Samsung is close to an agreement to invest in AI perplexity and place the search technology for artificial intelligence startup in the vanguard of South Korean company.
The two companies are in negotiations to preload the perplexity application and assistant in the next Samsung devices and to integrate Samsung’s web-browser search resources, according to people with knowledge of the subject. Companies also discussed incorporating perplexity technology into Samsung’s Bixby assistant, the sources said, who asked not to be identified because the conversations are private.
Samsung plans to announce perplexity integrations later this year, aiming to include the service as a standard assistant option on the Galaxy S26 phones, scheduled to be launched in the first half of 2026. However, specific details have not yet been finalized and may change.
The technology giant is also expected to be one of the largest investors in a new perplexity funding round, the sources said. The startup is in advanced discussions to raise $ 500 million with a $ 14 billion rating, as reported by Bloomberg News.
The partnership can help Samsung reduce its dependence on Google, Alphabet, and make way to work with a mix of AI developers, similar to Apple Inc. strategy for their devices and services. For perplexity, the deal would represent its largest mobile partnership so far and follows a recent integration agreement with Motorola.
Samsung and perplexity representatives refused to comment.
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The two companies started discussions about a partnership earlier this year, Bloomberg News reported in April. In recent weeks, both sides have gathered in South Korea, which led them to approach a deal, the sources said.
Samsung and Perplexity also discussed the construction of an AI operating system and an AI agent application that can access perplexity features and a variety of other AI assistants, sources said.
Apple also showed interest in working with perplexity. The iPhone manufacturer has discussed using perplexity as an alternative to Google Search, as well as a replacement for ChatgPT integration into the Siri voice assistant, Bloomberg News said.
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“We were quite impressed by what Perplexity did, so we started some discussions with them about what they are doing,” said Eddy Cue, Apple’s senior vice president of services during a recent statement at Antitrust Judgment against Google.
It is unclear how perplexity relationship with Samsung, one of Apple’s biggest rivals, would affect it.
© 2025 Bloomberg L.P.
