Samsung Electronics is moving to hard-wire artificial intelligence deeper into its consumer ecosystem, with plans to double the number of mobile devices carrying its “Galaxy AI” features to 800 million by 2026.
The push, driven largely by Google’s Gemini model, signals a strategic escalation in the global AI race and sharpens competition with Apple and Chinese smartphone makers at a time when hardware differentiation is becoming harder to sustain.
Speaking to Reuters in his first interview since becoming co-CEO in November, TM Roh said Samsung intends to apply AI “to all products, all functions, and all services as quickly as possible.” The ambition goes beyond smartphones and tablets, extending into televisions and home appliances, reinforcing Samsung’s long-standing goal of building an integrated consumer technology ecosystem.
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By the end of last year, Samsung had rolled out Gemini-backed AI features to around 400 million devices. Doubling that footprint within a year would give Google’s AI platform an unmatched distribution advantage in consumer hardware, at a moment when Alphabet is competing fiercely with OpenAI and others for everyday users. As the largest supporter of Android globally, Samsung’s scale effectively turns Galaxy devices into a mass-market gateway for Gemini.
The AI push is also about regaining ground for Samsung in smartphones after losing its global sales crown to Apple. While Apple was on track to lead smartphone shipments last year, Samsung believes tighter AI integration across devices can widen its lead in on-device intelligence and user features. Galaxy AI, Samsung’s umbrella brand, blends Google’s Gemini with its own Bixby system, assigning tasks across models rather than relying on a single engine.
Roh said internal surveys show awareness of Galaxy AI jumped to about 80% from roughly 30% in a year, a signal that AI branding itself is becoming a selling point. He expects usage to expand quickly as consumers grow more comfortable with generative tools. Search remains the most commonly used AI feature on phones, but image editing, productivity tools, translation, and summarization are increasingly part of daily use.
Samsung’s aggressive timeline comes as competition in foundational AI models accelerates. Google unveiled Gemini 3 in November, highlighting gains across several industry benchmarks. OpenAI responded by accelerating development, with CEO Sam Altman reportedly issuing an internal “code red” and the company launching its GPT-5.2 model weeks later. Samsung’s decision to lean heavily on Gemini ties its consumer AI strategy closely to Google’s performance in that race.
Investors appear encouraged. Samsung shares ended up 7.5% on Monday, ahead of an expected fourth-quarter profit jump later this week, supported by a global memory-chip shortage that has lifted prices. That same shortage, however, is a double-edged sword. Memory chips are central to AI-enabled devices, and rising costs are squeezing margins in Samsung’s smartphone business, its second-largest revenue source after semiconductors.
Roh said no company is insulated from the impact of higher memory prices, noting the pressure extends across consumer electronics, from phones to TVs and appliances. While he did not rule out price increases, he said Samsung is working with partners on longer-term strategies to soften the blow. Market researchers, including IDC and Counterpoint, expect the global smartphone market to contract next year as higher component costs feed into retail prices.
The company is also navigating slower-than-expected growth in foldable phones, a category Samsung pioneered in 2019. Roh attributed the pace to engineering challenges and a shortage of applications designed specifically for foldable formats. Even so, he expects the segment to reach the mainstream within two to three years, pointing to strong loyalty among existing users. Samsung held close to two-thirds of the global foldable market in the third quarter of 2025, according to Counterpoint, but faces growing pressure from Chinese manufacturers such as Huawei and from Apple, which is expected to enter the segment this year.
In all, Samsung’s strategy shows how AI is becoming the central battleground in consumer electronics. The company is betting that software intelligence, not just hardware design, will define the next phase of competition. The move strengthens Google’s hand in AI distribution, raises the bar for Apple’s own AI rollout, and forces Chinese rivals to keep pace, even as the broader smartphone market shows signs of strain.