Samsung Electronics announced an update 1 to its AI-powered Bixby feature on its 2025 TV lineup, introducing a more advanced Bixby voice assistant designed to make information discovery more natural, intuitive and seamless.
“Samsung has led the global TV market for 19 consecutive years, and we continue to raise the bar by delivering meaningful innovation that enhances everyday experiences,” said Hun Lee, Executive Vice President of the Visual Display Business at Samsung Electronics.
“With a smarter Bixby, we focused on making AI practical, helping viewers connect with content in smarter, more natural ways.”
Ask your TV Anything. A Smarter Bixby Answers
A smarter Bixby voice assistant on Samsung TVs now delivers a more natural and personalized experience. With a smarter Bixby, users can easily wake it up by voice or by pressing the mic button to start a conversation — no commands, no menus, no typing.
The new Bixby understands context and follow-up questions, enabling more fluid interactions that feel like a real conversation. Powered by Generative AI, Bixby can answer any questions you may have, whether you’re asking about general information, such as “How tall is Mount Everest?”, or recommendations like “Please suggest chill playlists for a rainy day”.
By simply asking, Bixby can help answer questions about on-screen content, as it retrieves the most relevant details and displays them on screen. It’s a smarter, faster way to get more out of your TV without breaking your viewing flow.
