As WebProNews reports, the incident gained wide publicity after it began being discussed on Reddit. One user noticed the appearance of an application he did not need after a background update installation. Numerous comments under this and other posts indicate that the situation is not isolated and users perceive it as the imposition of unwanted software and another restriction on their device control.
Technically, the installation of Copilot was performed via the standard firmware update, which, according to LG documentation, may add new features and advertising elements. However, in this case, the process occurred without an explicit user consent prompt, and the AI assistant integrated itself into the system as a component that cannot be uninstalled.
Recall that Microsoft Copilot, initially created as a productivity tool in the Windows environment, uses generative artificial intelligence to answer questions and assist with tasks, and its integration into LG televisions is part of a strategy to expand AI presence in entertainment ecosystems. However, in practice, the AI was met with strong opposition.
Reactions on social networks, including the X platform, showed that users are concerned about their privacy and that Copilot could potentially analyze on-screen content or voice commands to gather data that would subsequently be used to train Microsoft’s AI models. These suspicions are further strengthened against the background of LG’s existing practice of collecting viewing data for showing targeted advertising, as well as the recent introduction of advertising screensavers on OLED models.
Experts point out that the strategic alliance between LG and Microsoft aims to create a competitive advantage in conditions where Samsung, Sony, and other manufacturers are also actively incorporating proprietary AI features into their devices. However, such an approach, judging by the strong reaction, carries reputational risks. In discussions on Reddit and other forums, some users are already considering switching to other brands or using “standard” televisions along with external media players to avoid intrusive software from the manufacturer. For now, technical workarounds to remove Copilot, such as factory resets or blocking IP addresses via DNS filters, remain not very straightforward for the average user and may interfere with other device functions.
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