Samsung, Apple, and Google: The battle for AI dominance

Global tech giants redraw alliances as AI transforms the smartphone market

Global tech giants are reshaping the smartphone industry as artificial intelligence (AI) drives a seismic shift in alliances and competition, with Samsung, Google, Apple, and OpenAI vying for dominance in the rapidly evolving market." /Samsung

The artificial intelligence (AI) industry is shaking up the smartphone market, redefining alliances and rivalries among major tech players globally. While South Korea’s Samsung Electronics has traditionally aligned with Google and Apple has collaborated with OpenAI, these partnerships are beginning to shift as AI takes center stage in the industry.

Recent developments highlight this transformation, with reports suggesting that Samsung is in talks to integrate OpenAI’s ChatGPT into its Galaxy smartphones. Meanwhile, Apple is ramping up efforts to develop its proprietary generative AI, marking the start of a turbulent era of shifting alliances and fierce competition in the AI landscape.

According to U.S.-based tech news outlet The Information, OpenAI is exploring a partnership to embed ChatGPT in Samsung’s Galaxy devices. The publication noted that OpenAI might pursue a deal with Samsung similar to its arrangement with Apple, where ChatGPT is linked to Apple’s AI service, “Apple Intelligence,” in products like the iPhone. In a comparable move, Samsung could integrate ChatGPT into its Galaxy AI platform.

Samsung and Google have long-standing ties, collaborating on chip production, software integration, and AI projects. Analysts credit Samsung’s quick adoption of Google’s AI model, Gemini, for helping the company pioneer the AI-driven phone era.

Samsung also plays a crucial role as the largest customer of Google’s Android operating system, which competes head-to-head with Apple’s iOS. “The reason Android can rival iOS is largely due to Samsung’s continuous enhancements to the system for its Galaxy devices,” said a mobile industry insider.

While Samsung has declined to comment on the reported discussions with OpenAI, industry insiders believe the partnership could be mutually beneficial. At the same time, Google appears to be reducing its reliance on Samsung. For years, Google outsourced production of its Tensor chips, which power its smartphones, to Samsung. However, sources suggest that for its next generation of smartphones, Google will shift production to Taiwan Semiconductor Manufacturing Company (TSMC).

Apple, long seen as trailing behind in AI development, entered the market by teaming up with OpenAI. However, the company is already moving toward independence in AI innovation. According to Bloomberg, Apple has begun developing its own large language model (LLM) to enhance its voice assistant, Siri, with plans to launch the revamped version by the first quarter of 2026.

[Jang Hyoung-tae]

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