Samsung Electronics is close to finalizing a significant partnership with Perplexity AI, a fast-rising artificial intelligence startup, that could reshape how users interact with search tools on Samsung devices. According to sources familiar with the discussions, the deal involves preloading Perplexity’s app and assistant on future Samsung products, with plans to integrate its advanced AI search technology across several of the tech giant’s platforms.
The collaboration is expected to place Perplexity’s search engine at the center of Samsung’s user experience. In addition to the standalone app, Samsung is considering embedding the startup’s capabilities directly into its native web browser. This would provide users with faster, AI-enhanced answers and a more conversational search experience, similar to other generative AI platforms gaining traction in the tech space.
One of the most ambitious parts of the proposed deal includes incorporating Perplexity’s technology into Samsung’s own digital assistant, Bixby. Though Bixby has long lagged behind competitors like Apple’s Siri and Google Assistant, the integration of Perplexity’s AI could revitalize the assistant’s performance and relevance, making it more competitive in the growing AI market.
The discussions also reportedly include a potential investment from Samsung in Perplexity, strengthening the partnership and giving Samsung greater influence over the startup’s direction. While neither company has publicly confirmed the deal, insiders say the talks are advanced and close to completion. Due to the confidential nature of the negotiations, the sources requested anonymity.
This move highlights Samsung’s strategic push to enhance its AI capabilities as rivals like Apple, Microsoft, and Google continue investing heavily in similar technologies. For Perplexity, the deal could mark a major leap in visibility and user adoption, given Samsung’s vast global customer base.
As artificial intelligence becomes increasingly central to the tech industry’s future, partnerships like this signal a growing shift in how consumers may soon access and use information through smart assistants embedded deeply into the devices they use every day.
