Samsung Electronics has unveiled a transformative update to its AI-powered Bixby voice assistant, integrated into its 2025 TV lineup. By leveraging generative AI, Bixby now delivers a more conversational, intuitive, and personalized experience, allowing users to maximize their viewing enjoyment without ever leaving the screen. This innovation reaffirms Samsung’s position as the global TV market leader for 19 consecutive years, consistently pushing boundaries to enhance everyday experiences.
A Smarter, More Natural Bixby Experience
The upgraded Bixby voice assistant redefines how users interact with their Samsung TVs. By simply speaking or pressing the microphone button, viewers can engage in seamless, natural conversations without navigating menus or typing commands. Powered by advanced generative AI, Bixby understands context and follow-up questions, creating a fluid interaction that feels like a real dialogue.
Whether you’re seeking general knowledge, like “How tall is Mount Everest?” or personalized recommendations, such as “Create a playlist for a rainy day,” Bixby delivers instant answers. It can also provide detailed information about on-screen content, pulling relevant details and displaying them without interrupting your viewing experience. For now, Smarter Bixby supports English, French, German, Italian, Spanish, and Korean, ensuring accessibility across multiple markets.
“Samsung continues to raise the bar by delivering meaningful innovation that enhances everyday experiences,” said Tonnie van Schijndel, Marketing Manager for Television & Audio at Samsung Electronics. “With Smarter Bixby, we’ve focused on practical AI applications, enabling viewers to interact with content in a more natural and intelligent way.”
Seamless Smart Home Integration with SmartThings
Beyond content navigation, Smarter Bixby transforms Samsung TVs into a central hub for smart home management. Integrated with Samsung’s SmartThings ecosystem, users can control connected devices by voice, issuing commands like “Turn off the oven” or “Set the air conditioner to 25 degrees.” This seamless connectivity simplifies home automation, making the TV a powerful control center for your smart household.
Security remains a priority with Samsung Knox, the industry-leading protection platform, ensuring that no voice data is stored on servers or TVs. Users can enjoy AI-driven personalization with peace of mind, knowing their privacy is safeguarded.
Availability and Ongoing Support
Smarter Bixby will debut on Samsung’s 2025 TV lineup, including Neo QLED, OLED, The Frame, and QLED models. The rollout begins in South Korea, with a phased expansion to global markets. Additionally, Samsung is set to introduce an enhanced version of Vision AI in October 2025, integrated with Bixby and supported by the company’s 7-year free Tizen OS Upgrade program, ensuring long-term software improvements and compatibility.
With Smarter Bixby, Samsung continues to redefine the TV experience, blending cutting-edge AI with user-centric design to deliver unmatched convenience and innovation.
