SoundHound AI and LG Partner to Expand Commerce Opportunities for Merchants on LG Smart TVs

SoundHound partners with LG to target 20 million U.S. Smart TVs for in-home commerce.

What the company is saying

SoundHound AI, Inc. is announcing a strategic partnership with LG Electronics to enable restaurant and merchant transactions via LG Smart TVs in the United States. The company frames this as a new commerce channel, emphasizing the initial reach of approximately 20 million LG Smart TVs and positioning the living room as an untapped opportunity for brands. Restaurants are the first focus, with plans to expand to retail and other merchant categories. SoundHound highlights its existing relationships with brands like Jersey Mike’s, Five Guys, and White Castle, and states it currently works with over 15,000 restaurant locations across the U.S. The company stresses that the integration requires no new in-store hardware and connects directly with existing POS and kitchen systems. CEO and Co-Founder Keyvan Mohajer is quoted to underscore the strategic vision and scale of the opportunity.

What the data suggests

The partnership with LG Electronics gives SoundHound potential access to approximately 20 million LG Smart TVs in U.S. households, representing a large addressable market for in-home commerce. SoundHound currently works with over 15,000 restaurant locations, indicating a substantial operational footprint in the restaurant sector. The announcement confirms that the initial rollout targets restaurants, with future plans to expand to retail and other merchant categories, but does not provide adoption rates, transaction volumes, or revenue projections. The integration is designed to be seamless for merchants, requiring no additional hardware and connecting directly to existing POS and kitchen execution systems. The company's merchant network already handles transaction routing and secure checkout, but there is no evidence yet of actual transactions occurring via the LG TV channel. The data demonstrates scale and ambition, but lacks financial metrics or concrete evidence of consumer uptake.

Analysis

The announcement is upbeat, highlighting a strategic partnership with LG Electronics and the potential to reach 20 million LG Smart TVs in the U.S. However, most of the key claims are forward-looking, such as plans to expand to additional merchant categories and to broaden commerce experiences. While the partnership itself is a realised fact, there is no disclosure of adoption rates, revenue impact, or profitability metrics. The only operational numbers provided are the scale of the existing restaurant network (15,000+ locations) and the potential TV reach, but there is no evidence of actual transaction volume or financial benefit from this initiative. The language inflates the signal by framing the partnership as transformative for in-home commerce, but measurable progress is limited to the announcement and existing relationships. There is no indication of a large capital outlay, and the benefits are likely to be realised over a long-term horizon.

Risk flags

• ●Execution risk is significant, as the partnership's success depends on converting the 20 million TV footprint into active consumer transactions. Without evidence of adoption or transaction volume, the commercial impact remains unproven.
• ●The absence of disclosed financial targets, adoption rates, or revenue projections means investors cannot assess the near-term or medium-term financial benefits, increasing uncertainty about the partnership's materiality.
• ●Competitive risk exists, as other technology and e-commerce players may pursue similar in-home commerce channels, potentially diluting SoundHound's first-mover advantage if execution lags.
• ●Merchant and consumer adoption risk is present, since the announcement only confirms ecosystem development and interest from restaurant brands, not committed participation or user engagement.

Bottom line

This announcement signals SoundHound's ambition to make in-home commerce via LG Smart TVs a reality, leveraging an initial reach of approximately 20 million devices and an existing network of over 15,000 restaurant locations. While the partnership with LG is a concrete step, the commercial value will depend on actual merchant onboarding and consumer usage, neither of which is quantified. The lack of financial or adoption metrics means investors have no basis to estimate the revenue or profit impact in the near term. Execution risk is high, and the timeline to material results is likely measured in years, not months. Investors should treat this as an early-stage strategic move with potential upside, but wait for evidence of traction—such as transaction volumes or revenue disclosures—before reassessing the investment case. The most important takeaway is that scale and vision are present, but proof of commercial value is not.

Announcement summary

(NASDAQ:SOUN) SoundHound AI, Inc. announced a strategic partnership with LG Electronics to expand restaurant and merchant participation on LG Smart TVs in the United States. The collaboration aims to create a new commerce channel in the living room, initially reaching approximately 20 million LG Smart TVs in the U.S. Restaurants will be the first category of focus, with plans to extend to retail and other merchant categories over time. SoundHound is actively working with restaurant brands interested in joining the ecosystem as it develops. The SoundHound platform already serves leading brands across thousands of locations, including Jersey Mike’s, Five Guys, and White Castle. The initiative is designed to make the living room TV a transaction channel for restaurant operators and merchants, enhancing the commerce experience for consumers. SoundHound’s merchant network handles transaction routing and secure checkout. The partnership builds on the commercial channel SoundHound debuted at CES 2025. Over time, SoundHound plans to broaden the commerce experiences it supports, bringing brands from hospitality, travel, entertainment, banking, and more to smart devices. Keyvan Mohajer, CEO and Co-Founder of SoundHound AI, stated that the TV is a highly untapped opportunity for commerce and that the partnership with LG lays the foundation for brands to engage with audiences in the living room. For restaurant and retail partners, the initiative offers direct customer engagement through approximately 20 million LG Smart TVs in the U.S. during peak dining and viewing windows. Participating restaurants require zero additional in-store hardware. The integration is seamless, connecting directly with existing Point of Sale (POS) and kitchen execution systems. SoundHound currently works with over 15,000 restaurant locations across the U.S. The company invites restaurant brands, national food chains, and retail partners to learn more about participating in the LG Electronics Smart TV commerce ecosystem.

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