Samsung is enhancing its voice assistant Bixby with generative AI to compete with Google's Gemini, aiming to make conversations more natural.

Bixby was notably undermentioned during the Galaxy S24 launch, sparking questions about its relevance, despite Samsung's plan to update past devices with AI features through One UI 6.1.

Samsung's future strategy includes potentially monetizing AI features while ensuring Bixby remains a key player in its ecosystem, expanding its reach across devices and appliances.

Apple is anticipated to reveal an AI-improved Siri, as Samsung renews focus on Bixby, which was previously discontinued in 2020.

The timeline for Bixby's AI upgrade is uncertain, but it seeks to enhance user experience across Samsung devices with features like live feedback and improved photo capabilities.