[Interview] ’Bixby Will Be Your Go-To Starting Point for Every Samsung Device’ – Meet Jisun Park, Head of Language AI

As AI continues to advance, mobile experiences are evolving rapidly beyond simple command execution. A new paradigm of agentic AI is emerging, one that understands intent and context to autonomously take action for users.

Amid this shift, Samsung Electronics has positioned Bixby at the forefront. With its official launch on March 31, Bixby has evolved from a voice assistant into a "device agent" - capable of understanding device context, connecting functions and executing complex tasks on users' behalf. With intuitive natural language control, Bixby provides personalized solutions based on device status, along with seamless access to web-based information within a single conversational flow.

So what goes into making Bixby more than just a voice assistant? Jisun Park, Corporate Executive Vice President and Head of Language AI Team at Samsung Electronics' Mobile eXperience (MX) Business breaks it down.

What has changed with the new Bixby compared to before?

Bixby has evolved into a more powerful device agent, going beyond a traditional assistant. Optimized for each user's device, it deeply understands device status and capabilities to provide more relevant responses and tailored solutions. With enhanced natural language understanding, it also enables more intuitive and seamless device control.

What are some of the key experiences users can expect from the new Bixby?

The most noticeable improvement is how intuitive device control has become.
Bixby understands user intent and recommends the most appropriate settings or features, eliminating the need to navigate menus or know exact feature names. Users can simply describe what they want in natural language.