The upcoming Samsung Galaxy S8 is said to come with a new personal digital assistant called Bixby. Samsung’s new virtual assistant is expected to rival the highly popular Google AI assistant found on the new Pixel and Pixel XL smartphones.

We already have some information about Samsung’s Bixby AI assistant; and now it appears a trademark application has revealed its logo. The trademark application filed recently also shows that Bixby will power smartphones, tablets, interactive computers software allowing the exchange of ideas, information, and more.

According to a report by SamMobile, Samsung filed an application with the European Trademark and Design Network which shows the logo of Samsung’s upcoming digital assistant. The logo looks like the letter B, which makes sense as the AI’s name also starts with the alphabet B.

Samsung is said to use Bixby in nearly all of the native apps that’ll come pre-installed on the upcoming Galaxy S8. The AI is based on technologies from Viv Labs, the same startup founded by Siri co-creators which Samsung acquired last year.

Bixby to compete against Siri and Google AI

Samsung announced at TechCrunch Disrupt in November last year that they’re working on their own voice assistant based on a technology powered by Viv Labs.¬†Samsung acquired Viv to rival the likes¬†Apple’s Siri, Google Assistant, Amazon’s Alexa, and Microsoft’s Cortana. As Samsung’s very own S-Voice assistance didn’t really strike a chord with users.

Reuters earlier reported that Viv technologies will power the upcoming Galaxy S8. While a Wall Street Journal report indicates that Bixby will be an overhauled version of S Voice – Samsung’s homegrown virtual assistant. From what we’ve gathered so far from initial impressions and demos, Bixby is leaps and bounds ahead of S Voice and can handle complex voice commands just like Google’s AI.

It is also expected to support more many languages compared to Google’s virtual AI. As it’ll not only support voice commands in English, but also other languages such as Chinese, French, German, Spanish, Portuguese, Korean, Italian and more.

Also, Bixby is said to make use of the Galaxy S8’s rear camera which allows users to point the camera at any object to perform custom searches or find information online. Furthermore, Bixby is said to get integrated with Samsung Hello to offer information and features depending on a user’s preference from weather to music and news. We’ll know more about Bixby when Samsung unveils the upcoming Galaxy S8 flagship, all set for an announcement on March 29.