Google is retiring its voice Assistant to fully embrace its generative AI service, Gemini. The transition will affect users on mobile devices, tablets, and smart home products, marking a significant shift in Google’s approach to AI and user interfaces.
Google Assistant’s Demise
Launched in 2016, Google Assistant was designed as a “conversational interface” intended to help users with entertainment, managing everyday tasks, and accessing information through voice commands initiated by the phrase “OK Google.” Initially included with Android and integrated across various Google services, the Assistant also found its way into Google’s smart speakers, smart home gadgets, and third-party hardware. Developers were encouraged to expand its capabilities through “Actions” to perform custom tasks.
However, the Assistant has reportedly struggled with accurate interpretation. In 2022, columnist Mark Pesce suggested voice assistants overall were unsuccessful due to limited user engagement, with primarily music playback and timers. Google’s decision to retire Actions suggests the company agreed with this assessment.
Gemini Takes Center Stage
A blog post announced that Gemini will replace Assistant. “Over the coming months, we’re upgrading more users on mobile devices from Google Assistant to Gemini; and later this year, the classic Google Assistant will no longer be accessible on most mobile devices,” wrote Brian Marquardt, Gemini app senior director for product management.
Marquardt also indicated that tablets, cars, and devices connected to phones, such as headphones and smartwatches, would also be upgraded. In the coming months, updates will arrive for home devices like speakers, displays, and TVs, providing a “new experience, powered by Gemini.”
Marquardt outlined Google’s vision for an AI assistant that is “personal to you, and aware of the world around you. It should be able to interact with the apps and services you already use. And it should make you more productive, more creative and a bit more curious.”
Moreover, this shift may also have financial implications, as Samsung, a heavy promoter of Google’s AI in its latest Galaxy S smartphones, has warned users about subscription options. As of January 2025, Samsung anticipated the implementation of AI subscriptions within the next year, roughly coinciding with the planned end of Google Assistant, suggesting the integration of Gemini services could carry additional costs.
The move signifies a strategic pivot by Google, which anticipates that Gemini will offer users a more advanced, integrated AI experience overall.
