diff --git a/docs/changelog/2691.bugfix.rst b/docs/changelog/2691.bugfix.rst
new file mode 100644
index 000000000..20c27b3c8
--- /dev/null
+++ b/docs/changelog/2691.bugfix.rst
@@ -0,0 +1,4 @@
+Upgrade embedded wheels:
+
+- pip ``23.3.2`` to `24.0``,
+- setuptools ``69.0.3`` to ``69.1.0``.
diff --git a/src/virtualenv/seed/wheels/embed/__init__.py b/src/virtualenv/seed/wheels/embed/__init__.py
index f749a22a9..04334f901 100644
--- a/src/virtualenv/seed/wheels/embed/__init__.py
+++ b/src/virtualenv/seed/wheels/embed/__init__.py
@@ -7,38 +7,38 @@
 BUNDLE_FOLDER = Path(__file__).absolute().parent
 BUNDLE_SUPPORT = {
     "3.7": {
-        "pip": "pip-23.3.2-py3-none-any.whl",
+        "pip": "pip-24.0-py3-none-any.whl",
         "setuptools": "setuptools-68.0.0-py3-none-any.whl",
         "wheel": "wheel-0.42.0-py3-none-any.whl",
     },
     "3.8": {
-        "pip": "pip-23.3.2-py3-none-any.whl",
-        "setuptools": "setuptools-69.0.3-py3-none-any.whl",
+        "pip": "pip-24.0-py3-none-any.whl",
+        "setuptools": "setuptools-69.1.0-py3-none-any.whl",
         "wheel": "wheel-0.42.0-py3-none-any.whl",
     },
     "3.9": {
-        "pip": "pip-23.3.2-py3-none-any.whl",
-        "setuptools": "setuptools-69.0.3-py3-none-any.whl",
+        "pip": "pip-24.0-py3-none-any.whl",
+        "setuptools": "setuptools-69.1.0-py3-none-any.whl",
         "wheel": "wheel-0.42.0-py3-none-any.whl",
     },
     "3.10": {
-        "pip": "pip-23.3.2-py3-none-any.whl",
-        "setuptools": "setuptools-69.0.3-py3-none-any.whl",
+        "pip": "pip-24.0-py3-none-any.whl",
+        "setuptools": "setuptools-69.1.0-py3-none-any.whl",
         "wheel": "wheel-0.42.0-py3-none-any.whl",
     },
     "3.11": {
-        "pip": "pip-23.3.2-py3-none-any.whl",
-        "setuptools": "setuptools-69.0.3-py3-none-any.whl",
+        "pip": "pip-24.0-py3-none-any.whl",
+        "setuptools": "setuptools-69.1.0-py3-none-any.whl",
         "wheel": "wheel-0.42.0-py3-none-any.whl",
     },
     "3.12": {
-        "pip": "pip-23.3.2-py3-none-any.whl",
-        "setuptools": "setuptools-69.0.3-py3-none-any.whl",
+        "pip": "pip-24.0-py3-none-any.whl",
+        "setuptools": "setuptools-69.1.0-py3-none-any.whl",
         "wheel": "wheel-0.42.0-py3-none-any.whl",
     },
     "3.13": {
-        "pip": "pip-23.3.2-py3-none-any.whl",
-        "setuptools": "setuptools-69.0.3-py3-none-any.whl",
+        "pip": "pip-24.0-py3-none-any.whl",
+        "setuptools": "setuptools-69.1.0-py3-none-any.whl",
         "wheel": "wheel-0.42.0-py3-none-any.whl",
     },
 }
diff --git a/src/virtualenv/seed/wheels/embed/pip-23.3.2-py3-none-any.whl b/src/virtualenv/seed/wheels/embed/pip-24.0-py3-none-any.whl
similarity index 83%
rename from src/virtualenv/seed/wheels/embed/pip-23.3.2-py3-none-any.whl
rename to src/virtualenv/seed/wheels/embed/pip-24.0-py3-none-any.whl
index ae78b8a6c..2e6aa9d2c 100644
Binary files a/src/virtualenv/seed/wheels/embed/pip-23.3.2-py3-none-any.whl and b/src/virtualenv/seed/wheels/embed/pip-24.0-py3-none-any.whl differ
diff --git a/src/virtualenv/seed/wheels/embed/setuptools-69.0.3-py3-none-any.whl b/src/virtualenv/seed/wheels/embed/setuptools-69.1.0-py3-none-any.whl
similarity index 73%
rename from src/virtualenv/seed/wheels/embed/setuptools-69.0.3-py3-none-any.whl
rename to src/virtualenv/seed/wheels/embed/setuptools-69.1.0-py3-none-any.whl
index c844edac5..3d83a7b75 100644
Binary files a/src/virtualenv/seed/wheels/embed/setuptools-69.0.3-py3-none-any.whl and b/src/virtualenv/seed/wheels/embed/setuptools-69.1.0-py3-none-any.whl differ
diff --git a/tasks/upgrade_wheels.py b/tasks/upgrade_wheels.py
index 3efccae2f..32cfaaaee 100644
--- a/tasks/upgrade_wheels.py
+++ b/tasks/upgrade_wheels.py
@@ -120,7 +120,7 @@ def get_embed_wheel(distribution, for_py_version):
         dest_target = DEST / "__init__.py"
         dest_target.write_text(msg, encoding="utf-8")
 
-        subprocess.run([sys.executable, "-m", "ruff", str(dest_target)], check=False)  # noqa: S603
+        subprocess.run([sys.executable, "-m", "ruff", str(dest_target), "--fix", "--unsafe-fixes"], check=False)  # noqa: S603
 
         raise SystemExit(outcome)