diff --git a/homeassistant/components/philips_js/config_flow.py b/homeassistant/components/philips_js/config_flow.py
index 66b4439acd8..a568d51e5ea 100644
--- a/homeassistant/components/philips_js/config_flow.py
+++ b/homeassistant/components/philips_js/config_flow.py
@@ -6,7 +6,13 @@ from collections.abc import Mapping
 import platform
 from typing import Any
 
-from haphilipsjs import ConnectionFailure, PairingFailure, PhilipsTV
+from haphilipsjs import (
+    DEFAULT_API_VERSION,
+    ConnectionFailure,
+    GeneralFailure,
+    PairingFailure,
+    PhilipsTV,
+)
 import voluptuous as vol
 
 from homeassistant.config_entries import (
@@ -18,16 +24,18 @@ from homeassistant.config_entries import (
 from homeassistant.const import (
     CONF_API_VERSION,
     CONF_HOST,
+    CONF_NAME,
     CONF_PASSWORD,
     CONF_PIN,
     CONF_USERNAME,
 )
-from homeassistant.core import HomeAssistant, callback
+from homeassistant.core import callback
 from homeassistant.helpers import selector
 from homeassistant.helpers.schema_config_entry_flow import (
     SchemaFlowFormStep,
     SchemaOptionsFlowHandler,
 )
+from homeassistant.helpers.service_info.zeroconf import ZeroconfServiceInfo
 
 from . import LOGGER
 from .const import CONF_ALLOW_NOTIFY, CONF_SYSTEM, CONST_APP_ID, CONST_APP_NAME, DOMAIN
@@ -54,21 +62,6 @@ OPTIONS_FLOW = {
 }
 
 
-async def _validate_input(
-    hass: HomeAssistant, host: str, api_version: int
-) -> PhilipsTV:
-    """Validate the user input allows us to connect."""
-    hub = PhilipsTV(host, api_version)
-
-    await hub.getSystem()
-    await hub.setTransport(hub.secured_transport)
-
-    if not hub.system:
-        raise ConnectionFailure("System data is empty")
-
-    return hub
-
-
 class PhilipsJSConfigFlow(ConfigFlow, domain=DOMAIN):
     """Handle a config flow for Philips TV."""
 
@@ -81,6 +74,38 @@ class PhilipsJSConfigFlow(ConfigFlow, domain=DOMAIN):
         self._hub: PhilipsTV | None = None
         self._pair_state: Any = None
 
+    async def _async_attempt_prepare(
+        self, host: str, api_version: int, secured_transport: bool
+    ) -> None:
+        hub = PhilipsTV(
+            host, api_version=api_version, secured_transport=secured_transport
+        )
+
+        await hub.getSystem()
+        await hub.setTransport(hub.secured_transport)
+
+        if not hub.system or not hub.name:
+            raise ConnectionFailure("System data or name is empty")
+
+        self._hub = hub
+        self._current[CONF_HOST] = host
+        self._current[CONF_SYSTEM] = hub.system
+        self._current[CONF_API_VERSION] = hub.api_version
+        self.context.update({"title_placeholders": {CONF_NAME: hub.name}})
+
+        if serialnumber := hub.system.get("serialnumber"):
+            await self.async_set_unique_id(serialnumber)
+            if self.source != SOURCE_REAUTH:
+                self._abort_if_unique_id_configured(
+                    updates=self._current, reload_on_update=True
+                )
+
+    async def _async_attempt_add(self) -> ConfigFlowResult:
+        assert self._hub
+        if self._hub.pairing_type == "digest_auth_pairing":
+            return await self.async_step_pair()
+        return await self._async_create_current()
+
     async def _async_create_current(self) -> ConfigFlowResult:
         system = self._current[CONF_SYSTEM]
         if self.source == SOURCE_REAUTH:
@@ -154,6 +179,43 @@ class PhilipsJSConfigFlow(ConfigFlow, domain=DOMAIN):
         self._current[CONF_API_VERSION] = entry_data[CONF_API_VERSION]
         return await self.async_step_user()
 
+    async def async_step_zeroconf(
+        self, discovery_info: ZeroconfServiceInfo
+    ) -> ConfigFlowResult:
+        """Handle zeroconf discovery."""
+
+        LOGGER.debug(
+            "Checking discovered device: {discovery_info.name} on {discovery_info.host}"
+        )
+
+        secured_transport = discovery_info.type == "_philipstv_s_rpc._tcp.local."
+        api_version = 6 if secured_transport else DEFAULT_API_VERSION
+
+        try:
+            await self._async_attempt_prepare(
+                discovery_info.host, api_version, secured_transport
+            )
+        except GeneralFailure:
+            LOGGER.debug("Failed to get system info from discovery", exc_info=True)
+            return self.async_abort(reason="discovery_failure")
+
+        return await self.async_step_zeroconf_confirm()
+
+    async def async_step_zeroconf_confirm(
+        self, user_input: dict[str, Any] | None = None
+    ) -> ConfigFlowResult:
+        """Handle a flow initiated by zeroconf."""
+        if user_input is not None:
+            return await self._async_attempt_add()
+
+        name = self.context.get("title_placeholders", {CONF_NAME: "Philips TV"})[
+            CONF_NAME
+        ]
+        return self.async_show_form(
+            step_id="zeroconf_confirm",
+            description_placeholders={CONF_NAME: name},
+        )
+
     async def async_step_user(
         self, user_input: dict[str, Any] | None = None
     ) -> ConfigFlowResult:
@@ -162,28 +224,14 @@ class PhilipsJSConfigFlow(ConfigFlow, domain=DOMAIN):
         if user_input:
             self._current = user_input
             try:
-                hub = await _validate_input(
-                    self.hass, user_input[CONF_HOST], user_input[CONF_API_VERSION]
+                await self._async_attempt_prepare(
+                    user_input[CONF_HOST], user_input[CONF_API_VERSION], False
                 )
-            except ConnectionFailure as exc:
+            except GeneralFailure as exc:
                 LOGGER.error(exc)
                 errors["base"] = "cannot_connect"
-            except Exception:  # noqa: BLE001
-                LOGGER.exception("Unexpected exception")
-                errors["base"] = "unknown"
             else:
-                if serialnumber := hub.system.get("serialnumber"):
-                    await self.async_set_unique_id(serialnumber)
-                    if self.source != SOURCE_REAUTH:
-                        self._abort_if_unique_id_configured()
-
-                self._current[CONF_SYSTEM] = hub.system
-                self._current[CONF_API_VERSION] = hub.api_version
-                self._hub = hub
-
-                if hub.pairing_type == "digest_auth_pairing":
-                    return await self.async_step_pair()
-                return await self._async_create_current()
+                return await self._async_attempt_add()
 
         schema = self.add_suggested_values_to_schema(USER_SCHEMA, self._current)
         return self.async_show_form(step_id="user", data_schema=schema, errors=errors)
diff --git a/homeassistant/components/philips_js/manifest.json b/homeassistant/components/philips_js/manifest.json
index bba9a1a8762..0e88d6d44a9 100644
--- a/homeassistant/components/philips_js/manifest.json
+++ b/homeassistant/components/philips_js/manifest.json
@@ -6,5 +6,6 @@
   "documentation": "https://www.home-assistant.io/integrations/philips_js",
   "iot_class": "local_polling",
   "loggers": ["haphilipsjs"],
-  "requirements": ["ha-philipsjs==3.2.2"]
+  "requirements": ["ha-philipsjs==3.2.2"],
+  "zeroconf": ["_philipstv_s_rpc._tcp.local.", "_philipstv_rpc._tcp.local."]
 }
diff --git a/homeassistant/components/philips_js/strings.json b/homeassistant/components/philips_js/strings.json
index 1f187d89dda..6c5a1fcce0a 100644
--- a/homeassistant/components/philips_js/strings.json
+++ b/homeassistant/components/philips_js/strings.json
@@ -1,5 +1,6 @@
 {
   "config": {
+    "flow_title": "{name}",
     "step": {
       "user": {
         "data": {
@@ -7,6 +8,10 @@
           "api_version": "API Version"
         }
       },
+      "zeroconf_confirm": {
+        "title": "Discovered Philips TV",
+        "description": "Do you want to add the TV ({name}) to Home Assistant? It will turn on and a pairing code will be displayed on it that you will need to enter in the next screen."
+      },
       "pair": {
         "title": "Pair",
         "description": "Enter the PIN displayed on your TV",
diff --git a/homeassistant/generated/zeroconf.py b/homeassistant/generated/zeroconf.py
index 3af4b8caa8d..274fafa51cf 100644
--- a/homeassistant/generated/zeroconf.py
+++ b/homeassistant/generated/zeroconf.py
@@ -771,6 +771,16 @@ ZEROCONF = {
             "domain": "onewire",
         },
     ],
+    "_philipstv_rpc._tcp.local.": [
+        {
+            "domain": "philips_js",
+        },
+    ],
+    "_philipstv_s_rpc._tcp.local.": [
+        {
+            "domain": "philips_js",
+        },
+    ],
     "_plexmediasvr._tcp.local.": [
         {
             "domain": "plex",
diff --git a/tests/components/philips_js/__init__.py b/tests/components/philips_js/__init__.py
index 60e8b238917..4703f3cb430 100644
--- a/tests/components/philips_js/__init__.py
+++ b/tests/components/philips_js/__init__.py
@@ -5,6 +5,7 @@ MOCK_NAME = "Philips TV"
 
 MOCK_USERNAME = "mock_user"
 MOCK_PASSWORD = "mock_password"
+MOCK_HOSTNAME = "mock_hostname"
 
 MOCK_SYSTEM = {
     "menulanguage": "English",
diff --git a/tests/components/philips_js/conftest.py b/tests/components/philips_js/conftest.py
index 4a79fce85a2..911753a8852 100644
--- a/tests/components/philips_js/conftest.py
+++ b/tests/components/philips_js/conftest.py
@@ -38,6 +38,7 @@ def mock_tv():
     tv.application = None
     tv.applications = {}
     tv.system = MOCK_SYSTEM
+    tv.name = MOCK_NAME
     tv.api_version = 1
     tv.api_version_detected = None
     tv.on = True
diff --git a/tests/components/philips_js/test_config_flow.py b/tests/components/philips_js/test_config_flow.py
index 4b8048a8ebe..c4dcc44e619 100644
--- a/tests/components/philips_js/test_config_flow.py
+++ b/tests/components/philips_js/test_config_flow.py
@@ -1,5 +1,6 @@
 """Test the Philips TV config flow."""
 
+from ipaddress import ip_address
 from unittest.mock import ANY
 
 from haphilipsjs import PairingFailure
@@ -9,10 +10,13 @@ from homeassistant import config_entries
 from homeassistant.components.philips_js.const import CONF_ALLOW_NOTIFY, DOMAIN
 from homeassistant.core import HomeAssistant
 from homeassistant.data_entry_flow import FlowResultType
+from homeassistant.helpers.service_info.zeroconf import ZeroconfServiceInfo
 
 from . import (
     MOCK_CONFIG,
     MOCK_CONFIG_PAIRED,
+    MOCK_HOSTNAME,
+    MOCK_NAME,
     MOCK_PASSWORD,
     MOCK_SYSTEM,
     MOCK_SYSTEM_UNPAIRED,
@@ -33,6 +37,7 @@ async def mock_tv_pairable(mock_tv):
     mock_tv.api_version = 6
     mock_tv.api_version_detected = 6
     mock_tv.secured_transport = True
+    mock_tv.name = MOCK_NAME
 
     mock_tv.pairRequest.return_value = {}
     mock_tv.pairGrant.return_value = MOCK_USERNAME, MOCK_PASSWORD
@@ -102,21 +107,6 @@ async def test_form_cannot_connect(hass: HomeAssistant, mock_tv) -> None:
     assert result["errors"] == {"base": "cannot_connect"}
 
 
-async def test_form_unexpected_error(hass: HomeAssistant, mock_tv) -> None:
-    """Test we handle unexpected exceptions."""
-    result = await hass.config_entries.flow.async_init(
-        DOMAIN, context={"source": config_entries.SOURCE_USER}
-    )
-
-    mock_tv.getSystem.side_effect = Exception("Unexpected exception")
-    result = await hass.config_entries.flow.async_configure(
-        result["flow_id"], MOCK_USERINPUT
-    )
-
-    assert result["type"] is FlowResultType.FORM
-    assert result["errors"] == {"base": "unknown"}
-
-
 async def test_pairing(hass: HomeAssistant, mock_tv_pairable, mock_setup_entry) -> None:
     """Test we get the form."""
     mock_tv = mock_tv_pairable
@@ -143,7 +133,13 @@ async def test_pairing(hass: HomeAssistant, mock_tv_pairable, mock_setup_entry)
     )
 
     assert result == {
-        "context": {"source": "user", "unique_id": "ABCDEFGHIJKLF"},
+        "context": {
+            "source": "user",
+            "unique_id": "ABCDEFGHIJKLF",
+            "title_placeholders": {
+                "name": "Philips TV",
+            },
+        },
         "flow_id": ANY,
         "type": "create_entry",
         "description": None,
@@ -258,3 +254,67 @@ async def test_options_flow(hass: HomeAssistant) -> None:
 
     assert result["type"] is FlowResultType.CREATE_ENTRY
     assert config_entry.options == {CONF_ALLOW_NOTIFY: True}
+
+
+@pytest.mark.parametrize(
+    ("secured_transport", "discovery_type"),
+    [(True, "_philipstv_s_rpc._tcp.local."), (False, "_philipstv_rpc._tcp.local.")],
+)
+async def test_zeroconf_discovery(
+    hass: HomeAssistant, mock_tv_pairable, secured_transport, discovery_type
+) -> None:
+    """Test we can setup from zeroconf discovery."""
+
+    mock_tv_pairable.secured_transport = secured_transport
+    result = await hass.config_entries.flow.async_init(
+        DOMAIN,
+        context={"source": config_entries.SOURCE_ZEROCONF},
+        data=ZeroconfServiceInfo(
+            ip_address=ip_address("127.0.0.1"),
+            ip_addresses=[ip_address("127.0.0.1")],
+            hostname=MOCK_HOSTNAME,
+            name=MOCK_NAME,
+            port=None,
+            properties={},
+            type=discovery_type,
+        ),
+    )
+    assert result["type"] is FlowResultType.FORM
+    assert result["errors"] is None
+
+    result = await hass.config_entries.flow.async_configure(
+        result["flow_id"],
+        {},
+    )
+    await hass.async_block_till_done()
+
+    assert result["type"] is FlowResultType.FORM
+    assert result["errors"] == {}
+
+    mock_tv_pairable.setTransport.assert_called_with(secured_transport)
+    mock_tv_pairable.pairRequest.assert_called()
+
+
+async def test_zeroconf_probe_failed(
+    hass: HomeAssistant,
+    mock_tv_pairable,
+) -> None:
+    """Test we can setup from zeroconf discovery."""
+
+    mock_tv_pairable.system = None
+
+    result = await hass.config_entries.flow.async_init(
+        DOMAIN,
+        context={"source": config_entries.SOURCE_ZEROCONF},
+        data=ZeroconfServiceInfo(
+            ip_address=ip_address("127.0.0.1"),
+            ip_addresses=[ip_address("127.0.0.1")],
+            hostname=MOCK_HOSTNAME,
+            name=MOCK_NAME,
+            port=None,
+            properties={},
+            type="_philipstv_s_rpc._tcp.local.",
+        ),
+    )
+    assert result["type"] is FlowResultType.ABORT
+    assert result["reason"] == "discovery_failure"