Users seem to have a love-hate relationship with Samsung's assistant Bixby. However, this situation could improve in the future as Samsung is reportedly considering adding more generative AI.

Speaking to CNBC, a top Samsung official said that the company may add generative artificial intelligence to its voice assistant. This could add similar functionality to the assistant as ChatGPT and other popular AI language models, greatly expanding its usefulness. It could also put the company's devices a step ahead of Apple and other competitors that do not yet have generative AI.

Voice assistants have been guiding users through basic queries on their phones for some time, but ChatGPT and other generative AI models can actually produce things at the user's request. If Bixby gets the full generative AI treatment, users could ask Bixby to create art, music, or other items for them.

"As such, Bixby has become an important voice assistant for Samsung, not only for mobile devices, but also for TVs and digital appliances in Samsung's ecosystem. In other words, it's the core voice assistant so far," explained Choi Won Jun, vice president of Samsung's mobile business, in an interview with CNBC about a month ago. [Bixby is on all of Samsung's connected devices, including tablets, smartwatches, and home appliances. This will make generative AI more appealing to the mainstream, as it will be built into people's devices, rather than functioning as an app that needs to be downloaded separately.

Unfortunately, Samsung did not provide details on what Bixby could do if it gets the full generative AI treatment. We do, however, expect the company to complete the feature set before launch. After all, it wouldn't do much good to offer a limited generative AI experience when there are already plenty of other options.

Choi believes that "with the advent of generative AI and LLM [large-scale language modeling] technology, we will have to redefine the role of Bixby." He stated. Choi added that this will "enable more natural conversations and create an interface that supports Samsung products in the ecosystem."

While there is no timeline for Samsung's generative AI, Choi said the company is "working hard" to get the technology into its devices.