Equities

Samsung Upgrades Bixby, Launches New $1.9K Foldables

Samsung to launch upgraded Bixby with Gen AI this year, unveils new foldables starting at $1,099.99.

By Bill Bullington

7/10, 19:44 EDT
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Key Takeaway

  • Samsung will launch an upgraded Bixby voice assistant this year, leveraging its own AI models to enhance capabilities.
  • New foldable smartphones, Galaxy Z Fold6 and Z Flip6, priced at $1,899.99 and $1,099.99 respectively, will be available from July 24.
  • Samsung collaborates with Google and Baidu for AI integration in global markets; XR device expected this year.

Samsung Unveils Upgraded Bixby

Samsung is set to launch an upgraded version of its voice assistant, Bixby, this year, leveraging its own artificial intelligence models. TM Roh, head of Samsung’s mobile division, confirmed the timeline for the launch, stating, “We’re going to advance Bixby with application of Gen AI technology.” Bixby, which debuted in 2017 with the Galaxy S8, offers various functionalities such as live translations and restaurant recommendations. The upgraded Bixby will utilize Samsung’s large language model (LLM) to enhance its capabilities.

Despite the upgrade, Samsung will continue to support multiple voice assistants on its devices, including Google’s AI assistant. This move aligns with Samsung’s broader strategy to integrate AI features across its product lineup. Roh emphasized the importance of AI in driving consumer interest and convenience, saying, “As consumers use more AI capabilities they can actually feel the convenience and benefits they bring.”

New Foldable Devices Launched

On Wednesday, Samsung unveiled its latest foldable smartphones, the Galaxy Z Fold6 and Z Flip6, at a gala event in Paris. The new models are the slimmest and lightest iterations of their respective lines, with the Galaxy Z Fold6 priced at $1,899.99 and the Galaxy Z Flip6 at $1,099.99. Both devices will be available starting July 24.

The new foldables come with a host of AI features aimed at enhancing user experience. For instance, the Galaxy Z Fold6 includes an “Interpreter” mode that allows real-time translation during conversations. This feature extends the live translation capabilities introduced with the Galaxy S24 to third-party apps like WhatsApp. The Z Flip6 also offers suggested replies based on the user’s messaging style, eliminating the need to type responses manually.

Samsung’s focus on AI is part of its strategy to reclaim its position as the leading maker of foldable smartphones. TM Roh highlighted the importance of AI in differentiating Samsung’s products and driving sales, stating, “We are reinforcing and bringing more AI capabilities to our products.”

Strategic Partnerships and Market Position

Samsung continues to collaborate with major tech companies to enhance its product offerings. The company works closely with Google, Microsoft, and various AI startups to meet evolving consumer demands. Rick Osterloh, Google’s senior vice president of platforms and devices, reaffirmed plans to roll out an extended-reality headset platform with Samsung. Roh also mentioned that Samsung’s XR device is “coming this year.”

In the Chinese market, Samsung is adopting Baidu’s AI tools for its Galaxy S24 release, given Google’s software is not available in China. Roh emphasized the importance of strategic cooperation with big Chinese IT companies to optimize products for the local market. “For the Chinese Galaxy AI, we’re going to have strategic cooperation with big Chinese IT companies,” he said.

Samsung’s new foldables come with software improvements, including an updated Samsung Keyboard that generates text based on keywords and the user’s previous social media posts. The S Pen stylus on the Fold can be used to sketch ideas or draw on photos, which the device will then convert into generated images.

Management Quotes

  • TM Roh, Head of Samsung's Mobile Division:

    "We’re going to advance Bixby with application of Gen AI technology."
    "We are reinforcing and bringing more AI capabilities to our products. As consumers use more AI capabilities they can actually feel the convenience and benefits they bring. I believe strongly that these Galaxy AI, mobile AI are strong motivations and drivers for the purchase of new products."