Despite being featured on millions of devices, Bixby has to be one of Samsungs least popular products. The company has appointed a new leader of the companys AI efforts, Chung Eui-suk, and in a few days Samsung will unveil the next major version of the digital assistant.
The major change in Bixby 2.0 is that it will support third-party services and will expand beyond smartphones. These things are not part of v1.0 since the team ran out of time (even then they missed the launch of the Galaxy S8 in the US).
Anyway, going beyond phones probably includes a smart speaker and Bixby support for Samsung Smart TVs (the competing Google Assistant is already available on Android TV).
The next revision of Bixby will be showcased on October 18 at Samsungs Developer Conference.