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Tom’s Guide
Tom’s Guide
Technology
Tom Pritchard

Galaxy S25 is still trying to make us love Bixby — here's why that's never going to happen

Samsung Bixby Google Gemini
Samsung Galaxy S25 lineup.

Another year, another Galaxy Unpacked, bringing with it another flagship Samsung phone for everyone to enjoy. Each Unpacked also brings with it a reminder that, despite everything that has happened over the past 8 years, Samsung is inexplicably still trying to make people use Bixby.

Unsurprisingly, especially if you’ve been paying attention to rumors, Bixby is being brought in to help power Galaxy AI. But slightly strangely it seems that Bixby isn’t taking the center-stage, with Google Gemini claiming most of the spotlight for itself. Clearly Samsung is struggling to let Bixby go, and that needs to change.

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