Samsung is reportedly nearing an investment in the AI search startup Perplexity, which could lead to the integration of Perplexity's technology into Samsung's devices, according to a Bloomberg report citing anonymous sources. If finalized, the deal would see Perplexity's app and assistant pre-installed on Samsung's smartphones, and its advanced search features incorporated into the default browser on these devices. The discussions between Samsung and Perplexity also include the possibility of using Perplexity's AI capabilities to enhance some of Samsung's existing virtual assistant, Bixby. This partnership, if announced, could be revealed this year, further boosting Samsung's efforts to stay ahead in the competitive tech landscape. Perplexity is currently in the midst of a significant fundraising round, aiming to raise $500 million at a valuation of $14 billion, as reported by Bloomberg in May. The company's innovative AI technology has attracted the attention of several tech giants, not just Samsung. Bloomberg previously disclosed that Apple had considered adding Perplexity as a search engine option in its Safari browser, though no official announcement has been made. Meanwhile, in April, Motorola announced a partnership with Perplexity to enhance its AI features. The inclusion of Perplexity's AI tools in Samsung's smartphones would align with the company's broader strategy to integrate advanced technologies into their products, making them more appealing to tech-savvy consumers. Perplexity's technology, known for its sophisticated search algorithms and natural language processing capabilities, could offer users a more intuitive and responsive experience, potentially rivaling popular AI assistants like Google Assistant and Siri. While both Samsung and Perplexity have yet to respond to requests for comment, the reported talks indicate a growing trend among leading tech companies to leverage cutting-edge AI solutions to improve user engagement and functionality. This move could signal a significant shift in how smartphones and other devices interact with users, enhancing the role of AI in everyday technology. The potential integration of Perplexity's AI technology into Samsung's devices underscores the company's commitment to innovation and its willingness to collaborate with emerging startups to stay ahead of the curve. As AI continues to evolve and become more integrated into our daily lives, partnerships like this are likely to become increasingly common, driving the development of smarter, more efficient devices.