Could artificial intelligence make devices easier to use? According to Samsung, it sure can, and that’s what it the company out to prove with its Bixby AI service.

Bixby is being loaded on the Galaxy S8 and S8+ smartphones, which were announced on Tuesday. Bixby is an agent that can help the smartphones talk, recommend, and remind, said Mok Oh, vice president of service strategy at Samsung.

The AI service is being positioned as a more intuitive way to use and interact with smartphones. For example, Bixby can help smartphones execute tasks with a voice command. It also brings cool features like image recognition and language translation on board the S8 smartphones.

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