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The Galaxy S25, Galaxy S25 Plus and Galaxy S25 Ultra should be arriving next week during Samsung's next Galaxy Unpacked event. Ahead of its January 22 showcase, the company has teased what may well be a new and more advanced version of its maligned Bixby digital assistant.
It is no secret that Samsung has new smartphones coming later this month. To recap, the company announced the date of its next Galaxy Unpacked event a week ago. Added to that, it explicitly mentioned the 'new Galaxy S series', which it boldly claimed would 'set the bar once again' for smartphone 'AI experiences'.
Samsung's latest teaser, a 17-second YouTube video, underlines this notion too. Embedded below, the video suggests that Samsung is preparing to showcase a new digital assistant, which the company is trying to convince fans will be a 'true AI companion'. The digital assistant is unlikely to be one from Google though, despite the increasing pre-installation of Google services within One UI over the last few years.
Instead, we suspect that Samsung is teasing a new version of Bixy built around Large Language Models (LLMs). It remains to be seen whether the digital assistant can accurately respond to multi-part questions like the ones posed below in the real world, though. Any new software features should reach existing Samsung Galaxy devices like the Galaxy S24 series, including the non-flagship Galaxy S24 FE (curr. $549.99 on Amazon). Incidentally, specifications for all three Galaxy S25 flagships leaked online last week, which we have covered separately.
The company uses those exact words in a brief video in which we see someone ask an AI assistant to find them a pet-friendly Italian restaurant with outdoor seating. They ask for all that in a single request, and also ask for the information to be added to their calendar and sent to someone else.
This sort of request is well beyond what Bixby, Samsung’s digital assistant, is capable of currently. Or at least that's the case outside China – Bixby has already had a ChatGPT-like overhaul in China, and this teaser suggests the same upgrade will be going global soon.So with the global launch of this Bixby upgrade presumably being announced at Galaxy Unpacked, it may well be available on the Samsung Galaxy S25 out of the box – and since this is already available in China we know it doesn’t require the power of the Galaxy S25, so we might well see this come to some existing Samsung handsets too.
That said, we’d expect some of the very best new AI features to be reserved for the Galaxy S25 series, either because they require the power of its new chipset, or just as a selling point. It’s also very possible that Bixby itself will run faster on the upcoming phones.
mundophone
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