The latest iteration of the Galaxy Unpacked event has once again highlighted Samsung's ongoing commitment to its virtual assistant, Bixby. Despite a significant shift towards integrating Google Gemini as the primary AI, Bixby remains an integral part of the system. However, this raises questions about its relevance and necessity in today's tech landscape.
During the unveiling of the new Galaxy S25 series, much of the focus was on the advanced features powered by Google Gemini. This cloud-based AI is set to handle search functionalities and other cloud-reliant tasks. Meanwhile, Bixby has been repositioned to manage on-device AI operations. The updated version of Bixby now incorporates Samsung’s Gauss Large Language Model (LLM), which enhances its ability to process multiple types of data simultaneously, including images and text. This makes interactions with the device more conversational and user-friendly. Yet, despite these improvements, Samsung has not clearly articulated what unique benefits Bixby brings to the table compared to other AI solutions.
Bixby's presence in the Galaxy ecosystem can be traced back eight years, but its reception has been lukewarm at best. Initially introduced with high hopes, Bixby quickly became a source of frustration for users due to its limited functionality and intrusive design elements like the dedicated button. Over time, Samsung has made efforts to improve the user experience, but Bixby's popularity has continued to wane. The company's reluctance to fully embrace alternatives like Google Assistant has only added to the skepticism surrounding Bixby's future.
Moving forward, it's crucial for Samsung to evaluate whether continuing investment in Bixby aligns with consumer needs and technological advancements. The partnership with Google in AI development presents an opportunity to leverage established platforms while focusing resources on innovation. Embracing change and letting go of underperforming technologies could pave the way for more impactful and user-centric innovations. Ultimately, prioritizing user satisfaction and embracing fresh ideas will lead to greater success and a stronger market position for Samsung.