26 December 2018
Samsung debuted its own digital assistant Bixby with the release of the Galaxy S8. It was the company's venture into the field of artificial intelligence (AI) and since then, it has appeared on company's every flagship product. While this helps Samsung in getting a head start in terms of smartphone installs and user base, it also has to compete with its biggest rival Google Assistant at the same time. It is simply because every Samsung device which comes with Bixby also features Assistant by default and users prefer to use the latter in most cases.
This is something even Samsung is aware of and which seems to be the reason it is open to collaborating with Google on AI to improve Bixby. It was revealed by Samsung's CEO of Consumer Electronics, Kim Hyun-suk during a press conference on the sidelines of IFA 2018.
Hyun-suk said, "Samsung is developing its own voice assistant, Bixby, but we could consider various (forms) of collaboration with Google in the field. For example, we would call up Bixby, but it could lead us to one of Google’s services, like Google Map.”
In other words, Samsung is interested in offering deeper integration with Google services so that Bixby can prove to be more useful and productive. This would make sense considering that Google services are used worldwide by a huge number of users and they would expect their assistant to be able to work with them.
As for how Samsung plans to convince Google, Hyun-Suk said Samsung might use their reach as leverage for the same. He mentioned that they ship over 500 million units per year around the globe which is a huge number. While this is indeed a tempting number, only the time will if Samsung's dream would turn into a reality.