Samsung integrates Glance AI to transform Tizen OS into shoppable storefront

This move signals a shift from passive QR-code-based advertising to proactive, platform-level commerce agents within the OS itself. By utilizing first-party viewership data to fuel generative AI recommendations, Samsung is positioning the TV as a performance marketing channel rather than just a brand awareness tool. The partnership creates a measurable commerce layer that bypasses the browser, potentially capturing consumer intent at the moment of 'inspiration.' Strategists should watch for conversion rates compared to mobile apps, as the hardware-integrated approach attempts to solve the long-standing friction of 'leaning back' while shopping.

The Glance partnership follows a broader push by Samsung to dominate the emerging Connected TV (CTV) commerce landscape. During the IAB NewFronts in March 2026, Samsung Ads unveiled a full-funnel performance platform featuring a significant commerce integration with Amazon. Per TV Technology (March 2026), this separate deal allows Samsung TV Plus viewers to use 'Add to Cart' functionality directly via remote for brands selling on Amazon, leveraging signals from the Amazon Marketing Cloud to close the attribution gap between discovery and purchase.

Competitive pressure in the shoppable TV space is intensifying as rivals attempt to link retail data with hardware. According to reports from the same 2026 NewFronts event, Vizio—now owned by Walmart—began allowing users to log into their TVs using Walmart IDs to track real-world purchase impact. However, analysts at the time noted that Samsung’s multi-pronged approach with both Amazon and Glance appears more advanced in technical execution than Vizio's pilot programs (per Substack, March 2026).

Consumer appetite for these features is also maturing. A March 2025 study from LG Ad Solutions found that 60% of CTV viewers were willing to save payment details on their televisions for faster checkout, while 62% expressed interest in using voice commands to add products to a cart. As fast-growing FAST services like Samsung TV Plus reach milestones—surpassing 100 million monthly active users in early 2026—the ability to monetize high-intent browsing through agentic AI is becoming a critical differentiator for hardware manufacturers looking to offset hardware commodity margins with recurring services revenue.