According to Bloomberg, Samsung and Google are in negotiations for the Google assistant to take a more active role on the Korean company’s smartphones. As you may know, Samsung created Bixby to replace the Google assistant and have its own personal assistant.

However, if both companies close a deal, we may see the Google assistant playing more roles on Samsung smartphones. Who knows, it may even eventually replace Bixby, leaving it in the background. After all, the Google assistant is much more integrated with Android.


There are advantages here for both companies. For Samsung, it means having your appropriate equipment with one of the best virtual assistants on the market, directly on Android. For Google, it means being present on millions of Samsung devices.

After all, Samsung is the number one smartphone brand in the world. In 2019, the brand was close to selling 300 million pieces of equipment. Therefore, both companies stand to gain from closing a new partnership.

COVID-19 motivated the negotiations

The global pandemic of COVID-19 has affected technology companies in a negative way. With less equipment to be sold, Samsung no longer has such a bargaining advantage over Google, and it will likely have to “give the arm” and integrate Google more broadly into its equipment.

Anything goes to save revenue and Google will also benefit from more access to Samsung users, in order to promote ads and products to them.

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