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FILE - In this Feb. 22, 2016 file photo, Samsung Galaxy S7 Edge mobile phone is displayed during a preview of Samsung's flagship store, Samsung 837, in New York's Meatpacking District. SquareTrade, a company that offers extended-protection plans for gadgets, said the Galaxy S7 and S7 Edge still functioned after being submerged in water for 30 minutes. Audio was ?permanently muffled and distorted? after the dunking, but the Samsung phones still outlasted Apple?s iPhones in SquareTrade?s water tests. The study, released Monday, March 14, also found that Samsung?s new phones are more prone to breaking than the iPhone 6S, which survived 30 seconds in a tumbling test chamber, similar to a dryer without heat. (AP Photo/Richard Drew, File)

Samsung has its own Siri and Alexa now. Get ready for 'Bixby.'


Samsung now has its own digital voice assistant to compete with Siri, Alexa, and Google Assistant.

Its name is Bixby, according to a Samsung press release. It'll appear for the first time on the Galaxy S8, which will launch later this month.

Samsung hopes Bixby can outshine the competition by being far more comprehensive and powerful than other assistants. Samsung claims Bixby can do "almost every task" that you could normally do with a phone's buttons or touch screen. 

Bixby also allegedly can "understand the current context and state of the application," allowing you to use the app with your hands while doing something entirely different with your voice.

Bixby also can understand normal human language, rather than requiring you to memorize syntactical rules  to start commands (like "OK, Google"). There will be a dedicated "Bixby button" on the side of the phone. Talking to Bixby will require "one push of the Bixby button and a simple command."

Ten years after the introduction of smartphones, another introduction is waiting.
InJong Rhee, Samsung

Samsung claims its goal is to "remove friction" and make it as easy to adapt to using Bixby as possible, hence the physical button. It plans to open up Bixby use to third-party applications over time.

As CNET reports, this isn't Samsung's first digital assistant. It launched S Voice with the Galaxy S3 in 2012. It was quickly deemed irrelevant.

InJong Rhee, Samsung's executive vice president, said he envisioned Bixby ultimately being used across Internet of Things devices, like home appliances and other smart devices. 

Rhee also addressed the concerns that Samsung was duplicating Google's work with the assistant since Samsung phones run Android.

"We know and understand our applications better than anybody else out there," Rhee said.

Here's what appears to be Bixby's logo.

Samsung has touted Bixby's artificial intelligence as a revolution.

Will you try out Bixby?

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