Samsung's virtual assistant, Bixby, is an AI-powered feature that can assist customers with various tasks and inquiries. By activating Bixby on their Samsung devices, customers can ask questions, get product information, and receive step-by-step guidance. Bixby can also perform actions like setting reminders, sending messages, and controlling smart home devices. With its natural language processing capabilities, Bixby provides a conversational and intuitive way for customers to interact with their Samsung products.