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Electronics giant Samsung says it's working hard to add generative AI and large language model (LLM) technology into its existing voice assistant Bixby with the goal of improving its overall usability.
"With the emergence of generative AI and LLM technology, I believe that we have to redefine the role of the Bixby," Samsung Mobile's EVP and Head of Research and Development Won-joon Choi tells CNBC in an interview.
The executive said that Bixby is a "core voice assistant" and wants to ensure that any generative AI additions "enable a more natural conversation" with users and have "an interface that supports the Samsung products in our ecosystem."
Choi added that Samsung is "working so hard" to integrate generative AI into Bixby, but did not share an exact timeline for when any updates might be released.
Samsung's Bixby was first released back in 2017 to replace its S Voice assistant. Bixby is separate from Samsung's Galaxy AI tools, though it's currently unclear whether some of the company's existing generative AI tech might be incorporated into the voice assistant or whether all-new tech might be developed. Versions of Bixby are currently available on Samsung Galaxy smartphones as well as some Samsung tablets, TVs, and even refrigerators.
In addition to its own homepage and voice-activated command features, Bixby comes with a "Vision" feature on select devices that lets some Galaxy owners use their phones' cameras to translate text in real life and learn more information about objects, landmarks, or locations in front of them. Bixby can also discern Galaxy phone usage patterns and automatically switch battery and screen settings based on user behavior, according to Samsung's website. Galaxy S24 users can also use Bixby to answer phone calls for them by typing a text response that Bixby will read aloud to the caller.
News of Samsung's Bixby plans come about a month after the firm said it's adding its existing Galaxy AI features to more of its devices, including the Samsung S23, Z Flip, Z Fold 5, and Galaxy tablets.
Interest and hype around generative AI tools have continued to swirl among the largest tech companies this year, from Nvidia and Microsoft to Meta and Amazon. In the smartphone space, Google brought a version of its generative AI Gemini to its Pixel devices last year. And Apple CEO Tim Cook has said the iPhone maker plans to launch genAI-powered features later this year, which could include overhauling its voice assistant Siri and an AI upgrade for AirPods.