SoundHound AI said Nov. 3 it had partnered with LG Electronics to lay groundwork for a U.S. commerce channel on LG Smart TVs, giving participating restaurants a potential route to reach households.
The initial reach is about 20 million LG Smart TVs in the United States. Restaurants will be the first merchant category, while retail and other types of merchants could be added later. SoundHound said it is speaking with restaurant brands interested in taking part.
The company presented the channel as a way for merchants to engage customers at home, including during busy dining and viewing periods. Its release identified national quick-service chains, local restaurant groups and retail brands as potential users.
SoundHound said its merchant network handles transaction routing and supports secure checkout. The planned service is designed to connect with restaurants’ existing point-of-sale and kitchen execution systems, without requiring participating locations to install additional in-store hardware.
SoundHound said it works with more than 15,000 restaurant locations in the United States. Its release names Jersey Mike’s, Five Guys and White Castle among brands served by its platform across thousands of locations.
The partnership extends a commerce effort SoundHound introduced at CES 2025. The company also plans to broaden commerce experiences across smart devices it supports, drawing on brands in hospitality, travel, entertainment, banking and other sectors. SoundHound CEO and Co-Founder Keyvan Mohajer called television a “highly untapped opportunity for commerce,” saying it could give brands another way to engage audiences at home.
