https://www.theverge.com/2018/11/7/18072602/samsung-bixby-third-party-apps-devices-developers

Samsung is going to start letting app developers plug into Bixby, and hardware companies will be able to build the voice assistant into their products, too.

In the year-and-a-half since Bixby launched, Samsung has already brought the assistant to phones, fridges, TVs, and more, but they’ve all been Samsung’s own devices. With today’s news, other companies will be able to start building it into their own hardware as well, either as an alternative to Amazon’s Alexa and Google’s Assistant — or, more likely, as an additional option for users who want to live in Samsung’s ecosystem.