Bixby gets AI boost: Samsung to launch upgraded assistant with AI for smarter voice control

In 2017, Samsung made its foray into the smart speaker market with the launch of Samsung’s Bixby-powered smart device, aimed to rival Google Home, Amazon Echo, and Apple HomePod. Fast forward five years later, Samsung is now gearing up to launch an enhanced version of its voice assistant, Bixby.

In a recent interview with CNBC, TM Roh, head of Samsung’s mobile division, announced that the company will unveil an upgraded Bixby later this year, leveraging its own artificial intelligence models. The renewed focus on digital assistants follows the surge in popularity of AI systems like OpenAI’s ChatGPT.

Roh confirmed that the forthcoming Bixby iteration will incorporate Samsung’s large language model (LLM), a sophisticated AI framework developed in-house. “We’re advancing Bixby with the application of Gen AI technology,” Roh said via a translator, CNBC reported.

In 2017, we wrote about the initial launch of Bixby along with the Galaxy S8. At the time, Samsung also acquired Korean AI startup Fluenty to bolster its AI capabilities. Fluenty’s app, compatible with various messenger services like Telegram, Kakao Talk, Line, WhatsApp, Facebook, and SMS, was expected to integrate with Bixby. Fluenty’s technology will likely play a role in powering the new Bixby.

Since ChatGPT’s debut two years ago, voice assistants have expanded their functionality, offering features like live translations and restaurant recommendations. Bixby Vision, for instance, uses the phone’s camera to provide contextual information about the scanned object.

While CNBC previously reported Samsung’s plans for an upgraded Bixby, this marks the first confirmation of a launch timeline. Generative AI, which powers advancements like Bixby, refers to AI’s ability to create content, including text and images, driven by extensive data training.

Despite the Bixby enhancements, Samsung will continue supporting multiple voice assistants on its devices. Google’s AI assistant remains available on Samsung’s latest offerings, reflecting the company’s inclusive strategy.

Roh’s announcement follows closely on the heels of Apple’s reveal that Siri will also receive an AI upgrade, incorporating OpenAI’s ChatGPT for more comprehensive responses.

The Bixby upgrade is part of Samsung’s broader AI-centric strategy. Just this week, Samsung introduced the Galaxy Z Fold6 and Z Flip6, alongside new AI tools, to entice consumers towards its premium smartphones.

“We are reinforcing and bringing more AI capabilities to our products,” Roh told CNBC. “As consumers experience these AI benefits, they will recognize the convenience and advantages, driving the purchase of new products.”

TM Roh, head of Samsung’s mobile division, discusses the artificial intelligence features as part of Galaxy AI at the Galaxy Unpacked event in Paris, France on July 10, 2024. CreditL Arjun Kharpal | CNBC