Samsung plans to integrate generative artificial intelligence (AI) technology into its voice assistant Bixby to enhance the functionality of its devices. 

Samsung Set to Integrate Generative AI Upgrade into Bixby

Introduced in 2017 alongside Samsung's Galaxy S8 smartphone, CNBC reported that Bixby initially offered various features like live translations and restaurant recommendations.

However, traditional voice assistants have typically lacked conversational abilities, primarily responding to user inquiries. With the advancement of chatbot technology, exemplified by platforms like OpenAI's ChatGPT, conversational AI has evolved significantly. 

Despite being integrated across Samsung's range of devices, from smartphones to appliances, Bixby does not possess the conversational prowess demonstrated by platforms like ChatGPT.

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Samsung's Foray into AI

Samsung has focused on enhancing its devices with AI-driven features. The company unveiled new features in its latest S24 series of smartphones through its Galaxy AI platform. 

Among these features is the ability for users to seamlessly initiate a Google search by selecting an item on their screens, eliminating the hassle of switching between apps. 

By integrating generative AI into Bixby, Samsung aims to enhance the voice assistant's capabilities and provide users with more interactive and versatile experiences across its ecosystem of devices. 

Won-joon Choi, executive vice president of Samsung's mobile business, recently told CNBC: "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" to "enable a more natural conversation and to work out an interface that supports the Samsung products in our ecosystem."

Choi did not give a timeline for when Bixby may get generative AI features but noted that Samsung was already "working" to deliver them.

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