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Ina Fried Jan 25
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The idea behind Samsung's Bixby isn't so crazy

Sriram Thodla, senior director of services and new business at Samsung, talks about Bixby at the Samsung Galaxy S8 launch in 2017
Sriram Thodla, senior director of services and new business at Samsung, talks about Bixby at the Samsung Galaxy S8 launch in 2017. Photo: Drew Angerer / Getty Images

While Amazon's Alexa and Google's Assistant are aimed at providing a voice assistant for a wide array of duties, Samsung's Bixby is designed to be a more effective way to do the task at hand, whether that is setting up a TV or navigating the apps on a modern smartphone.

My thought bubble: I'm not saying that Samsung will be successful with its Bixby voice assistant. In fact, I believe it faces a steep uphill battle. But as electronics get ever more complex, a voice interface can be significantly more efficient than menus or buttons.