Samsung Acquires Viv, the AI Assistant From the Creators of Siri


macrumors bot
Original poster
Apr 12, 2001

Samsung has acquired Viv, the AI assistant co-founded by Dag Kittlaus, Adam Cheyer and Chris Brigham, who created Siri, which was acquired by Apple in 2010, reports TechCrunch. The trio left Apple in 2012 and founded Viv. Viv will continue to operate as an independent company.

Viv has enhanced contextual understanding thanks to "dynamic program generation," which means that Viv can understand the intent of a user's queries and self-code responses on the fly. Viv can understand context and stack multiple queries on top of each other. For instance, at TechCrunch's Disrupt NY event last year, Kittlaus was able to ask Viv whether it was raining in Seattle a couple days prior, following up with whether it'll be warmer than 70-degrees near Golden Gate Bridge after 5pm the day after tomorrow.

Kittlaus tells TechCrunch that the reason it sold to Samsung was ubiquity. The company ships 500 million devices a year, he explained, which gives Viv a large distribution network. On the other hand, the acquisition gives Samsung its own AI assistant that can go toe-to-toe with Siri, Google Assistant and Amazon's Alexa.

Samsung says that while the acquisition was done by its mobile team, the company sees the benefits to multiple product categories. "From our perspective and from the client's perspective, the interest and the power of this really comes from taking advantage of the Samsung scale overall, as well as the richness of the touch points we have with consumers." Viv's technology may eventually work its way into Samsung's non-mobile devices, like washing machines, refrigerators and TVs.

Advanced AI assistants have become a focus amongst Apple and its rivals recently. In May, it was reported that Apple was planning on introducing a next-gen natural language API in its rumored Amazon Echo competitor. The technology behind the API is the work of VocalIQ, a natural language outfit purchased by Apple in October 2015. The API has the ability to do "session-based" contextual responses similar to Viv.

Article Link: Samsung Acquires Viv, the AI Assistant From the Creators of Siri


macrumors 68020
Aug 6, 2008
San Antonio, TX
I could have sworn I remember these guys saying specifically that they weren't interested in selling Viv. I guess Samsung dropped enough money to change their minds.

I'd love to see Apple's AI improve, but it's really ultimately not that important a factor in my buying decision. In general, Siri is good enough for me, particularly without having to let a company dig through my data.


macrumors 65816
Oct 19, 2005
hmm.. Maybe samsung is going to make something like Amazon echo.

Anyways, I think everyone has a leg up on apple these days as Siri still dramatically sucks. Although it has gotten better these last couple of months, and I don't mean the third party integration.

Would love to replace siri with Google assistant!


macrumors regular
Aug 19, 2014
Why does Siri still suck so much and most of the time be utterly useless?

Many times I notice the text that appears on the screen is correct and then it changes to something incorrect afterwards >:|

Hopefully next year is a major breakthrough for Siri as well as much more 3rd developer access/support.

now i see it

macrumors 603
Jan 2, 2002
Dag Kittlaus, Adam Cheyer and Chris Brigham, who created Siri, clearly didn't find the Apple experience to their liking. They quit & went off to develop Siri 2.0 (Viv) and found a new home (Samsung).
Dagger through the heart.
This doesn't look good at all.

Art Mark

macrumors 6502
Jan 6, 2010
Is anyone paying attention at Apple anymore?
I don't think this matters that much. There's a billion companies chasing the 'AI Thing; now. And honestly they are all at about the same stage and very little of it is all that useful. (my guess is this sale is very much about the fact that they were on the verge of being just another technology and this way they will actually be in products and you know, the no doubt really cool guys who made it can pocket a couple more million to spend on their hideouts for the robot revolution that they know is moving...I kid...) But this stuff WILL be a big deal in 6-10 years. But right now using it doesn't seem to offer too much benefit and I would guess consumers aren't making any decisions based on it yet since the technology is still in it's wax cylinder phase. I've tried just about every consumer system out there and find them about equally lacking in being useful. But that may also be because I am older and have my routines and methods down. I may be a very effective coachman and that crazy 'car' thing isn't for me...yet.


macrumors 6502
Mar 19, 2014
Nice! Samsung did improve recently in software department, this will help them even more
Last edited:
  • Like
Reactions: Nr123*123


Jun 22, 2007
Samsung exec: We need new things for new Galaxy launch next year.
Samsung employee 1: Well, that's that assistant thing that Google is doing.
Samsung exec: Ok, who else have been doing it?
Samsung employee 1: Well, Apple, Microsoft, they all have something like that
Samsung exec: Okay, copy them ASAP for next year launch
Samsung employee 1: errr, it's not that easy Sir, plus we have these expl....
Samsung exec: You're fired. You there, number 2, speak.
Samsung employee 2: Good timing sir. We can buy this company called Viv
Samsung exec: Do it. Oh, and we can call it S-voice.
Samsung employee 2: I believe we did that alread...
Samsung exec: Are you questioning my genius? S-Voice, Samsung's new innovation.


macrumors member
May 12, 2016
Viv on Note 7- "Joe, you have two notifications from your wife, asking you to pick up milk. The store is closing in 10 mins. Should you choose to accept this mission you will be given the necessary parameters. This is not mission possible. This is mission impossible. This message, along with this phone will self distruct in 5 seconds. Good luck"
Register on MacRumors! This sidebar will go away, and you'll see fewer ads.