Amazon has acquired artificial intelligence start-up Orbeus and is reportedly in talks to take a stake in the mapping platform Here, both of which would be part of a broader effort to define the next generation user experience for connected devices. If Google set the rules for search, Amazon did the same for shopping, but as the web platform evolves, the two giants are overlapping more and more, in areas like content consumption, payments and mobile applications. Both need to be in the driving seat when it comes to developing user experiences that will drive new revenues. Those will inevitably be increasingly mobile in nature, and while Google managed to take ownership of the mobile web with Android, Amazon has…