Samsung brings native LLM into play to further develop voice assistant Bixby

Mobile phone giant Samsung has announced plans to launch an improved version of its voice assistant before the end of 2024, equipped with the capabilities of large language models (LLMs).

The voice assistant, called Bixby, will combine generative artificial intelligence (AI) to improve its performance for users of Samsung mobile devices. The latest version of Bixby will be based on Samsung’s native LLM rather than mainstream offerings from OpenAI, Anthropic or Google (NASDAQ: GOOGL).

Bixby entered the scene in 2017 to compete with Apple’s Siri (NASDAQ: AAPL). It offers a number of impressive features, including voice and text commands, contextual on-screen display, and smart home control. In an interview, TM Roh, head of Samsung’s mobile division, said that the LLM integration will greatly improve the voice assistant’s existing capabilities.

“We will further develop Bixby by applying Gen-AI technology,” Roh said.

The executive noted that Bixby will have improved natural language understanding, allowing users to interact with the assistant in nuanced or colloquial language. Bixby Vision could be the biggest winner, as it offers integration that allows users to search and get detailed information using the phone’s cameras.

Other improvements to the voice assistant include enhanced predictive capabilities, more comprehensive voice support, and enhanced contextual awareness.

The move to generative AI comes amid fierce competition in the industry, with Apple significantly improving the capabilities of its voice assistant with OpenAI’s ChatGPT. Google’s own voice assistant has seen its own surge in generative AI, forcing South Korean company Samsung to explore AI integration.

“As consumers use more and more AI features, they can actually feel the convenience and benefits that these bring,” Roh said. “I firmly believe that this Galaxy AI and mobile AI are strong motivators and drivers for purchasing new products.”

Samsung says it will continue to support other voice assistants on its mobile devices rather than limiting users to Bixby, in keeping with its long history of interoperability to maintain its existing market share. Samsung has announced new AI features on new devices to compel customers to upgrade to new devices.

A tough encounter with artificial intelligence

Samsung’s foray into generative AI has not always gone according to plan. Experts criticize cell phone manufacturers for delaying too long when it comes to AI. In the duel with Apple, there is no clear frontrunner, although Samsung uses blockchain technology and is superior in AI chips.

Last year, Samsung banned its employees from using AI tools over concerns about data leaks, but maintained its commitment to continue AI development for consumers.

“We ask that you follow our security policies diligently. Failure to do so may result in a breach or compromise of company information, which may result in disciplinary action up to and including termination of employment,” the internal memo states.

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