The way I read this, this is Samsung striking out on their own, moving to brand their own voice personality, apart from “OK Google”, and competing with Siri and Alexa (and to a lesser extent, Cortana). The main difference is, Apple and Amazon have complete control over the hardware on which their voice assistants run. Google is, at some level, dependent on third party hardware (thought Google Home and the Pixel phone are Google from the ground up). Samsung does control its hardware, but is dependent on Google for Android.

All very interesting.