Samsung Electronics is reportedly close to finalizing a major investment and partnership with U.S.-based AI search startup Perplexity, according to a Bloomberg report citing sources familiar with the matter. As part of the deal, Samsung plans to integrate Perplexity’s technology into its upcoming smartphones, including preloading the startup’s app and assistant and embedding its search features into Samsung’s default web browser.
The collaboration could also extend to incorporating Perplexity’s AI into Samsung’s virtual assistant, Bixby, potentially reshaping the tech giant’s AI strategy.
The proposed collaboration is expected to be formally announced later this year, with Perplexity’s assistant likely to become a default option on Samsung’s Galaxy S26 lineup, which is anticipated to debut in the first half of 2026. While discussions are ongoing and details could shift, the integration would offer users an alternative to Google’s Gemini, which currently powers many features within Samsung’s Galaxy AI suite.
Beyond preloading the Perplexity app, Samsung is exploring embedding the startup’s AI-driven search into its native Internet browser and integrating select functionalities into Bixby, its proprietary voice assistant. The companies are also considering broader technical collaborations, including the potential development of an AI-enhanced operating system and applications that connect Perplexity’s tools with other assistants.
Samsung’s interest in Perplexity extends beyond product integration. The South Korean conglomerate is reportedly in advanced talks to join the startup’s upcoming $500 million funding round, possibly as a leading investor. The round, which would value Perplexity at around $14 billion, is expected to support the company’s rapid expansion across devices and platforms.
If finalized, the partnership would represent Perplexity’s most significant mobile collaboration to date, following its earlier alliance with Motorola. For Samsung, the deal signals a strategic shift toward diversifying its AI ecosystem by working with emerging players.
Representatives from both companies have held meetings in South Korea in recent weeks, making considerable progress toward a final agreement. Neither Samsung nor Perplexity has officially commented on the ongoing discussions.
Apple has also reportedly explored a partnership with Perplexity, considering the AI startup as a possible alternative to both Google Search and ChatGPT within its Siri assistant. During a recent antitrust trial, Apple’s senior vice president of services, Eddy Cue, acknowledged the company’s interest, noting that discussions had begun after being impressed by Perplexity’s advancements.
For Samsung, the move to integrate Perplexity mirrors Apple’s broader strategy of collaborating with multiple AI providers instead of depending on a single partner. Industry observers suggest this could help Samsung reduce reliance on Google’s ecosystem, enhance Bixby’s competitiveness, and strengthen its native browser against Chrome.
