Key Takeaways
- AI software company Glance has brought agentic commerce to Samsung smart TVs in the US, letting viewers discover products and complete purchases by voice command or remote control.
- The TV, a large screen that spends long stretches idle, is emerging as a new shopping surface, spreading an autonomous shopping experience that starts from inspiration rather than search.
- For e-commerce operators, the living-room screen joins phones and the web as a place where products get discovered, making product data designed for AI agents a new priority.
Agentic commerce arrives on the television
A partnership between the electronics giant and AI software company Glance could change the way you interact with your television.
www.fastcompany.comOn June 23, 2026, Samsung announced it would roll out an agentic commerce experience across its smart TVs in the United States. The integration is built by Glance, an AI software company owned by InMobi. Glance's AI platform runs on Samsung's own Tizen operating system and enables AI-driven shopping on the television.
Agentic commerce here refers to a way of shopping in which an AI agent searches for products on the user's behalf, helps them choose, and assists through to purchase. What used to happen inside phone apps and e-commerce sites is now moving onto the large screen in the living room.
People with a Samsung TV will be able to create personal shopping lists, explore products, and even make purchases directly on the television, using voice commands or the remote control. According to Fast Company, the experience is compatible with Samsung TVs from the 2020 models onward, covering a sizeable installed base in the US.
What kind of company is Glance?
Plenty of readers will be seeing the Glance name for the first time. Glance is an AI company positioned as an unconsolidated subsidiary of InMobi, backed by Google, Jio Platforms, and Mithril Capital. It first became known for its "idle screen" experience that automatically surfaces news, entertainment, and product recommendations on a smartphone's lock screen.
The turning point was Glance AI, the AI-native commerce platform announced in May 2025. When a user uploads a selfie or a gallery image, generative AI renders styled looks matched to their body type, skin tone, and preferences, shown as if the user is wearing them. Instead of typing keywords, the shopping journey begins from visual inspiration.
Glance AI is built on a three-layer model architecture: a Commerce Intelligence Model trained on global commerce data, a GenAI Experience Model that generates realistic visualizations using thousands of parameters such as gender, body type, skin tone, and season, and a Transaction Journey Model that reads purchase intent and matches it to products.
The technology foundation uses Google's Gemini and the Imagen image-generation model. In early US trials, the platform drew more than 1.5 million active users within weeks of launch, with half of them returning weekly. Glance says it reaches a user base of around 300 million worldwide.
From phone to TV: extending the surface
This is not the first time Glance and Samsung have worked together. In June 2025, the two companies brought the Glance AI shopping experience to the Samsung Galaxy Store in the US. The rollout began with 12 Galaxy models and was planned to reach full scale within 30 days. The phone lock screen and app were the first stage.
The move onto smart TVs is a natural continuation of that arc. It carries the inspiration-led shopping that was happening on the small phone screen onto the large screen a household shares. Glance has long aimed to turn Connected TVs into "household commerce devices," delivering a similar experience on Android TV and Google TV. Support for Samsung Tizen widens that reach a further notch.
On payments, reports indicate that Glance AI connects to Google's agentic checkout and supports payment via Google Pay in the US. The transaction agent known as the Transaction Journey Model is designed to minimize the friction between spotting a product on the TV and confirming the purchase. Partner brands number more than 400, centered on the US.
What makes the TV a distinctive shopping surface
Why is the television drawing attention as a new place to shop? One reason is that the TV spends long stretches in standby. In Glance's design philosophy, the idle screen is precisely the moment to present personalized content and products. It applies the same thinking that turned the phone lock screen into a valuable touchpoint to the TV's standby screen.
A second distinction is the interface itself. A television has no keyboard and no touch panel. That is exactly why voice commands and the remote take the lead. Saying "find shoes that go with this" or selecting a product of interest with the remote creates a grammar of shopping that differs from tapping on a phone.
The table below organizes the three shopping surfaces Glance has worked on. Note how the discovery trigger and input method differ across each.
| Shopping surface | Primary input | Discovery trigger | Checkout flow |
|---|---|---|---|
| Phone app / e-commerce site | Tap and search | Keyword search, browsing history | In-app cart, merchant checkout |
| Lock screen (legacy Glance) | Lock-screen swipe | Auto recommendations when idle | One-tap purchase, Google checkout |
| Smart TV (this launch) | Voice command, remote control | Recommendations while watching or idle | Shopping list to purchase on the TV |
What matters in the TV experience is that there is no need to launch an app or visit a website. Glance aims for an ambient experience where everything from content discovery to product browsing happens seamlessly on the screen. Before the viewer actively decides to "go shopping," the screen itself offers up an encounter with products.
What Glance and Samsung are after
For Samsung, this effort is part of a strategy to turn the TV from a "device to watch" into a "platform to use." The company announced Vision AI in 2025 to personalize the screen experience, and the Glance integration can be read as adding commerce as a revenue opportunity on top. Beyond hardware sales, recurring revenue from transactions generated on the TV comes into view.
Glance CEO Naveen Tewari has described the Glance AI experience this way.
Consumers can visualize what's possible, and own it with just a tap.Source: Naveen Tewari, Glance CEO
Glance's aim is clear. It is steadily turning the screens that fill people's lives, the phone lock screen, the Galaxy Store, and now the smart TV, into entry points for commerce. Rather than waiting for users to come to a search engine or an e-commerce site, it designs the encounter with products from the side of the screens people see in daily life. That thinking sits at the foundation of an expansion strategy that spans multiple surfaces.
What this means for e-commerce operators
What does it mean for e-commerce operators when the living-room screen becomes a place to shop?
First, the fact that the touchpoints where products get discovered are spreading beyond phones and the web. Product data once optimized for an owned site, a marketplace, or search ads can now be presented in an entirely new context, the TV standby screen. There is also a side to this in which operators have less direct control over which screen their products appear on.
Second, the importance of designing product information so that an AI agent will choose it. A transaction agent like Glance's Transaction Journey Model matches the product that best fits a user's intent out of millions of catalogs. Structured product data, clear attributes, and real-time inventory and pricing become prerequisites for being discovered by AI.
Third, the trend toward payments being integrated on the platform side. Just as Google's agentic checkout and Google Pay underpin purchases on the TV, the final step of the buying experience increasingly depends on the platform's payment infrastructure. Operators face a choice between protecting their own checkout flow and riding on the platform's payments.
The wave of agentic commerce that has advanced in travel booking and retail has now reached the familiar device that is the television. The more shopping surfaces multiply, the more the dividing line in competition becomes how to design a product experience that is consistently discovered and purchased across every touchpoint.
Conclusion
The Glance and Samsung integration is a symbolic step in agentic commerce spreading beyond phones and the web into the screens of our living spaces. A television operated by voice and remote brings a grammar of shopping that starts from inspiration rather than search. InMobi-owned Glance has steadily turned the screens people see every day, from the lock screen to the Galaxy Store to the smart TV, into entry points for commerce. For e-commerce operators, in an era where the touchpoints for product discovery keep multiplying, the question ahead is how to prepare product data and payment design so that AI agents consistently choose them.
