Samsung Electronics announces that it is conducting an update to apply enhanced Bixby, based on natural language processing, to the Click to Search feature installed in the 2025 model AI TV on the 15th. Samsung Electronics models obtain various information as if they are conversing with the Samsung AI TV through the enhanced Bixby applied to Click to Search. /Courtesy of Samsung Electronics

Samsung Electronics announced on the 15th that it has implemented an update applying the natural language processing-based AI voice assistant 'Bixby' to the 'Click to Search' feature of its 2025 model artificial intelligence (AI) TV.

By pressing the 'AI button' on the remote control, users can converse with the TV while watching content without interruption, obtaining the desired information. It also provides context-relevant information for additional questions.

The updated feature can be used while watching terrestrial, cable TV, and Samsung TV Plus. Samsung Electronics is also considering expanding to online video services (OTT) channels.

The applicable products include the 2025 model Neo QLED, OLED, The Frame, and QLED, with plans to gradually expand the service starting from Korea.

Lee Heon, vice president of the visual display business at Samsung Electronics, said, 'We have implemented AI optimized for TVs by carefully selecting core AI features that provide practical value to users.'

※ This article has been translated by AI. Share your feedback here.