Samsung Pursues AI Partnerships to Rival Apple’s Smartphone Dominance

Taylor Keatsman

Published: March 8, 2026 4:12 AM ET

Samsung Pursues AI Partnerships to Rival Apple’s Smartphone Dominance

Samsung is actively seeking partnerships with artificial intelligence (AI) companies to enhance its smartphone offerings and challenge Apple’s dominance in the market. TM Roh, the head of Samsung’s consumer device division, expressed the company’s willingness for “strategic co-operation” with AI entities such as OpenAI. This move comes as Samsung integrates the Perplexity AI search engine into its mobile operating system.

Strategic AI Partnerships in the Smartphone Sector

According to research conducted by Samsung, consumers increasingly prefer using multiple AI services rather than sticking to a single platform. Roh emphasized that by offering more choices, Galaxy devices can differentiate themselves in a market where Apple has yet to fully deploy many of its announced AI features from last year.

Samsung’s Leadership in Mobile AI

Roh believes that Samsung’s early preparations have allowed the company to lead in mobile AI development. “We got into the preparation earlier than others, and that is how we have taken and maintained leadership in mobile AI,” he stated. This strategic positioning highlights the competition for smartphone users as AI functionality becomes a key factor influencing consumer choices.

Market Trends and Consumer Preferences

Global handset sales are stagnating, with Counterpoint Research predicting a 12% decline in global shipments by 2026, the lowest since 2013.
Samsung launched its S26 device lineup, featuring a range of new AI tools, including the voice assistant that responds to “Hey Plex.”
In addition to Perplexity AI, Samsung has integrated Google’s Gemini models into its devices, enhancing their capabilities.

Challenges in the Smartphone Market

Manufacturers are betting that AI-powered assistants and search tools will significantly influence consumer purchasing decisions as hardware upgrades provide only limited improvements. Samsung’s advancements have not come without challenges. The company has announced a $100 price increase for two models in its S26 range due to a memory chip supply crunch, affecting price stability in the sector.

Memory suppliers such as SK Hynix and Micron are reportedly prioritizing high-bandwidth memory production for AI data centers, diverting resources away from smartphone chip production. This shift has contributed to wider market fluctuations, as noted by the International Data Corporation, which warned of a “tsunami-like shock” reversing years of improving specifications at lower prices for consumers.

Apple’s Position in the AI Landscape

In the competitive landscape, Apple has struggled to update its “Apple Intelligence” suite, although they have recently partnered with Google to utilize its Gemini models. Additionally, Apple has integrated features from OpenAI’s ChatGPT to enhance search and writing functionalities. An updated Siri voice assistant is anticipated this year, aiming to regain some competitive edge over Samsung.

As both companies maneuver within the evolving AI and smartphone markets, consumers are set to benefit from increased functionality and choice. Samsung’s proactive approach and strategic alliances may reshape the dynamics, pushing industry standards higher and ensuring that users receive advanced technology in their devices.