Samsung Executive Vice President was very categorical on Artificial Intelligence and how Samsung plans to approach it — with Bixby. Their philosophical approach is for machines to learn and adopt our practices, and not the other way around. This philosophy is widespread and other companies, from Amazon’s Alexa and Microsoft’s Cortana are using it. They are always fine tuning and widening the scope of their AI elements to make them as intuitive and as wide as possible. Alexa, Siri and Cortana are always competing for headlines. With every integration news release, Cortana or Alexa was announcing partnership with new companies in a bid to expand their data collection zones. Samsung’s silence was deafening — until now.

Samsung electronics has announced Bixby. Bixby will be the next voice assistant and interface between Samsung gadgets and users. It operates just like Alexa, but Bixby has additional properties that make it superior. For example, Bixby will be more complete. This implies that every activity that an application executes through touch commands is possible through voice commands. It will also be more aware of the context of the application. This basically means that upon summoning Bixby through an application, it can immediately understand the context and the kind of work in progress. From this, users can decide the best mode of interaction — touch or voice — which suits them.

Samsung’s aim is to grow the number of appliances and eventually create an ecosystem with Bixby acting as the interface. At the moment there is no indication that Bixby will be used during payments. However, the entry of Bixby can trigger revolutionary charges from AI companies. Google and the likes would want to fast track their developments and catch up instead of slowly letting the voice assistant be assimilated by users. Google knows this and is taking steps to make their voice assistant useful in the ecommerce spectrum. As a matter of fact, Google’s Assistant can pull items from retailers and have them delivered. For this to happen, these retailers should support Google Express. This means that users can have items delivered from companies such as Whole Foods and Costco.

Of course, we cannot rule out that this is Amazon’s competitor in the ecommerce space. They always have something up their sleeves. Samsung is already up and running in the mobile payment space with Samsung Pay. It’s only a matter of time and patience as they build up their ecosystem before allowing users to pay for software and other services through Bixby enabled apps.


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