In a surprising move, Samsung is bidding farewell to Google Assistant on its smart TVs starting March 1, 2024. This announcement impacts a wide range of Samsung TV models, from 2022 to 2020, including the 8K and 4K QLED TVs, Crystal UHD TVs, and Lifestyle TVs (Frame, Serif, Terrace, and Sero).

The removal of Google Assistant comes just a year after it silently disappeared from Samsung’s 2023 TV lineup. According to Samsung's support page, this change is attributed to "a shift in Google's policy," though the specifics of this policy adjustment remain shrouded in mystery.

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The support page emphasizes the impact: “Important: Due to a change in Google’s policy, Google Assistant will no longer be available on Samsung TVs beginning March 1st, 2024. Check out other options for voice assistants on Samsung TVs.”

For users accustomed to the convenience of Google Assistant, this move means transitioning to other built-in voice assistants – Samsung’s Bixby and Amazon’s Alexa. Unfortunately, this leaves Google Assistant enthusiasts with limited options, potentially prompting them to explore TVs from other brands.

While Samsung cites Google's policy change, it's worth noting that Google recently made adjustments to Assistant, removing 17 features. Whether this is related to Samsung's decision is unclear.

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In the absence of Google Assistant, other smart TV manufacturers like LG, Sony, TCL, and Hisense continue to offer Google Assistant support in their models. If you're in the market for a new TV and prioritize Google Assistant, this might be a factor to consider when making your decision.