Samsung Electronics is set to forge fresh strategic alliances with a host of artificial intelligence (AI) firms, with the goal of embedding a variety of AI models into its smartphones and thereby reducing the market gap with Apple on the global stage. Samsung’s Co-CEO Roh Tae-moon has voiced his openness to partnering with a broader array of AI companies, including OpenAI. Studies indicate that consumers are drawn to a wide array of AI services, and offering more choices can help Galaxy devices shine in a market where Apple has yet to roll out a substantial number of AI features. In February of this year, Samsung unveiled its intention to deeply integrate AI into the Galaxy S26 series, teaming up with Perplexity to introduce it as a system-level AI agent. This move signals a pivot in the development trajectory of Galaxy AI towards an open ecosystem. Perplexity will coexist with Samsung’s current AI offerings, enabling users to activate it through voice commands or by long-pressing the side key, and facilitating smooth operation across Samsung’s primary apps as well as select third-party applications.