Samsung takes on Google, Apple in AI

By Lee Min-hyung

Samsung Electronics is taking on Google and Apple to grab the lion’s share in the highly potential artificial intelligence (AI) industry.

The Seoul-based tech behemoth confirmed this week that its upcoming flagship smartphone, the Galaxy S8, would be equipped with its new AI assistant, Bixby.

Samsung is a latecomer in the AI industry, compared with its handset rivals such as Apple and Google. iPhone maker Apple unveiled its AI voice assistant, Siri, in 2011 and has since improved the quality of its service.

Google, for its part, is also seeking to expand its AI presence, backed by its dominant Android mobile operating system (OS), allowing Nougat 7.0 users to access its AI service, Google Assistant.

Samsung, though, remains confident about its success in AI, largely due to its global influence as the world’s largest consumer electronics manufacturer. The company said its ultimate goal is to connect all home appliances with its Bixby-led ecosystem.

“In the future, you would be able to control your air conditioner or TV through Bixby,” said Rhee In-jong, executive vice president and head of R&D, software and services at Samsung Electronics.

“Starting with our smartphones, Bixby will be gradually installed in all our appliances. As the Bixby ecosystem grows, we believe Bixby will evolve from a smartphone interface to an interface for your life.”

Samsung’s AI bid started last November when the company acquired a U.S.-based AI startup, Viv Labs, better known as the Apple Siri developer.

At that time, Rhee hinted at the firm’s plan to include AI functions in the new Galaxy handset by taking advantage of Viv’s expertise in natural language understanding and machine learning technology.

Viv Labs CEO Dag Kittlaus also said the AI assistant technology is not far away, highlighting its speech recognition has approached almost 95 percent accuracy.

In a long-term perspective, Samsung is also seeking to challenge Amazon, as the U.S. e-commerce giant is rapidly expanding its AI partnerships with device manufacturers.

Amazon’s AI personal assistant Alexa made its debut in 2014 when the firm introduced the AI speaker Echo, which became a mega-hit with a sales record of 5 million last year.

As a non-manufacturing industry player, Amazon is expanding its grand vision with such existing players as LG Electronics, Huawei and Volkswagon ― equipping devices and vehicles with its Alexa ecosystem.