We’re now a few months into living with Bixby’s voice capabilities. The digital assistant from Samsung shipped with the Galaxy S8 and S8+ way back in April, but voice capabilities didn’t arrive until July. Samsung was hard at work fine-tuning Bixby for primetime. It turned out to be a wise move, fortunately, as Bixby is a useful helper in your day-to-day activities. Rather than hitting a dedicated button or opening an app, you can launch Bixby by just talking to it.
A fresh batch of advertisements just started airing television in the United States. They show Bixby in different situations that are completely normal, but Samsung places a humorous twist on almost all of them. We see people at the gym, with a massage therapist, and in a dorm utilizing Bixby’s voice capabilities to help them get things done or make decisions.
You can watch the six TV ads below.