TV & Home Theaters
Enhanced by Generative AI, Bixby now offers a more conversational and personalized experience for TV users to get more from what they’re watching without leaving the screen
8/5/2025
Samsung Electronics America today announced an update1 to its onscreen search experience within Samsung Vision AI, introducing a more advanced Bixby voice assistant designed to make information discovery more natural, intuitive and seamless on 2025 Samsung TVs.
“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.”
Ask your TV Anything. A Smarter Bixby Answers
Samsung TVs can now deliver an even more natural and personalized experience, powered by Bixby. By simply using voice or pressing the mic button, users can start a conversation — without needing to prompt any commands, menus, or typing.
The enhanced Bixby understands context and follow-up questions, enabling more fluid interactions that feel like a real conversation. Powered by Generative AI, Bixby can answer any questions you may have, whether you’re asking about general information, such as “How tall is Mount Everest?”, or recommendations like “Please suggest chill playlists for a rainy day.” By simply asking, Bixby can help you explore more about on-screen content, as it retrieves the most relevant details and displays them on screen. It’s a smarter, faster way to get more out of your TV without breaking your viewing flow.
Smarter Bixby enhances Click to Search
With this update, Bixby is integrated into Click to Search, making it easier than ever to discover and explore entertainment and more, 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.
Bixby even enables Click to Search to go beyond what’s on screen. For everyday questions such as “Tell me the recipe for making pasta” or “Do you know any good movies about chefs?” Bixby delivers contextual responses using external information. It’s search, made simple.
Effortless Home Device Management with Bixby and SmartThings
Equipped with a smarter Bixby, 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 65 degrees,” transforming their smart TV into a central hub for managing other smart home appliances.
Moreover, Bixby is secured by Samsung Knox, the industry-leading security solution designed to protect users’ sensitive personal data. Users can enjoy AI-driven personalized features without worrying about privacy concerns, as no user voice data is stored on servers or TVs.
Ongoing Support and Availability
Smarter Bixby will be available on 2025 Samsung TVs, including Neo QLED, OLED, The Frame series and QLED models, with availability starting in South Korea and extending to global markets in phases.
Building on this expanded integration of Bixby within Samsung Vision AI, Samsung will introduce further enhancements to Samsung Vision AI this year. This evolved version will be available through the 7-year free Tizen OS Upgrade program, which ensures ongoing software enhancements and long-term support.
For more information, visit www.samsung.com.