Bixby’s Big AI Upgrade Makes Samsung TVs a Proper Smart Home Hub
Samsung is giving its Bixby voice assistant a major AI-powered overhaul on its 2025 smart TV lineup, aiming to make it less of a rigid command-based tool and more of a conversational, contextual companion for your living room. The update promises a more seamless way to interact with your TV and smart home, all without interrupting your viewing.
Bixby Just Got a Whole Lot Smarter
Instead of fumbling with menus or remembering specific commands, the new Bixby is powered by generative AI that allows for natural, fluid conversations. You can wake it up with your voice or a simple button press and ask it anything, from a general query like “How tall is Mount Everest?” to a personal recommendation such as “Please suggest chill playlists for a rainy day.” The assistant understands context, so you can ask follow-up questions without having to start over.
What makes this particularly useful is its ability to understand what you’re watching. Bixby can pull up relevant information about on-screen content on the fly, putting the details you need right there without you having to pull out your phone. It’s designed to be a smarter, faster way to get more out of your content without breaking your viewing flow.
Your TV is Now Your Smart Home Hub
Beyond content, Bixby’s new smarts extend to the broader Samsung ecosystem. The voice assistant is now tightly integrated with Samsung SmartThings, allowing your TV to become a central control hub for your connected home. You can simply speak into the TV to execute commands like “Turn off the oven now” or “Set the air conditioner to 25 degrees.”
For those concerned about privacy, Samsung is emphasising that the new Bixby is secured by Samsung Knox, its industry-leading security solution. The company also states that no user voice data is stored on either the servers or the TV itself, so you can enjoy these personalised features without worrying about your sensitive data.
The new Bixby will be available on the 2025 Samsung TV lineup, including Neo QLED, OLED, The Frame, and QLED models. The rollout begins in South Korea before expanding to global markets. Samsung also hinted at more AI upgrades to come, with a newly enhanced version of Vision AI slated for an October 2025 release.
