With Samsung's Bixby Rolling Out Globally, a Voice Assistant Branding War May Be Afoot

In a field where Siri and Alexa are already there waiting

With the release of the Samsung Galaxy Note 8 this week, Samsung’s artificial intelligence-powered voice assistant, Bixby, appears set for more widespread use. Bixby, which has been available in the device manufacturer’s home country of Korea since May and in the U.S. since July, went live in the U.K. on Wednesday and will reportedly be in China in the next few months.

Samsung has more mobile device market share— 23 percent, per IDC—than any other company. So, by this time next year, one would imagine Bixby might be as well known as forerunner competitors like Siri (Apple), Alexa (Amazon), OK Google (Google) and Cortana (Microsoft).

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