Samsung Accelerates Its AI Strategy at a Global
Scale
Samsung Electronics has unveiled an ambitious plan to dramatically expand the reach of artificial intelligence across its product ecosystem. The South Korean tech giant aims to double the number of devices powered by Google Gemini AI, targeting 800 million AI-enabled devices by 2026, up from an estimated 400 million by the end of 2025.
This move confirms
Samsung’s shift from AI as a premium feature to AI as a core foundation of its hardware, software, and
services strategy.
A Full-Scale AI Transformation (AX Strategy)
AI Integrated Across
All Samsung Products
In his first
interview since becoming co-CEO, T.M. Roh
outlined Samsung’s vision clearly:
“Artificial
intelligence will be applied to all products, all functions, and all services
as quickly as possible.”
This transformation
goes far beyond Galaxy smartphones. Samsung plans to embed AI deeply into:
·
Galaxy smartphones and tablets
·
Galaxy Book laptops
·
Smart TVs
·
Connected home appliances, including refrigerators,
washing machines, and air conditioners
·
Samsung’s broader software
and cloud platforms
The goal is to
deliver context-aware, proactive, and
personalized AI experiences across the entire Samsung ecosystem.
Key AI Use Cases
Driving Adoption
Consumer usage data
highlights strong demand for generative
AI features, with the most popular applications including:
·
Conversational AI search
·
AI-powered image generation and editing
·
Productivity tools such as smart summaries, task
automation, and note organization
·
Real-time translation for voice and text
·
Automatic summarization of documents, emails, and web
content
These capabilities
position Galaxy AI as a
practical daily assistant rather than a novelty feature.
Rapid Growth in
Consumer Awareness
Samsung reports a
dramatic increase in brand recognition for Galaxy AI, with awareness jumping from 30% to 80% in just one year.
This surge reflects both effective marketing and
growing consumer trust in Samsung’s AI-powered devices.
Strategic
Importance of the Google Partnership
A Major Advantage
for Google Gemini
Samsung’s
large-scale deployment gives Google
(Alphabet) a critical edge in the race against OpenAI, Microsoft, and Apple to dominate
the consumer AI market.
With Samsung’s global hardware footprint, Gemini gains instant access to hundreds of millions of users,
something few competitors can match.
Regaining
Leadership in the Smartphone Market
Samsung’s AI push
is also designed to:
·
Reclaim global smartphone market leadership
·
Compete more effectively
with Apple’s iPhone ecosystem
·
Counter increasing pressure
from Chinese smartphone brands
such as Xiaomi, Oppo, and Honor
AI differentiation
is becoming more important than raw hardware specs, making this strategy
central to Samsung’s long-term competitiveness.
Massive
Investments in AI, Robotics, and Physical AI
Acknowledging gaps
in its internal AI capabilities, Samsung plans to invest approximately 125 trillion won (equivalent to €85 billion / $92 billion) over the next five years.
These investments will focus on:
·
Advanced artificial
intelligence models
·
AI-optimized semiconductors
·
Robotics and automation
·
Physical AI, including real-world robotics through its
subsidiary Boston Dynamics
Samsung aims to
bridge the gap between digital intelligence and physical interaction.
Challenges and
Market Risks
Semiconductor
Shortages and Rising Costs
Global shortages of
memory chips continue to pressure Samsung’s mobile margins.
T.M. Roh has warned that no company is
immune, and Samsung may:
·
Adjust product pricing
·
Rebalance its product
lineup to offset rising production costs.
Slower-Than-Expected
Growth of Foldable Phones
Despite leading the
foldable smartphone segment, Samsung faces slower adoption than anticipated.
Key obstacles include:
·
High technical complexity
·
Durability concerns
·
Limited availability of
foldable-optimized apps
However, Samsung
remains confident that foldable devices could become mainstream within two to three years, especially as
AI-driven multitasking enhances their value.
Conclusion: 2026
as Samsung’s AI Turning Point
The year 2026 marks a decisive shift for Samsung,
as the company moves from AI experimentation to industrial-scale deployment.
Its partnership with Google Gemini is now a central pillar of its global strategy,
enabling Samsung to redefine user experience, strengthen ecosystem lock-in, and
stay competitive against Apple and fast-rising Chinese manufacturers.
Despite economic pressures and semiconductor
constraints, Samsung’s AI-first approach positions the company at the forefront
of the next generation of smart devices.
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