Samsung should update Bixby with features inspired by ChatGPT, says executive

Samsung should update the Bixby assistant so that it becomes more proactive and delivers features similar to OpenAI’s ChatGPT.

The news was confirmed by Won-Joon Choi, executive vice president of Samsung MX, in an interview with the American network CNBC. For him, Bixby can become much more interesting for the user by being powered by generative AI.

With the emergence of generative AI and LLM (Large Language Model) technology, I believe we have to redefine the role of Bixby so that it can be equipped with generative AI and become smarter in the future.

Launched in 2017, the Bixby assistant is currently little used by owners of Galaxy smartphones, as it is just another voice assistant among Alexa, Google Assistant and Siri.

However, by integrating AI capabilities, Samsung could end up “changing the game”, as Bixby will be able to not only answer questions, but also translate content, generate rich text, “tweak” more system settings and conduct a natural conversation with the user.

In other words, something that Apple also wants to do with Siri in iOS 18. For now, Samsung does not say when the new Bixby will be available, but the company continues to distribute One UI 6.1 with AI features for compatible smartphones.

This weekend, the update began to be released for Brazilian smartphones.