Advancements in large language models and generative AI are now considered crucial fundamental technologies necessary to expand the efficacy of voice interfaces and virtual assistants. Natural and fluid conversational interfaces coupled with the prospect for AI to provide contextual awareness and greater personalisation now appear to be the key characteristics necessary to unlock future potential. In this Tech Perspectives bulletin, Futuresource examines the intersect between generative AI and virtual assistant platforms, highlighting the potential and challenges for this disruptive technology.