They should just license the tech from Google. Google might be missing the urinal with forcing Gemini down everything while not improving basics, but their keyword detection remains good for me.
Listening to SiriusXM commercials in my car often triggers it for me. Howard Stern saying "SiriusXM" on his show also often triggers Siri on my apple watch.
... try being a Canadian with a bit of a hearing deficiency that is always saying our "verbal tic" of: "sorry" just prior to asking people to repeat themselves...