Samsung Electronics is in advanced talks to strike a broad partnership with Perplexity AI, aiming to bring the startup’s advanced search technology to millions of Samsung devices. According to sources familiar with the matter, the deal would involve Samsung investing in Perplexity and making its AI assistant and app a core feature across upcoming smartphones and other products.
As part of the potential agreement, Samsung plans to preload Perplexity’s app and assistant on future devices, ensuring users have direct access to its AI-powered search capabilities right out of the box. The companies are also discussing deeper integration, including embedding Perplexity’s search functions into Samsung’s built-in web browser. This would position Perplexity as a default search solution for many users, offering an alternative to more established players like Google.
Additionally, there are discussions around enhancing Bixby—Samsung’s existing virtual assistant—by incorporating Perplexity’s AI search technology. This move suggests Samsung is looking to revamp Bixby’s functionality with smarter and more intuitive features.
The talks, which are still private, represent Samsung’s latest move to strengthen its AI ecosystem amid rising competition in the global tech industry. By aligning with Perplexity, a rising name in AI search, Samsung could boost its standing in the increasingly competitive race to integrate cutting-edge artificial intelligence into consumer electronics.
This deal would not only give Perplexity broader exposure but also reflect a growing trend of tech giants partnering with AI startups to stay ahead in the AI race. While the final agreement has not yet been announced, the partnership would mark a significant development in both companies’ strategies to expand their influence in the AI and mobile device markets.
