Samsung is gearing up to enhance its Bixby AI assistant with a cutting-edge Gen AI makeover, as revealed by a high-ranking Samsung executive in a recent discussion with CNBC. The company is diligently working on integrating generative AI into Bixby, aiming to redefine its capabilities and provide users with a more intuitive and interactive experience.

Originally introduced in 2017 alongside the Galaxy S8 series, Bixby has since expanded its presence across Samsung's product lineup, spanning smartphones, smart TVs, accessories, and home appliances. With the evolution of generative AI technologies like OpenAI’s ChatGPT, Google’s Gemini, and Microsoft’s Copilot, Samsung recognizes the need to update Bixby to match the standards set by contemporary AI-powered chatbots.

Won-joon Choi, executive vice president of Samsung’s mobile business, emphasizes the importance of equipping Bixby with generative AI to facilitate natural conversations and seamless integration with Samsung's ecosystem of products. While no specific timeline has been disclosed for the release of the AI-powered Bixby, speculations suggest it could debut alongside OneUI 7 based on Android 15 OS, potentially by the end of 2024 or early 2025. This development coincides with Apple's imminent announcement of iOS 18 at WWDC 2024, expected to feature advanced AI functionalities, including a generative AI-powered Siri.