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Samsung says Bixby is still not dead


Bixby isn’t dead yet, apparently. A Samsung executive told CNBC that the company is “working very hard” to equip its voice assistant with AI features, suggesting that the company views Gemini as a competitor and not a replacement.

This is good to know, because some of us were starting to wonder. Earlier this year, while Samsung announced a slew of new generative AI features for its flagship phones, its voice assistant was barely mentioned. Samsung and Google also made a big deal about Galaxy S24 phones using Gemini Nano, Google’s in-device AI model. It wouldn’t have been a stretch to see Samsung replace Bixby with Google’s Gemini Assistant, but apparently that’s not the plan.

Samsung’s Won-joon Choi, executive vice president of mobile, told CNBC: “I think we need to redefine the role of Bixby, so that Bixby can be equipped with generative AI,” adding that he He would have to be “smarter”. » and able to converse more naturally. As it stands, Samsung isn’t the only tech company scrambling to integrate AI into its voice assistant: Apple is expected to announce an AI-enabled Siri at this year’s WWDC.

Meanwhile, the Galaxy S24’s AI features were brought to last year’s phones via a One UI 6.1 update. Galaxy AI, as the whole package is called, is free at the moment. If Samsung plans to charge for its AI features in the future, it will need to offer much more than it is currently capable of. Whatever that vision is, Bixby seems to be part of it.


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