Samsung Galaxy S25: AI Takes Center Stage with Gemini
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Samsung’s Galaxy S25 series has arrived, but the standout features this time aren’t about hardware—they’re all about software. While the physical event showcased the new devices, the buzz is centered around how Samsung is integrating AI deeper into its ecosystem. The Galaxy S25 and One UI 7 bring AI tools like the AI-generated Now Brief, AI-powered editing, and expanded Gemini features to the forefront. Let’s dive into what this means for users.
Bidding Farewell to Bixby, Welcoming Gemini
A significant shift in the Galaxy S25 series is the reassignment of the side button. Since 2017, this button has been dedicated to Bixby, Samsung’s voice assistant. Now, pressing it calls up Google Gemini instead. This move signals a major change in how Samsung is prioritizing its AI strategy.
Gemini’s growing capabilities make this switch logical. It offers a more advanced, generative AI experience compared to Bixby’s original intent of navigating your phone and handling basic tasks. Bixby was introduced as a Siri alternative, focusing more on controlling device settings than general knowledge. Over time, it added some natural language support and new skills but never quite kept up with competitors like Google Assistant or Alexa.
With Gemini, Samsung and Google appear to be aligning on a shared vision: making AI a seamless part of smartphone use. The decision to put Gemini front and center shows just how serious Samsung is about ensuring users have quick, easy access to cutting-edge AI features.
AI at Your Fingertips
On the Galaxy S25, accessing Gemini is as simple as holding down the side button—just like on a Google Pixel. This physical interaction makes asking for AI-powered help easier and faster, whether by voice or button press. It’s a more intuitive way to integrate AI into everyday use, making the assistant feel like a natural extension of the phone.
Samsung’s decision to give Gemini this prominent position makes sense. While Bixby is still pre-installed on the Galaxy S25, it’s no longer the default option and is no longer as visible. The combination of Gemini for general knowledge and Samsung’s Galaxy AI for specialized features creates a more robust experience for users.
Samsung and Google: A Growing Partnership
This shift also reflects a larger trend in the partnership between Samsung and Google. Historically, Samsung worked hard to make its Galaxy devices feel distinct from stock Android, promoting its apps and services over Google’s. Bixby was a prime example of that approach. But things have changed.
Recent collaborations—like Samsung adopting Google Messages as the default app, helping revamp Wear OS, and now embracing Gemini—show how the two companies are working together more closely. Samsung has even become a key player in showcasing Google’s innovations, like its new Android XR headset.
By giving AI like Gemini a dedicated space on one of the most popular phone lines in the world, Samsung and Google are making generative AI more accessible. It’s a smart move that could help AI tools reach a wider audience without requiring new hardware.
The Role of Operating Systems in AI Adoption
Apple, Google, and Microsoft have a big advantage in promoting AI: control over their operating systems. This gives them the power to decide how and when users interact with AI features, ensuring these tools are deeply integrated into their ecosystems. That’s a challenge for companies like OpenAI, which rely on third-party platforms for accessibility.
In fact, OpenAI CEO Sam Altman is reportedly working on hardware for his AI products alongside ex-Apple designer Jony Ive (source). Even with the popularity of ChatGPT, having a dedicated device could make these tools even more impactful.
For Samsung, the shift to Gemini highlights how the success of software innovation on Android phones still depends on physical access points like buttons. By making AI readily available with the tap of a button, Samsung is laying the groundwork for a more AI-driven future.
Final Thoughts
The Galaxy S25 series might not blow you away with hardware changes, but it’s clear that software and AI are where Samsung is focusing its efforts. By swapping Bixby for Gemini, Samsung and Google are bringing smarter, more accessible tools to users’ fingertips. This move not only represents a shift in strategy but also underscores the growing importance of making AI easy to use in everyday life.
What do you think of Samsung’s new AI direction? Share your thoughts below!
Alexia is the author at Research Snipers covering all technology news including Google, Apple, Android, Xiaomi, Huawei, Samsung News, and More.