Samsung Follows Apple's AI Strategy with Perplexity in Bixby

Samsung is following Apple's strategy in the field of artificial intelligence by integrating Perplexity into its Bixby assistant. While Apple aims to create a multimodal architecture for Siri, Samsung is also moving in the same direction by adding AI Perplexity to the Galaxy S26. According to insider @chunvn8888 on platform X (Twitter), this deal means that Bixby will continue to handle basic queries, such as changing settings or activating features, while more complex requests requiring generative thinking will be processed by Perplexity models. Currently, Apple combines on-device models for simple tasks with OpenAI's ChatGPT for complex ones. Samsung's partnership with Perplexity mirrors this approach. At the same time, Samsung has a strong collaboration with Google, and new Galaxy devices are already equipped with Gemini-based features integrated into their own One UI interface. The choice of Perplexity indicates Samsung's desire to expand its pool of models rather than limit itself to Google's ecosystem. Meanwhile, Apple is preparing to expand its multimodal strategy, and according to Bloomberg reports, the new version of Siri being developed will rely on Google's Gemini for complex tasks such as summarization and multi-step planning, while Apple's own models will remain for supporting individual functions. Accordingly, a more powerful Siri could debut with iOS 18, but due to the need to overhaul the architecture, its release has been postponed to early next year.

It has also been confirmed that Bixby will receive Perplexity integration. Basic tasks will be handled by Bixby itself, while more complex queries will be processed by Perplexity models, similar to the approach of ChatGPT and Apple Intelligence. The debut of this feature is expected during the Galaxy S26 Unpacked series presentation. While Apple largely relies on external partners, the company continues to invest in internal developments, including its own roadmap for language models. Reports indicate that Apple is working on a cloud model for complex thinking, which could be ready as early as 2026, enabling Siri to respond to increasingly complex queries and perform more sophisticated tasks across various applications. While Siri's functionality will become closer to Claude and ChatGPT, Apple does not plan to create a separate chatbot for this platform.