Samsung Just Filed For a New Trademark


Samsung just filed for a new trademark—but it has nothing to do with new hardware like foldable phones or safer battery designs.

Instead, the application with the European Trade Mark and Design Network might give us a first look at how the company is going to brand Bixby, the new AI assistant that will likely be included in the upcoming Galaxy S8 phone.

The trademark application, which was uncovered by Neowin, shows off the logo for an “interactive computer software enabling exchange of information,” which can access bank account information for transactions, provide navigational information—just about everything you’d hope for in an AI assistant.

The simple design looks a bit like a curvy mashup of the numeral 8 and the letter B, which would be a perfect tie-in for Bixby’s rollout on the S8.

Other rumors we have heard tease at potential AI digital scanning capabilities, which could identify items and text through the phone’s camera. There may even be a dedicated Bixby button on the S8 itself.

We may find out more about Bixby in a one-minute S8 teaser rumored to debut this month at the Mobile World Congress event. Otherwise, Samsung is expected to introduce the phone, Bixby and all, at an April event in New York City.

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