Samsung to relaunch virtual assistant Bixby with advanced AI capabilities
Reintroducing Bixby into a market dominated by Google Assistant and Alexa poses a significant challenge.
Samsung is relaunching Bixby, its virtual assistant initially introduced in 2017. The new version will feature advanced AI capabilities, enhancing user interactions with generative AI powered by Samsung’s proprietary large language model. The announcement was confirmed by TM Roh, head of Samsung’s mobile division, who emphasised the improvements aimed at making Bixby a more natural conversational interface.
Samsung recently unveiled the Galaxy Z Fold 6 and Galaxy Z Flip 6, highlighting new AI tools designed to enhance the user experience. However, the upgraded Bixby was not mentioned during the latest Galaxy Unpacked event. Speculations suggest that the new Bixby may debut with the Galaxy S25 series early next year, though no specific timeline has been provided.
Reintroducing Bixby into a market dominated by Google Assistant, Amazon Alexa and Apple’s Siri is a significant challenge. Apple has also announced AI enhancements for Siri, intensifying the competition. Samsung aims to differentiate Bixby by seamlessly integrating it with its extensive product ecosystem, providing a unique user experience.
The timeline for Bixby’s AI upgrade remains unclear. Whether Samsung’s virtual assistant will reclaim its position among the top contenders in the market is uncertain. However, Samsung is determined to make a strong impact with its revitalised Bixby.
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