Apple, Samsung, Huawei, LG and Xiaomi, as the world's top-selling smartphone makers, are all planning to double down on artificial intelligence features on their handsets that will be launched this year and beyond.

According to DigiTimes, the companies are on high hopes in improving their AI assistants' capabilities that will apparently increase market shares in 2017. As for Apple, the company is reportedly preparing on integrating an "enhanced Siri" to its next-generation iPhone devices.

Although it's still uncertain whether it would be integrated on the upcoming 2017 iPhone 8, or onto another model which will be launched after this year. There aren't any specific capabilities that are to be enhanced in the current version of Siri. But apparently, overall improvement to voice recognition and contextual understanding of user requests will be probably part of the upgrade.

Furthermore, with Apple's acquisition of machine learning and AI startup Turi, reports say that it is the way Apple intends to boost Siri's reliability with consumers. This is increasing its market share as well over other AI assistants such as Google Assistant, Microsoft's Cortana and Amazon's Alexa.

With regard to competition, Huawei is reportedly ready to compete with Samsung and Apple, as AI on its frontier. The company has recently launched the Mate 9 in the United States, integrating Amazon's voice assistant to be able to provide its users a much convenient way of navigating their smartphone.

Meanwhile, Google launched its Google Pixel smartphone last year with its Google Assistant pre-installed. Compared to Siri, as per YouTuber Marques Brownlee's discovery, while Siri gave him more information, Google Assistant has given a more personal touch and more enjoyable AI experience.

As Samsung apparently launches the Galaxy S8 sometime in spring 2017 and the new handset will possibly include an AI assistant Bixby, which is expected to become a main feature of Samsung's next-generation flagship model.

On the other hand, LG is allegedly in talks with Google and Amazon to influence each company's voice assistants into LG products. It includes LG home appliances with Alexa pre-installed as well as its upcoming handset, the LG G6, according to MacRumors.