Gemini becomes default AI on 31% of premium Android devices as EU regulators probe data practices, while Samsung prepares privacy-focused Bixby 2.0 countermove.
Google’s Gemini AI now powers 31% of premium Android devices but faces regulatory heat over data collection practices exceeding Chinese rivals, as Samsung prepares alternative.
Market Penetration Meets Regulatory Friction
Counterpoint Research confirmed to ZDNET that Gemini became the default assistant on nearly one-third of premium Android devices ($800+) in Q2 2025, triple its Q4 2024 share. This rapid deployment follows Google’s OS integration strategy in Android 15, which auto-enables Gemini on first boot for partner manufacturers like Xiaomi and Oppo.
Surfshark’s audit obtained by Reuters reveals Gemini collects 22 data types – including biometric voice patterns and cross-app behavior – compared to DeepSeek’s 15-point collection. ‘When AI becomes the operating system, every interaction becomes a data point,’ warned Surfshark researcher Agneska Sablovskaja in their July whitepaper.
Regulatory Chess Across Continents
The European Data Protection Board confirmed preliminary inquiries into whether OS-level AI assistants meet GDPR’s data minimization requirements. ‘Default-on systems require granular opt-outs, not just privacy policies,’ stated EDPB spokesperson Jakub Wojtczak during Thursday’s Brussels briefing.
Google responded by highlighting new Privacy Hub controls in Android 15 beta, letting users disable specific data categories. Meanwhile, Samsung Mobile President TM Roh told The Korea Herald this week that Bixby 2.0 will process 92% of queries locally when launched in Q4 2025, contrasting with Gemini’s cloud-dependent architecture.
Historical Precedents in Tech Adoption
The current AI assistant competition echoes 2018’s GDPR implementation, when tech firms scrambled to redesign data practices. Like today’s privacy dashboards, companies then introduced cookie consent managers and data export tools to comply with regulations.
Mobile industry analysts note parallels with the 2010s mobile payment wars, where China’s Alipay succeeded through deep OS integration despite privacy concerns, while Apple Pay emphasized device-level security. This bifurcation suggests Android’s open ecosystem may face sustainability challenges in Europe’s tightening regulatory environment.
