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Samsung to Redefine Bixby with Generative AI

The plan to supercharge its voice assistant, Bixby, with cutting-edge generative AI technology
April 2, 2024

Samsung, the tech behemoth from South Korea, is gearing up to potentially revolutionize its voice assistant, Bixby, with the integration of generative artificial intelligence technology, according to a statement by a senior executive at the company to CNBC. This move underscores Samsung's commitment to continually enhance the appeal and functionality of its devices in a fiercely competitive market.

Since its debut alongside Samsung's Galaxy S8 smartphone in 2017, Bixby has offered users a range of functions, from live translations to restaurant recommendations. However, traditional voice assistants have often lacked conversational abilities, primarily operating on a question-and-answer basis.

The landscape is evolving rapidly with the advent of advanced chatbots like OpenAI's ChatGPT and its counterparts. These next-generation chatbots exemplify generative AI, empowering users to initiate queries and receive responses in various formats, including text, images, and even video.

Samsung has strategically embedded Bixby across its diverse product lineup, spanning smartphones, smartwatches, and home appliances, positioning it as a central tool for device control within the Samsung ecosystem. Despite its widespread adoption, Bixby has yet to harness the capabilities of cutting-edge generative AI, a gap that Samsung appears keen to address.

In a recent interview with CNBC, Won-joon Choi, executive vice president at Samsung's mobile business, highlighted the company's vision to redefine Bixby's role through the integration of generative AI and large language model (LLM) technology. This evolution aims to imbue Bixby with enhanced conversational abilities, fostering a more natural interaction with users and seamlessly integrating with Samsung's ecosystem of products.

While Choi refrained from specifying a timeline for the rollout of generative AI features within Bixby, he emphasized Samsung's unwavering dedication to realizing this vision. The company's intensified focus on AI innovation aligns with broader industry trends, with investors closely monitoring developments, particularly in anticipation of Apple's forthcoming announcements regarding generative AI at its annual developers conference, WWDC.

Samsung's pursuit of advanced AI capabilities underscores its commitment to staying at the forefront of technological innovation, promising exciting possibilities for the future of human-device interaction and user experience enhancement. As the tech landscape continues to evolve, Samsung's ambitious endeavors in AI are poised to shape the trajectory of the industry, driving forward innovation and redefining the boundaries of what is possible.

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