Samsung enhanced the AI-powered Bixby feature on its 2025 TV lineup via a new update, which offers a more conversational and personalized experience.
Samsung Electronics announced an update to its AI-powered voice assistant, Bixby, on its 2025 TV lineup, which enables it to deliver a more natural and personalized experience. With the upgraded Bixby, you can now easily wake it up by voice or even by pressing the mic button to start a conversation, without requiring any commands, a menu, or typing.
The smarter Bixby is compatible with understanding context and follow-up questions, enabling more fluid interactions that feel like a real conversation, and it can understand the context of what you say and answer a wide variety of questions, such as general knowledge and recommendations.
With the new update, Bixby gets the ability to provide information about what’s on screen without you having to stop watching, which makes it a faster and smarter way to use your TV without interrupting your viewing experience.
Samsung integrated Bixby with Click to Search, which makes it efficient to discover and explore entertainment and more, whether watching live TV, cable channels, or Samsung TV Plus. For instance, you can now ask about an actor or anything about the show. Bixby can now search for information beyond what’s on your TV, which helps it to answer simple questions, such as a pasta recipe or movie suggestions.
Upgraded Bixby now helps Samsung TVs detect, connect, and control appliances with SmartThings enabled. Now you can leverage the SmartThings ecosystem to execute voice commands directly by speaking to your screen, such as “Turn off the oven now” or “Set the air conditioner to 25 degrees,” which transforms your smart TV into a central hub for managing other smart home appliances.
Currently, the smarter Bixby is available on 2025 Samsung TVs, including Neo QLED, OLED, The Frame, and QLED models in Korea, but the company will expand the availability to global markets gradually in phases.
