Bixby Privacy Notice

Effective Date: 1 Jan 2026

At Samsung Electronics Co., Ltd. (“Samsung”), we know how important privacy is to our customers. Samsung is the data controller for Bixby. Unless otherwise stated herein, this Privacy Notice applies to the Samsung account you use to sign in to Bixby and will apply to any devices listed here (click on “The New Bixby”) that you sign in to Bixby using that Samsung account. We created this Privacy Notice to make sure you understand how we collect and use your personal information.

Our Privacy Policy at https://account.samsung.com/membership/terms/privacypolicy also applies to your use of Bixby. Our Privacy Policy contains more information about how we use your data. It also includes information about your rights and how to contact us. Please read our Privacy Policy in addition to this Privacy Notice. However, this Privacy Notice shall always prevail over the Privacy Policy in relation to how we use your information for Bixby.

WHAT INFORMATION DO WE COLLECT?

Through Bixby, Samsung obtains and maintains information about you in various ways.

Information You Provide Directly

Bixby collects information from you directly. For example, when you create a Samsung account to use Bixby, we ask for information such as your name, date of birth, gender, phone number, and email address.

Information About Your Use of Bixby

In addition to the information you provide, we will collect information about your use of our Bixby through software on your devices and by other means. We will collect:

• Bixby interactions: We collect the information you exchange with Bixby through your interactions with Bixby, including recordings of your voice commands (such as your questions, requests, and instructions), your touch interactions and other inputs (such as the hints you tap in Bixby), and the information you receive from Bixby (such as responses, answers, and content). If you submit information to Bixby that is sensitive in nature (such as health information), that will also be collected and processed for the purposes set out below. We will not actively ask you for or collect such sensitive information in connection with your use of Bixby. We also may obtain other information related to your use of Bixby, including information we receive from Samsung and third-party apps and services that are accessed or used by you as part of the Bixby commands you make (such as social media, email, and instant messaging apps). The information we receive will depend on the voice commands made in Bixby, and includes, without limitation, information related to the apps you use, the websites you visit and your contact lists, music, calendar entries, bookmarks, notes, call logs, alarm clock, registered device lists within Samsung apps, and content and data from other Samsung and third-party apps, websites, and services.
• Bixby settings: Your Bixby settings will be collected, such as the language, voice style, voice wake-up data, which services (services are third-party software that link with Bixby to bring you additional features) you have allowed to access your information, voice responses, listen automatically, provide sound feedback, and use while the mobile device is locked;
• Device and app information: Your hardware model, device hardware information, IMEI number and other unique device identifiers, current software version, MCC (Mobile Country Code), MNC (Mobile Network Code), MAC address, IP address, operating system versions, and settings of the devices you use to access Bixby. In addition, we obtain information about how, when, and for how long you use your Bixby-enabled devices (including Samsung and third-party devices you control with Bixby), including response to wake-up commands, as well as your usage of Bixby and Samsung and third-party apps and services on the devices (such as a list of the apps on your devices).
• Location information: Your device’s GPS signal or information about nearby Wi-Fi access points and cell towers will be transmitted to us when you use Bixby and enable the Location function.
• Read aloud content: Bixby provides a read aloud feature, which allows you to request certain content from your mobile device, for example your messages, notifications, or emails, to be read aloud. When you ask Bixby to read content aloud, that content will be collected and processed to provide you with the read aloud feature. The read content will be kept for up to 30 days to maintaining previous conversations and troubleshooting. We will ask for your separate consent before collecting content for the read aloud feature.
• Personal data intelligence data: To provide some of the responses, Bixby may collect and process data processed within your device through the Personal data intelligence feature. This may require you to turn on the Personal data intelligence feature, including some of its data settings. Prior to the collection of any Personal data intelligence data, you will be informed and we will obtain your consent prior to such collection. See below for the types of Personal data intelligence data Bixby collects.
- Event and schedule information from Samsung apps, such as Calendar, Messages (including message content), Reminder, and third-party apps, such as from messenger apps (like WhatsApp).

We also may collect other information about you, your devices and apps, and your use of Bixby in ways that we describe to you at the time of collection or otherwise with your consent.

HOW DO WE USE YOUR INFORMATION?

We use the information collected for the following purposes:

• To help you or your device register for Bixby;
• To provide Bixby or features you request, including allowing you to interact with and use participating Samsung and third-party apps and services;
• To provide customised content and personalised services based on your past activities on Bixby (“Personalised Bixby”) when you enable this feature;
• To provide customised advertising, promotions, and offers that might interest you on our websites, third-party websites, and online platforms such as social media sites only where you have given us your separate consent;
• To provide promotions and offers by way of direct marketing communications, only where you have given us your separate consent;
• To analyse our products and services to help us better understand our customers in order to offer the most relevant communications, services, and experiences to you;
• To ask you for your opinions on our products and services and to carry out customer surveys, with your separate consent if required;
• To provide software updates, maintenance services, and support for Bixby; and
• To comply with and enforce applicable legal requirements, relevant industry standards and our policies, including this Privacy Notice and the Samsung Privacy Policy.
• To protect the rights, property, or safety of Samsung Electronics, or any of our affiliates, business partners, or customers.

Audio Recordings for speech recognition improvement

If you decide to opt-in for review, including human review, of your audio recordings, to troubleshoot and respond to any issues related to your use of Bixby, we may store your audio recordings associated with your device for a period of one month.

After one month, your audio recordings will be disassociated from any identifier and may be stored for a total period of 1 year. These recordings are pooled with other recordings, and a small percentage of those recordings may be selected for review to improve and train Bixby. Some of these recordings may contain personal information.

You can opt in by going into the Bixby settings > Privacy settings > Allow audio recording review. You can withdraw your consent at any time through these settings.

This opt-in will apply to the Samsung account you use to sign in to Bixby, and will apply to any device that you sign in to with that Samsung account. If you do not opt-in to the review of your audio recordings, your audio recordings will be deleted once your requested command has been provided. This also means there will be no audio recordings to help you troubleshoot or resolve any issues related to your use of Bixby.

Voiceprint review for speaker recognition improvement

If you decide to opt in for review, including human review, of your voice wake-up (e.g. “Hi Bixby”), to understand your voice wake-up command (e.g. “Hi Bixby”) better, we will store your Voice wake-up recordings when you invoke Bixby and it will be associated with the random identifier for a period of 1 year. This random identifier is not linked to your Samsung account or any other data we have from your use of our services.

To use Voiceprint review you must have registered for your own Voice wake-up where you will be prompted to opt in to Voiceprint review. You can register your voice wake-up by going into the Bixby Settings > Voice wake-up > Recognise voice.

If you have already completed the registration of Voice wake-up, you can opt in to Voiceprint review by going into the Bixby settings > Privacy settings > Allow voiceprint review. You can withdraw your consent and opt out at any time through these settings.

This opt-in will be linked to your Samsung account, and any devices you subsequently sign in to with your Samsung account will also have Voiceprint review active on that device as long as you remain signed in to your Samsung account on that device. If you do not opt in to the review of your voiceprint, your voice wake-up recordings will be deleted once your requested command has been provided and this will not be used for the Voiceprint review.

However, the wake-up command you have registered to use Bixby with is saved for back-up and restore purposes to enable you to continue to use Bixby, and will not be erased.

Personalised Bixby

Personalised Bixby is designed to serve content and responses tailored to you while using Bixby on your device. Opt-in to Personalised Bixby will apply to the Samsung account you use to sign in to Bixby, and will apply to any device that you sign in to with that Samsung account. Personalised Bixby may deliver customised content and responses based on your preferences and choices made and service usage patterns while using Bixby, including sending you notifications that introduce useful commands, new features or events. Bixby offers you Personalised Bixby as shown in the following examples:


• When you use Bixby, there are times when your request may output several choices. For example, if you ask for the weather in Georgia, Bixby may ask whether you mean the country of Georgia or the state of Georgia. As you make the same choice over time, Bixby will learn which Georgia you mean and will automatically select the Georgia you have chosen continuously over time.
• As you continue to use Bixby, it will ask about what you like and learn what you prefer. As Bixby learns what you like, it will ask you whether you prefer something. You may then set your preferences, which Bixby will remember for future use. For example, if you search for nearby restaurants Bixby may ask if you prefer Italian restaurants. If you indeed prefer Italian restaurants, you may set this as a preference.

• Bixby will collect and analyse information on how you use Bixby, including which services you use frequently and when you use Bixby, and usage information related to Samsung and third-party apps and services and devices connected to Samsung apps and services, such as registered devices within Samsung apps or phone numbers stored in contacts. As you use Bixby over time, Bixby will learn your usage patterns and will recommend appropriate voice commands, and various services or functions which you may be interested in.

If you have opted in to the Samsung Customisation Service on your mobile device, Personalised Bixby and the Samsung Customisation Service will work together to provide an even better Personalised Bixby service on your mobile device. To learn more about our privacy practices with respect to the Samsung Customisation Service, please visit Customisation Service in the Samsung account settings.

Opting out of Personalised Bixby and the Samsung Customisation Service

You may opt out of Personalised Bixby by visiting the Bixby settings on your device and selecting Personalised Bixby.

If you have enabled the Customisation Service on your mobile device and allowed the Customisation Service to access your Bixby data, the Customisation Service will continue to collect your Bixby data on your mobile device to provide you with customised content, in accordance with the Customisation Service Privacy Policy. This information will not, however, be used to provide customised content and responses through Bixby. You can opt out of the Samsung Customisation Service by going into your general settings menu on your mobile device.

We use and combine the information we collect about you from Bixby, other Samsung services or Samsung features we offer, devices, or other third party sources to provide you with a better experience. For example, you can use your Samsung account details to sign in to Bixby on multiple Samsung devices you may own. We also use the information you provide directly or through other sources as described above to provide content you may like or that you’ve personalised on Bixby, such as, for example, when you prefer a certain type of restaurant, listing that type of restaurant when you search for restaurants near you.

Samsung processes personal information for the purposes described above. Samsung’s legal basis to process personal information is outlined below:

WHO DO WE SHARE YOUR INFORMATION WITH?

We will disclose your information internally within our business and to the following entities, but only for the purposes described above.

• Affiliates: other Samsung Electronics Group companies which we control or own;
• Business partners: partners who we work together with to provide you with Bixby, such as service developers who provide content through the use of Bixby. These business partners control and manage your personal information;
• Service providers: carefully selected companies that provide services for or on behalf of us, such as cloud service platform providers who maintain data on our behalf. These providers are also committed to protecting your information;
• Other parties when required by law or as necessary to protect Bixby: for example, it may be necessary by law, legal process, or court order from governmental authorities to disclose your information. They may also seek your information from us for the purposes of law enforcement, national security, anti-terrorism, or other issues that are related to public security;
• Other parties in connection with corporate transactions: we may disclose your information to a third party as part of a merger or transfer, acquisition or sale, or in the event of bankruptcy; and
• Other parties with your consent or at your direction: in addition to the disclosures described in this Privacy Notice, we may share information about you with third parties when you separately consent to or request such sharing.

HOW LONG DO WE RETAIN YOUR INFORMATION AND WHERE DOES IT GO?

How long your data will be retained depends on the legal basis relied upon to process your data. For example, data we process to perform our contract with you requires us to keep the data throughout the time you use Bixby. As long as you are an active user of Bixby, we will retain and process this data. Data such as your account information and device information and identifiers fall into this category.

Data we process to promote our business interests, such as your usage of Bixby, is only kept for as long as needed for the purposes for which it was collected. For example, this data may be collected to perform analytics so we can develop improvements to Bixby, or we may process data to keep a record of enquiries you have made through or about Bixby to improve your customer service experience.

In addition, we may also process your data based on your consent. If you withdraw your consent, we will stop processing your data that relies on your consent, but it will not impact the processing of data collected prior to your withdrawal until the purposes for which such data was collected have been achieved.

Please note that although we aim to retain your data for the time period described above, your data may be processed longer pursuant to applicable law. For example, if a specific statute mandates we require a certain piece of data, we will comply and retain that data until the required retention period expires.

As long as your data is retained by us, your data will always be subject to appropriate safeguards.

Your use of Bixby will involve the transfer of your personal information to and storage and processing of your personal information in other countries; such countries include, without limitation, countries in the European Economic Area, the United States and South Korea. All international data transfers are subject to legal requirements to ensure that your personal information is processed safely and as you would expect. Such measures include the use of Standard Contractual Clauses to safeguard the transfer of data outside of the EEA. To request more information or to obtain a copy of the contractual agreements in place, please see the CONTACT US section of this Privacy Notice.

HOW DO WE KEEP YOUR INFORMATION SECURE?

We take data protection very seriously. We have put in place physical and technical safeguards to keep the information we collect secure. However, please note that although we take reasonable steps to protect your information, no website, internet transmission, computer system or wireless connection is completely secure.

WHAT ARE YOUR RIGHTS?

Your personal information belongs to you. You can ask us to provide details about what we have collected, and you can ask us to delete it or correct any inaccuracies. You can also ask us to restrict or limit the processing, sharing or transfer of your personal information, as well as to provide you with the personal information that we have collected so you can use it for your own purposes. However, requesting the deletion of your personal information may also result in a loss of access to Bixby. We will not delete data that we are required by law to retain.

To make a request concerning your rights or to make an enquiry, contact us using the methods outlined in the CONTACT US section.

CONTACT US

You can contact us to update your preferences, exercise your rights, submit a request or ask us questions.

You can contact us at:
Data Controller
Samsung Electronics Co., Ltd.
129, Samsung-ro, Yeongtong-gu,
Suwon-si, Gyeonggi-do 16677, Republic of Korea

Samsung Electronics has offices across Europe so that we can ensure that your request or query will be handled by the data protection team based in your region.

The easiest way to contact us is through our Privacy Support Page at https://www.samsung.com/request-desk.

You can also contact us at:
European Data Protection Officer
Samsung Electronics (UK) Limited
Samsung House, 2000 Hillswood Drive, Chertsey, Surrey KT16 0RS, UK

You can lodge a complaint with the relevant supervisory authority if you believe that our processing of your personal information infringes applicable law. Contact details for all EU supervisory authorities can be found at https://ec.europa.eu/newsroom/article29/items/612080.

UPDATES TO THIS PRIVACY NOTICE

This Privacy Notice may be updated to inform you of changes in how we collect and process your information in Bixby or of changes in related laws. The date when the document was last updated is shown at the top of this Privacy Notice.