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Samsung Launches Generative AI Bixby Update for 2025 Smart TVs

The rollout starts in South Korea and the U.S., using Knox security to protect voice interactions, unlock natural-language AI, integrate smart-home control

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Samsung smart TVs will now be able to offer information about on-screen content
Samsung's Bixby just did what Siri hasn't yet

Overview

  • The update began rolling out August 5 on 2025 QLED, Neo QLED, The Frame and OLED models in South Korea and the U.S., with France, Germany, Italy and Spain to receive it this month and other regions to follow.
  • Powered by large language models, Bixby now supports multi-turn, context-aware conversations for both on-screen and general queries.
  • Integration with Click to Search lets users explore actors, scenes and topics directly from their TV without interrupting playback.
  • Voice commands can now control Samsung SmartThings devices, turning compatible TVs into central smart-home hubs.
  • Samsung Knox secures all voice interactions and home-control commands by ensuring no data is stored on external servers or the TV.