In a bold strategic move, Samsung Electronics has announced an ambitious plan to significantly expand the reach of artificial intelligence across its product ecosystem. The company's co-CEO, T M Roh, has declared that Samsung intends to double the number of its mobile devices equipped with AI features powered by Google's Gemini by the year 2026.
Massive Expansion of AI Integration
This announcement follows a significant rollout in 2025, where the South Korean technology giant successfully introduced Gemini-backed AI capabilities to approximately 400 million mobile products, including its popular smartphones and tablets. The new target is to elevate this figure to a staggering 800 million units within the current year, marking a 100% increase.
In his first interview since assuming the role of co-CEO in November, Roh emphasized the company's all-encompassing AI vision to Reuters. "We will apply AI to all products, all functions, and all services as quickly as possible," he stated. This aggressive push is seen as a core strategy for Samsung to reclaim the top position in the global smartphone market from its chief rival, Apple.
Beyond Smartphones: A Multi-Front Battle
The AI offensive is not limited to mobile phones. Samsung is leveraging this technology to strengthen its position across multiple segments where it faces intense competition, particularly from Chinese manufacturers. This includes its television and home appliance divisions, which also fall under Roh's oversight.
Roh highlighted the diverse ways consumers are already engaging with AI on their devices. Beyond simple search functions, he noted frequent use of generative AI tools for editing images, enhancing productivity, and utilizing translation and summary features. Consumer awareness is skyrocketing; according to Samsung's own surveys, recognition of its Galaxy AI brand surged from around 30% to 80% in just one year.
"Even though the AI technology might seem a bit doubtful right now, within six months to a year, these technologies will become more widespread," Roh predicted, expressing confidence in rapid mainstream adoption.
Navigating Global Challenges
The interview also addressed significant headwinds facing the industry. A global shortage of memory chips, while beneficial for Samsung's semiconductor business unit, poses a threat to the margins of its smartphone division—the company's second-largest revenue stream.
"As this situation is unprecedented, no company is immune to its impact," Roh cautioned. He explained that the chip crisis affects a broad range of consumer electronics, from mobile phones to TVs and home appliances. While not ruling out potential product price increases and calling some impact "inevitable," Roh assured that Samsung, as the world's leading TV maker, is collaborating with partners on long-term strategies to mitigate the effects.
On the topic of foldable phones, Roh acknowledged that market growth has been slower than anticipated. He cited engineering complexities and a scarcity of applications optimized for the unique hardware as key reasons. However, he remains optimistic, forecasting that the foldable segment will achieve mainstream status within the next two to three years. This optimism is bolstered by a "very high" rate of repeat purchases among existing foldable phone users.
