Libido and sperm quality output relationship is already not clear in farm animals. The present study compared reaction time (RT) as a libido indicator and the pre‐freeze and post‐thaw sperm quality of AI bulls. Before the collection of ejaculates (n = 53, from 22 AI bulls [4.2 ± 1 years of age]), RTs were collected using a chronometer as the interval between the bull's arrival at the semen collection area and his first false mount (FM) on another male. The ejaculates were examined for their volume, concentration and motility. Subsequently, all aliquots were diluted with a commercial semen extender and equilibrated for 3 h before freezing. Frozen semen samples were thawed and examined for sperm kinematics using CASA, plasma membrane and acrosome integrity of sperm (PMAI) by flow cytometry. Additionally, the temperature humidity index (THI) values were assessed during the study. Multiple linear regression analysis was used to analyse the data. The results indicated that THI had a significant effect on libido (p < .001). However, libido had no effect on either pre‐ or post‐thaw sperm quality parameters except for the velocity of the average pathway (VAP) (p < .05). Therefore, relying solely on RT –libido‐ as an indicator of bull sperm quality at AI stations may not be reliable, as it is a complex behavioural assessment.