Are you sure the TV remote won’t work? If it’s a Samsung TV there could be a way:

https://support.sonos.com/s/global-search/samsung%20remote

I spoke with Samsung and they said because the Sonos Ray is not HDMI ARC compatible - it is not possible to sync with the Samsung Frame TV.

That’s true, as far as it goes. However Samsung doesn’t speak for Sonos Support.

The Ray is controlled by infra-red, and the link I provided offers some ways to deal with this on relevant Samsung TVs.

Hi - yes i have tried all the instructions outlined here: https://support.sonos.com/s/article/3444?language=en_US

But still no joy

I suspect (this has not been confirmed, but is based on my experience with two different Samsung TV's) the commands with Samsung TV's are sent by the TV when set to ir. If so, there should be a line of sight between TV and speaker. Could this be a problem in your case?