Bye bye Gemini? Samsung may soon have Perplexity AI on its phone, its browser, everywhere
Samsung could soon shake up its artificial intelligence (AI) strategy, with talks underway to make Perplexity AI a major part of its smartphone ecosystem. According to a Bloomberg report, Samsung is in advanced discussions with US-based startup Perplexity AI to not only preload its assistant on future devices but also to invest significantly in the company.If the deal goes through, Samsung may integrate Perplexity's AI tools into several core areas, including its browser, the Bixby virtual assistant, and possibly even its operating system. The company is reportedly aiming to roll out the changes as early as this year, with a broader launch expected with the Galaxy S26 series in 2026. Notably, as per the report, these plans are still in flux and could evolve before any official announcement is made.advertisementThe partnership would represent a major shift in Samsung's AI approach. So far, the company has leaned heavily on Google's Gemini to power many of its AI features through the Galaxy AI suite. But a collaboration with Perplexity would allow Samsung to diversify and reduce its dependence on Google.
For Perplexity, on the other hand, the deal would mark its largest mobile tie-up yet. The startup has already partnered with Motorola and offers its AI assistant in the Razr 60 and Razr 60 Ultra. Talks between Samsung and Perplexity reportedly began earlier this year, and recent meetings in South Korea have reportedly brought the two sides closer to finalising the deal. Alongside the potential software integrations, Samsung is also expected to be one of the lead investors in Perplexity's next funding round. Its investment division, Samsung NEXT, had already backed the startup in 2024.advertisementInterestingly, Apple has also shown interest in Perplexity's capabilities. In testimony during the ongoing antitrust case against Google, Apple's services head Eddy Cue said the iPhone maker had been 'impressed' by Perplexity and had started discussions to explore using its search tools as an alternative to Google or ChatGPT in Siri. What effect a Samsung-Perplexity alliance might have on those talks remains to be seen.The scale of the possible Samsung partnership goes beyond just putting another AI assistant on its phones. Bloomberg reports that the companies have discussed developing a new AI-powered operating system and an app that would act as a hub for different AI agents, including Perplexity.If Perplexity becomes the default assistant on Samsung devices, questions naturally arise about the future of Google's Gemini on Galaxy phones. While it's unlikely Gemini will be completely removed, it may become a secondary option. This would be a major change, considering Samsung's close partnership with Google to power Galaxy AI features. Interestingly, the news comes just as Google is working to integrate Gemini AI into iPhones, possibly as a Siri enhancement.
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