Recent reports claim that OpenAI is in discussions with Samsung Electronics (Samsung) regarding a collaboration to integrate ChatGPT into their devices, which could mirror Apple's approach. The actual partnership dynamics, along with Samsung's existing relationship with Google, are drawing significant attention.
According to sources such as The Information and AI Times, OpenAI is not only targeting Google's development of its own browser but is reportedly pushing for a partnership with Samsung. The specific details of these negotiations have yet to be disclosed.
It is speculated that just as Apple has integrated ChatGPT into Siri, Samsung may incorporate ChatGPT into its voice assistant, Bixby. A collaboration between the world's most widely used generative AI (GenAI) service ChatGPT and global smartphone leader Samsung could yield substantial benefits for both parties.
However, some analysts believe that a partnership between OpenAI and Samsung could impact the existing relationship between Google and Samsung. Currently, all Samsung smartphones come pre-installed with Google's search engine, while Google relies on various components produced by Samsung. In 2023, there were rumors that Samsung was considering switching the default search engine for Galaxy phones from Google to Microsoft, raising speculation about a shift in their relationship.
Previously, Samsung announced that the upcoming Galaxy S25, set to launch in 2025, would feature Google's small language model (SLM) Gemini Nano. Considering Apple's strategy, Samsung might handle simpler requests through Gemini or its own on-device AI, while more complex queries requiring cloud capabilities would connect to ChatGPT.
The Information noted that while the specifics of the negotiations between Samsung and OpenAI remain unclear, Google has already begun preparing for potential competition with OpenAI. Should OpenAI take concrete actions, it could emerge as a formidable competitor to Google.
In July 2024, Samsung president Tae-Moon Roh stated that the company plans to launch a version of Bixby powered by its own large language model (LLM) within the year. Whether this will include ChatGPT remains to be seen, with expectations for clarity soon. Additionally, Samsung is anticipated to release extended reality (XR) glasses in the third quarter of 2025, and whether this product will involve collaboration with OpenAI is also under scrutiny.
Currently, Samsung is actively developing and upgrading its own AI chatbot. Recently, the company held an online developer conference titled "Samsung Developer Conference Korea 2024 (SDC24 Korea)," where it unveiled its next-generation GenAI model, "Samsung Gauss2."
