TLDR: Samsung is enhancing its 2025 Smart TV lineup with a significantly smarter Bixby voice assistant, integrating advanced AI features like Natural Language Processing for intuitive content search and smart home control. This upgrade allows users to interact with their TVs more naturally, asking questions about on-screen content without interruption, and extends Samsung’s vision for AI-driven smart home integration.
Samsung is set to revolutionize the smart television experience with a major upgrade to its Bixby voice assistant, specifically designed for its 2025 Smart TV models. This enhancement focuses on redefining AI search capabilities, making interactions more intuitive and seamless for users. The core of this innovation lies in an improved ‘Click to Search’ function, powered by advanced Natural Language Processing (NLP), allowing Bixby to understand and respond to natural, conversational language.
Users of the new 2025 Samsung TVs, including premium models like Neo QLED, OLED, The Frame, and QLED TVs, will be able to ask questions about on-screen content without interrupting their viewing. For instance, while watching a show, a simple press of the dedicated AI button on the remote will enable users to inquire, ‘Who is this actor?’ or ‘What other movies has this character appeared in?’ The TV will then provide immediate answers, fostering a more engaging and informative entertainment experience.
Initially, this smart function will support content from regular TV channels, cable TV, and Samsung TV Plus, with plans to expand compatibility to streaming services (OTT platforms) in the near future. Beyond content search, the upgraded Bixby 2025, coupled with Vision AI, transforms the TV into an ‘intelligent companion’ capable of interpreting complex, real-world scenarios. This includes adapting to user preferences, ambient light, and even gestures, such as controlling the TV via hand motions tracked by a Galaxy Watch through the Universal Gestures feature, or generating personalized imagery with Generative Wallpaper.
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Lee Heon, Executive Vice President of Samsung’s TV business, emphasized the company’s commitment to user-centric AI. ‘Samsung has maintained the top spot in the global TV market for 19 consecutive years and has accumulated expertise in TV technology and consumer experience,’ stated Heon. ‘We have implemented AI optimized for TV by carefully selecting only the core AI functions that provide real value to users.’ This strategic move underscores Samsung’s ambition to solidify its leadership in the global TV market by integrating cutting-edge AI innovations that extend beyond mere picture quality to create a cohesive, ecosystem-integrated smart home experience. The service will first roll out in Korea, with a subsequent expansion to other international markets.
