Samsung Eyes Investment in Perplexity to Integrate AI Tech into Devices and Enhance Bixby Features

Samsung is reportedly poised to invest in the AI search startup Perplexity, a move that could see the integration of Perplexity's advanced artificial intelligence technology into Samsung's devices. According to Bloomberg, citing anonymous sources, Samsung is among the largest investors in Perplexity’s latest funding round and is in discussions to pre-install Perplexity’s app and assistant on its smartphones. Additionally, the company is considering integrating Perplexity’s search capabilities into the default browser on its devices. The potential partnership doesn’t stop there. Bloomberg also noted that Samsung and Perplexity are exploring the possibility of using Perplexity’s AI tech to enhance some of Samsung’s own assistant, Bixby. If these plans come to fruition, the collaboration could be formally announced this year. Both Samsung and Perplexity have yet to respond to requests for comment on the matter. Perplexity is currently in the process of raising a significant $500 million funding round, which would value the company at approximately $14 billion, as Bloomberg reported in May. This impressive valuation underscores the growing demand and interest in AI-driven search and assistive technologies. Samsung isn’t the only major tech player eyeing Perplexity’s capabilities. Bloomberg previously revealed that Apple has considered adding Perplexity as a search engine option in its Safari browser. Furthermore, in April, Motorola announced a partnership with Perplexity to power AI features in its devices, highlighting the broader industry trend of integrating sophisticated AI tools to enhance user experience. The integration of Perplexity’s AI technology into Samsung’s devices could significantly bolster the company’s competitive edge in the smart device market. By offering enhanced search and assistive functionalities, Samsung aims to meet the rising consumer demand for more intuitive and capable personal assistants. The move aligns with the broader strategy of tech giants to leverage AI to provide smarter, more personalized services.