Samsung has announced an enhanced version of its Bixby voice assistant for its latest smart TVs, introducing a more intuitive and conversational feature set under the name Smarter Bixby. The upgrade, revealed through Samsung’s official newsroom, is set to debut on the company’s 2025 television models and will be rolled out globally in stages following an initial launch in South Korea.
Smarter, more natural voice control
The updated Bixby aims to offer a more seamless and intelligent interaction between users and their Samsung televisions. According to Hun Lee, Executive Vice President of the Visual Display Business at Samsung Electronics, “With a smarter Bixby, we focused on making AI practical, helping viewers connect with content in smarter, more natural ways.”
One of the key advancements in Smarter Bixby is its ability to engage in more fluid conversations. Users can now simply wake their TVs with a voice command or press the microphone button on the remote to begin interacting, eliminating the need to navigate menus or type queries. The assistant also supports contextual understanding and follow-up questions, which allows for a more human-like exchange. For instance, viewers can ask about the actors on screen or request playlist recommendations without needing to repeat background information.
This improvement not only speeds up the interaction process but also enhances the overall user experience by making voice searches feel less robotic and more like natural dialogue.
Enhanced content discovery and smart home features
Samsung has also upgraded its Click To Search feature, allowing users to explore content across a wider range of platforms. This includes live television, cable channels, and Samsung TV Plus, creating a broader and more connected entertainment ecosystem.
In addition to improved content interaction, Smarter Bixby now acts as a more central component in Samsung’s SmartThings platform. The voice assistant can automatically detect and connect with compatible smart appliances around the home. This means users can issue voice commands through their TV to perform tasks such as turning off the oven or setting the air conditioning to a desired temperature, effectively transforming the television into a smart home hub.
Samsung provided specific examples during the announcement, showcasing how the television can now be a gateway to managing various household devices, reflecting the company’s broader vision for integrated, AI-powered home experiences.
Availability and supported models
The new Smarter Bixby will be available on Samsung’s 2025 smart TV range, including models from the Neo QLED, OLED, QLED, and The Frame line-ups. The rollout will begin in South Korea, with a phased expansion to global markets expected to follow.
This strategic release suggests that Samsung intends to refine and localise the assistant’s language capabilities and smart home integrations before a wider international deployment.
