Samsung reportedly plans to fully integrate Perplexity’s cutting-edge AI technologies into its products by completing a strategic investment in the up-and-coming AI search startup. The change reflects Samsung’s growing determination to stay competitive in the rapidly evolving AI market, which is dominated by firms like Google, Apple, and OpenAI. Samsung on the other hand is nearing an investment in Perplexity, an AI search firm, which would also see the Korean tech giant integrate the company’s technology into its own devices.
According to Bloomberg, the businesses are also talking about integrating Perplexity’s AI technology into some of the capabilities of Samsung’s own assistant Bixby. The alliance may be revealed this year.
Requests for comment were not immediately answered by Samsung or Perplexity.
Also as reported by Bloomberg in May, Perplexity is now raising $500 million at a valuation of $14 billion.
Samsung intends to invest in Perplexity’s ongoing $500 million fundraising campaign, which places the startup’s estimated worth at $14 billion, according to a Bloomberg report citing informed sources. Samsung will also integrate Perplexity’s AI-powered assistant and app directly into its smartphones. This might entail incorporating Perplexity’s search technology into Samsung’s standard mobile browser and pre-installing it on future Galaxy handsets.
There are other companies looking to incorporate Perplexity characteristics than Samsung. In April, Motorola announced a partnership with Perplexity to power AI features, and Bloomberg earlier reported that Apple had considered adding Perplexity as a search engine option to Safari.
The South Korean tech giant is also negotiating to incorporate Perplexity’s generative AI into the core functionality of Samsung’s voice assistant, Bixby, which may be a major leap. In an area where it has traditionally fallen short of competitors like Siri, Alexa, and Google Assistant, this could allow Bixby to offer more contextually aware, conversational, and accurate responses. According to Bloomberg, the partnership, which has not yet been made public, might be made public later this year.
Since its founding in 2022, Perplexity has gained recognition for its AI search engine, which rivals conventional search engines and places an emphasis on instantaneous, answer-oriented results. In addition to Samsung’s interest, it has been claimed that Apple is considering including Perplexity as a search engine option in Safari. Motorola and Perplexity have already teamed up to enhance the AI capabilities of Motorola’s products using Perplexity’s technology. Regarding the potential deal, Samsung and Perplexity have both released formal statements.
More than just an investment, Samsung’s potential partnership with Perplexity represents a strategic shift toward cutting-edge AI user experiences. Should this approach prove successful, Samsung could improve device interactions and make the user experience more intuitive, reinstating Bixby’s importance and giving customers access to an AI search engine that is quicker and more informative than conventional Google services. Samsung is committed to an industry where artificial intelligence is emerging as the new frontier for smartphone manufacturers, as evidenced by its investment in Perplexity.