Samsung Electronics has announced an update to its Bixby voice assistant on its 2025 TV lineup, aiming to make information discovery more natural and seamless for users.
“Samsung has led the global TV market for 19 consecutive years, and we continue to raise the bar by delivering meaningful innovation that enhances everyday experiences,” said 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.”
The enhanced Bixby voice assistant allows users to interact using voice or the mic button without needing commands or menus. The system now understands context and follow-up questions, providing interactions that resemble real conversations. Generative AI powers this feature, enabling Bixby to answer general knowledge questions as well as offer personalized recommendations. For example, users can ask about details related to what they are watching or request suggestions for playlists.
Bixby is now integrated into Click to Search, allowing users to discover entertainment content or obtain information about actors and shows while watching live TV or streaming services like Samsung TV Plus. It also supports broader queries such as recipes or movie recommendations about specific topics.
The updated assistant can control other appliances connected through Samsung SmartThings by voice command, turning the smart TV into a central hub for managing home devices.
Security is provided by Samsung Knox, which protects user data and ensures that no voice data is stored on servers or TVs.
The smarter Bixby will be available on various 2025 Samsung TVs—including Neo QLED, OLED, The Frame, and QLED models—with initial availability in South Korea and phased expansion globally. The rollout begins in the U.S. on August 4 and will expand to France, Germany, Italy, and Spain within August (https://www.samsung.com).
In October 2025, Samsung plans to introduce an upgraded version of Vision AI through its Tizen OS Upgrade program. This initiative provides ongoing software enhancements and long-term support for eligible TVs.
For further details about these updates and availability timelines visit www.samsung.com.