• Samsung may equip Bixby with Generative AI features.
  • The company is “working hard” to deliver these new capabilities to its core digital assistant.
  • Samsung says the update could “redefine the role of Bixby” on its devices.

Samsung could smarten up Bixby with Generative AI abilities. The information comes from a high-ranking Samsung executive who confirmed the company’s plans to CNBC in an interview conducted last month.

“With the emergence of generative AI and LLM (large language model) technology, I believe that we have to redefine the role of the Bixby so that Bixby could be equipped with Generative AI and become more smarter in the future,” Won-joon Choi, executive vice president of Samsung’s mobile business told the media outlet.