Samsung integrates Glance AI for native voice-driven shopping on Tizen

This partnership shifts smart TVs from passive display devices to active commerce terminals, a move that challenges the traditional second-screen shopping model. By embedding 'agentic' commerce directly into Tizen, Samsung bypasses the need for QR codes or external mobile apps, capturing consumer intent at the point of inspiration. This reflects a broader trend among OS owners—including Roku and Amazon—to own the full transactional funnel within the living room. Watch for conversion rate data comparing voice-activated TV purchases against mobile-toggled shoppable ads, as this will determine if 'native' commerce can deliver the performance lift advertisers demand.

The Samsung and Glance expansion follows a period of aggressive experimentation in Connected TV (CTV) commerce across the industry. In February 2026, Roku reported that its platform revenue, which includes advertising and commerce, reached a record $1.22 billion in Q4 2025, an 18% year-over-year increase. Per Roku's June 2026 updates, the company has pivoted its Ad Manager toward self-service tools for small-to-medium businesses, citing a 40% sales lift for brands like LolaVie through shoppable ad formats. Roku's 2026 strategy increasingly emphasizes 'action' over 'access,' projecting that FAST channels will represent 10% of total TV viewing and act as primary commerce engines.

Simultaneously, Amazon has reorganized its AI shopping stack to better compete on the big screen. In May 2026, Amazon retired its Rufus shopping assistant, integrating its capabilities into 'Alexa for Shopping,' according to Digiday. During the June 2026 Cannes Lions festival, Amazon debuted 'Alexa+ Agentic Ads,' a new framework allowing users to complete transactions—ranging from CPG orders to movie tickets—directly through an LLM-driven conversation without leaving the ad unit. This trend toward 'agentic' AI suggests that the dominant OS players are moving away from standard product catalogs in favor of predictive, conversational interfaces.

Industry analysts at Fast Company noted in June 2026 that 55% of new smart TVs sold in 2025 featured integrated generative AI tools. Samsung has supported this hardware shift by promising up to seven years of Tizen OS updates for newer models, including the 2026 Neo QLED and OLED lineups. This update cycle ensures that early AI commerce integrations can be refined and deployed across a massive installed base, reinforcing the TV's role as a centralized smart home and commerce hub.