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Earlier this year, Samsung launched the Galaxy S24 series and the Galaxy AI suite. The latter includes a set of features powered by generative AI. Interestingly, the company seemed to forget about its own Bixby assistant, for which no Gen AI-based boost was mentioned. However, now Samsung has confirmed its plans in this regard, and they look promising.
Google, the pioneer of generative AI in commercial smartphones, has the Gemini assistant powered by its own LLMs. After Google, Samsung was the second phone manufacturer to make the biggest bet on the segment. The company even integrated the Gemini Nano model into its Galaxy S24 series before most Pixel phones (including the vanilla Pixel 8) received it. Many of the Galaxy AI features are inspired by those of the Pixel 8 series. However, the company left out a potential Gen AI-based improvement for Bixby from its announcements.
Bixby assistant will be revamped with Gen AI-based features and capabilities
The lack of news related to Bixby even made some think that Samsung would get rid of its assistant. However, things perked up in April when Won-Joon Choi, head of Samsung’s Flagship Product R&D Team, mentioned the possibility of giving Gen AI features to Bixby. Now it is TM Roh, president of Samsung Mobile, who confirms the company will revamp Bixby “with the application of Gen AI technology” later this year.
Roh did not reveal an exact date for the rollout of the improved assistant. However, he said that it will be powered by the company’s own LLMs. So, it seems that the new Bixby will not depend on the Google Gemini models. Instead, Samsung will take a similar path to Apple with Ajax or BBK companies (like OPPO and Oneplus) with AndesGPT. Samsung also confirmed that it will maintain an open approach where it will allow multiple assistants on its phones. This way, it will be the user who decides which one they want to use.
The company seems quite enthusiastic about its commitment to AI in all segments. In this regard, Roh said that Samsung is “reinforcing and bringing more AI capabilities” to all its product lines. Currently, it is unknown what improvements the Gen AI-powered Bixby assistant will bring. The current version is a kind of Google Assistant, but less capable. Samsung has a lot of work to do to make Bixby gain more interest among its broad user base.
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