Samsung Reimagines Bixby with Generative AI to Challenge Siri and Google Assistant

Samsung Electronics has announced the beta testing of a significantly revamped version of its Bixby digital assistant, transforming it into a conversational AI agent. This strategic overhaul, rolling out with the One UI 8.5 beta, aims to make interacting with Galaxy devices more intuitive by allowing users to manage their devices using natural language instead of specific commands. The move positions Bixby to compete more aggressively with AI-powered rivals like Google Assistant and Apple’s Siri in the rapidly evolving voice assistant market.

A Shift to Intuitive, Natural Language Control

The core of the new Bixby is its ability to understand user intent without requiring precise terminology. Users no longer need to memorize the exact names of settings. For example, instead of searching for a specific feature, a user can simply say, “I don’t want the screen to time out while I’m still looking at it,” and Bixby will automatically enable the “Keep Screen on While Viewing” setting. The assistant can also troubleshoot issues; if a user asks, “Why is my phone screen always on when it’s inside my pocket?”, Bixby can analyze the device’s current settings and suggest relevant solutions, such as enabling Accidental Touch Protection.

Furthermore, the updated assistant now integrates real-time web search capabilities, reportedly in partnership with AI company Perplexity. This allows users to ask questions and receive up-to-date information directly within the Bixby interface, without needing to open a separate web browser.

Navigating a Competitive AI Landscape

This Bixby overhaul is part of Samsung’s broader Galaxy AI strategy and a direct response to a market where generative AI is becoming standard. Competitors are making similar strides, with Google integrating its Gemini models into its assistant and Apple reportedly planning a major AI-driven upgrade for Siri. While Bixby has historically struggled to gain the same level of adoption as its rivals, this focus on deep, on-device control offers a key differentiator. By leveraging its unique position as both hardware and software maker, Samsung can enable Bixby to manage complex, device-specific tasks that third-party assistants cannot.

The Road Ahead: Availability and Future Implications

The beta for the new Bixby is currently available to participants in the One UI 8.5 program in select markets, including the United States, United Kingdom, Germany, India, Korea, and Poland, with plans for broader expansion. The success of this relaunch will depend on its ability to offer a genuinely more useful experience than the default Google Assistant also present on Galaxy devices.

Looking forward, the trend is moving towards more proactive, on-device AI that can anticipate user needs. If Samsung’s bet on a deeply integrated, conversational Bixby pays off, the assistant could evolve from a little-used feature into a central pillar of the Samsung ecosystem, creating a more seamless experience across its wide range of devices, from smartphones and wearables to smart TVs and home appliances.