Samsung is poised to significantly expand its AI capabilities with the upcoming Galaxy S26 series, introducing Perplexity alongside its existing Bixby and Google’s Gemini. The move, announced ahead of a launch event scheduled for , signals a deepening commitment to multi-agent AI systems and a direct response to Apple’s increasing focus on artificial intelligence.
The Galaxy S26 will allow users to choose their preferred AI assistant during the initial setup process, offering a level of personalization not currently standard in the smartphone market. Perplexity will be accessible via the voice command “Hey Plex,” as well as through a long press of the side button, integrating seamlessly with core Samsung applications like Samsung Notes, Clock, Gallery, Reminder, and Calendar, and extending to select third-party apps for more complex workflows.
This expansion of AI options comes as Samsung and Apple increasingly compete in the realm of generative AI. Apple recently forged a $1 billion annual partnership with Google to enhance its AI capabilities, aiming to integrate Gemini into its own AI systems, dubbed “Apple Intelligence,” starting with the iPhone 18 series. This will involve a revamp of Siri, potentially transforming it into a conversational chatbot similar to OpenAI’s ChatGPT.
Samsung’s strategy differs, focusing on a multi-agent approach. While Apple is consolidating around a single, enhanced AI engine, Samsung is offering a choice of assistants – Bixby, Gemini, and now Perplexity – each potentially suited to different tasks and user preferences. This approach allows for a more diverse AI experience, catering to a wider range of needs.
The Galaxy S26 series will also feature hardware upgrades, including the Exynos 2600 chipset in all models except the Ultra variant, which will continue to utilize a Qualcomm processor. However, the most significant advancements lie in the on-device AI functionality. Samsung is emphasizing the ability to perform multi-step workflows, suggesting a more integrated and proactive AI experience.
For example, a user could instruct the phone to “add a reminder to view the Korea Economic TV NewsPlus broadcast at 5 PM on February 25th,” and the phone would automatically create the reminder without requiring the user to open separate applications. Samsung is also previewing AI-powered photo editing capabilities, capable of restoring damaged images with minimal user intervention – for instance, reconstructing a bite taken out of a cake.
Apple’s AI strategy, while later to market, is focused on integrating AI across its entire ecosystem, encompassing iPhones, MacBooks, and iPads. The company is aiming to improve Siri’s natural language understanding and reasoning abilities, potentially allowing it to handle more complex queries and tasks. While Apple currently relies on a single activation phrase (“Siri”), Samsung’s multi-agent system allows for distinct commands for each assistant (“Hey Bixby,” “Hey Google,” and now “Hey Plex”).
The competitive landscape is shifting rapidly. Samsung’s “multi AI agent” strategy contrasts with Apple’s more consolidated approach. Samsung is essentially allowing users to choose their preferred AI “brain,” while Apple is focused on enhancing and integrating a single, powerful AI system across its devices. The success of each approach will likely depend on the quality of the AI models themselves, the seamlessness of integration, and the overall user experience.
The global smartphone market remains highly competitive, with Apple holding a 20% market share and Samsung trailing closely behind at 19%. The ability to deliver compelling AI features will be crucial for both companies as they vie for market leadership. The coming months will reveal how effectively each company leverages its AI investments to attract and retain customers.
The evolution of AI in smartphones is no longer simply about adding features. it’s about redefining the relationship between users and their devices. Samsung and Apple are both betting heavily on AI to drive innovation and create a more intuitive and personalized mobile experience. The integration of Perplexity into the Galaxy S26 series is a clear indication that the AI arms race in the smartphone industry is only just beginning.
