Samsung’s AI strategy might be on the verge of a big shake-up with advanced talks to partner with US startup Perplexity AI. If finalized, this deal could make Perplexity’s AI assistant a core part of Samsung’s smartphone ecosystem — potentially preloaded on future devices and deeply integrated into Samsung’s browser, Bixby assistant, and maybe even its operating system. The changes could start rolling out as soon as this year, with a broader launch planned alongside the Galaxy S26 in 2026.
This partnership would mark a significant pivot for Samsung, which currently relies heavily on Google’s Gemini AI to power much of its AI functionality through its Galaxy AI suite. Bringing Perplexity on board would help Samsung diversify its AI dependencies, reducing reliance on Google’s ecosystem.
For Perplexity, this could be its biggest mobile collaboration yet. The startup already works with Motorola, integrating its AI assistant into models like the Razr 60 and Razr 60 Ultra. Samsung’s potential investment, possibly led by its venture arm Samsung NEXT (which already backed Perplexity in 2024), would further boost the startup’s growth.
Interestingly, Apple has also expressed interest in Perplexity’s AI tech. Eddy Cue, Apple’s services chief, revealed in the ongoing Google antitrust trial that Apple is impressed by Perplexity and has started discussions to explore its search capabilities as an alternative to Google or ChatGPT for Siri. How a Samsung-Perplexity deal might affect Apple’s own talks with Perplexity remains unclear.
Beyond just adding another AI assistant, the two companies are reportedly discussing even more ambitious plans, like creating a new AI-powered operating system and an app hub to manage multiple AI agents — making AI a central, integrated part of Samsung’s software ecosystem.
If Perplexity becomes the default AI assistant on Samsung devices, it could shift the role of Google’s Gemini from the primary AI feature to a secondary option on Galaxy phones, which would be a major change given Samsung’s longstanding close collaboration with Google.
Interestingly, this development comes as Google is pushing to integrate Gemini AI on iPhones too, possibly to boost Siri’s capabilities — so the AI assistant landscape on smartphones is heating up, with Samsung and Apple both exploring alternatives to Google’s AI dominance.
