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Samsung teases a ‘True AI companion’ ahead of Galaxy unpacked 2025 — is Bixby making a comeback?

Samsung teases a ‘True AI companion’ ahead of Galaxy unpacked 2025 — is Bixby making a comeback?

Samsung teases a ‘True AI companion’ ahead of Galaxy unpacked 2025 — is Bixby making a comeback?
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14 Jan 2025 8:55 PM IST

With Galaxy Unpacked 2025 just days away, Samsung has set the tech world abuzz by teasing a more advanced AI assistant, dubbed the “true AI companion,” in its latest promo. This announcement has sparked speculation about the return of Bixby, Samsung's once-popular voice assistant.

In the teaser, a woman interacts casually with her smartphone, asking it to handle complex tasks like finding a “cat-friendly Italian restaurant with outdoor seating,” sharing the details with a friend, and adding the reservation to her calendar. Such seamless multitasking hints at a leap forward in AI capabilities.

The Rise and Fall of Bixby

Introduced in 2017 with the Galaxy S8 series, Bixby was Samsung’s answer to Siri, Google Assistant, and Alexa. Early Galaxy devices like the S8, S9, and Note 9 even featured a dedicated Bixby button. However, despite its initial promise, Bixby struggled to keep pace with its rivals. By the time Google Assistant became the default on Samsung smartphones, Bixby had all but faded into obscurity.

Last year, Samsung partnered with Google to feature Gemini, an advanced AI assistant, on the Galaxy S24 series. But the January 22 event could mark a turning point, with Bixby possibly making a bold return alongside the Galaxy S25 series.

Bixby 2.0: What to Expect?

Samsung hasn’t entirely abandoned Bixby. In fact, it was reintroduced in China last year with the Galaxy W25 series. The revamped Bixby boasted contextual understanding, the ability to deliver responses via text or video, and even integration with Microsoft Office tools. It also received a cleaner, full-screen design with multitasking-friendly features.

Now, Samsung seems poised to elevate Bixby to a global stage, potentially challenging Google Gemini with improved AI-driven functionalities. Will this "true AI companion" finally give Samsung the edge in the assistant wars? Fans and critics alike are eager to find out at Galaxy Unpacked 2025.


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