Samsung just bought Viv Labs, the startup behind "Viv," a personal digital assistant that's supposed to one-up Apple's famed Siri in smarts, according to a press release.Notably, Viv Labs was founded by Dag Kittlaus, Adam Cheyer and Chris Brigham — three of the inventors of Siri itself.

Apple bought Siri in 2010 before introducing it alongside the iPhone 4S in 2011.Thickening the plot even further, it was reported back in May 2016 that Google and Facebook had both made offers for Viv Labs over the course of its years-long development cycle.

So while we don't know how much Samsung paid, we can assume it was competitive.

Apple has recently made a big bet on Siri, beefing up its intelligence and the number of outside apps it can access in the recent iOS 10 update for iPhone and iPad.

Siri also recently made its debut on Mac with the new MacOS Sierra operating system.

But the real impetus may be Google's heavy emphasis on its own Google Assistant for its home-built Pixel phones and other products, like Google Home.

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