Samsung Electronics Co. Ltd. is stepping up its artificial intelligence game with the opening of a new research center focused on machine learning.

The move doesn’t come too soon, because Samsung is generally perceived to be trailing its rivals when it comes to AI. The plan is for the new AI research center to be operated by two of Samsung’s main businesses, namely its consumer electronics and mobile arms, the company said. Those businesses will use the center to develop new technologies, Samsung told Reuters.

Most of Samsung’s AI efforts thus far have been focused on its Bixby digital assistant, which was launched earlier this year. Bixby is a rival to technologies such as Apple Inc.’s Siri and Google LLC’s Assistant, and is intended to give the Korean firm a position in consumer AI, which is an increasingly competitive segment of the market.

Samsung said in a statement that the new research center will help it to gain more expertise in order to expand Bixby’s capabilities. AI is rapidly becoming an important technology for smartphones as it’s used to power applications, boost performance and improve security.

Samsung has already said that AI will be incorporated as a major selling point of its next flagship smartphone, the Galaxy S9, which is due to be released in 2018. Rumors abound that the Galaxy S9 will basically be an enhanced version of the Galaxy S8, with the main focus being on an improved software experience powered by AI.

Samsung has already opened one AI research facility this year in Montreal. That location is being staffed by Canadian and Korean students in partnership with the University of Montreal, and is focused on technologies such as automation and computer vision.

The company hasn’t yet said where the new lab will be located.

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