Samsung is set to launch an artificial intelligence (AI)-powered digital assistant service for its next flagship smartphone, as it looks to re-assert its position in the premium market.

The company needs to hook users with its next Galaxy S series devices in order to regain momentum after the Galaxy Note 7 debacle. And AI-powered smartphones are certainly the flavour of the month, as seen through Google’s recent Pixel product launch.

Last month, Samsung inked a deal to acquire Viv Labs, a company set-up by entrepreneurs who also worked on Apple’s Siri technology.

The Wall Street Journal (WSJ) said Samsung will add a dedicated button to give access to the digital assistant, while cautioning that the plan has not been finalised yet.

According to Reuters, Samsung will be working with developers in order to integrate their services with its (unnamed) assistant. “Even if Samsung doesn’t do anything on its own, the more services that get attached the smarter this agent will get, learn more new services and provide them to end-users with ease,” said Rhee Injong, EVP.

The report also said that Samsung is looking to push its AI technology into products beyond the smartphone, making the most of its strengths in consumer electronics and home appliances.

WSJ noted that the launch of the next Galaxy S flagship may not come at Mobile World Congress, unlike recent models which have been unveiled at the event. Samsung has previously held stand-alone reveals for its Galaxy S line.