Samsung's Bixby assistant has lagged behind rivals like Alexa and Siri, but a new report suggests Samsung is taking steps to revitalize its AI efforts. The tech giant has reportedly hired Murat Akbacak, a former lead on Apple's Siri team, to head its new North America AI Center. Akbacak's expertise in conversational and contextual AI could help Samsung enhance Bixby and other AI features across its Galaxy devices. By combining teams in Toronto and Mountain View, California, Samsung aims to boost efficiency and innovation in AI technology. With the growing importance of AI in tech products, Samsung's move to bring in top talent like Akbacak could be crucial for its success in the competitive market. As Samsung continues to evolve its Galaxy ecosystem, Akbacak's experience and leadership may drive significant advancements in AI technology.