Samsung’s bixby gets a radical rewrite – will google be left in the dust?

Samsung is throwing the baby out with the bathwater, completely overhauling its Bixby AI assistant and aiming to transform it into a unified control hub for all its devices. Forget incremental updates; this is a fundamental architectural shift, driven by a new agentic model and fueled by large language models (LLMs).

A new bixby: less ‘assistant,’ more ‘agent’

The revamped Bixby, version 4.0.70.8, isn’t about reacting to commands anymore. It’s designed to anticipate needs, interpret intent flexibly, and even generate its own action plans. Samsung’s Corporate Executive Vice President and Head of Language AI Team, Jisun Park, emphasizes a move away from pre-defined scenarios towards a system that can actually solve problems, not just execute them. The core of this change lies in transforming individual functions into callable agents, allowing the LLM to orchestrate multiple actions – something that frankly, feels less like a clever gimmick and more like a genuine attempt at creating a truly intuitive interface.

Trade-in deals and a shifting landscape

The Galaxy S26 Ultra is already available with a substantial trade-in discount – up to $720 off the $1299.99 price tag. And it’s not just the flagship; the S26+ and S26 are also seeing significantsavings, with up to $480 and $380 off, respectively, for eligible trade-ins. Samsung is also offering a $150 credit for add-ons, bypassing the need for a trade-in altogether. It’s a clear strategy to incentivize upgrades and bolster the appeal of the new devices.

Beyond smartphones: a smart home ambition

But the real game-changer? Samsung’s vision extends far beyond smartphones. Bixby is slated to power SmartThings devices, allowing users to control their homes with natural language – “Bixby, turn on the living room lights” – a prospect that, frankly, has the potential to significantly reduce reliance on third-party smart home ecosystems. However, the timing for that rollout remains unclear; the push towards a unified AI experience appears to be taking precedence.

Gemini’s uncertain future

While Samsung aggressively promotes Bixby, there’s a palpable tension with Google’s Gemini. Samsung’s pushing for a fully integrated AI assistant across its product line, potentially diminishing Gemini’s role within the Galaxy ecosystem. I won't pretend to be optimistic about that—it feels like a strategic move to consolidate control, and frankly, it's a predictable one. The improved Circle to Search feature on the S26, integrated with Google’s AI, demonstrates the current collaboration, but the long-term trajectory isn’t entirely clear. Let's be blunt: Samsung is building its own fortress, and Google might find itself relegated to the perimeter.

The bottom line: a calculated risk

This isn’t about incremental improvements; it’s a bold, arguably risky, bet on the future of AI. If Samsung’s vision holds, Bixby could become the central nervous system of its entire ecosystem. But the question remains: will users embrace a system that prioritizes control over convenience? My suspicion is that a significant portion of the tech community will remain firmly rooted in established ecosystems. I personally won’t be giving Bixby a chance. It feels like a deliberate attempt to restrict user choice – a move that, in my opinion, is ultimately self-defeating.