Recently, Samsung unveiled the next level of its voice assistant Bixby, equipped with Generative AI technology. This update is specifically tailored for Samsung TV users, enhancing their viewing experience and transforming their TVs into smart home control centers. The upgraded Bixby can now seamlessly handle natural, conversational inquiries and execute commands related to both on-screen content and smart home devices. This innovation marks a significant step towards integrating AI into everyday experiences with practicality and efficiency, setting Samsung apart in the competitive TV market.
As the global TV market leader for 19 consecutive years, Samsung remains dedicated to delivering cutting-edge technology that elevates user interaction and engagement. The improved Bixby further demonstrates Samsung's commitment to innovation and customer satisfaction.
– Hun Lee, Executive Vice President of the Visual Display Business at Samsung, August 5, 2025
The activation process for Bixby is straightforward – users can simply use the wake word or press the microphone button, eliminating the need for complex commands or manual inputs.
Bixby now offers a more conversational and personalized experience for TV users. | Image credit – Samsung
Would the enhanced Bixby influence your decision to purchase a Samsung TV with advanced AI capabilities?
Absolutely, the enhanced features are impressive.
37.5%
Potentially, if it proves to be efficient and secure.
33.33%
Unlikely, as I do not frequently use voice assistants.
Galaxy phones' security measures ensure that voice data is not stored on servers or TVs, enhancing personal privacy while enjoying AI-enhanced functionalities. In comparison, Apple's Siri lags behind in AI advancements, with frequent user frustrations on Apple TV+. Samsung's progress with Bixby sets a new standard in the industry, surpassing traditional voice assistants.
