Samsung is reportedly in advanced talks to revamp its AI strategy by partnering with U.S.-based startup Perplexity AI, potentially preloading its assistant on future devices and making a significant investment in the company.
According to Bloomberg, Samsung may integrate Perplexity’s AI tools across key areas like its browser, the Bixby assistant, and possibly even its operating system. While the changes could begin rolling out as early as this year, a broader launch is expected with the Galaxy S26 series in 2026. However, the plans are still under discussion and may change before any official confirmation.
NEW: Samsung is nearing wide-ranging deal with Perplexity on an investment and deep integration into devices, Bixby assistant and web browser, I’m told. Arch-rival Apple has been interesting in working with Perplexity as well. Details here — https://t.co/CE8V58RO1n
— Mark Gurman (@markgurman) June 1, 2025
Samsung is reportedly considering a major shift in its AI strategy by partnering with U.S. startup Perplexity AI, a move that could significantly reduce its reliance on Google’s Gemini. Until now, Samsung has heavily leaned on Gemini to power its Galaxy AI features, but this new collaboration would allow the company to diversify its AI offerings and assert greater control over its ecosystem. For Perplexity, the deal would represent its biggest mobile integration to date, following earlier partnerships with Motorola on devices like the Razr 60 and Razr 60 Ultra.
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Talks between the two companies began earlier this year and have reportedly accelerated after recent meetings in South Korea. In addition to software integration, Samsung is expected to be a lead investor in Perplexity’s next funding round, following a previous investment by Samsung NEXT in 2024. Meanwhile, Apple has also expressed interest in Perplexity’s capabilities, with Apple’s services head Eddy Cue acknowledging exploratory talks to possibly use the startup’s search tools in Siri—a development that could be complicated by a Samsung partnership.
Wow. Samsung x Perplexity Coming. The two companies are in talks to preload Perplexity’s app and assistant on upcoming Samsung devices and integrate the startup’s search features into the Samsung web browser, according to people with knowledge of the matter… pic.twitter.com/Ao53ey3Lht
— Ray Wang (@rwang07) June 2, 2025
Beyond simply adding another AI assistant to its phones, Samsung and Perplexity are said to be exploring broader ambitions, including the development of a new AI-powered operating system and a unified app for managing multiple AI agents. Such a move would deepen Samsung’s AI infrastructure and potentially position Perplexity as a core pillar of its digital experience.
If finalized, the deal could shift the role of Google’s Gemini on Samsung devices. While it’s unlikely to be removed altogether, Gemini may be demoted to a secondary option. This would mark a significant turn in Samsung’s relationship with Google, especially as the latter continues its own push to bring Gemini AI to iPhones. The evolving competition among tech giants underscores the growing importance of generative AI in mobile ecosystems.
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