ALSO READSamsung to launch AI assistant service for Galaxy S8 Google, Samsung, Facebook and others race for edge in artificial intelligence Google's digital assistant comes to new Android phones Devangshu Dutta: One ring that rules them all Google Pixel fails to capture larger picture, reveal sluggish sales figures
"Bixby will be a new intelligent interface on our devices."
A Galaxy S8 smartphone expected to be unveiled next week will have a set of pre-installed applications that will work with Bixby, according to Samsung.
Bixby will differ from digital aides already on the market in ways that include controlling nearly all tasks in applications instead of limited sets, and being flexible when it comes to understanding what users are saying, according to Samsung.
"We do have a bold vision of revolutionizing the human-to-machine interface, but that vision won't be realised overnight," Rhee said.
Amazon, Apple, Samsung, Google and Microsoft are all vying to develop the most sophisticated connected assistant -- working to give software the ability to understand what people say and even anticipate desires or needs.
Chinese giant Baidu also used the show to showcase virtual assistant "Little Fish" that it was preparing for a debut in China.
Microsoft recently bought Maluuba, a Montreal startup focused on making machines able to think the way people do.