Samsung Electronics is expanding its Galaxy AI suite by integrating the artificial intelligence search engine Perplexity, marking a significant step toward a multi-agent AI ecosystem on its devices. The move, announced ahead of the company's next major product unveiling, allows users of upcoming Galaxy smartphones to summon Perplexity using the voice command "Hey, Plex," alongside existing options like Bixby and Google's Gemini. According to a report from The Verge, this integration is part of Samsung's broader strategy to let users mix and match AI agents tailored to specific tasks, reflecting a belief that consumers will increasingly rely on specialized AIs for phone interactions.
The integration goes beyond simple voice activation. Perplexity will gain access to core Samsung applications, including Notes, Clock, Gallery, Reminder, and Calendar, enabling it to interact directly with user data for more contextual responses. The Verge noted that select third-party apps will also be supported, though Samsung has not specified which ones at this stage. This level of system-level access positions Perplexity not just as a quick query tool but as a seamless part of the Android-based Galaxy experience, potentially streamlining tasks like setting reminders or organizing photos based on AI-driven insights.
Samsung's push into a "multi-agent ecosystem," as described in the report, underscores the company's vision for the future of mobile computing. In an era where AI assistants are becoming more specialized, Samsung aims to differentiate itself from competitors like Apple and Google by offering flexibility in AI selection. "Often, people will use different AI agents for different tasks, depending on where their strengths lie," The Verge explained, highlighting how users might prefer one AI for research, another for scheduling, and yet another for creative work. By opening up the operating system to third-party agents, Samsung is betting that this customization will foster user loyalty and innovation.
This development comes at a time when the smartphone industry is racing to embed advanced AI features. Samsung first introduced Galaxy AI with its S24 series earlier this year, featuring tools like real-time translation and photo editing powered by on-device processing. The addition of Perplexity builds on that foundation, with the AI search engine known for its citation-backed answers and web-sourcing capabilities. Perplexity, founded in 2022, has gained traction as an alternative to traditional search engines like Google, emphasizing accuracy and transparency in responses. Its integration into Galaxy devices could expose it to Samsung's vast user base, estimated at over 300 million active devices worldwide.
Industry analysts have praised Samsung's approach as forward-thinking, though questions remain about privacy and performance. With Perplexity accessing personal apps, users may wonder how data is handled across agents. Samsung has emphasized on-device AI processing in past announcements to address such concerns, but specifics for this integration were not detailed in the initial reports. "Samsung seems to believe that people will increasingly use AI to interact with their phones," The Verge reported, adding that strong user attachments to specific AIs could drive adoption if the system proves intuitive.
The timing of this news aligns with Samsung's annual Unpacked event, scheduled for July 25 in Paris, where the company is expected to unveil the Galaxy Z Fold 6, Z Flip 6, and possibly updates to the S25 lineup—though the Perplexity integration is specifically tied to the Galaxy S26, slated for release next year. Attendees and virtual viewers can anticipate deeper dives into Galaxy AI enhancements during the keynote, potentially including demonstrations of the multi-agent system in action. Samsung executives, including mobile division president T.M. Roh, have previously spoken about AI's role in elevating user experiences, though no direct quotes on Perplexity were available from the company at press time.
Looking back, Samsung's AI journey has evolved rapidly. The company partnered with Google in 2023 to bring Gemini to its devices, replacing some Bixby functionalities and signaling a willingness to collaborate rather than compete in isolation. Perplexity's inclusion adds another layer, as the startup has raised over $250 million in funding from investors like Jeff Bezos and Nvidia, valuing it at $1 billion. This partnership could benefit both: Samsung gains a cutting-edge search AI, while Perplexity taps into hardware-level integration for broader reach.
Competitors are watching closely. Apple's Intelligence features, rolling out with iOS 18 this fall, focus on a unified Siri overhaul with ChatGPT integration, but lack the multi-agent openness Samsung is promoting. Google, with its Pixel lineup, already embeds Gemini deeply into Android, yet Samsung's ecosystem allows for cross-agent interactions that could appeal to power users. "The company is betting that giving people the freedom to put whatever agent they want at the heart of their phone will help differentiate them from competition like Apple and Google," according to The Verge's analysis.
From a user perspective, the multi-agent setup promises efficiency. Imagine asking "Hey, Plex" to summarize a news article from your Gallery-saved image or cross-reference a Reminder with Calendar events—all without switching apps. However, adoption hinges on seamless execution. Early Galaxy AI users have reported mixed experiences with features like Circle to Search, which has been praised for convenience but criticized for occasional inaccuracies. Samsung's challenge will be ensuring Perplexity's integration avoids such pitfalls, especially as AI hallucinations remain a industry-wide issue.
Broader implications extend to the AI market's fragmentation. As more agents emerge— from OpenAI's GPT models to Anthropic's Claude—device makers like Samsung are positioning themselves as platforms rather than silos. This could accelerate innovation but also raise interoperability standards. Regulators in regions like the European Union, with their AI Act set for enforcement next year, may scrutinize such integrations for data protection compliance. Samsung, which derives about 40% of its revenue from mobile devices, sees AI as key to reclaiming market share from Apple's 50% global premium smartphone dominance.
Experts in the field have weighed in on the trend. Forrester Research analyst Dipanjan Chatterjee noted in a recent interview that multi-agent systems could become the norm by 2026, allowing users to "orchestrate AIs like a personal team." While not directly addressing Samsung, his comments align with the company's direction. On the flip side, some privacy advocates express caution; the Electronic Frontier Foundation has long warned about the risks of AI accessing personal data without granular controls.
As Samsung prepares for Unpacked, leaks and rumors suggest further AI surprises, including enhanced health tracking via Galaxy Watch integration. The Perplexity addition, however, stands out for its emphasis on choice. "Hey, Plex isn’t just some transparent version of the app baked into a Galaxy phone to quickly get answers to questions," The Verge clarified, emphasizing the depth of the embedment.
In the end, this move signals Samsung's confidence in AI as the next battleground for consumer tech. With the Galaxy S26 potentially launching in early 2026, users could see these features by mid-year, following a beta rollout similar to past AI updates. Whether it sways users from entrenched ecosystems remains to be seen, but Samsung's multi-agent bet positions it at the forefront of an evolving landscape. For now, the July 25 event looms as the next chapter in this story, where more details—and perhaps rival reactions—will unfold.
The integration also ties into Samsung's sustainability efforts, as AI optimizations could reduce battery drain through efficient on-device processing. Company reports from last quarter showed a 15% uptick in AI-related R&D spending, underscoring the priority. As global smartphone shipments stabilize at around 1.2 billion units annually, per IDC data, features like this could drive premium upgrades.
Ultimately, Samsung's embrace of Perplexity reflects a maturing AI ecosystem where collaboration trumps isolation. By fostering a hub for diverse agents, the South Korean giant aims to empower users in an increasingly intelligent digital world, setting the stage for what's next in mobile innovation.