Samsung TVs get smarter Bixby voice assistant in new update

Samsung is rolling out a new update for its 2025 TVs. The release is said to improve the functionality of Bixby, the brand’s voice assistant, for a more intuitive user experience.

According to Samsung, Bixby now supports “more natural” conversations, asking relevant follow-up questions. You can wake Bixby with a voice command or by pressing the microphone button. The assistant is said to have an improved understanding of the context of a command. Plus, Bixby has been added to the Click to Search function, allowing users to find out more about a show or actor by asking questions.

Samsung indicates that the new, smarter Bixby is powered by generative AI. As well as searching for content with prompts like “Recommend me a good movie to watch at night”, users can also ask general questions like “How tall is Mount Everest?”, with the answer then shown on the TV screen. Plus, you can use Bixby to control linked smart home devices.

The phased rollout of ‘smarter Bixby’ is starting in South Korea. It will then reach users in the US from early August, arriving in European countries like Spain, France, Italy and Germany before the end of the month. Samsung confirms that the update will be available for 2025 Neo QLED, QLED, OLED and the Frame TVs (50-inch 2025 The Frame curr. $997.99 at Amazon). Plus, the company has announced that a Vision AI update will be pushed to eligible modes in October 2025.