Samsung invests $500 million in Perplexity AI startup and prepares for deep integration of AI into its devices

South Korean technology corporation Samsung intends to become one of the key investors in a new round of funding for the American startup Perplexity AI, working in the field of artificial intelligence. The amount of investments will be $500 million, with a total estimate of the startup at $14 billion.

In addition to financial participation, a strategic partnership is being discussed, including the integration of Perplexity technologies into the default browser on Samsung devices, as well as the pre-installation of an intelligent assistant based on the startup's solutions. One of the key areas of cooperation may be the modernization of the Bixby voice assistant, Samsung's proprietary AI interface, which is still less popular than its counterparts from Apple and Google.

Perplexity technologies, based on advanced natural language processing and intelligent search, can significantly improve the accuracy and adaptability of Bixby, making it more competitive in the context of rapid development of voice interfaces.

Official comments from both sides have not yet been received, however, details of the deal and the planned integration may be announced before the end of this year.

Apple has previously shown interest in Perplexity AI, considering the possibility of integrating the startup's technologies into the Safari browser as an alternative to Google Search. In addition, in April, Motorola launched a joint project with Perplexity to implement AI functions in its mobile devices.

Experts note that cooperation with Perplexity demonstrates the growing interest of major technology companies in niche AI developments that allow us to specifically strengthen key user services. For Samsung, this step may be an important step in strengthening its position in the market of smart gadgets and personal assistants, and for users — opens up access to more accurate, faster and personalized AI functions.

Successful implementation of the project can significantly change the balance of power in the segment of mobile AI assistants and search solutions, strengthening Samsung's position in competition with Apple, Google and other global players.