Samsung has announced the rollout of a major update to its Bixby voice assistant across its 2025 Smart TV lineup, introducing AI-powered improvements for natural conversations, content discovery, and smart home control.
Key Updates to Bixby on 2025 Samsung TVs
AI-Driven Conversations With “Ask Your TV Anything”
The updated Bixby delivers more natural, conversational voice control. Users can activate it by speaking or pressing the mic button, with no need for typing or navigating menus.
With better context understanding, Bixby can answer questions like “How tall is Mount Everest?” or suggest playlists, while also providing information about what’s on screen without interrupting viewing.
Click to Search Now Powered by Bixby
Samsung’s Click to Search now includes Bixby, allowing viewers to ask about cast members, programs, or general subjects during live broadcasts, cable, or Samsung TV Plus. The assistant also provides answers to everyday queries, such as cooking recipes or film recommendations, using data from outside sources.
SmartThings Control Through Voice
With this Bixby update, Samsung TVs gain the ability to detect and control SmartThings-enabled appliances. Users can issue voice commands like:
- “Turn off the oven now.”
- “Set the air conditioner to 25 degrees.”
The TV acts as a central control point for compatible devices. All interactions are secured by Samsung Knox, and no user voice data is stored locally or on cloud servers.
Availability and Rollout
The 2025 Neo QLED, OLED, The Frame, and QLED TV models now feature the smarter Bixby update.
- The rollout begins in the U.S. on August 4, 2025.
- Expansion to France, Germany, Italy, and Spain will follow later in August.
- The update was already launched in South Korea, with more regions to follow.
The company said it will introduce a refreshed Vision AI feature in October 2025, as part of the Tizen OS upgrade program that provides seven years of free updates for eligible TVs.
Speaking on the update, Hun Lee, Executive Vice President of the Visual Display Business at Samsung Electronics, said:
Samsung has led the global TV market for 19 consecutive years, and we continue to raise the bar by delivering meaningful innovation that enhances everyday experiences. With a smarter Bixby, we focused on making AI practical, helping viewers connect with content in smarter, more natural ways.