In a significant development for the tech industry, Samsung has reportedly chosen not to replace Google with Bing as the default search engine on its mobile devices, as revealed by a recent report from the Wall Street Journal. This decision deals a blow to Microsoft, which had been actively seeking to secure default search agreements previously held by Google, with the aim of boosting traffic to its search engine, Bing. Despite Microsoft’s efforts to enhance Bing through the integration of advanced artificial intelligence (AI) tools developed in collaboration with OpenAI, the search engine’s market share has seen only marginal growth. Consequently, Microsoft has been pursuing potential deals with prominent entities such as Samsung, Apple, and Mozilla, in its pursuit of expanding Bing’s market presence.

Citing concerns over potential repercussions on stock value and the extensive partnership between Samsung and Google, the Korean tech giant has opted to halt its evaluation of the Google agreement, according to the WSJ report. While Samsung has been exploring alternative options for default search engines, it appears the potential risks associated with a search engine switch have taken precedence in the decision-making process.

Microsoft has been fervently striving to disrupt Google’s longstanding dominance in the search engine arena. To bolster Bing’s capabilities, the company made a substantial investment in OpenAI, resulting in the integration of cutting-edge AI tools into the search engine. Despite these technological advancements, Bing’s market share has experienced only marginal growth, compelling Microsoft to seek out alternative pathways for expansion.

Related: Google panic as Samsung considers Bing for default search engine

In its pursuit of partnerships, Microsoft has set its sights on major players in the tech industry. Samsung, renowned for its global market reach and significant smartphone sales, presented a valuable opportunity for Microsoft to tap into a vast user base. However, Samsung’s decision to suspend the review of the Google deal showcases the complex dynamics at play when evaluating potential partnerships, considering the far-reaching consequences that such decisions may have.

For Samsung, a potential switch in default search engines could have far-reaching implications, extending beyond the immediate effect on user experience. The Wall Street Journal‘s report suggests that Samsung’s concerns primarily revolve around potential negative consequences on stock value and the extensive partnership shared with Google. It is vital for Samsung to maintain a harmonious relationship with Google, as collaboration in various areas, including mobile software integration, promotes the smooth functioning of Samsung devices and enhances user satisfaction.

Google’s enduring prominence as the industry leader in search engines has allowed the company to forge strategic alliances with numerous tech giants. The partnership between Samsung and Google encompasses a wide range of aspects, from software integration to revenue sharing through the inclusion of Google’s services on Samsung devices. Disrupting this symbiotic relationship could not only affect Samsung’s financial stability but also disrupt the overall user experience.