots and Vision AI companions, potential changes to business models and revenue structures, impact on the platform, content, and advertising ecosystems, demand for semiconductors and displays, global market competition, and regulatory and data issues. We also summarize key points not often covered by other news sources or YouTube, such as revenue conversion potential, data ownership, and advertising integration model, and power shifts between manufacturers and AI companies.Key words in this article: AI, Artificial Intelligence, Digital Transformation, Technology Investment, Global Market

Key News (Summary)

Samsung Electronics announced on the 22nd that it will equip Perplexity in its 2025 models of Micro RGB, Neo QLED, QLED, OLED, The Frame Pro, The Frame TVs, and the 2025 models of M7, M8, M9 monitors. Perplexity is a generative AI-based search and response engine that collects and analyzes credible sources to propose in-depth answers and additional questions. Users can access the Perplexity app through the Apps tab or AI button on the remote by activating the ‘Vision AI Companion.’ Samsung offers a 12-month free subscription to Perplexity Pro and plans to expand support for 2023 and 2024 devices through OS updates within the year. Earlier in August, Samsung had integrated Microsoft’s Copilot into its 2025 devices, and with the introduction of Perplexity, it expands screen-based AI experiences.

Detailed Content — Features and User Experience

Role of PerplexityPerplexity offers in-depth answers based on sources beyond simple searches, proposing additional questions as a conversational search AI. It provides customized answers suited to screen-centric content like movie recommendations, travel planning, sports events, and corporate performance analysis.

Accessibility and IntegrationUsers access it via the Apps tab or AI button on the remote, calling Perplexity through the ‘Vision AI Companion’ interface. Optimized screen experiences such as multimedia recommendations, visual search, and content summaries are key due to the large screen’s characteristics.

Promotion and Distribution StrategyA 12-month free subscription to Perplexity Pro encourages initial user acquisition and experience. By supporting existing 2023 and 2024 devices through OS updates, Samsung aims to achieve network effects by expanding its installation base.

Market and Business Impact Analysis

Platform Competition and Service DiversificationBy integrating both Copilot (Microsoft) and Perplexity (Perplexity), Samsung adopts a ‘multi-AI partner strategy.’ This strategy transforms hardware manufacturers into AI service hubs, providing a foundation for combining content, advertising, and subscription revenue models.

Monetization PotentialAfter the initial free subscription, a transition to paid services, ad insertion, content partnerships, and the expansion into shopping and reservation-linked services are highly likely. In the acceleration of digital transformation, TVs and monitors can become revenue channels based on subscriptions and advertising beyond simple devices.

Supply Chain and Technological Investment (Semiconductors and Displays)As AI experiences become important on large screens, demand for high-performance SoC, AI accelerators, and high-resolution display panels increases. This is a positive signal for technological investment related to semiconductors and displays, including chip design, AI accelerator development, and panel manufacturing.

Impact on Advertising and Content IndustryIf Perplexity functions as a center for content recommendation and search, a redistribution between content creators and platforms may occur. There is a high possibility of advertising and promotion models based on search results and recommendations entering the TV ecosystem.

Global Market Competition LandscapeBased on the strength of Samsung’s large screens, competition involves more complex multi-party dynamics with Google (search/AI), Microsoft (Copilot), Amazon (Alexa), and Apple (Siri). Collaborations with specialized search and knowledge-based AI like Perplexity are highlighted as strategic alliances for brand differentiation.

Regulatory, Data, and Trust Issues

Source Verification and False Information RiskA major issue with generative AI is ‘source reliability’ and ‘hallucination.’ Although Perplexity provides source-based responses, the impact is significant if incorrect information is displayed on a large screen.

Personal Information and Data OwnershipTVs and monitors can collect sensitive usage patterns (e.g., content viewing, search, and conversations) at home. The issue of data ownership, utilization, and compliance with national regulations (data localization) must be addressed for service expansion.

Service Accountability and Legal IssuesPolicies on accountability and disclosure need to be developed to address misuse cases related to commerce, investment, and healthcare based on recommended search results. The terms of contracts between platform operators and AI partners (e.g., data access, copyright, revenue sharing) are also key issues.

Starcraft Strategy: Implications for Businesses and Investors

From the Perspective of Hardware Manufacturers (Samsung)AI-equipped screens serve as product differentiation points and opportunities for converting revenue from services. As growth is limited with only existing hardware margins, a strategy for converting to platform-and subscription-based revenue needs to be strengthened.

From the Perspective of AI Companies and PlatformsSpecialized AI companies like Perplexity can expand user access points through device partnerships. In an environment where platform monopoly is difficult, strategic alliances with manufacturers become crucial.

From the Perspective of the Content and Advertising IndustryNew advertising slots and partnership opportunities based on recommendations and searches arise. Content producers must prepare UX specialized for TV screens (e.g., large screen summarization, visual metadata).

From the Perspective of InvestorsThe convergence of device and service is likely to generate stable long-term revenue sources based on subscriptions and advertising. Investments in semiconductor, display, AI platform companies, and data infrastructure companies are expected to benefit.

Key Points Not Well Covered by Other Media (Exclusive Insights)

1) Potential Turning Point in Revenue StructureBy bundling subscription-based AI like Perplexity into hardware, the revenue structure of hardware companies can rapidly transition to being service-centric through post-initial free paid conversion, premium API fees, and ad distribution models. This becomes a crucial turning point providing recurring revenue (subscriptions) for manufacturers.

2) Reorganization of Data Ownership and Platform SupremacyThe search and viewing data generated on devices can shift the power balance between manufacturers and AI partners. If Samsung secures initial data access rights, it can achieve a favorable position for AI improvement and targeted advertising.

3) Transition of Advertising and Content Revenue to Screen (Reconfiguration of Screen-Click Traffic)As TV evolves beyond a passive viewing device to a touchpoint for search and commerce, the value of advertising is reassessed. Large-screen dedicated rich media advertising and direct transactions (e.g., shopping/reservations on screen) can grow rapidly.

4) Emergence of ‘AI UX’ as a Differentiation Point in Hardware CompetitionThe capability of AI in terms of convenience may likely become a consumer selection criterion more than panel performance. This will result in an increase in the proportion of investment in UX and software from a product design perspective.

Risk Checklist (Practical Use)

Preventing False Information: Policies for source verification and clear evidence labeling are needed.
Privacy Protection: The scope of data collection and the purpose of use within homes must be specified, with a consent system in place.
Partner Contracts: Data access, storage, and revenue sharing terms need clarification.
Support for Legacy Devices: An OS update roadmap and security patch assurance are necessary.
Ad Billing Model: Establish ad policies that do not compromise user experience.

< Summary >Samsung Electronics is expanding screen-based AI experiences by integrating the generative AI ‘Perplexity’ into its 2025 TVs and monitors. Perplexity provides in-depth source-based responses and additional question proposals, easily accessible via the remote AI button and Apps tab. By employing a multi-AI partner strategy with Copilot, Samsung seeks conversion opportunities for content, advertising, and subscription revenue through platformization of hardware. Key risks include false information, data ownership, and regulatory issues, likely accompanied by investment reorganization in semiconductors and displays and the content and advertising industry. Points not well covered by other media include the ‘critical juncture of subscription-based revenue conversion,’ ‘reorganization of platform supremacy through data ownership,’ and ‘large screen-specific advertising and commerce opportunities.’

NextGenInsight.Net