Samsung Electronics aims to double the number of its mobile devices equipped with AI features supported by Google Gemini by 2026. According to Co-CEO TM Roh, the company has already integrated Gemini-powered AI into about 400 million smartphones and tablets as of last year. This ambitious goal targets an increase to 800 million devices within the next few years.
The company plans to embed AI across all products, functions, and services rapidly. TM Roh emphasized this strategy in November, stating Samsung’s commitment to accelerating AI adoption to enhance its mobile ecosystem. This move is expected to significantly benefit Google as a technology partner and developer behind the Gemini AI platform.
Strategic Push to Regain Market Share
Samsung’s AI integration effort aims to reclaim smartphone market popularity from Apple. The company faces stiff competition, not only from Apple but also from Chinese manufacturers excelling in phones, TVs, and household appliances. TM Roh highlighted that leveraging AI could serve as a key differentiator amid this intensifying rivalry.
Samsung’s strategy includes broadening AI usage beyond smartphones to other consumer electronics products. This plan aligns with the company’s role as a leading global producer of televisions and home appliances. Integrating AI functionalities powered by Google Gemini could improve device capabilities, user experiences, and product ecosystems.
Accelerating AI Adoption Among Users
Surveys conducted by Samsung indicate sharp growth in AI awareness among Galaxy users. User familiarity with AI-powered features surged to approximately 80% from around 30% within a year. Roh expects this upward trend to continue accelerating, with AI becoming significantly more pervasive within six to twelve months.
Currently, Samsung’s customers frequently utilize AI-assisted tools such as editing and productivity applications, language translation, summarization, and especially AI-based search functions. These features contribute to improved convenience and efficiency, driving user engagement with AI-enabled devices.
Addressing Supply Chain Challenges and Pricing
TM Roh also discussed the ongoing global RAM chip shortage impacting the tech industry. He noted that no company is immune to these supply constraints, highlighting the unprecedented nature of the crisis. However, Samsung’s semiconductor business benefits from this market situation, given its vertical integration and supply chain control.
The RAM shortage affects not only smartphones but also televisions and household electronics, putting pressure on overall product pricing. Roh acknowledged the likelihood of product price increases as an unavoidable consequence of rising chip costs. To mitigate this, Samsung has established strategic partnerships aimed at minimizing supply disruptions and pricing impacts.
Key Points of Samsung’s AI and Market Strategy
- Integrate Google Gemini AI into 800 million devices by 2026.
- Expand AI usage across all Samsung products and services.
- Accelerate consumer adoption and awareness of AI features.
- Counter competition from Apple and Chinese manufacturers.
- Manage global RAM shortage with strategic semiconductor partnerships.
- Prepare for potential price adjustments due to component cost hikes.
Samsung’s bold plan reflects a growing industry trend to embed AI deeply within everyday technology products. By leveraging Google Gemini’s capabilities, the company positions itself to enhance performance, expand user engagement, and strengthen its competitive standing in a rapidly evolving market.
As AI technology matures, Samsung’s commitment to universal AI integration may help redefine mobile and consumer electronics experiences. This approach aligns with broader technological shifts and consumer demand for smarter, more intuitive devices in the near future.
