Samsung Bixby / Bedrock

In 2015, Bedrock was the internal code name for the development of Samsung’s AI platform—later launched globally as Bixby. I played a key role in shaping the vision, interaction flow, and behavioral framework of the platform during its earliest stages.

Leading a small, cross-disciplinary team, I guided the creation of blue-sky explorations that defined how Bixby could function as an intelligent, end-to-end digital assistant. This included mapping user journeys, designing natural interaction models, and envisioning how AI could seamlessly integrate across Samsung’s ecosystem of devices.

Our work served as a north star vision, telling a cohesive story of how the platform could anticipate needs, respond gracefully, and evolve with user behavior—helping Samsung set the foundation for what would become its flagship AI assistant.