The Bixby and Samsung Logo is seen in this photo. Image via Samsung Newsroom.
At Samsung’s Unpacked event, the spotlight was on the new Galaxy Z series and the promise of ‘Galaxy AI’ enhancing the user experience. However, one key AI product, Bixby, Samsung’s assistant, was notably absent. Further, Samsung announced that Google’s Gemini would be integrated into the Z series. But it looks like Samsung is not giving up on Bixby either. The smartphone assistant launched in 2017 is very much alive.
Samsung’s Mobile Division President TM Roh confirmed to CNBC that Bixby will also get an upgrade soon. According to Roh, the company plans to “advance Bixby with the application of Gen AI technology.” Further, this advanced Bixby will launch later this year, though the company has not confirmed an exact date or timeline.
And if you think Bixby will simply get integrated with OpenAI’s ChatGPT or Gemini, that’s not the case. Samsung plans to launch its “upgraded version,” relying on its “own artificial intelligence models.” Further, it seems Samsung will continue allowing multiple AI assistants on the devices.
Roh added that he believes features such as “Galaxy AI and mobile AI are strong motivations and drivers for the purchase of new products.”
Bixby with GenAI: Why This is Interesting
Given the current focus on how Generative AI will transform voice assistants, it is interesting that Samsung plans to follow a similar approach for Bixby. It is also significant that it plans to rely on in-house artificial intelligence models to add to these generative AI capabilities rather than Large Language Models (LLMs) from, say, Google or OpenAI. The approach is similar to how Apple plans to add more intelligence to Siri, though more details are needed from Samsung.
In Apple’s case, while Siri will also offer ChatGPT integration, the company is also relying on in-house models to augment its assistant’s intelligence capabilities. More importantly, Apple’s Siri will soon get features such as “richer language understanding”, more natural communication and the understanding of a user’s “personal context”, as well as “the ability to take action in and across apps.” While these features are only coming to those devices that can run Apple Intelligence (which is Macs with M-series of chipsets and only iPhone 15 Pro and Pro Max), it is clear that Siri will be revamped in the coming years.
It remains to be seen if Bixby will also get a similar revamp as Roh has indicated. The voice assistant hasn’t quite made its mark with users, but if Samsung can add meaningful intelligence to Bixby in the future, this might change in the coming years.
