Not to be outdone by Google, Apple, Microsoft, Amazon or any of the other Silicon Valley software giants with machine learning-powered assistants, Samsung is reportedly readying machine intelligence of its own.

On Sunday, Samsung announced it would include a new AI assistant with its forthcoming Galaxy S8, and that it would combine conversational language and integration with third-party services to perform tasks, dictate messages, and respond to queries on demand. And now, it appears to have a name: Bixby.

Samsung filed a trademark in South Korea for “Bixby” in October, for a “computer software for personal information management” — more specifically, “computer application software for smartphones, mobile telephones, portable computers and tablet computers … used to operate voice recognition system[s] … [and enable] hands-free use of a mobile phone through voice recognition.”

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