Samsung is preparing to release an updated version of its voice assistant Bixby, based on generative AI technology. It will be able to provide users with information on demand, similar to OpenAI’s ChatGPT. At the same time, Samsung will not abandon cooperation with other AI developers and will continue to support Google’s voice assistant.
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The new version of Bixby will be based on Samsung’s own Large Language Model (LLM), which will significantly expand the assistant’s capabilities. “We are going to improve Bixby by applying generative AI technology,” stated In an interview with CNBC, the head of the company’s mobile division, Tae Mun Roh (TM Roh).
Bixby was launched in 2017 with the Galaxy S8 and has been evolving ever since. The assistant now supports a variety of features, including real-time simultaneous translation (Live Translate) into another language, restaurant search, and object recognition through the smartphone camera.
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The Bixby update is part of Samsung’s broader strategy to infuse artificial intelligence into its devices, as the company aims to make AI features a key selling point for its flagship smartphones. “As consumers increasingly embrace AI capabilities, they can really feel the convenience and benefits that this technology brings. I firmly believe that Galaxy AI and mobile AI will be a strong motivator for people to purchase new products,” Roh said. Samsung has no plans to stop supporting other voice assistants on its devices. For example, Google Assistant is still available on the company’s latest smartphones.
The announcement of the updated Bixby comes amid growing interest in generative AI, fueled by the success of OpenAI’s ChatGPT. Apple recently announced plans to improve its Siri voice assistant using AI. Experts, in turn, note that competition in the voice assistant market is intensifying. Accordingly, Samsung is trying to keep up with competitors and strengthen its position by investing in AI, and its improved Bixby could become an important factor in the fight for premium smartphone buyers.
The new version of Bixby is expected to debut in Samsung’s flagship devices later this year. The company has already begun rolling out the new AI features to its latest foldable smartphones, the Galaxy Z Fold6 and Z Flip6.
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