Excess Artificial Intelligence in Television Industry

The scene at CES 2026 is one dominated by AI as it increasingly pervades the domain of television technology, a move that some might find invasive.

Each year, television manufacturers journey to CES in Las Vegas with their latest innovations: screens that are larger, emit brighter images, and offer superior visuals. Yet, as they attract attention with these features, they also experiment with eclectic strategies to make large TVs irresistible to consumers engrossed in apps like TikTok on their mobile devices.

The Stagnation of TV Sales and New Strategies

Recently, the television industry has faced multiple challenges. Pandemic-induced supply chain issues, trade tensions affecting tariffs, and looming fears of economic slowdown have stifled consumer enthusiasm for significant purchases. Consequently, sales have plateaued with a slight decrease in global TV shipments last quarter.

Manufacturers now rely on strategies that have shown success, paving the way for art TVs to gain popularity. Years ago, Samsung set the trend with its Frame TV, and in 2021, sales of such models soared. Following this, other brands like Hisense and TCL have mirrored the approach, and now, Amazon has introduced its own Artline TV at CES.

AI Enthusiasm Among TV Producers

Amidst growing streaming complexities, TV manufacturers explore AI as a solution for simplifying user experience. Google’s latest TV solution can guide viewers on subsequent content choices, explaining recommendations for those who seek more insight.

In addition to simplifying recommendations, TVs today are being integrated with AI for diverse functionalities: Samsung envisions a future where TVs assist with predictions and recipe sharing, Hisense offers AI to recognize products during shows for direct purchases, and Amazon promotes its Alexa Plus for interactive scene navigation within movies.

Google is also exploring generative AI, shown in a demo where a static beach photo was transformed into a brief animated clip by AI.

The Future Role of AI in Television

While many AI features attempt to enhance interactivity, they often clutter the primary viewing experience. A highlighted issue was screen space being consumed by AI-generated insights, particularly problematic on smaller displays, leading some exhibitors to showcase more expansive screen formats.

In conclusion, artificial intelligence shows promise in augmenting TV functionality without disrupting core viewing experiences. The ultimate task for manufacturers is balancing these enhancements while maintaining what most people primarily seek: an immersive viewing platform.

Although TVs are evolving into smart home devices and facilitating cloud-based gaming, their fundamental role remains: offering an engaging content experience. As articulated by TCL’s Chris Hamdorf, television remains predominantly a medium for content consumption.

Thus, even with AI advancements, the essence of TV continues to be the delivery of entertainment content, a notion that might still dictate its success.