When it comes to smart TVs, Samsung has long been a trailblazer. Their 2025 lineup just raised the bar again by introducing a smarter Bixby voice assistant powered by generative AI. This isn’t your typical voice command system — it’s designed to deliver a truly conversational, personalized experience that lets you dive deeper into what you’re watching without ever leaving the screen.

A voice assistant that feels like a real conversation

The new Bixby on Samsung TVs understands context and follow-up questions, making interactions feel smooth and natural. Instead of rigid commands or navigating through menus, you simply start talking — either by voice or pressing the mic button — and the assistant picks up where you left off. Whether you’re asking about a fact like “How tall is Mount Everest?” or looking for entertainment suggestions such as “Can you play chill playlists for a rainy day?”, Bixby handles it with ease.

What’s especially exciting is Bixby’s deep integration with on-screen content. Ask about an actor, a show, or details related to what you’re watching, and it quickly pulls up relevant information without disrupting your viewing flow. And if you’re curious beyond TV content — say, recipes or movie recommendations — Bixby smartly taps external info to deliver helpful answers.

Click to Search and smart home hub: More than just a voice assistant

The integration of Bixby into Samsung’s Click to Search feature means finding entertainment and information is faster and easier than ever. Whether you’re on live TV, cable, or Samsung TV Plus, asking about shows, actors, or even broad topics instantaneously brings answers right to your screen.

But Bixby’s superpowers don’t stop at entertainment. It also connects to Samsung’s SmartThings ecosystem, letting your TV serve as a central hub for your smart home. Voice commands like “Turn off the oven” or “Set the air conditioner to 25 degrees” can be handled effortlessly through your TV, streamlining how you manage connected appliances around the house.

Security and availability: AI you can trust

With AI capabilities expanding in our devices, privacy concerns naturally arise. Samsung addresses this head-on by securing Bixby with Samsung Knox, an industry-leading protection system. What’s reassuring is that no user voice data is stored on servers or the TV, letting users enjoy AI-driven personalization without compromising privacy.

The smarter Bixby rollout will begin on Samsung’s 2025 TV models — including Neo QLED, OLED, The Frame, and QLED — starting in South Korea, then expanding globally. Plus, Samsung’s commitment to continuous improvement is clear with their 7-year free Tizen OS upgrade program, ensuring that these TVs keep getting smarter long after purchase.

It’s impressive to see how Samsung is weaving generative AI into everyday experiences through familiar devices like smart TVs. Bixby’s evolution reflects a thoughtful approach: focusing on natural interactions, meaningful content discovery, smart home convenience, and privacy protection all wrapped into one seamless package.

Key takeaways

• Samsung’s new Bixby uses generative AI to offer more natural, conversational voice interactions on its 2025 TVs.
• Bixby integrates content search and smart home device control, turning the TV into a hub for entertainment and connected living.
• User privacy is safeguarded with Samsung Knox, ensuring no voice data is stored externally.

As Samsung continues to innovate, the smarter Bixby offers a glimpse into the future of how AI can make our everyday tech feel truly intuitive and personalized. If you’re in the market for a TV that goes beyond picture quality and streaming apps, this new Bixby experience might just change the way you interact with your screen and your home.

For more information, visit www.samsung.com

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