There have been loads of references to AI at at the moment’s Galaxy Unpacked occasion. However Samsung is not alone; almost each main smartphone launch in recent times has included new AI options or partnerships with AI firms.
Samsung launched its newest iteration of Galaxy AI, debuting it alongside Galaxy S26 telephones. This follows weekend information that the corporate plans to combine Perplexity’s AI agent — and even assist a “Hey Plex” wake phrase — on its new telephones. However the partnership seems to transcend merely giving Samsung customers one other AI possibility.
Since late 2023, phone-makers have been leapfrogging each other so as to add generative AI options and combine AI brokers. Practically each new Android cellphone helps Google’s Gemini assistant. Apple’s iPhones combine OpenAI’s ChatGPT into the cellphone’s Visible Intelligence characteristic and its Siri overhaul will incorporate Google’s Gemini AI fashions.
Whereas Perplexity has partnered with phone-makers corresponding to Motorola to preload its app — and has been built-in into gadgets for Deutsche Telekom — having its AI and fashions constructed straight into telephones from the world’s largest producer places the corporate on a a lot larger stage. It marks a shift towards AI brokers being simply one other software individuals select to make use of, very similar to a cellphone app.
“Step one towards an agentic cell ecosystem is the consumer getting to decide on no matter agent they need,” Dmitry Shevelenko, Perplexity’s chief enterprise officer, instructed CNET. “I believe that is the place Samsung is taking an enormous, massive leap ahead.”
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Perplexity’s Sonar API powers elements of Samsung’s Galaxy AI ecosystem. Shevelenko mentioned that the corporate’s engineers labored carefully with Samsung’s workforce to revamp its Bixby assistant on the framework stage, getting deep system entry. He famous that it is the first time a third-party AI firm has achieved parity on a significant cell OS. The Galaxy S26 telephones that Samsung introduced assist the brand new “Hey Plex” wake phrase, placing Perplexity shoulder-to-shoulder with Google’s Gemini AI assistant, which is built-in into Android on Samsung gadgets.
“What’s distinctive is the one different firm that has it’s Google, proper?” mentioned Shevelenko. “It is an actual paradigm shift for Samsung to be going right into a multi-AI course, the place they’re giving their customers alternative. And I believe they see this as a strategic differentiator.”
Samsung’s inclusion of Perplexity touches lots of the firm’s personal apps together with Calendar, Clock, Gallery, Notes and Reminders. The good thing about structuring Perplexity’s AI deeply into Samsung’s software program is that individuals can have a lighter interplay with their telephones. Versus unlocking their gadget, navigating the house web page, opening the app and getting into a question, individuals will have the ability to merely press a button, say, “Hey Plex,” beginning their search inside seconds.
In 2025, Deutsche Telekom launched an AI Telephone powered by Perplexity. The Magenta AI emblem within the middle of the lock display screen prompts Perplexity’s agent.
However the integration of Perplexity is not restricted to Bixby. Shevelenko mentioned Samsung’s browser, aptly named Web, contains agentic shopping utilizing Perplexity’s Comet expertise as nicely.
Such a major second for Perplexity naturally attracts parallels to Apple and its partnership with OpenAI, which has partnered with former Apple designer Jony Ive for its personal {hardware} efforts. Once I requested Shevelenko about the potential for Perplexity making its personal cellphone or {hardware}, he responded emphatically, “No.”
“We’re laser-focused on working with all the very best OEMs,” he mentioned. “Our factor we’re world-class at is constructing correct AI that’s straightforward to make use of and pleasant to make use of and rising that curiosity.”
And whereas we look forward to Samsung to announce new telephones, it’s going to be attention-grabbing to see how Galaxy cellphone house owners use the cellphone’s AI brokers. Quickly, individuals may say, “Hey Google” into their Samsung gadgets to immediate Gemini, or “Hey Plex” to set off a question with Perplexity. And choices are often a superb factor.
Samsung didn’t instantly reply to a request for remark.
