Samsung initially overlooked Bixby when incorporating AI features into its phones, focusing on other aspects instead. However, the company now plans to enhance Bixby using Gen AI technology, according to Samsung's TM Roh. This update, based on Samsung's LLM, is expected to improve natural language processing and redefine Bixby's capabilities. While the specifics are still vague, reliable sources suggest that these enhancements will be rolled out in the near future. This shift signifies Samsung's commitment to evolving Bixby and keeping up with competitors who have utilized AI to enhance their voice assistants. Stay tuned for more updates on Samsung's Galaxy AI developments.