By Joseph Chisom Ofonagoro
Publication Date: 2026-02-23 16:54:00
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Gemini gains a serious challenger as Samsung reinvents Bixby.
According to 9to5Google, Samsung is taking yet another swing at Bixby, and this reinvention represents the company’s most serious attempt to make its assistant a genuine alternative to Gemini on Samsung hardware.
The upgrade adds natural language processing to Bixby’s established device-control capabilities. It allows the assistant to understand user pain points and act on them directly. With a broad portfolio of Google alternatives, Samsung is now betting that a smarter Bixby will be what finally convinces its users to dump Gemini.
What’s inside the new Bixby upgrade
According to Samsung’s newsroom, Bixby is set to become a more conversational agent. The upgrade reduces the time users spend manually trying to figure out settings and features. Users can explain what they want, and Bixby can help make it happen.
Samsung’s Mobile eXperience (MX) Business Chief Operating Officer, Won-Joon Choi, said, as cited in the newsroom report:
“Since we introduced our first AI phone in 2024, we’ve been committed to making them easier to use so more people can benefit from AI — that’s why we decided to integrate a device agent directly into the experience.” He further added that, “To support this, we redesigned…
