Rumours of Bixby's demise have been greatly exaggerated, according to a recent statement from Samsung.
The tech giant has confirmed it is "working so hard" to enhance its voice assistant with AI features, quashing speculation that it might be replaced with Google's Gemini-powered assistant.
Samsung's announcement comes after a period of relative silence regarding Bixby. Earlier this year, as the company unveiled a host of new generative AI features for its flagship phones, Bixby was conspicuously absent from the conversation. Furthermore, the recent collaboration between Samsung and Google to integrate Gemini Nano - Google's on-device AI model - into the Galaxy S24 phones fuelled rumours of Bixby's impending obsolescence.
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However, Samsung's Executive Vice President of Mobile, Won-joon Choi, put those rumours to rest in a recent interview with CNBC. "I believe that we have to redefine the role of Bixby, so that Bixby could be equipped with generative AI," Choi said. He added that the revamped Bixby would need to be "smarter" and capable of more natural conversation.
Samsung is not alone in its quest to incorporate AI into its voice assistant. Apple is also expected to announce an AI-enhanced version of Siri at this year's WWDC.
In the meantime, the AI features of the Galaxy S24 have been rolled out to last year's models via a One UI 6.1 update. The comprehensive AI package, known as Galaxy AI, is currently free. However, if Samsung plans to charge for these features in the future, it will need to significantly enhance their capabilities. Whatever the future holds for Samsung's AI offerings, it's clear that Bixby will be a part of it.
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