When Samsung launched in April 2017, it included a software button to activate Bixby, Samsung’s new virtual assistant. But, Bixby wasn’t ready, so the button did nothing. Until now.

Machine late learning

In fact when launched, Bixby worked fine for people whose primary language was Korean. It was meant to understand English too, but there was a delay.

Now, around four months after the phone was released, Bixby has finally learned US English.

Quirks of personality

Unlike Siri, Google Assistant or Alexa, the newly fluent Bixby seems more concerned with what’s on the phone rather than what’s on the internet or out in the worlds.

Early reports are that it is good for searching files, navigating settings, opening apps and creating shortcuts.

Despite being specialised for on-phone actions, Bixby still doesn’t work without an internet connection. Which is weird, although not altogether unexpected.

Where to now, Bixby?

Bixby seems to be taking a unique route. It focuses on on-phone functions and runs parallel to Google Assistant on the same device. It seems like a companion app rather than an intelligent replacement.

Still, maybe learning English is just the first step in Bixby’s evolution. Soon, it may be able to find you a burrito and direct you to the nearest toilet shortly after.

Is Bixby offering you something significant that the stock Google Assistant doesn’t?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.