This could be down to the lack of support and integration it offers with a range of services and products, but blame could also be laid at the door of the Google Assistant, which was present and fully functional on the Galaxy S8 from its launch. Well, that's not exactly happening right now but Samsung has been working hard to improve the feature. As a result, the company has appointed Chung Eui-suk, the American Vice Chief at Samsung Research to head up the service intelligence group at its headquarters in Korea.
Samsung is planning to integrate Bixby with third-party services and devices other than smartphones.
The Bixby development group's current head, Rhee In-jong, who is also the Chief Technology Officer of the company, is believed to be replaced by Chung but Samsung quickly denied the idea.
Before joining the group, Chung led a mobile platform and solution lab at Samsung Research America located in Silicon Valley from 2015.
Samsung has accepted that its Bixby voice-assistant hasn't quite received the positive reviews it expected.
According to reports, the South Korean smartphone and electronics products manufacturer will unveil the new version of the Bixby digital assistant during the company's developer conference that will be held in San Francisco on October 18. This is a confirmation the next version is arriving.
The wait for the Bixby Voice 2.0 digital assistant may soon be over after rumors claimed that Samsung will finally release the new version of the app sometime next week.