Samsung has launched an upgraded version of Bixby with GenAI to boost smart TV content discovery and rival Gemini, Alexa+, and Siri.
Samsung has launched an upgraded version of its Bixby voice assistant, now powered by GenAI. The enhanced assistant brings ChatGPT-like abilities to smart TVs, helping viewers discover content more naturally and get instant answers to open-ended questions.
For years, voice assistants on TVs struggled with adoption. They lacked contextual understanding, delivered limited responses, and often felt more like gimmicks than tools. Samsung’s new Bixby addresses these challenges with GenAI that supports natural conversations, follow-up questions, and contextual awareness. It can now suggest playlists, provide knowledge-based answers, and streamline TV navigation.
The assistant also links directly with Samsung’s SmartThings ecosystem, allowing seamless control of connected home devices through voice. For example, viewers can adjust lighting, check the weather, and get personalized content recommendations in one interaction. This makes the assistant both an entertainment guide and a home hub.
Initially, the GenAI-powered Bixby is rolling out to 2025 Samsung LCD and OLED models in the US, South Korea, France, Germany, Italy, and Spain. Later this year, Samsung plans to extend the upgrade to older models through its Vision AI platform. The move signals Samsung’s intent to challenge rivals—Google Gemini, Amazon Alexa+, and Apple’s upcoming Siri TV integration—by making TV-based assistants practical, capable, and truly engaging.
