Samsung’s New Bixby Thinks It’s Your Smartest Friend — And Honestly, It Might Be

By DaMarko Webster

For years, Samsung’s Bixby voice assistant has been… fine. Helpful enough, but never the life of the party. That changes in 2025. The company’s new TV lineup is getting a major Bixby upgrade that moves it from “voice command tool” to “actual conversation partner.” We’re talking no more stiff commands or awkward menu diving — just talk to your TV like you would a friend, whether you want the height of Mount Everest, a moody playlist for a rainy Sunday, or to know exactly who that actor is halfway through your binge.

This smarter Bixby runs on generative AI, which means it gets context, remembers follow-up questions, and won’t freeze up if you wander off-topic. It’s also baked into Samsung’s Click to Search feature, so you can get deep dives on whatever you’re watching without touching a remote. Want to branch out? Bixby will still answer random everyday questions like “What’s a good pasta recipe?” or “Got any movies about chefs?” — all without yanking you out of your viewing flow.

And because Samsung knows your living room is the new command center, Bixby now hooks directly into SmartThings. That means your TV can tell the air conditioner to chill out (literally), shut off the oven before dinner burns, or handle other smart home tasks with a simple request. All of it runs under Samsung Knox security, so your conversations stay private.

The update rolls out first in South Korea before going global, hitting 2025 Samsung models like Neo QLED, OLED, The Frame, and QLED. And if you thought this was it, Samsung’s also prepping a fresh Vision AI drop in October 2025 as part of its 7-year free Tizen OS upgrade program — meaning your TV won’t just age well, it’ll keep getting smarter.