Bloomberg, Alphabet Inc (NASDAQ: GOOG) (NASDAQ: GOOGL)'s ultimate end plan likely consists of embedding its artificially intelligent assistant inside every smartphone, watch, car and any other connected device.

Alphabet's Google unit already released a new smartphone that features its artificially intelligent assistant along with a speaker with the feature at its core. The company also plans on allowing other companies to embed their own apps and services with its intelligent assistant.

Samsung, Viv And The AI Race

Google's seemingly unlimited resources and expertise will now be challenged by SAMSUNG ELECTRONIC KRW5000 (OTC: SSNLF), which recently acquired Viv Labs, a next-generation artificial intelligence platform.

As noted by Bloomberg, Samsung acquiring Viv is "more of a problem for Google" than it is for Apple Inc. (NASDAQ: AAPL, given the fact that Samsung happens to be the largest maker of smartphones running on Google's Android mobile operating system.

Related Link: iPhone Lovers Rejoice: Samsung Will No Longer Manufacture The Galaxy Note 7

Google's strategy moving forward will likely place a greater emphasis on its assistant, because its a "more natural way for people to interact with smartphones and other connected devices." As such, the company wants its assistant to be embedded in hundreds of millions of smartphones across the world but Samsung's acquisition of Viv may suggest it could stand in Google's way.

Samsung already said it will include Viv's technology in its smartphones as soon as next year, and after that, the technology will be embedded in other electronics and home appliances.

"As AI is becoming more sophisticated and valuable to the consumer, there's no question it will be important for hardware companies," Bloomberg quoted Kirt McMaster, the executive chairman of Cyanogen Inc., a startup that makes Android software as saying. "If you don't have an AI asset, you're not going to have a brain."

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