KEY POINTS
  • Samsung could add generative artificial intelligence technology to its voice assistant Bixby, a top executive at the company told CNBC.
  • Samsung's Bixby is across the company's devices, from smartphones and smartwatches to its appliances.
  • Like many smartphone makers, Samsung is looking to infuse its devices with more advanced AI features.
Samsung Electronics Co. Galaxy S24 smartphones during a media preview event in Seoul, South Korea, on Monday, Jan. 15, 2024. Samsung, the world's most prolific smartphone maker, is leaning into artificial intelligence as the key to unlocking greater sales this year. Photographer: SeongJoon Cho/Bloomberg via Getty Images

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

Bixby launched in 2017 with Samsung's Galaxy S8 smartphone. The software offered a number of functions, including live translations or restaurant recommendations.