1990–present: Television roles
Williams' television work included a recurring guest-starring role on the short-lived show Gideon's Crossing. He is also known for his advertisements for Colt 45, a malt liquor, for a five-year period starting in the mid-1980s; he would reprise his spokesperson role in 2016. Williams brushed off criticism—for the subtext of the ad campaign, 'works every time,' and the target audience—of the choice, "I drink, you drink. Hell, if marijuana was legal, I'd appear in a commercial for it." Colt 45 hired Williams "simply because he was so cool," and went from trailing behind Joseph Schlitz Brewing Company in barrels produced, to "skyrocketing" a year after the 1986 ads ran to two million barrels in the top spot for malt liquor.
In the 1984–1985 season of Dynasty, he played Brady Lloyd opposite Diahann Carroll. Williams was paired with actress Marla Gibbs on three situation comedies: The Jeffersons (Gibbs's character, Florence, was a major fan of Williams and challenged him on everything because she thought Williams was an imposter); 227 (her character, Mary, pretending to be royalty, met Williams at a banquet); and The Hughleys (Gibbs and Williams portrayed Darryl's parents). In 1992, he portrayed Berry Gordy in The Jacksons: An American Dream. In 1993, Williams made a guest appearance on the spin-off to The Cosby Show, A Different World, as Langston Paige, a grumpy landlord, in a backdoor pilot for his own series. Williams appeared as himself on Martin where he provided Martin Lawrence's character with advice on getting back together with Gina.
Williams made a special guest appearance on the hit sketch comedy show In Living Color in 1990. He portrayed Pastor Dan in an episode of That '70s Show. In this episode, "Baby Don't You Do It" (2004), his character is obsessed with Star Wars, and uses this to help counsel Eric Forman (himself a Star Wars fan) and Donna Pinciotti about his premarital relationship. Williams made a cameo appearance as himself on the television series Lost in the episode "Exposé". He also appears regularly on short clips on the Jimmy Kimmel Live! as a semi-parody of himself. In February 2006, Williams guest starred as himself in the season 5 episode "Her Story II" of Scrubs, where he plays the godfather of Julie (Mandy Moore). Turk hugs him, calling him "Lando", even though he prefers to be called Billy Dee.
Williams played the GDI Director Redmond Boyle, in the full-motion video (live-action) cutscenes of the video game Command & Conquer 3: Tiberium Wars (2007). This made him the second former Star Wars actor to appear in a Command & Conquer game (with the first being James Earl Jones as GDI General James Solomon in Tiberian Sun). Williams played Toussaint Dubois for General Hospital: Night Shift in 2007 and 2008. In 2008, Williams reprised his role as Lando Calrissian to appear in a video on Funny or Die in a mock political ad defending himself for leader of the Star Wars galaxy against vicious attack ads from Emperor Palpatine. Williams was a cast member of Diary of a Single Mom, a web-based original series directed by award-winning filmmaker Robert Townsend. The series debuted on PIC.tv in 2009. Williams reprised his role as Toussaint on General Hospital beginning in June 2009. Also in 2009, Williams took on the role of the voice of Admiral Bitchface, the head of the military on the planet Titan, in the Adult Swim animated series Titan Maximum. In July 2010, Williams appeared in the animated series The Boondocks, where he voiced a fictionalized version of himself in the episode "The Story of Lando Freeman".
In February 2011, Williams appeared as a guest star on USA Network's White Collar as Ford, an old friend of Neal Caffrey's landlady June, played by Diahann Carroll. In February 2012, Williams was the surprise guest during a taping of The Oprah Winfrey Show spotlighting Diana Ross. Ross and Williams were reunited after having not seen each other in 29 years. In October 2012, Williams appeared as a guest star on NCIS in Season 10 Episode 5 titled "Namesake", as Gibbs's namesake and his father's former best friend, Leroy Jethro Moore. On January 9, 2013, Williams made a cameo appearance as himself on Modern Family, season 4, episode 11 "New Year's Eve". In 2014, Williams competed on the 18th season of Dancing with the Stars, a reality show/dancing competition partnered with professional dancer Emma Slater. The couple had to withdraw from the competition on the third week due to an injury to Williams's back. He also voiced Colonel Jackson in the 2016 video game Let It Die, who acts as the second major boss players face.
Over the years, Williams reprised his role of Lando Calrissian in four video games, The Lego Movie (2014), two episodes of Star Wars Rebels and multiple LEGO Star Wars animated specials. He later returned to the role in the Star Wars: Star Wars Episode IX - The Rise of Skywalker (2019), marking one of the longest intervals between onscreen portrayals of a character by the same actor in American film history. Episode IX director J. J. Abrams noted, "Lando was always written as a complex, contradictory, nuanced character. And Billy Dee played him to suave perfection, ... It wasn't just that people of color were seeing themselves represented; they were seeing themselves represented in a rich, wonderful, intriguing way." Over the years, Williams has been a featured guest at fan conventions, mostly science fiction ones for his role. Of his fan interactions he has said they have mostly been positive ones, "I love every single moment of it, I'll have an audience for the rest of my life."