Samsung Electronics Updates Bixby on AI TVs... Delivers Information Like a Conversation

Samsung Electronics announced on July 15 that it has updated the 'Click to Search' feature on its 2025 AI TV lineup by integrating the natural language processing-based AI voice assistant, Bixby.

By pressing the 'AI button' on the remote control, users can obtain desired information as if conversing with the TV, all while continuing to watch content without interruption. The system also provides contextually relevant information in response to follow-up questions.

A Samsung Electronics model is obtaining various information through 'Click to Search,' enhanced with natural language processing-based Bixby, interacting with the Samsung AI TV as if having a conversation. Samsung Electronics

The updated feature can be used while watching terrestrial broadcasts, cable TV, and Samsung TV Plus. The company is also considering expanding support to online video service (OTT) channels in the future.

The feature is available on the 2025 Neo QLED, OLED, The Frame, and QLED models, with plans to gradually expand the service starting from Korea.

Lee Heon, Executive Vice President of the Visual Display Business at Samsung Electronics, said, "We have carefully selected only the core AI features that provide real value to users, implementing AI optimized for TVs."

This content was produced with the assistance of AI translation services.