Samsung Bixby Adds AI to 2025 Smart TVs

Samsung has updated its Bixby voice assistant with generative AI, providing a more conversational search and control experience on its 2025 TVs.

Samsung Electronics has announced a significant update to its Bixby voice assistant on its 2025 TV lineup. The company has integrated generative AI, which aims to make content discovery and general information searches more intuitive and natural. This new version of Bixby is designed to allow users to interact with their television in a conversational way without interrupting their viewing experience. Hun Lee, Executive Vice President of the Visual Display Business at Samsung, stated that the goal was to make AI practical for consumers, enabling smarter ways to connect with content.

A More Conversational and Context-Aware Assistant

The new Bixby on Samsung TVs offers a more personalized experience. Users can activate the assistant by voice or by pressing the microphone button on their remote, initiating a conversation without the need for specific commands. Thanks to generative AI, Bixby can understand context and follow-up questions, leading to more fluid interactions. For example, a user can ask about general knowledge or request recommendations, and Bixby will provide relevant information, often displaying it directly on the screen.

The assistant is also integrated into the “Click to Search” feature, making it easier to explore entertainment across live TV, cable channels, and Samsung TV Plus. Users can ask questions about an actor, a show, or a broader topic and receive instant answers. Bixby can even go beyond what’s on screen, providing information for everyday questions like recipes or movie suggestions by retrieving contextual responses from external sources.

Centralized Control and Enhanced Security

The smarter Bixby transforms Samsung TVs into a central hub for managing other smart home devices. With the integration of Samsung SmartThings, users can connect and control appliances directly from their television screen using simple voice commands. This allows for effortless control of devices, such as turning off an oven or adjusting the air conditioner’s temperature. It brings a new level of convenience to the smart home experience.

Security is another key focus of this update. Bixby is secured by Samsung Knox, a leading security solution that protects users’ personal data. The company assures that no voice data is stored on its servers or on the TVs themselves, providing users with confidence in their privacy. This allows them to use the AI-driven features without worrying about data security concerns.

Ongoing Availability and Future Upgrades

The updated Bixby will be available on Samsung’s 2025 TV lineup, including Neo QLED, OLED, The Frame, and QLED models. The rollout will begin in South Korea before expanding to other global markets. Samsung has also announced a newly upgraded version of Vision AI, set to be introduced in October 2025. This evolved AI will be part of the company’s 7-year free Tizen OS Upgrade program, which is designed to ensure continuous software enhancements and long-term support for its devices.

The Rise of Conversational AI in Home Appliances

Samsung’s update to Bixby is part of a broader industry trend of integrating advanced conversational AI into consumer electronics. While voice assistants have been a staple for years, the addition of generative AI capabilities marks a shift from simple command-and-response systems to more natural, human-like interactions. This technology enables devices to not only understand commands but also to infer context and engage in meaningful dialogue. This evolution is driven by the desire to create more seamless and intuitive user experiences, making technology feel less like a tool and more like a helpful partner in the smart home.