The news: Samsung is expanding its Galaxy AI system beyond a single AI model. The upcoming Galaxy S26 series will include Perplexity as a built-in agent that works across Samsung apps such as Notes, Calendar, Gallery, Reminder, and Clock, per Engadget.

Mobile devices are becoming a primary interface through which consumers access AI for search, planning, shopping, and content discovery. A majority (65%) of US genAI users most often interact with AI tools via smartphones, per Deloitte. 

• Multi-agent design on devices increases user choice and reduces dependence on any single AI vendor, which offers benefits as new AI models appear frequently.
• Deep integration with native apps like notes, schedules, reminders, and photos create familiar touchpoints while completing daily tasks.  

Why it’s worth watching: As AI integration in smartphones expands, it could combine functions previously handled by voice assistants, apps, and AI cloud systems into central features. 

The default AI apps on smartphones could result in wider adoption and shape usage patterns, similar to browsers and search.

If AI becomes a primary way consumers search or shop, brands will need to ensure their content is easy for AI to find and recommend.

Zooming in: Major mobile ecosystems are moving toward embedded AI features:

• Apple: Apple Intelligence integrates writing tools, notifications, and on-device actions, with optional cloud AI processing for complex tasks.
• Samsung: Galaxy AI combines Samsung models with partners like Google and Perplexity, emphasizing cross-app task completion.
• Google: Gemini is becoming the default Android assistant, replacing legacy Google Assistant across devices and services.

Implications for marketers: Brands that prepare content and commerce for AI interfaces may gain early visibility as consumer behavior shifts. Brands should:

• Structure product data for easy AI retrieval.
• Test conversational commerce experiences that let people interact with AI inside mobile ecosystems.

Treat mobile AI assistants as the new front door to discovery and optimize content, data, and commerce for those use cases.