Samsung announced that its new, more advanced Bixby voice assistant, now powered by generative AI similar to ChatGPT, is launching on TVs.
Like Amazon's Alexa, Google Assistant and Apple's Siri, Bixby has struggled to gain traction on TVs due to limited functionality.
Samsung aims for its upgraded, generative AI-powered Bixby to enhance content discovery and answer general queries, such as “How tall is Mount Everest?” or “Suggest chill playlists for a rainy day.”
- "With a smarter Bixby, we focused on making AI practical, helping viewers connect with content in smarter, more natural ways," said Hun Lee, Executive Vice President of the Visual Display Business at Samsung Electronics.
Rolling out this month
Samsung is gradually rolling out the new Bixby starting this month in the US, South Korea and four European countries: France, Germany, Italy and Spain.
Users can activate Bixby by voice or by pressing the microphone button on the remote to initiate a conversation. The assistant now supports contextual understanding and follow-up questions, and it can control Samsung SmartThings-connected home devices.
The new smarter Bixby. Photo: Samsung
Initially, the upgraded Bixby will be available on 2025 LCD and OLED TV models, with Samsung indicating that something is coming to older models later this year:
- "Building on the integration of Bixby within Vision AI, Samsung will introduce a newly upgraded version of Vision AI in October 2025. This evolved Vision AI will be available through Samsung's 7-year free Tizen OS Upgrade program, which ensures ongoing software enhancements and long-term support."
Amazon, Apple and Google are also developing AI-powered voice assistants for TVs. Amazon is previewing Alexa+, while Google plans to launch Gemini on Google TVs later this year. Apple is expected to introduce an AI-powered version of Siri in 2026.
