Samsung is planning to upgrade its voice assistant, Bixby, with generative AI technology to improve its conversational abilities. The upgrade aims to make Bixby smarter and more versatile for users, with the integration of generative AI allowing for more natural and engaging interactions. Samsung's executive vice president of its mobile business confirmed the company's dedication to bringing generative AI capabilities to Bixby. While generative AI is already available on Samsung's smart home appliances, the upcoming upgrade could have significant impacts on smartphones and smartwatches, enabling real-time feedback and assistance in various situations. Overall, this move by Samsung underscores its commitment to compete in the AI space.