The AI was able to grapple with complex demands on-stage, and Kittlaus explained "dynamic program generation" was the engine behind its abilities. To put it simply, as Mashable explained, Viv could write itself new code in "less than a second," meaning it was able to grow and learn quickly. 

"Unlike other existing AI-based services, Viv has a sophisticated natural language understanding, machine learning capabilities and strategic partnerships that will enrich a broader service ecosystem," Rhee said Wednesday.

Facebook and Google were rumoured to be interested in the technology, but it looks like Samsung won out.

Most major technology companies are hoping to strengthen their voice assistant technologies, even bringing them from mobile to the desktop, as Microsoft did with Cortana and Apple with Siri. Google Assistant, which powers the new Google Home, is another major competitor.