Samsung is one of a minority of Android OEMs that bake its own in-house personal assistant into its mobile UI. However, some parties might prefer it did otherwise, not the least of which is Google. That company is reportedly offering the Korean giant a better deal to discontinue Bixby.
https://www.notebookcheck.net/Samsung-is-reportedly-under-renewed-pressure-to-ditch-Bixby.483539.0.html