Samsung Electronics Co. confirmed that its upcoming Galaxy S8 series on which the company’s reputation after disgraced discontinuation of Galaxy Note7 hinges will be equipped with voice-activated personal assistance that would outperform similar services through open interactivity with its broader services and products.

The Galaxy S8 edition will be powered with an “interface that has never been experienced before,” said Rhee Injong, chief technology officer (CTO) of Mobile Communications business, Samsung Electronics at a press meeting held with Viv Labs Inc.’s top management in Seoul on Friday. The Galaxy S8 will be the company’s first device powered by voice-activated artificial intelligence (AI) system, said Rhee.

Its digital assistance will show “stark difference” with other counterparts, he said. Google in September unveiled Pixel phone powered by Google Assistant, but its service is limited to English-speaking community. Apple’s voice assistant Siri can serve 17 languages, but is also restricted to the Apple habitat. Samsung Group has businesses ranging from home appliances and apartments to financial, retail, and hospitality services.

Samsung Electronics will embed the voice assistant model of Viv Labs, a U.S-based AI software startup founded by the creators of Siri, Apple’s AI platform that the Korean tech giant purchased at undisclosed amount in October.

The AI platform that Samsung and Viv Labs are creating together is “open AI platform” on which third party developers can add their service features and extend their service to customers, and it will “totally bring upon entirely new paradigm, said Rhee. The AI platform will enable users to control not only smartphones but also home appliances through speech recognition system. The service would save users of the hassle of searching on the Internet or downloading an app.

“We are focused to make the new technology as easy and convenient as possible,” said Dag Kittlaus, chief executive officer of Viv Labs. The Galaxy S8 is the “beginning and base of a new technology” that will be “an interface that users will interact with in their daily lives,” said Kittlaus.

The market expects the new Samsung flagship phone to be unveiled in February or March.

Jay Y. Lee, vice chairman of Samsung Electronics, reportedly expressed his high expectations in the AI service during his meeting with Viv Labs’ top management prior to the press meeting. The Viv Labs’ AI solution should focus on offering greater pleasure and convenience to users, said Lee as he added that the company will solidify its technological leadership in the Internet of Things era by incorporating the Viv Labs’ solution into Samsung’s other products.

At 13:27 p.m. Monday, shares of Samsung Electronics were 1,638,000 won, up 11,000 won or 0.68 percent from the previous session.

By Shin Hyun-kyu and Woo Je-yoon

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