Bixby Privacy Notice

Effective Date: June 1. 2026

At Samsung Electronics Co., Ltd. (“Samsung”), we know how important privacy is to our customers. Under applicable law, Samsung is the data controller for Bixby (the “Service”). We created this Privacy Notice to make sure you understand how we collect and use your personal data. If you are a minor (under 18 years old), please refer to our Bixby Privacy Notice for Minors with a parent or guardian, which will help you understand better what information we collect and how we use it.

Our Privacy Policy (available at https://account.samsung.com/membership/terms/privacypolicy) also applies to your use of the Service. 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 the Service.

WHAT INFORMATION DO WE COLLECT?

Through the Service, we obtain and maintain information about you in various ways.

Information You Provide Directly

• Bixby interactions: information you exchange with Bixby through your interactions and inputs with Bixby, including recordings of your wake-up command and voice commands, as well as content you request to be read aloud.

Information We Obtain By Automated Means

• Samsung account information, including your password;
• Contact and biographical information, including date of birth and the phone numbers;
• Information about your Service-enabled devices, such as hardware and software information, configurations and settings, and device and other unique identifiers, including IP address;
• Information about your usage of the Service, including about how, when, and for how long you use the Service, the devices and/or services that you choose to connect to the Service (including third-party devices and services), and other Samsung and third-party apps and services on your devices. We also may obtain information from other Samsung and third-party apps and services that are accessed or used by you as part of the Bixby commands you make (including content in such apps and services), which depend on the specific voice commands you make (including from social media, email, and instant messaging apps); and
• Location information, including with your separate consent, your precise geolocation; Your device will notify you when the Service attempts to access your location. Please note that if you do not allow the Service to collect your precise geolocation, you may not be able to use all of the features of the Service.

We also may collect other information about you, your devices and apps, and your use of the Service 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 collected information for the following purposes and in accordance with the legal bases set out below:


Audio Recording Review

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 will store your audio recordings associated with your identifier for a period of one month.

After one month, your audio recordings will be disassociated from any identifier and stored for a total period of one 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.

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

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.



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

Samsung processes personal information via automated and non-automated means for the purposes described above and in accordance with applicable law. We will process your data in accordance with applicable law pursuant to a proper legal basis such as to comply with the law, regulatory obligations and legal processes, to provide you with the Service, to perform a contract with you, pursuant to a legitimate interest provided, or consent, as applicable. The legal basis may vary from one country to another, but we will rely on the appropriate legal basis provided in data protection and other laws of your country.

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 the Service, such as content or feature providers, e.g. when you make a voice command, the results may be provided from one of these content providers. These business partners control and manage your personal data;
• Service providers: carefully selected companies that provide services for or on behalf of us, such as cloud 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 the Service: 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.

INTERNATIONAL TRANSFERS

Your use of the Service will involve the transfer, storage, and processing of your personal data, including, as applicable, any sensitive or special categories of personal data, to other countries. The countries to which we transfer internationally include, without limitation, the Republic of Korea, Poland, Sweden, the Netherlands, Ireland, the United States, India, Brazil, and Japan. In some cases, your personal data may simply be accessed remotely from a country listed above, while in others it may be physically transferred to one of the listed countries for processing. The purpose of these international transfers depends on the relevant business need, but your data will only be used for the purposes described above. Some transfers may be temporary, while others may continue until the applicable processing purpose is fulfilled. All international transfers are subject to legal requirements to ensure that your personal data is processed safely and as you would expect.

HOW LONG DO WE RETAIN YOUR INFORMATION?

How long your data will be retained depends on the legal basis relied upon to process your data and/or the purposes of processing. For example, data we process to perform our contract with you requires us to keep the data throughout the time you use the Service. As long as you are an active user of the Service, 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 use of the Service, 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 the Service, or we may process data to keep a record of inquiries you made through or about the Service 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 continue to process data collected prior to your withdrawal until the purposes for which such data was collected have been achieved.

Please note, 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 that we require a certain piece of data, we 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 RIGHTS

We provide you with certain rights and choices in connection with the personal data we obtain about you on or through the Service in compliance with applicable law. To learn more about your rights specific to your country, please refer to our Privacy Policy (available at https://account.samsung.com/membership/terms/privacypolicy). Such rights may include asking us to provide whether or not personal data has been processed and details about what we’ve collected (including with regards to the purpose for processing and sharing), to delete it, to correct it, limit, restrict or object to processing, to withdraw consent, to de-index you, and to claim compensation for damages causes by unlawful processing of your personal data.

If you are a parent or guardian who has a child using the Service, please see the Can my parent or guardian supervise me? section in the minor version of this Privacy Notice below to learn more about parental supervision rights concerning your minor children.

CONTACT US

You can contact us to exercise your rights and choices, submit a request, or ask us questions. The easiest way to contact us is through the Contact Us section of: https://www.samsung.com/.

You can contact us at:

Data Controller
Samsung Electronics Co., Ltd.
129, Samsung-ro, Yeongtong-gu,
Suwon-si, Gyeonggi-do 16677, Republic of Korea

If you reside in Brazil, you may also contact us at:

Samsung Eletrônica da Amazônia Ltda. (Samsung Brazil)
Av. Chucri Zaidan, 1240, Morumbi, São Paulo/SP, CEP 04711-130 – Brazil
Contact Us section at https://www.samsung.com/br/support/contato
Data Protection Officer (DPO): Pamella Carolina Ribeiro Kim Santos – e-mail: protecao.dados@samsung.com

UPDATES TO THIS PRIVACY NOTICE

This Privacy Notice may be updated to let you know about changes in how we collect and process your information in the Service or changes in related laws. The date when the document was last updated is shown at the top of this Privacy Notice. If we update the Privacy Notice, we will let you know in advance about changes we consider to be material by placing a notice on relevant services or by emailing you, where appropriate.

Bixby Privacy Notice for Minors

June 1. 2026

This information is our Bixby Privacy Notice for minors. A Privacy Notice tells you information including what personal data we collect and how we use it.

There is also more detailed information on our adult version of the Bixby Privacy Notice which you could look at with your parent/guardian so they can help you understand.

Sometimes we might have to update this Privacy Notice, if there are any changes in how we collect or use your personal data, or if there are any changes in the law. The date at the top of this Privacy Notice is when it was most recently updated.

Who are we?

We are Samsung Electronics, a global technology company. The Service is one of the features we provide for you to use on your device. When you use the Service Samsung Electronics Co., Ltd. acts as a data controller – which means we collect your data and decide what to do with it.

What is personal data?

Personal data is any information that can identify you. This could be your name or email address, or it could even be a picture.

For the Service, Samsung collects personal data including:

• Your commands and conversations: We collect information about when you ask Bixby to do something or answer Bixby, including with your voice. The voice commands may be collected, including when you ask Bixby to read content aloud for you.
• Samsung account information: your profile information; and
• Information that lets us learn more about you: your biographical information, including date of birth and phone number.
• Information about what you’re using: This is information about your device and other devices not from Samsung connected to Bixby, like what kind of device you are using and how you are using it, what settings you have turned on or off on your device, and information that lets us know which device is yours (these are called identifiers). We also may obtain information from other Samsung and third-party apps and services that are used by you (including content in such apps and services), which depend on the specific voice commands you make (including from social media, email, and instant messaging apps).
• Information about how you use Bixby: How, when, and for how long you use Bixby and other apps and services and the devices you connect to Bixby, and your Bixby app settings. We also collect responses from Bixby and other apps and services.
• Information about where you are: We may collect information about your location, including by using Bluetooth and Wi-Fi. If you (or your parent or guardian) allow us, we may collect information about your location to tell us better and more exactly where you are (this is called geolocation). Your device will let you know when we are collecting your geolocation.

There is also some personal data we collect for the Service that we have to be extra careful with, called special category data. This includes:

• Information about your precise geolocation

If we need to collect this special category data, we will ask you, or your parent/guardian for additional agreement first.

How do you get my personal data?

When creating a Samsung account, you need to provide some personal data– such as your name, email address, and birth date.

When you use the Service, we might ask you to provide some information to us directly, or we might be able to find this information through software on your device.

When we collect personal data, we only collect what we need. Sometimes if we need extra information, we will ask for consent from you, or your parent/guardian first.

The longer list of personal data that we collect for the Service and how we collect it is on our adult version of this Privacy Notice. You could ask your parent/guardian to show this to you.

Why do you need my personal data?

Personal data might be used to check who you are or to provide a product or service, including the Service.

For the Service, we use your personal data to:

• Help you start using the Service and make sure it is you who is using the Service;
• Let you use the Service and its features, including providing content and responses depending on you interact with the Service, and make sure it works properly;
• Let you use other apps, services, or features that aren’t from Samsung, including by using your Samsung account;
• Help us respond to your questions, requests or instructions;
• Improve the Service and our business; and
• Make sure that we are following the rules and laws.

Depending on where you live, we need and are allowed to use your personal data because of something called a legal basis. This means we can use your personal data because:

i) We have to use your personal data for the Service to work properly;
ii) We have considered and determined that using your personal data to improve our business or service is fair to both you and us;
iii) We need it to make sure we follow the law and run our business properly; and/or
iv) You, or your parent/guardian, have given us permission to use your personal data. You can always tell us if you change your mind about the collection of this personal data, and we will stop using it.

The full list of reasons why we need your personal data for the Service, and why we are allowed to use it is included in the adult version of this Privacy Notice. You could ask your parent or guardian to show this to you.

Who else might see my personal data?

Sometimes, we might have to share your personal data within our business or with other companies. These might be other Samsung companies, or separate companies that help us provide our services to you. If your personal data is sent to other countries, we will make sure your data is still safe and protected.

The adult copy of this Privacy Notice has a longer list of who we might share your personal data with, where it might be sent, and how we keep it safe.

How long do you keep my personal data?

We only keep your data for as long as we need it, and this depends on what data it is and why we are using it. When we don’t need it anymore, we delete it. Whilst we do have your data, we make sure that it is safely and securely looked after.

Can I make decisions about my personal data?

You still have rights over the personal data we have collected about you. This means you and/or your parent or guardian can request that we tell you about what personal data we have about you, change it if it is wrong, or delete it.

The rights you have depend on what we use your data for, and you can see this list in our adult version of this Privacy Notice.

Can my parent or guardian supervise me?

In order to help your parent or guardian supervise you, if you are in the same family group as them (children are automatically in the same family group), they can use Samsung Parental Controls to allow or block the use of certain Samsung apps and services, control your purchasing of apps and app content, and control your access to certain websites on the Samsung Internet app.

In addition, the Samsung Parental Controls and/or the Service also provides features or tools for your parent or guardian, such as to limit your use of the Service, including time spent on the Service, restrictions on communications, features, downloads, and financial transactions, and/or the ability to view, configure, and/or manage account and privacy options.

These features or tools are especially important to help keep you safe from certain risks. In some cases, for example, these risks may include the use of more sensitive data, spending too much time on the Service, or having contact with strangers. To protect your rights and your privacy, it is very important that you respect the choices made by your parents or guardian and do not try to get around the protections set up in the Service.

How can I contact you to make decisions about my data?

If you want to speak with us about your personal data, you can contact us through the Contact Us section of: https://www.samsung.com/. If you reside in Brazil, you may also contact us at:

Samsung Eletrônica da Amazônia Ltda. (Samsung Brazil)
Av. Chucri Zaidan, 1240, Morumbi, São Paulo/SP, CEP 04711-130 – Brazil
Contact Us section at https://www.samsung.com/br/support/contato
Data Protection Officer (DPO): Pamella Carolina Ribeiro Kim Santos – e-mail: protecao.dados@samsung.com

You can also contract us through our Privacy Portal at https://www.samsung.com/br/privacy/.

If you are outside of Brazil, you can write to us here, instead:

Data Controller
Samsung Electronics Co., Ltd.
129, Samsung-ro, Yeongtong-gu,
Suwon-si, Gyeonggi-do 16677, Republic of Korea