Samsung has announced the launch of its upgraded Bixby voice assistant powered by generative AI technology, positioning the enhanced platform to compete with Google Gemini and other AI assistants in the television market.

The new Bixby incorporates ChatGPT-like generative AI capabilities designed to improve content discovery and answer general knowledge queries such as “How tall is Mount Everest?” or “Suggest chill playlists for a rainy day.”

The upgrade represents Samsung’s effort to overcome previous limitations that have prevented voice assistants from gaining significant traction on television platforms.

Hun Lee, Executive Vice President of Samsung’s Visual Display Business, said the company focused on “making AI practical, helping viewers connect with content in smarter, more natural ways” with the enhanced Bixby implementation.

Samsung is gradually deploying the upgraded Bixby starting this month across the United States, South Korea, and four European markets, including France, Germany, Italy, and Spain.

Users can activate the assistant through voice commands or by pressing the microphone button on Samsung TV remotes.

The enhanced platform supports contextual understanding and follow-up questions while maintaining integration with Samsung SmartThings-connected home devices.

Initially, the AI-powered Bixby will be available on Samsung’s 2025 LCD and OLED television models.

Samsung plans to extend the upgraded assistant to older television models later in 2025 through its Vision AI platform.

The company announced that a newly upgraded Vision AI version will launch in October 2025, available through Samsung’s 7-year free Tizen OS Upgrade program that provides ongoing software enhancements and long-term support.

The Bixby upgrade occurs amid intensifying competition among major technology companies developing AI-powered voice assistants for television platforms.

Amazon is currently previewing Alexa+, its enhanced AI assistant, while Google plans to launch Gemini on Google TV devices later this year.

Apple is expected to introduce an AI-powered version of Siri for television applications in 2026, indicating widespread industry movement toward generative AI integration in entertainment platforms.

Like Amazon’s Alexa, Google Assistant, and Apple’s Siri, Samsung’s previous Bixby iterations struggled to achieve significant adoption on television due to limited functionality compared to smartphone and smart speaker implementations.

The generative AI enhancement represents Samsung’s strategy to differentiate its smart TV platform through more capable voice interaction and content discovery features.