Samsung to Launch AI-Enhanced Bixby in Competitive Virtual Assistant Market

The generative AI upgrade aims to revitalize Bixby as Samsung seeks to match advancements by Apple and Google.

Samsung's Bixby will integrate generative AI technology later this year, leveraging the company's own large language models.
The upgrade is part of Samsung's broader AI strategy, which includes new features for its Galaxy Z Fold 6 and Z Flip 6 devices.
Bixby aims to offer more natural conversation and improved functionality within Samsung's ecosystem of products.
The announcement follows similar AI advancements by Apple and Google, positioning Bixby to compete with Siri and Google Assistant.
Despite unique features, Bixby has historically struggled to gain traction against more established virtual assistants.