Seoul, 9 March 2026 – South Korea’s Samsung Electronics is seeking strategic partnerships with artificial-intelligence developers as it intensifies efforts to challenge Apple Inc. in the next phase of the global smartphone race, where AI capabilities are rapidly becoming a key differentiator.
The world’s largest smartphone maker is exploring collaborations with AI companies including OpenAI and Perplexity AI to integrate multiple AI models directly into its Galaxy devices, according to comments from Samsung’s consumer device chief TM Roh.
The strategy signals a shift in the competitive landscape of smartphones, as manufacturers increasingly rely on advanced AI assistants and services to attract consumers in a market where hardware improvements have slowed.
Multi-AI Strategy to Differentiate Galaxy Devices
Samsung’s approach centres on offering users access to several AI platforms rather than relying on a single ecosystem.
The company has already integrated Google’s Gemini AI into its Galaxy smartphones and recently added Perplexity’s AI search assistant, allowing users to activate the tool through voice commands such as “Hey Plex.”
Roh said Samsung is open to working with multiple AI providers, arguing that consumers increasingly use different AI services for different tasks rather than remaining tied to one platform.
By enabling various AI systems within the same device, Samsung hopes to create a more flexible and powerful user experience that could help its Galaxy smartphones stand out in a crowded market.
AI Becomes the New Battlefield for Smartphones
The push for AI integration comes as global smartphone shipments are expected to decline significantly in 2026.
Industry forecasts suggest global shipments could fall by around 12% this year, marking the lowest annual volume since 2013.
With hardware innovation delivering only incremental upgrades, smartphone manufacturers are increasingly betting on AI features to drive consumer demand and influence purchasing decisions.
Capabilities such as real-time translation, generative image editing, smart search assistants and automated task management are becoming central to smartphone marketing strategies.
Apple Racing to Strengthen Its AI Ecosystem
Samsung’s push comes as Apple works to expand its own AI capabilities.
The iPhone maker has been enhancing its Apple Intelligence ecosystem and has partnered with both Google and OpenAI to improve services such as the Siri voice assistant and AI-powered search features.
Analysts say the competition between Samsung and Apple is shifting from hardware specifications toward software intelligence and ecosystem integration.
Rising Costs Add Pressure to Smartphone Makers
At the same time, the industry faces rising production costs linked to the rapid expansion of AI data centres.
Memory chip suppliers are prioritising high-bandwidth memory used in AI servers, tightening supply for consumer electronics and pushing up component prices for smartphones.
Samsung has already raised prices for some models in its Galaxy S26 lineup by about US$100, partly due to these supply pressures.
The Next Phase of the Smartphone Industry
As AI becomes embedded across digital devices, the smartphone industry is entering a new phase where software intelligence may outweigh traditional hardware advantages.
For Samsung, the strategy of integrating multiple AI systems into its Galaxy ecosystem represents a bold attempt to redefine how consumers interact with smartphones.
Whether the approach succeeds could shape the next decade of competition in one of the world’s most important consumer technology markets.
