Google's Gemini Deal with Samsung: A Game-Changer or Antitrust Trouble?

In a revelation that has sent ripples through the tech industry, recent court testimony from Google's ongoing antitrust trial has unveiled a significant financial arrangement with Samsung. According to reports, Google is paying Samsung an "enormous sum of money" every month to preinstall its Gemini AI app as the default assistant on Samsung's Galaxy devices, including the flagship Galaxy S25 series. This deal, which began in January 2025 and is set to run for at least two years, also includes Samsung receiving a percentage of ad revenue generated through Gemini interactions. But what does this partnership mean for the industry, and why is it raising eyebrows in the context of antitrust scrutiny? Let’s dive into the details and explore the broader implications.

The Deal: Gemini Takes Center Stage on Samsung Devices

Samsung’s One UI, the software skin that powers its Android devices, has long featured its own virtual assistant, Bixby. However, with the launch of the Galaxy S25 series, Gemini has taken the spotlight, becoming the default AI assistant when users long-press the power button. This move relegates Bixby to a secondary role and signals a strategic shift for Samsung, which has traditionally pushed its own ecosystem of apps and services.

The financial incentives behind this shift are substantial. Peter Fitzgerald, Google’s vice president of platforms and device partnerships, testified that Google pays Samsung a fixed monthly sum—described as “enormous” by the Department of Justice (DOJ)—for every device preloaded with Gemini. Additionally, Samsung benefits from a share of the ad revenue generated through Gemini, although later testimony clarified that Gemini itself does not currently feature advertising. This multi-faceted deal, which could extend into 2028, underscores Google’s aggressive push to dominate the AI assistant market.

Why This Matters: The AI Race Heats Up

The Google-Samsung partnership comes at a pivotal moment in the tech industry, where artificial intelligence is rapidly reshaping user experiences and corporate strategies. AI assistants like Gemini, OpenAI’s ChatGPT, and others are no longer just novelties—they’re becoming integral to how users interact with their devices, from answering queries to automating tasks. Google’s Gemini, with its 350 million monthly active users as of March 2025, is a key player in this space, though it still trails ChatGPT’s estimated 600 million users.

By securing prime real estate on Samsung’s devices—the world’s largest Android smartphone manufacturer—Google is positioning Gemini to capture a massive audience. This move mirrors Google’s earlier tactics with its search engine, where exclusive deals with Apple and others made Google Search the default choice on billions of devices. The result? Google Search became synonymous with online search, commanding a dominant market share. Now, Google appears to be applying the same playbook to AI, betting that default placement on Samsung’s phones will drive adoption and user loyalty.

For Samsung, the deal offers financial benefits and access to Google’s cutting-edge AI technology, which could enhance its Galaxy AI features. However, it also raises questions about Samsung’s long-term commitment to its own AI ambitions. Could Samsung have developed a more cohesive, proprietary AI solution if it hadn’t leaned on Google’s resources? The trade-off between immediate gains and ecosystem control is a tension that other device makers may also face as AI becomes a battleground.

Antitrust Concerns: History Repeating Itself?

The Google-Samsung deal has drawn significant attention because it’s part of a broader antitrust case against Google. In August 2024, a federal judge ruled that Google violated the Sherman Antitrust Act by maintaining an illegal monopoly in online search, partly through exclusive deals with companies like Apple and Samsung. These arrangements, which included paying Apple $20 billion annually to make Google Search the default on iPhones, were deemed anticompetitive because they stifled competition and limited consumer choice.

The DOJ argues that Google is now using similar tactics with Gemini to extend its dominance into the AI market. Internal slides presented during the trial reportedly showed Google considering even more restrictive agreements that would require partners to preinstall Gemini alongside Search and Chrome. The DOJ’s concern is clear: by paying for default placement, Google could lock out competitors like OpenAI, Anthropic, or even smaller players like Perplexity, making it harder for them to gain traction.

This isn’t Google’s first antitrust rodeo. Just last week, another federal judge ruled that Google held illegal monopolies in online advertising markets, adding to the company’s legal woes. The remedies phase of the search antitrust trial, which began in April 2025, could have far-reaching consequences. The DOJ is pushing for drastic measures, including potentially forcing Google to sell Chrome, banning default placement deals, and licensing its search data to competitors. If successful, these remedies could reshape not only Google’s business but also the broader tech landscape.

Industry Implications: A Double-Edged Sword

The Google-Samsung deal highlights several trends and challenges shaping the tech industry:

1. AI as the New Battleground: The race to dominate AI assistants is intensifying, with companies investing heavily to integrate AI into every facet of their products. Default placement deals like Google’s with Samsung could give certain players an unfair advantage, potentially stifling innovation from smaller competitors.
2. Antitrust Scrutiny on the Rise: Google’s legal battles are part of a broader wave of antitrust enforcement targeting Big Tech. Meta, Amazon, and others are also facing lawsuits over monopolistic practices, signaling that regulators are increasingly willing to challenge tech giants. The outcome of Google’s case could set a precedent for how AI markets are regulated.
3. Consumer Choice at Risk: While Gemini’s integration into Samsung devices may offer a seamless user experience, it could limit exposure to alternative AI assistants. Users may not even realize they have options beyond Gemini, echoing the search monopoly concerns that landed Google in court.
4. Samsung’s Strategic Dilemma: By aligning closely with Google, Samsung gains short-term benefits but risks ceding control over its AI ecosystem. This could make it harder for Samsung to differentiate its devices in a crowded market, especially as competitors like Apple double down on proprietary AI solutions like Siri.

Looking Ahead: A Tipping Point for Tech?

The Google-Samsung Gemini deal is a microcosm of the high-stakes competition and regulatory challenges defining the tech industry in 2025. For Google, it’s a bold move to cement Gemini’s place in the AI landscape, but it comes with the risk of further antitrust penalties. For Samsung, it’s a lucrative partnership that boosts its devices’ capabilities but may compromise its long-term autonomy. And for consumers, it’s a reminder that the apps and services they use are often shaped by behind-the-scenes deals rather than pure merit.

As the antitrust trial progresses, all eyes will be on Judge Amit Mehta’s final remedies, expected by September 2025. If the DOJ gets its way, Google could be barred from making default placement deals, opening the door for more competition in both search and AI. But even if Google emerges unscathed, the scrutiny of its practices will likely influence how other tech giants approach partnerships and market dominance.

In the meantime, the tech industry is watching closely. Will Google’s gamble on Gemini pay off, or will it become another chapter in the cautionary tale of monopolistic overreach? Only time will tell, but one thing is certain: the battle for AI supremacy is just getting started.