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.