Vote 2020 graphic
Everything you need to know about and expect during
the most important election of our lifetimes

Check Out How Samsung Describes Its Male and Female Bixby Assistants [UPDATED]

Screenshot: Adam Clark Estes
Screenshot: Adam Clark Estes

After months of delays, Samsung’s much ballyhooed voice assistant Bixby is here—and users on social media are already noticing the company’s loaded, sexist characterizations of its female and male voices.

Inside Bixby’s “language and speaking style” menu, Samsung describes its female voice as “chipper” and “cheerful,” while the male voice is described as “confident” and “assertive.”


The words appear in the main Bixby menu where users are asked to pick a gender for the service’s voice.

Samsung’s Bixby assistant is rolling out today, although not all S8 owners will get immediate access to the service. In our own tests, we couldn’t get the Bixby assistant to work, but we were able to access the above menu.


We’ve reached out to Samsung for a comment, and will update the story when we hear back.

Update 12:21pm: Samsung told Gizmodo that it’s “working diligently to remove the hashtag descriptions from the Bixby service.” The company said it’s “constantly learning from customer feedback.”


Share This Story

Get our newsletter


Man, this outrage bullshit has to stop. You morons are taking away from legit social issues with this bullshit.