Glance-Samsung partnership brings AI-powered shopping to connected TVs

Glance, the AI platform owned by InMobi, has partnered with Samsung Electronics to introduce an agentic AI-powered shopping experience across Samsung smart TVs in the United States, expanding the role of television beyond content consumption.The integration enables users to interact with products, create shopping lists and make purchases directly through their TV screens, using either voice commands or remote controls.Built on Samsung’s Tizen operating system, the experience will be compatible with smart TVs dating back to 2020 models, expanding its reach to millions of households.The rollout marks a shift toward interactive and commerce-enabled viewing, where audiences can act on intent within the same environment in which content is consumed.Commenting on the development in a LinkedIn post, InMobi co-founder Abhay Singhal highlighted the broader significance for brands and marketers. “For decades, television has shaped consumer intent. Today, AI is bringing content and commerce closer together, turning moments of inspiration into moments of action,” he said.Also read: WPP to pilot Meta’s AI creative tool, integrating it into WPP Open platformHe added that the integration repositions television within the home. “By bringing an interactive shopping experience to the largest screen in the home, Glance and Samsung are turning the television into an intelligent shopping destination,” Singhal noted.From Samsung’s side, the partnership aligns with its larger strategy of evolving the TV into a central digital hub. Maya Harris, Vice President of Business Development and Strategic Partnerships at Samsung, said: “Samsung has always believed the television is more than just an entertainment device—it’s the centerpiece of the home. Glance’s agentic shopping experience brings that belief to life, meeting consumers in moments of inspiration with personalization and intelligence that only this screen can deliver.”The integration builds on Samsung’s broader push into AI-powered experiences, following earlier initiatives such as Vision AI, which introduced personalised, AI-led interactions across its devices.Industry data shows that around 55% of new smart TVs sold in 2025 included generative AI features, with adoption expected to grow as manufacturers expand AI capabilities within connected devices.As AI continues to be embedded into everyday devices, the Glance-Samsung partnership highlights how the television is evolving into a multi-functional platform that combines entertainment, discovery and transaction within the connected home ecosystem.