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WatchingSamsungs press conference atCES 2024, I saw something I wasnt expecting.

I dont mean AI, of course, since everything at CES that could talk, talked about AI.

Bixby custom voice feature alongside Apple�s personal voice on iOS 17

Samsung DeX makes a tablet or phone into a full laptop

During the show a familiar logo crept onto one of the later slides the b forBixby.

Still, this could finally be Bixbys last, best chance for redemption.

Why does Bixby need redemption?

Samsung DeX on a Galaxy Tab S5

Samsung DeX makes a tablet or phone into a full laptop

A better question might be why do you hate Bixby?

When I mention Bixby in the Future offices, I get confused looks and laughter.

You might think only die hard Samsung fans could love Bixby, but thats not the case at all.

Samsung Galaxy S8 in hand with screen on

The Samsung Galaxy S8 was the first phone with Bixby

Im not a die hard fan, and true Samsung fans stanDeX, not Bixby.

Samsungs desktop environment is the best case power users make to justify their Samsung addiction.

Bixby doesnt come up at all.

Google Pixel 8 Pro AI wallpaper bicycle

The generative AI wallpaper on the Pixel 8 Pro is surreal

I bought it myself, its not a review sample sent by Samsung.

I liked the phone enough to pay for it, but I dont like everything about it.

I hate the controls menus, and the overwrought interface hassles.

If that sounds confusing, youre getting the gist.

I like Bixby because Bixby solves that problem.

I dont need to know where wireless power sharing sits in my prefs drawer.

I can just ask Bixby to turn it on.

I can just hold down the Bixby button and ask Bixby.

Why everyone hated Bixby from the start

Oh, did you think that was the power button?

Thats one reason people hate Bixby so much.

For a while, a Galaxy S phone would call up Bixby every time you pressed the power button.

The other reason people hate Bixby is because of Alexa and Siri.

Samsung launched Bixby just as the novelty of Siri and Alexa was wearing off.

These voice assistants were becoming more tiresome and forced than actually useful.

When Bixby arrived, it seemed like Samsungs also-ran attempt to steal some attention from an already-unpopular feature.

Making things worse, Bixby doesnt do a great job at all the things Siri and Alexa can do.

Bixby cant divine Leonardo DiCaprios net worth, or search for detailed answers on the web.

Poor Bixbys reputation never recovered.

Bixby didnt fail, though.

Bixby just wasnt made for all that nonsense.

Bixby is an interface, here to do things on your phone, not fetch things from Wikipedia.

Bixby would eventually be a control system for all of Samsungs products, including home appliances.

Except mentioned may be too strong, because Bixby made a cameo appearance.

I want AI behind the scenes, improving everything in useful ways, without my intervention.

Bixby already has a full language set of commands that it recognizes.

Dont stop with the smartphone, either.

Every Samsung product needs interface help.

Thebest Samsung TVis just as hard to navigate as my smartphone, if not worse.

If its as good as I know it could be, Id even welcome back the Bixby button.