Samsung eyes integrating generative artificial intelligence into voice assistant Bixby

Samsung is contemplating the integration of generative artificial intelligence technology into its voice assistant Bixby, a top-ranking company executive disclosed to CNBC. This move would be part of the South Korean tech leader’s ongoing efforts to increase the desirability of its products.

Released alongside the Galaxy S8 smartphone in 2017, Bixby offers a variety of services including live translations and restaurant suggestions. However, voice assistants of this type tended to be less dialogue-oriented, primarily functioning based on a question-answer model.

The evolution of chatbots, particularly with the advent of OpenAI’s ChatGPT and similar options, has transformed their capabilities. Enable to tackle more complex queries, these modern chatbots exemplify the power of generative AI technology. In response to a user’s prompt, they can now generate a range of responses — from texts and pictures to even videos.

Bixby, Samsung’s voice assistant, spans across the company’s range of products, from smartphones and smartwatches to home appliances. Samsung sees Bixby as an essential tool for users to control their devices conveniently in their homes. As of now, however, Bixby lacks the advanced capabilities of ChatGPT.

In line with other smartphone manufacturers, Samsung is eager to incorporate more sophisticated AI features into its devices. This was evident with the introduction of new attributes in Galaxy AI alongside the newest S24 series of smartphones. Notably, this includes a feature that enables users to circle an item on their screen and search for it on Google without the need to switch between apps.

Samsung’s ambition to bolster its AI capabilities involves significantly improving Bixby. Won-joon Choi, Executive Vice President at Samsung’s mobile division, described Bixby as a central voice assistant for various Samsung devices, from mobiles and TVs to other digital appliances.

Choi expressed his view on the transformative potential of generative AI and Large Language Model (LLM) technology. He said, “I believe that we have to redefine the role of Bixby, so that Bixby could be equipped with generative AI and become smarter in the future.” Choi visualizes the use of generative AI in providing more natural conversations and in forming an interface that complements Samsung products in their ecosystem.

While Choi refrained from setting a timeline for when Bixby may get generative AI features, he affirmed that Samsung is diligently working on delivering them promptly.

All this happens at a time when investors are closely tracking Apple’s developments with generative AI. Apple is expected to likely demonstrate some AI features in the products during its annual developers’ conference, WWDC, to be held in June.