Samsung Improves Smart TV Experience with Smarter Bixby AI Search

Samsung has started rolling out an update to the AI-powered Bixby feature on its 2025 Smart TV lineup. The goal is to make the Bixby voice assistant smarter, allowing users to interact with their TVs more naturally and seamlessly. As of now, the update is reaching users in the US, with plans to expand to France, Germany, Italy, and Spain within this month.

Bixby now offers an enhanced conversational experience for TV users

Samsung has improved Bixby using Generative AI so it can deliver a more natural and personalized experience. To start a conversation with a voice assistant, you can now simply use voice or press the mic button. When you are on screen, you can ask questions like “How tall is Mount Everest?” or request “Please suggest chill playlists for a rainy day.”

Bixby understands context in real time and will fulfill your query without breaking your viewing flow. You will enjoy more fluid interactions that feel like a real conversation. “With a smarter Bixby, we focused on making AI practical, helping viewers connect with content in smarter, more natural ways,” said Hun Lee, Executive Vice President of the Visual Display Business at Samsung Electronics.

Bixby is now integrated into Click to Search

Samsung has now integrated Bixby into its Click to Search AI feature, making it easier to discover and explore entertainment. You can ask questions about what’s on screen, such as the name of an actor, details about a show, and get instant answers. Furthermore, Bixby can go beyond the screen to help with everyday questions, such as “Tell me the recipe for making pasta.” This makes searching more interactive than ever before.

Thanks to smarter Bixby, users can control the SmartThings ecosystem easily using voice commands. For example, you can say, “Turn off the oven now,” or “Set the air conditioner to 25 degrees,” directly through your TV. The best thing is that Samsung has secured Bixby with the industry-leading security solution Knox. So, you do not need to worry about privacy while using AI-driven personalized features.

Note that you will get the taste of smarter Bixby only if you have a 2025 Samsung TV, including Neo QLED, OLED, The Frame, and QLED models. Samsung has also promised to introduce an upgraded version of Vision AI (a suite of AI features for Smart TVs) in October 2025.