Hey Plex" Signals the Multi-Agent Future

"Hey Plex" might sound like you're talking to a media server, but Samsung's Galaxy S26 users will be summoning Perplexity AI instead. Alongside Bixby and Google Assistant, this makes three AI voices competing for attention in your pocket.

But this isn't just about adding another chatbot. Samsung's embrace of a "multi-agent ecosystem" represents a fundamental shift in how we think about smartphone AI. Instead of one assistant trying to do everything, we're heading toward a world of AI specialists.

The End of the Universal Assistant

People already use different AI tools for different tasks. ChatGPT for writing, Midjourney for images, GitHub Copilot for coding. Each has distinct strengths, and users have learned to navigate between them.

Samsung is bringing this reality to smartphones. Perplexity won't just be another app icon—it'll have deep integration with Samsung Notes, Clock, Gallery, Reminder, and Calendar. Think of it as having multiple specialists on speed dial, each with access to your personal data.

This marks a departure from the "one AI to rule them all" philosophy that dominated the early assistant era. Instead of forcing Bixby to be everything to everyone, Samsung is acknowledging that specialization beats generalization.

Apple's Closed Door Problem

This puts Apple in an uncomfortable position. iOS users are still locked into Siri as their primary assistant, with limited alternatives. While Apple has been improving Siri's capabilities, they're betting on a single, integrated experience rather than choice.

The contrast is stark: Android users will soon choose between multiple AI personalities, while iPhone users get one option. In a world where AI capabilities vary dramatically, this could become a significant competitive disadvantage.

Google, meanwhile, benefits from this fragmentation. Android's openness becomes a selling point when users want AI diversity. The platform becomes more valuable as different AI agents compete and collaborate within it.

The Privacy Multiplication Problem

But more agents mean more access points to personal data. When Perplexity can read your notes, browse your photos, and access your calendar, privacy risks multiply. Each additional AI represents another potential vulnerability.

There's also the cognitive load question. Will users really want to remember which AI to summon for which task? 73% of smartphone users stick to basic functions even when advanced features are available. Adding complexity might reduce overall usage rather than enhance it.

Samsung will need to prove that the benefits of specialization outweigh the costs of complexity. The company that figures out seamless AI orchestration—making multiple agents feel like one intelligent system—will have a significant advantage.