Forward of Wednesday Samsung Unpacked occasion in San Francisco (we’ll be there!), Samsung signaled a strategic shift that extra vital than any single mannequin benchmark: Galaxy AI is evolving right into a multi-agent layer the place customers can select between built-in assistants or specialists, beginning with Perplexity on upcoming flagship Galaxy telephones.
On paper, the announcement is about “extra selection and suppleness.” In apply, Samsung is positioning itself to personal the interface layer that sits above the LLMs. Galaxy AI is positioned because the orchestrator that may hand off duties throughout brokers and apps, with out forcing customers to manually bounce between separate AI experiences.
Samsung says Perplexity can be callable through a devoted wake phrase (“Hey Plex”) or quick-access controls like press-and-hold on the facet button, and will probably be embedded throughout Samsung Notes, Clock, Gallery, Reminder, and Calendar (plus “choose third-party apps”).
This matches what we’ noticed within the broader market: AI goes agentic, quick. The differentiator is not “who has the perfect mannequin this quarter,” as a result of management retains leapfrogging.
The sturdy benefit shifts to whoever owns the management aircraft: permissions, context routing, cross-app actions, and the default UI customers contact all day. Samsung has distribution, default placement, and deep OS hooks. That could be a very totally different moat than making an attempt to construct a frontier mannequin.
If Samsung can cover the complexity behind intent routing and constant UX, then a number of brokers turns into a backend element. That stated, Samsung is including one seen layer of complexity: one other wake phrase and one other branded assistant customers should be taught (“Hey Plex”).
The prominence of “Hey Plex” and the depth of app integration appears greater than an informal plug-in. There was prior reporting that Samsung was exploring a broader Perplexity relationship, probably together with funding and deeper product placement. Nothing in Samsung’s announcement confirms business phrases, however the incentives are there.
If Samsung executes, it doesn’t want to choose the last word LLM winner. It simply wants Galaxy AI to change into the default approach Galaxy customers get issues completed.
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