Google invests significantly to establish its AI assistant Gemini on devices from the market leader Samsung as the standard. The agreement could not only displace the previous voice assistant Bixby, but also raise questions under antitrust law.
• Gemini replaces Bixby on new Samsung models such as the Galaxy-S25 series
• The deal includes monthly payments, sales sharing and a term of two years
• Antitrust law concerns grow: Google uses similar strategies as in the supremacy of your own search engine
Change of strategy at Samsung: Gemini replaces Bixby
With the latest Galaxy-S25 series, the user management on Samsung devices experiences a fundamental change. The previous standard assistant Bixby will be replaced by Google’s Gemini. By pressing the power button for a long time, Samsung’s own service will no longer be started, but Google’s AI. As Bloomberg reports, Bixby remains available on the devices, but is only accessible via the settings and is no longer integrated into the system.
Gemini offers extended functions that go beyond the previous possibilities of Bixby. The AI can perform contextual tasks across various applications. For example, it is possible to book traveledails, create calendar entries and send emails, all in the context of a single language interaction. The new technology thus sets standards in the practical applicability of voice assistants on mobile devices.
Billion payments for standard placement
Behind the prominent introduction of Gemini is a comprehensive financial agreement between Google and Samsung. As The Verge reports in connection with an ongoing US cartel procedure, Google pays the South Korean technology group high amounts to place Gemini on Samsung devices as standard assistants. The contract includes a term of two years and a Samsung participation in the sales generated by the assistant. This procedure is reminiscent of earlier agreements to secure your own search engine as a standard option on Android smartphones. In this area too, the company had already paid billions in partner companies to secure the market dominance.
Antitics law concerns and regulatory pressure
The agreement between Google and Samsung increasingly causes regulatory criticism. According to Reuters, Google had even considered to make exclusive agreements with other Android manufacturers in order to establish Gemini across the board. Competition keepers see this attempt to build a monopoly in the area of AI-based assistant and to exclude possible competitors from the outset. The focus is once again on Google’s already often criticized business model, which is based on exclusivity agreements and standard placements. Already as part of another antitrust process, judge Amit Mehta Google’s search engine business classified as contrary to competitive. If it turns out that similar mechanisms work in the AI area, far -reaching measures would be conceivable – up to a splitting of the group or the ban on corresponding agreements.
Deep integration in Samsung’s ecosystem
Gemini is not only present on the devices as an independent voice assistant, but also deeply integrated into the system architecture. As reports Heise.de, the AI interacts with a variety of Samsung applications, including the calendar, the note app and the news module. This profound integration enables artificial intelligence to coordinate tasks across system and to efficiently make access to various data sources.
A case for the competitive keepers
The extensive agreement between Google and Samsung marks an important step in the strategic direction of both companies. While Google puts its own AI assistant at the center of the Android ecosystem, Samsung gets access to a more powerful technology through cooperation, without having to further expand its own development capacity in the area of language AI.
At the same time, the well -known contract details raise fundamental questions about fairness in digital competition. The current development shows how much the future of the AI is also a question of regulation. The decisions made by antitrust authorities and dishes in the coming months are therefore likely to have a signal effect far beyond the smartphone industry.
Editor finance.net
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