Google Gemini has been the clear third in the virtual assistant landscape, but all of it could be set to change with the recent announcement by Samsung. The new generation of Samsung smartphones will be bidding adieu to the infamous Bixby assistant, and replacing it with, you guessed it – Google Gemini. Now, this announcement may come as a pleasant surprise to prospective and existing Samsung users, but onne thing to be vary of is thee point we made when we started this piece – Gemini is not the clear winner in the AI Assistant catalogue.
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Bixby Steps Aside for a Smarter Assistant
Bixby, Samsung’s proprietary assistant, was initially designed to simplify device navigation rather than serve as a robust internet-connected AI. While it evolved over time, adding features like visual searches and timers, it lagged behind competitors like Google Assistant, Alexa, and even Siri. For Samsung users, the switch to Google Gemini means access to a far more capable assistant. For those still loyal to Bixby, the app remains available.
What Gemini Brings to the Table
For Google, this partnership is a strategic win. Gemini, Google’s AI-powered virtual assistant, is now at the forefront of the world’s most popular Android phones, introducing millions to its capabilities. With CEO Sundar Pichai asserting that Gemini has surpassed ChatGPT, Google aims to reach 500 million users by the end of the year.
Gemini’s integration with Samsung devices is expected to generate a wealth of user data, driving improvements and reinforcing its market dominance. Its deep integration across Google’s ecosystem is already a key advantage. Gemini can manage tasks across apps, access Gmail, and streamline workflows in Google Docs, YouTube, and Drive.
Competition in the Virtual Assistant Space
The AI assistant race has shifted dramatically in recent years. Amazon Alexa, once a major player, has struggled with delays in releasing meaningful updates, and Apple’s Siri has remained relatively stagnant. While competitors like ChatGPT, Claude, and Copilot boast advanced capabilities, they lack Gemini’s seamless integration and widespread distribution.
Gemini benefits from its accessibility: it’s a button press away on Samsung devices. In contrast, other assistants require downloads, logins, and manual activation, creating barriers to adoption.
Google’s Ecosystem Advantage
Google is leveraging its ecosystem to cement Gemini’s place as the leading virtual assistant. Gemini’s integration across Android and Workspace products ensures a cohesive experience for users. Whether it’s responding to emails, drafting text messages, or providing contextual information during searches, Gemini offers functionality that competitors struggle to match.
Pichai highlighted this during a recent earnings call: “Today, all seven of our products and platforms with more than two billion monthly users use Gemini models.”
The Path Ahead
Despite its advantages, Gemini—and AI assistants in general—still face limitations. They make mistakes, provide inaccurate information, and lack the reliability of traditional virtual assistants like Alexa and Google Assistant. However, Google’s ability to integrate Gemini across devices and platforms gives it a significant edge in building user habits and trust.
By embedding Gemini into Samsung phones and its broader ecosystem, Google is replaying its successful search strategy, ensuring its AI remains the default choice for millions. While the AI assistant race is far from over, Google’s approach positions it as the dominant player in this rapidly evolving space.
