Last Updated on April 13, 2026 by Michael Motha
According to a high-ranking executive, Samsung is reportedly striving to integrate generative AI technology into its virtual assistant, Bixby. The company is diligently working towards this goal, although there is currently no official timeline provided.
Bixby, Samsung’s virtual assistant, serves as a central product available across TVs and digital appliances. This move indicates Samsung’s ambition to enhance its chatbot capabilities and establish a seamless cross-device solution. Bixby has been an integral part of Galaxy smartphones for the past seven years, debuting with the Galaxy S8 flagship series. Over time, it introduced innovative features such as live translations and restaurant recommendations.
However, Bixby’s functionality has primarily relied on users posing questions and retrieving answers from the internet through simple commands. Unlike OpenAI’s ChatGPT or Google Gemini, Bixby cannot generate new text and images in response to inquiries.
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