Samsung Electronics is close to finalizing a major partnership with Perplexity AI Inc., aiming to invest in the startup and integrate its advanced AI-powered search tools across Samsung devices. The deal may include preloading Perplexity’s app and assistant on upcoming smartphones and embedding its search capabilities directly into the Samsung web browser.
Sources familiar with the matter say Samsung is considering incorporating Perplexity’s AI features into its Bixby virtual assistant and positioning the startup’s technology as a default assistant option in the upcoming Galaxy S26 series, expected in the first half of 2026. While the final details are still under discussion, Samsung may announce the partnership later this year.
As part of the deal, Samsung is also poised to be a major investor in Perplexity’s latest funding round, which seeks to raise $500 million at a valuation of $14 billion. This move signals Samsung's broader strategy to diversify its AI partnerships and reduce its dependence on Google, aligning with Apple’s approach of collaborating with multiple AI firms.
For Perplexity, this would be its largest mobile integration yet, following a recent partnership with Motorola. The startup’s rapidly growing presence has also attracted Apple’s attention. Apple has reportedly explored using Perplexity as an alternative to both Google Search and ChatGPT for Siri. Eddy Cue, Apple’s Senior VP of Services, recently acknowledged Apple’s interest in Perplexity during testimony in a Google antitrust trial.
However, how Perplexity’s growing ties with Samsung—Apple’s key rival—might affect Apple’s interest remains uncertain. Neither Samsung nor Perplexity has officially commented on the ongoing discussions.
The talks, initiated earlier this year and recently advanced after meetings in South Korea, suggest a significant shift in the competitive landscape of AI integration in consumer electronics.