Samsung is reportedly expanding its AI strategy ahead of the Galaxy S26 launch by exploring partnerships with a broader range of large language model providers.
Highlights
- Open AI Ecosystem: Samsung is exploring partnerships with OpenAI, Perplexity, and others—signaling a shift away from exclusive reliance on Google’s Gemini.
- User Choice in AI Assistants: Galaxy S26 users may be able to choose from multiple preloaded assistants (ChatGPT, Perplexity, Gemini), reflecting a more open and flexible approach.
- Preloaded Perplexity AI: Internal reports suggest that Perplexity may ship as the default assistant in some S26 models, with region-based variations expected.
- System-Level AI Integration: Samsung is considering deep integrations of AI into its software stack—potentially affecting Bixby, Samsung Internet, and future AI switching interfaces.
- Strategic Investment in Perplexity: Samsung may invest in Perplexity AI’s upcoming funding round, potentially valuing the startup at $14B and strengthening long-term collaboration.
- Aligning with Industry Trends: Like Apple and Motorola, Samsung is embracing multi-assistant ecosystems to give users more control over their AI experience.
- Custom AI by Region: Much like Samsung’s chipset strategy, AI features may differ by market—balancing user preferences, costs, and partnerships.
- Next-Gen Chipsets: The Galaxy S26 lineup will feature either the Exynos 2600 or Snapdragon 8 Elite 2 chips, tailored to support advanced AI workloads.
In an interview with Bloomberg, Samsung President and Mobile eXperience COO Choi Won-Joon confirmed that the company is in discussions with several AI firms—including OpenAI, the developer of ChatGPT, and Perplexity AI.
This initiative signals Samsung’s intent to move beyond its current reliance on Google’s Gemini, offering users a wider selection of AI capabilities across both on-device and cloud platforms.
Rather than building a closed ecosystem around a single AI agent, Samsung appears to be moving toward a more flexible approach.
“We are open to any agent out there,” Choi stated, hinting at a future where Galaxy users can select from multiple AI assistants. This reflects an industry-wide trend where OEMs aim to offer consumers more control over their digital experience.
Strategic Pivot Beyond Gemini
Samsung’s mobile division is actively diversifying its AI integrations, seeking to reduce exclusive dependence on Google’s Gemini.
Choi Won-Joon confirmed that ongoing discussions with OpenAI and Perplexity reflect a deliberate move toward offering Galaxy S26 users several AI options, rather than a single pre-selected assistant.
This strategy echoes recent industry moves by other manufacturers. Motorola, for instance, has partnered with Google, Microsoft, and Perplexity to enhance its Moto AI platform.
Similarly, Apple has introduced ChatGPT integration into its devices through a partnership with OpenAI, marking a shift toward multi-assistant ecosystems across major platforms.
Preloaded AI Assistants & Ecosystem Integration
While Samsung has not confirmed which models will ship with which AI tools, internal reports suggest that Perplexity could be preinstalled as the default assistant on some Galaxy S26 devices.
Google Gemini is not expected to be removed, and OpenAI’s ChatGPT is also under consideration for inclusion. The goal appears to be enabling user choice—letting individuals select the assistant that best suits their preferences and workflows.
This approach may result in Galaxy S26 models featuring different AI setups depending on region or configuration, much like Samsung’s existing strategy with chipset variations.
System-Level AI
Samsung’s AI expansion isn’t limited to simple assistant functionality. The company is reportedly evaluating ways to embed Perplexity’s capabilities deeper into its software stack.
Potential integrations include Samsung Internet, Bixby, and even the development of a centralized AI management interface that allows users to switch between multiple assistants seamlessly.
There are also early discussions around co-developing an AI-focused operating system layer or app that consolidates AI tools and services into a more unified experience.
Strategic Allyship
Beyond technical partnerships, Samsung is exploring a significant investment in Perplexity AI.
Sources suggest the company may participate in an upcoming funding round that could value the startup at approximately $14 billion, positioning Samsung not just as a hardware partner but also as a key financial stakeholder.
This investment would reflect a broader strategic alignment between the two firms and suggests Samsung may have long-term plans to deepen its involvement in the AI software landscape.
Consumer Choice in AI
Samsung’s evolving AI strategy aligns with a growing trend among device makers to empower users with more agency over their digital tools.
Apple’s recent inclusion of ChatGPT on iPhones, alongside the option to use other assistants like Gemini, indicates a wider industry shift toward customizable AI experiences.
Rather than enforcing a one-size-fits-all approach, manufacturers are increasingly positioning assistant flexibility as a competitive feature—allowing users to select the AI that best matches their needs, values, and privacy preferences.
Tech Stack & Platform Remix
Alongside its AI strategy, Samsung is also expected to make key hardware decisions for the Galaxy S26 series.
Depending on the market, the S26 could be powered by either Samsung’s new Exynos 2600 system-on-chip or Qualcomm’s Snapdragon 8 Gen 4, reportedly branded as the Snapdragon 8 Elite 2. Qualcomm is set to unveil the chip in September 2025.
This mix of processors may be used strategically to support different AI workloads and to balance performance with regional pricing considerations. Samsung’s continued use of multiple chipsets reflects its broader intent to blend hardware and AI customization across markets.
The company’s recently launched Galaxy Z Fold 7, Z Flip 7, and Watch 8 series have already demonstrated this direction, incorporating cutting-edge processors such as the Snapdragon 8 Elite and enhanced Exynos platforms to power increasingly intelligent experiences.
Competitive developments remain in motion. Apple is reportedly working on its first foldable iPhone, with Samsung Display expected to supply its crease-free foldable panels—a move that would further intertwine the rivals’ hardware ambitions.
