Attendees examine Bixby enabled devices at the Samsung booth during CES 2019 at the Las Vegas Convention Center

Samsung is planning on devoting serious attention to its Bixby voice assistant through a beefy artificial intelligence (AI) upgrade, according to a CNBC interview with Executive Vice President Won-Joon Choi.

Watch out, Siri — Bixby is getting an update

Not one to be left behind its competitors, the Samsung EVP said that the company is investing in “generative AI and LLM (large language model) tech” for its core voice assistant.

It’s unclear when this AI update will drop. We also don’t have a clue which devices will benefit from this new AI tech. But we do know that talks of upgrading Bixby have been around since at least last year. During Galaxy Unpacked 2023, company VP Junho Park let the cat out of the bag about Samsung’s plans of “deeply developing” new AI treats for its devices.

Since its introduction in 2017, Bixby has been included in a range of Galaxy devices from its mainstream offerings to the more subtle phones like the A-series and the Galaxy Flip. You can’t do too much with the voice assistant, but the hope from Samsung executives is that soon — with a little AI boost — you’ll be able to do everything with it.

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