Samsung to Launch AI-Powered Bixby Upgrade This Year

Samsung is set to launch an upgraded version of its voice assistant Bixby this year, leveraging its own artificial intelligence models, according to TM Roh, head of Samsung’s mobile business. This announcement was made in an interview with CNBC.

Bixby’s AI-Powered Upgrade

The enhanced Bixby will be based on Samsung’s proprietary large language model (LLM), incorporating generative AI technology. TM Roh highlighted that the upgrade is part of Samsung’s broader strategy to integrate AI features across its devices. The upgraded Bixby aims to provide more advanced functionalities, similar to the capabilities seen in OpenAI’s ChatGPT.

“We’re going to advance Bixby with the application of Gen AI technology,” Roh said in Korean via a translator.

History and Capabilities of Bixby

Launched in 2017 with the Galaxy S8 smartphone, Bixby offers various functions such as live translations and restaurant recommendations. The Bixby Vision tool allows users to scan objects with their phone camera to receive information about them.

Multiple Voice Assistants Strategy

Despite the Bixby upgrade, Samsung will continue its strategy of supporting multiple voice assistants on its devices. This means that users can still access Google’s AI assistant on Samsung’s latest devices, providing them with a choice of voice assistant options.

Comparisons and Market Context

The confirmation of Bixby’s upgrade follows closely on the heels of Apple’s announcement that Siri will also be getting an AI enhancement. Siri’s upgrade will integrate OpenAI’s ChatGPT to improve its query response capabilities.

Samsung’s AI Integration Push

The Bixby upgrade is a significant part of Samsung’s push to promote AI features across its product lineup. Recently, Samsung launched the Galaxy Z Fold6 and Z Flip6, alongside new AI tools, aiming to encourage users to upgrade to premium smartphones.

“We are reinforcing and bringing more AI capabilities to our products,” Roh said. “As consumers use more AI capabilities, they can actually feel the convenience and benefits they bring. I believe strongly that these Galaxy AI, mobile AI are strong motivations and drivers for the purchase of new products.”