Samsung Bixby Generative AI to rival Gemini, Bing and others

Bixby could get Generative AI features, a top Samsung executive told CNBC. After Galaxy AI, the company is looking to uplevel its voice assistant Bixby with the introduction of generative AI capabilities.

Galaxy devices run the Android operating system, hence Google Assistant and Bixby are two options for voice assistant. As Google introduced Gemini AI, the Galaxy maker is also exploring possibilities for Bixby.

Google’s Gemini AI is capable of delivering generative results such as forming emails, drafting messages, and so on. Microsoft’s Bing even provides free access to the image generator tool, which offers a text-to-image feature.

The executive hinted at the possibility of Bixby getting Generative AI and said Samsung is “working so hard” to deliver them. Choi did not give a timeline for when Bixby may get generative AI features, however, we might hear about it at the July Unpacked.

“So Bixby has been a key voice assistants voice assistant for Samsung not just for the mobile devices, but also for TVs and digital appliances that exist in Samsung’s ecosystem. So it has been the core voice assistant assistant so far,” Won-joon Choi, executive vice president at Samsung’s mobile business, told CNBC in an interview last month.

“With the emergence of generative AI and LLM (large language model) technology, I believe that we have to redefine the role of the Bixby, so that Bixby could be equipped with generative AI and become more smarter in the future,” Choi said, adding this will “enable a more natural conversation and to work out an interface that supports the Samsung products in our ecosystem.”

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