Samsung Electronics today announced that it has agreed to acquire Viv Labs, the people behind Apple’s Siri.

With Viv, Samsung will be able to bring to market its own version of a virtual assistant, which it needs to differentiate itself from other Google devices with Google Assistant. What’s most exciting is that we may see A.I. Assistants not just on future Samsung phones, but on their other electronics and appliances as well!

Viv was founded by AI visionaries Dag Kittlaus, Adam Cheyer and Chris Brigham. As part of the acquisition, the founding team will work closely with Samsung’s Mobile Communications business, but continue to operate independently under its existing leadership.