Samsung is preparing to launch a digital assistant called ‘Bixby’, the latest product to result from the tech industry’s obsession with Artificial Intelligence and the Internet of Things. ‘Bixby’ is featured on the new Galaxy S8, which launches in NYC next week. Samsung is banking on the S8 to help it recover from last year’s embarrassing Note 7 debacle. The company killed off the flagship device after a recall and various fixes failed to stop some of the devices from catching fire. ‘Bixby’ enters a market that is already crowded with competitors: ”Siri (Apple); ‘Alexa’ (Amazon); and ‘Cortana’ (Microsoft). Samsung claims the ability of ‘Bixby’ to work across supported apps sets it apart from the others. For example, you could direct ‘Bixby’ to “Find a photo of Jane and text it to Sally”.