Samsung Electronics has announced an update to the AI-powered Bixby feature on its 2025 TV lineup. The upgrade introduces a more advanced Bixby voice assistant designed to make information discovery more natural, intuitive and seamless.
“Samsung has led the global TV market for 19 consecutive years, and we continue to raise the bar by delivering meaningful innovation that enhances everyday experiences,” said Hun Lee, Executive Vice President of the Visual Display Business at Samsung Electronics. “With a smarter Bixby, we focused on making AI practical, helping viewers connect with content in smarter, more natural ways.”
The new Bixby understands context and follow-up questions, enabling more fluid interactions that feel like a real conversation. It’s not just restricted to TV either, users can ask for general information, such as “How tall is Mount Everest?” or recommendations like “Please suggest chill playlists for a rainy day”.
Bixby is also now integrated into Click to Search, and is available whether watching live TV, cable channels or Samsung TV Plus. Users can ask about an actor, a show or a broader topic – and receive answers instantly, right on their TV.
Samsung TVs can detect, connect and control appliances with Samsung SmartThings enabled. By speaking directly to their screen, users can leverage the SmartThings ecosystem to execute voice commands, such as “Turn off the oven now,” or “Set the air conditioner to 25 degrees,” transforming their smart TV into a central hub for managing other smart home appliances.
Smarter Bixby will be available on 2025 Samsung TVs, including Neo QLED, OLED, The Frame and QLED models, with availability starting in South Korea and extending to global markets in phases.
Samsung is also introducing a newly upgraded version of Vision AI in October 2025. This evolved Vision AI will be available through Samsung’s 7-year free Tizen OS Upgrade program, which ensures ongoing software enhancements and long-term support.
