Samsung has tweaked its personnel arrangement, bringing in expert Eui-suk Chung from Silicon Valley to work alongside its mobile division research lead Injong Rhee.
Former vice chief of Samsung Research in America, Chung Eui-suk, is now the head of Samsung's service intelligence group at its headquarters in South Korea, having been appointed to over see the next steps for Bixby which will aim to reverse the lacklustre response the virtual assistant has had, according to the Korean Herald.
Samsung's mobile business chief, Koh Dong-jin recently noted that Bixby hasn't been a resounding success, and that Bixby 2.0 would address the shortcomings of its predecessor.
Today's report sure hammers home this idea that Bixby hasn't exactly been well-received.
Even after receiving its delayed English voice component, Bixby is still yet to offer a critical function that Google Assitant - which comes as standard with basically all Android phones - does not.
Samsung's Bixby digital assistant wasn't greeted with the enthusiasm that Samsung might have hoped it would when it first launched. The application of Bixby 2.0 is expected to expand into third party services and products beyond smartphones.
Samsung's annual developer conference will take place October 18-19. Arriving a few months ago with the Samsung Galaxy S8 and S8 Plus, many saw it as a step behind competing products like Google Assistant and Siri.
His appointment is seen by some industry watchers as a virtual replacement of the head of Bixby development.