Samsung Electronics Co. is in advanced discussions with AI startup Perplexity AI Inc. to integrate its search technology into Samsung devices, according to sources familiar with the matter.

The partnership may involve preloading Perplexity’s app and assistant on future Samsung devices.

It could also include integrating search features into the Samsung web browser and potentially incorporating the technology into the Bixby virtual assistant.

Discussions have included developing an AI-infused operating system and an app that combines functions from Perplexity and other AI assistants.

Samsung plans to announce the integration this year. The goal is to make Perplexity’s service a default assistant option in the Galaxy S26 phone line, expected to launch in the first half of 2026.

However, details of the agreement are still under negotiation and may change.

🔗 Source: Bloomberg

🧠 Food for thought

1️⃣ Samsung’s long-term AI acquisition strategy shows deliberate ecosystem building

The Perplexity deal continues Samsung’s systematic approach to building an AI ecosystem through strategic acquisitions rather than just internal development.

Samsung’s 2016 acquisition of Viv Labs (created by Siri’s founders) demonstrates their pattern of acquiring conversational AI startups to enhance their assistant capabilities 1.

This approach aligns with Samsung NEXT’s investment philosophy established in 2018 with the Q Fund, which specifically targets AI startups addressing fundamental technology challenges 2.

Samsung’s broader $22 billion investment commitment to AI announced in 2018 signaled their long-term vision, with plans to increase their global AI researcher count to 1,000 3.

The company’s Silicon Valley operations have been specifically tasked with transforming Samsung from a hardware manufacturer into a comprehensive tech company that delivers integrated experiences through both hardware and software 4.

2️⃣ Tech giants seek alternative search solutions to reduce Google dependence

Samsung’s potential partnership with Perplexity reflects a growing industry trend of major tech companies seeking to diversify away from Google’s search ecosystem.