Samsung’s Bixby is Back – And It’s Aiming to Out-AI Gemini
For years, Bixby felt like a feature no one asked for. Now, leaked screenshots and mounting evidence suggest Samsung is poised to reinvent its virtual assistant, not as a Google competitor, but as a distinctly different AI experience. The shift isn’t just about adding features; it’s a strategic move to regain control of the AI narrative on Galaxy devices, potentially reshaping how we interact with our smartphones.
The Rise of ‘Circle to Ask’ and Bixby Live
Samsung’s One UI 8.5 beta reveals a suite of new AI-powered capabilities for Bixby, mirroring functionalities currently dominated by Google’s Gemini. Most notably, “Circle to Ask” directly challenges Gemini’s popular “Circle to Search.” But Samsung isn’t stopping at imitation. “Bixby Live” promises a real-time, interactive AI experience – think sharing your screen for collaborative problem-solving or pointing your camera at an object and receiving instant, contextual information. This is a direct play for the “Gemini Live” user base, but the underlying architecture is where things get truly interesting.
Perplexity AI: Samsung’s New AI Engine
Powering these advanced features isn’t Google’s AI, but Perplexity AI. This isn’t a surprise; rumors of Samsung diversifying its AI partnerships have been circulating for months. The strategy mirrors Apple’s approach: delegating simple tasks to Siri while offloading complex AI processing – like content generation and nuanced understanding – to a more powerful engine. With Perplexity AI handling the “thinking” behind Bixby, Samsung aims to deliver a more intelligent and capable assistant.
Why Ditch Google? The Strategic Implications
Samsung’s move away from relying solely on Google AI is a significant power play. While Google’s AI is undeniably powerful, it also comes with inherent limitations – Samsung is, ultimately, building features that benefit a competitor. By embracing Perplexity AI, Samsung gains greater control over its AI roadmap, data privacy, and the overall user experience. This allows for deeper integration with Samsung’s ecosystem and the potential to differentiate its devices in a crowded market. The implications extend beyond just features; it’s about owning the AI experience, not just renting it.
The Future of On-Device AI
This shift also highlights a broader trend: the increasing importance of on-device AI processing. While cloud-based AI offers immense scalability, it also raises concerns about latency, privacy, and reliance on network connectivity. Perplexity AI’s focus on providing accurate, sourced information aligns with a growing demand for trustworthy AI. Expect to see more manufacturers prioritizing on-device AI capabilities, offering users faster, more secure, and more personalized experiences. The competition between cloud-based and on-device AI will likely intensify, driving innovation and ultimately benefiting consumers.
What to Expect at Unpacked
All signs point to a major announcement regarding Bixby and its new AI capabilities at Samsung’s upcoming Unpacked event, likely coinciding with the Galaxy S26 launch. While a full-fledged release is unlikely, a beta program or detailed preview seems highly probable. This is a pivotal moment for Bixby – a chance to shed its reputation as an afterthought and establish itself as a genuine contender in the AI assistant space. The success of this reinvention will depend on Samsung’s ability to deliver a truly compelling and differentiated AI experience.
What are your predictions for the future of Bixby and Samsung’s AI strategy? Share your thoughts in the comments below!
