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Samsung is dedicated to enhancing its digital assistant Bixby by incorporating new functions powered by generative AI, which will redefine its role within the company’s ecosystem. Bixby was initially introduced in 2017 with the Galaxy S8 to optimize the user experience with their smartphone, and it currently spans the entire Samsung intelligence ecosystem.

During the unveiling of the Galaxy S24, Samsung showcased new features powered by generative AI, such as the Rodea search tool, Photo Assistant, real-time Translation, and Notes Assistant. These functions have not yet been integrated into Bixby, but Samsung has plans to further develop its assistant according to Won-joon Choi, the executive vice president of the device business.

Choi stated in an interview with CNBC that advancements in generative AI and large language models have prompted Samsung to rethink the role of Bixby. They envision equipping Bixby with generative AI to enhance its intelligence and create a more natural conversational interface that seamlessly integrates with Samsung products in their ecosystem.

In conclusion, Samsung remains committed to evolving Bixby to provide a smarter and more intuitive user experience through the use of generative AI. The company is focused on redefining the role of its digital assistant within its ecosystem to better serve its customers and optimize functionality across its product lineup.

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