Samsung has big plans for Bixby, its upcoming AI that is poised to take on Amazon Echo, Microsoft's Cortana, Apple's Siri, and Google's new Google Assistant. And yet, just what plans Samsung has for Bixby are broadly understood but have yet to be laid out plainly to consumers (the upcoming Galaxy S8 and Galaxy S8+ announcement will bring the detail consumers are waiting for).
A new trademark filed by Samsung seems to give some hint into what Bixby (that now has a logo) may be and do. Samsung has filed a trademark for "Samsung Hello," which seems to relate to how to address an AI more than anything else. It seems to be the alternative to "Ok, Google," except that "Hello Samsung" would be used on the Galaxy S8 and Galaxy S8+. From the description, Samsung Hello relates to not only voice recognition but also social news, contact, health, entertainment, music, weather, science, travel, and games.
The extensive reach of Samsung Hello indicates that, though voice command is involved, Bixby may prove to have a unique feature like Google Assistant on Pixel devices where you need only say, "Hello, Samsung," and have your weather, traffic conditions, and news read to you every day. You may even be able to have your social media notifications read to you, or dictate text messages with Bixby.
Bixby looks to be extensive, as it will work with mobile payments (including online payments for mobile users whose smartphones lack MST) and upcoming Galaxy cameras for visual search. To help users adjust to the new AI, Samsung will support eight languages out of the box, including English, Korean, and Chinese.
Ultimately, what starts with Samsung Galaxy smartphones and native Samsung apps will make its way to third-party services, smartwatches, Tizen-powered smartphones, home appliances, and cross-platform-friendly Internet of Things (IoT) platform.