Samsung will begin to let application developers incorporate into Bixby, and hardware companies will be able to build voice assistants in their products.
One and a half years after Bixby started up, Samsung has already brought an assistant on phones, refrigerators, TVs and more, but all Samsung's devices. With today's news, other companies can start building on their own hardware, either as an alternative to Amazon and Google's assistant – or, more likely, as an additional option for users who want to live in the Samsung ecosystem.
Consumers may have more reasons to accept Bixby in the future, as third-party developers will start building up services that are involved in it. It's not quite clear what to expect or what it will look like – Samsung showed Bixby's demo that pulled out the various interfaces you would have to reserve for a hotel stay – but Samsung promises that Bixby will open that developers will be able to do all that is alone Samsung could do it.
Dag Kittlaus, executive vice president of Viv Labs, owned by Samsung, says it is the most powerful assistant tool ever made. "The road ahead of other guys," says Kittlaus. "And he's not even close."
Samsung also plans to launch Bixby in several new languages in the coming months, including German, Italian and French. It will also run Spanish localized for Spanish and English languages localized to the UK; these two languages are already available, but only with the localization of the United States.
Smart assistants as a whole are still not all smart, but Bixby is considered to be one of the weaker ones. It was criticized at launch, and owners of some of Samsung's latest phones still complain about the Bixby dedicated button that can not be reshaped.
For example, Samsung is moving fast – much faster than Apple – to make what Bixby can do by giving a deep access to third parties. It is unclear how they will distribute these Bixby features to third parties or how they will ensure their security and functionality. But if that happens, Bixby might start to look much like Alex, which has more than 50,000 third-party skills.