Samsung is said to be in talks with AI startup Perplexity to include its app as a pre-installed feature on future Samsung devices, according to various reports. The conversations extend beyond simply installing an app—Samsung is considering embedding Perplexity’s AI capabilities across its ecosystem, including integration with its web browser and the voice assistant Bixby. This development could mark a turning point for the South Korean conglomerate as it looks to expand its suite of smart features.
Expanding the AI Landscape
With tech giants rapidly advancing in the field of artificial intelligence, Samsung’s move appears to be part of a broader strategy to diversify its AI partnerships and reduce its historical reliance on single-source solutions. Notably, recent industry insights have revealed that the company currently benefits from significant financial arrangements with Google, where Samsung receives sizable payments to feature Google’s Gemini AI assistant as the default on its devices. Collaborating with Perplexity could suggest that Samsung is planning to pursue a more varied approach to integrating AI technologies.
A Timeline and Flagship Integration
It is believed that the proposed partnership with Perplexity could be formally announced sometime later this year. A key highlight is the potential introduction of this integrated solution on Samsung’s flagship Galaxy S26 smartphone, slated for release in the first half of 2026. The S26 might offer users the option to set Perplexity as their default AI assistant, exemplifying Samsung’s commitment to providing versatile AI-driven experiences across its product range.
Developing a Broader AI Strategy
Beyond the immediate integration on mobile devices, the discussions hint at a broader collaboration. Samsung and Perplexity have reportedly been exploring the creation of:
AI-powered operating systems: Tailor-made software that can leverage cutting-edge AI for enhanced user experience.
Intelligent AI agents: Advanced systems that could automate tasks and provide a more interactive experience across Samsung’s device lineup.
This approach mirrors industry trends where companies, including Apple, are exploring partnerships with multiple AI developers to both diversify their offerings and mitigate dependence on any single provider.
Financial Moves and Industry Positioning
In a strategic move, Samsung is also reportedly considering an investment in Perplexity, which is currently backed by notable figures such as Jeff Bezos. Perplexity is reportedly looking to raise \$500 million in new funding, to reach a valuation of approximately \$14 billion.
Such financial backing could not only bolster its technological development but also accelerate its integration into major mobile ecosystems, starting with Samsung and potentially extending to other manufacturers.
The Competitive Context
The potential change comes on the heels of revelations that revealed the scale of Google’s influence on mobile search experiences. During U.S. antitrust proceedings examining Google’s control over the search market, it was revealed that Google provides substantial financial incentives to Samsung to feature its Gemini AI assistant as the default option. A U.S. Department of Justice lawyer mentioned that this arrangement even includes sharing revenue from Gemini’s subscriptions. These disclosures have increased scrutiny on the interdependencies between tech companies and have fueled speculation about shifts in strategic alliances.
Industry Reactions and Cross-Platform Interest
Adding to the landscape, Apple has also shown interest in collaborating with emerging AI innovators like Perplexity. Eddy Cue, Apple’s Senior Vice President of Services, stated during the antitrust trial that the company had initiated discussions with the startup. Apple’s recent move to integrate OpenAI’s ChatGPT into its Siri assistant further illustrates the competitive pressure among major tech brands to enhance their AI capabilities while reducing reliance on a single source.
Implications for the Future
If the Samsung–Perplexity partnership is confirmed, it will underline a key industry trend: tech companies are increasingly opting for a diversified AI ecosystem. By leveraging multiple AI providers, Samsung could not only improve the range and quality of its device functionalities but also set a precedent for future collaborations aimed at innovating in the mobile and smart device arenas.
This expanded strategy would likely stimulate further investments in AI research and development, pushing the boundaries of what consumers can expect from their everyday devices. It also opens the door for more competitive market dynamics, encouraging additional startups and established players alike to innovate and explore unique AI integrations across a variety of platforms.
