So, it turns out that consumers don't want AI in everything they own. And, with that 'shocking' revelation, Microsoft has taken a backward step, as it is removing the Copilot AI Assistant from smart TVs.
Rolled out in the heady days of 2025, unveiled at CES, the AI on your tellie service can perhaps now be filed under "seemed like a good idea at the time".
Microsoft has not given a reason for the withdrawal, whether tied to usage, cost or a shift in product strategy.
It is, though, another case study in AI services failing to land in everyday consumer (and particularly hardware) services, along with Siri and Alexa not really keeping up with the LLM times, or wearables like the Humane pin, the 'Rabbit ', or (probably) the current wave of enthusiasm for the Tamagotchi-like AI companion pendants.
What was it for?
Microsoft's Copilot AI assistant was loaded to a number of Samsung and LG smart TVs, presenting as an on-screen companion for content discovery, recommendations and voice interaction.
Acting as a sort of "concierge", the idea was that it would burn compute to help you move between streaming apps, channel hop, decide which episode of Friends to watch for the millionth time, or jump into the web to carry out important tasks, like answering for you "what was she in again?".
It's perhaps droll to wonder whether in the giddy sprint to put AI into everything, anyone on the project team had ever sat on a couch without their smartphone being a metre away from them. Whether it occurred to anyone that every major AI app was right there, in the room, on everyone's phone, and could be called upon without disturbing what's on TV, its unclear.
Perhaps it's unfair to look back with such scepticism to suggest it was obviously always going to be a big ask for Copilot to replace "the second screen" with an AI widget on the first screen.
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But decisively, this was an effort that clearly did not catch on.
Gone by December
Quite early on, the rollout was not universally welcomed. LG's launch drew backlash in December 2025 after Copilot was automatically pinned to the home screen, prompting familiar complaints about "bloatware" and forced AI experiences, and soon after LG gave users the option to remove the app.
Microsoft has now confirmed that it is officially withdrawing support for the integration, and the feature will disappear on 1 December.
LG, meanwhile, began notifying users of the shutdown earlier this week.
Microsoft's notice states: "Copilot is being retired from TVs and will no longer be available on Samsung and LG TVs on December 1."
Of course, Copilot itself will remain available on the web, desktop and mobile.
