Samsung announced its acquisition of Viv Labs last month, it's an artificial intelligence startup founded by the people that created Siri. Viv Labs has created a unique, open artificial intelligence platform which enables third-party developers to build conversational assistants like Siri, the platform also enables them to integrate a natural language-based interface in apps and services. It has since been rumored that the Galaxy S8 is going to feature an AI assistant powered by this startup's technology.
The company has filed for a trademark in South Korea, it seeks protection of the word “Bixby,” the application details that this brand will be used for “computer software for personal information management,” “computer application software for smartphones, mobile telephones, portable computers and tablet computers, Namely, software used to operate voice recognition system” and “computer software for enabling hands-free use of a mobile phone through voice recognition.”
It's obviously just speculation right now that the Galaxy S8's intelligent assistant might be called Bixby but the timing is what makes the whole thing seem plausible. These trademark applications do have a way of tipping us about new services before they're actually launched so I wouldn't rule out the possibility completely yet. Samsung is due to unveil the Galaxy S8 in February next year.