Samsung says it can upgrade Bixby using generative AI

Samsung Galaxy S24 smartphones during a media preview event in Seoul, South Korea, on Monday, January 15, 2024. Samsung, the world's most prolific smartphone maker, is leaning on artificial intelligence as the key to unlocking more sales this year. . Photographer: Seung-jun Cho/Bloomberg via Getty Images

Seungjun Cho | Bloomberg | Getty Images

Samsung could add artificial intelligence technology to its Bixby voice assistant, a senior company executive told CNBC, as the South Korean giant looks to boost the appeal of its devices.

Bixby was launched in 2017 with the Samsung Galaxy S8 smartphone. The program offers a number of functions, including live translations or restaurant recommendations.

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