Samsung Electronics America has announced a new update to its onscreen search tools for its upcoming 2025 TV models. The update features an improved version of the Bixby voice assistant. This change is part of the company’s effort to make it easier for viewers to find information and interact with their TV without using complex menus or typing. The update is set to arrive first in South Korea and then roll out to other regions.
The latest Bixby is powered by generative artificial intelligence. This allows users to have more natural voice conversations with their TV. Viewers can ask questions using the remote’s microphone button or by speaking directly, and Bixby will answer in context. Follow-up questions are understood, so users do not have to repeat details. The new Bixby can handle a range of requests, from general questions like the height of Mount Everest to suggestions for music playlists. It also helps viewers learn more about what is playing on the screen, showing extra details without interrupting the program.
Bixby’s improvements are also built into the Click to Search feature. This makes searching for information about actors, TV shows, or topics simpler while watching live TV, cable, or Samsung TV Plus. Users can go beyond just what is on the screen and ask for things like recipes or movie recommendations. Bixby provides responses by pulling information from outside sources and displaying it on the TV. The process is designed to keep the flow of watching TV as smooth as possible.
Another focus of this update is home device control. Samsung TVs with the new Bixby can now act as a control center for smart home appliances that work with Samsung SmartThings. Users can give voice commands such as turning off the oven or adjusting the air conditioner. This turns the TV into a main point for managing other connected devices around the house.
Samsung has also addressed privacy and security with this update. The company uses Samsung Knox, its security system, to protect personal data. No voice commands or user data are stored on servers or TVs, which means personal information is not collected or at risk. This helps users feel more comfortable using voice features for both information and home control.
The smarter Bixby will be available on several 2025 Samsung TV models, including Neo QLED, OLED, The Frame, and QLED series. Updates will come through the Tizen OS Upgrade program, which offers seven years of free software updates and support. Samsung plans to keep improving its Vision AI features in the future, building on this new version of Bixby to deliver more updates and functions for its smart TVs.
View the original press release.
