Samsung Electronics is reportedly close to finalizing a major partnership with Perplexity AI, an artificial intelligence startup specializing in AI-powered search technology.
The deal, expected to be announced later this year, could see Perplexity’s AI assistant and search features integrated into Samsung’s devices, including its web browser and Bixby virtual assistant.
The collaboration marks a significant shift in Samsung’s AI strategy, potentially reducing its dependence on Google’s AI ecosystem.
Key Details of the Partnership Between Samsung and Perplexity AI
According to sources familiar with the discussions, Samsung and Perplexity are exploring several integration points:
- Preloading Perplexity’s AI assistant on upcoming Samsung devices.
- Embedding Perplexity’s search technology into Samsung’s web browser.
- Enhancing Bixby with Perplexity’s AI capabilities to improve voice search and conversational AI.
- Developing an AI-powered operating system, leveraging Perplexity’s expertise in natural language processing and contextual search.
Samsung aims to roll out these AI enhancements as early as 2025, with a broader launch expected in the Galaxy S26 series, slated for release in the first half of 2026.
Strategic Implications for Samsung
The partnership with Perplexity could help Samsung diversify its AI ecosystem, reducing its reliance on Google’s Gemini AI. Historically, Samsung has integrated Google’s AI-powered search and assistant features into its Galaxy devices.
However, this collaboration signals a shift toward a multi-AI approach, similar to Apple’s strategy, which involves working with multiple AI developers.
Samsung’s investment in Perplexity also aligns with its broader AI expansion plans.
The company is reportedly one of the largest investors in Perplexity’s latest funding round, which seeks to raise $500 million at a $14 billion valuation.
Impact on Perplexity AI
For Perplexity, this deal represents its biggest mobile partnership to date, following a recent integration agreement with Motorola.
The startup, known for its AI-driven search engine, has been gaining traction as an alternative to Google Search and ChatGPT.
A Samsung partnership would significantly expand Perplexity’s reach, potentially bringing its AI assistant to millions of devices worldwide.
Apple’s Interest in Perplexity
Interestingly, Apple has also expressed interest in working with Perplexity.
Reports suggest that Apple has considered integrating Perplexity’s AI search engine into Siri, positioning it as an alternative to Google Search and ChatGPT.
The impact of Samsung’s partnership on Apple’s discussions remains uncertain, but it highlights Perplexity’s growing influence in the AI space.
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