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Samsung Electronics’ Galaxy S24 smartphone during a media preview event on Monday, January 15, 2024 in Seoul, South Korea. Samsung, the world’s most prolific smartphone maker, is leaning on artificial intelligence as the key to boosting sales this year.Photographer: SeongJoon Cho/Bloomberg via Getty Images
Cho Sung Joon | Bloomberg | Getty Images
Samsung aims to increase the appeal of its devices, with executives telling CNBC that the company may add generative artificial intelligence technology to its Bixby voice assistant.
Bixby was launched on Samsung’s Galaxy S8 smartphone in 2017. This software offered many features such as live translation and restaurant recommendations.
However, voice assistants were typically non-conversational and relied on users asking questions and getting answers.
With the advent of OpenAI’s ChatGPT and its rivals, chatbots have become more sophisticated and can handle more complex queries. These new-age chatbots are an example of generative AI, allowing users to enter a query and generate a response in the form of text, images, or even video.
Samsung’s Bixby is pervasive across the company’s devices, from smartphones and smartwatches to electronics. The company sees this as an important tool for users to control their home devices.
So far, Bixby does not have ChatGPT functionality.
Like many smartphone makers, Samsung is looking to bring more advanced AI features to its devices. The company also announced new features powered by Galaxy AI, along with its latest S24 series smartphones. This includes an option that allows users to search his Google by circling something on the screen without having to switch apps.
The tech giant is looking to power AI with Bixby.
“So Bixby has been an important voice assistant for Samsung, not just on mobile devices, but also on TVs and digital appliances that exist in Samsung’s ecosystem. So, so far, Bixby has been a core voice assistant. ” said Won-joon Choi. Samsung’s executive vice president of mobile business said in an interview with CNBC last month.
“With the advent of generative AI and LLM (Large-Scale Language Model) technology, I think we need to redefine the role of Bixby so that Bixby can become smarter with generative AI in the future,” said Choi. he said. This addition will “enable more natural conversations and allow us to develop interfaces that support Samsung products within our ecosystem.”
Choi did not provide a timeline for when Bixby would include generative AI features, but said Samsung is “working hard” to deliver those features.
Samsung’s focus on the technology comes at a time when investors are scrutinizing what Apple has to offer when it comes to generative AI. Apple has announced that its annual developer conference, WWDC, will be held in June, where the company is expected to focus primarily on the AI capabilities across its products.