One of the key updates in Samsung‘s new phones is a simple yet impactful change: long-pressing the side button now activates Google Gemini instead of Samsung’s Bixby assistant by default. This shift is likely a positive move. Bixby, which was initially designed to simplify navigating device settings rather than accessing internet information, has long lagged behind competitors like Alexa, Google Assistant, and Siri. While Bixby has improved over time, adding features like visual searches and timers, it never quite caught up. For Samsung users, this switch to Gemini means a potentially more capable assistant. (And for the rare fans of Bixby, the app remains available.)
This change is even more significant for Google. After being caught off guard by ChatGPT’s launch a few years ago, Google has made strides to close the gap. According to The Wall Street Journal, CEO Sundar Pichai now believes Gemini has surpassed ChatGPT and aims to have 500 million users by year-end. With Gemini integrated into the world’s most popular Android phones, millions of users may begin exploring its capabilities simply because it’s so accessible. For Google, which sees Gemini as central to the future of its products, this means an influx of user interactions and data, further enhancing Gemini’s performance and popularity in a reinforcing cycle.
Currently, Gemini holds a lead in the virtual assistant market, largely due to its access to vast amounts of information and users. While the broader AI race is still in its early stages and no assistant is perfect, Google’s strategy to embed Gemini across platforms is proving effective. This mirrors Google’s approach with search, which made it dominant enough to attract antitrust scrutiny. This time, Google’s integration efforts seem poised to achieve similar success.
Moreover, Gemini’s integration into the Android ecosystem allows it to perform tasks across apps, such as pulling information from emails into text drafts—capabilities other assistants can’t match due to platform restrictions. If the future of assistants lies in deeply integrated, app-connected functionality, Google’s advantage might be insurmountable.
Google is also leveraging its ecosystem to expand Gemini’s reach. All Workspace users now have access to Gemini, whether through Gmail, Docs, or other tools. The AI appears across YouTube, Drive, and search results, ensuring its presence in everyday interactions. As Pichai noted, Gemini powers all of Google’s major platforms with billions of monthly users. This expansive integration ensures Gemini remains top-of-mind for users.
Smartphones, however, remain the primary interface for AI assistants, and Google’s deep integration into Android gives it a massive advantage. Features like Gemini Live enable natural, flowing conversations, making the experience more engaging. Meanwhile, competitors like Apple are struggling to catch up, resorting to awkward integrations with ChatGPT to enhance Siri.
Despite its strengths, Gemini—and all other AI assistants—still face limitations. They occasionally provide incorrect information, misunderstand user requests, or lack advanced integrations. However, as AI becomes increasingly central to our lives, establishing a presence early is crucial. Users are forming habits and building relationships with these tools, making it harder to switch later.
While ChatGPT captured the public’s imagination as the first AI chatbot to show real promise, Google’s strength lies in its distribution. With Gemini embedded across its ecosystem, Google reaches billions of users daily, collecting valuable data to refine its assistant. Even as Google faces legal challenges over its dominance in search, it’s employing the same strategy with AI—and it’s working.
