Samsung's consumer device chief TM Roh says it is “open to strategic co-operation” with more AI groups, having recently added Perplexity to its mobile OS
Korean giant's device chief says its future Galaxy devices will host multiple models as users mix and match AI tools
Context & Ripple Effects
Samsung’s device-AI strategy has moved from its earlier Galaxy AI push toward broad deployment: Roh said Gemini features had reached roughly 400 million mobile devices, with a stated 800 million-device target for 2026. That Gemini rollout established Samsung’s handset base as a major distribution channel for AI providers.
Perplexity is the first visible expansion beyond that foundation. Reports had already pointed to preloading and browser integration, followed by a planned Galaxy AI launch mechanism on the S26. The S26 integration plan makes the new multi-model posture a product direction rather than a one-off partnership.
First-order effects
- Samsung can offer Galaxy users a choice of AI tools and models rather than centering the experience on a single provider, beginning with Perplexity’s addition to its mobile OS.
- Perplexity gains privileged access to Samsung’s device distribution and a deeper role in the Galaxy AI interface.
Second-order effects
- Other AI groups now have a clearer incentive to seek Samsung partnerships, while incumbent partners must compete for prominent placement and default user flows on Galaxy devices.
- Samsung can use multiple providers to differentiate its AI experience across devices and reduce dependence on any one model supplier; the practical value will depend on whether the tools are integrated coherently for users.
Third-order effects
- Mobile AI may increasingly be organized as a device-maker-controlled marketplace of models and assistants, with handset distribution becoming a decisive bargaining asset for AI companies.
- If multi-model support becomes standard, competition in consumer AI will shift beyond model capability toward defaults, interface access, and the ability to operate across hardware ecosystems.
The trend: Samsung’s move is part of the shift from single-provider phone AI to multi-model device platforms that control AI distribution and user entry points.