Samsung Electronics plans to double the number of its mobile devices equipped with Galaxy AI features to 800 million in 2026, its co-CEO T.M. Roh said, as the global race to deploy artificial intelligence in consumer devices intensifies.
The South Korean technology giant had rolled out AI features—largely powered by Google’s Gemini model—to about 400 million devices by last year, including smartphones and tablets.
“We will apply AI to all products, all functions, and all services as quickly as possible,” Roh told Reuters in his first interview since becoming co-CEO in November.
Samsung’s strategy is expected to further strengthen Google’s position in consumer AI, as Gemini competes with OpenAI and other rivals for users and developer adoption. The company is also seeking to regain market leadership from Apple while defending its position against Chinese competitors across smartphones, televisions and home appliances.
Galaxy AI includes features powered by both Google’s Gemini model and Samsung’s own Bixby assistant, offering tools such as translation, summarisation, image editing and productivity functions. Roh said consumer awareness of Galaxy AI has jumped to about 80%, from roughly 30% a year earlier.
Samsung shares rose 7.5% on Monday ahead of an expected jump in fourth-quarter profits, supported by a global memory chip shortage that has boosted semiconductor prices.
Roh said the chip shortage, while beneficial to Samsung’s semiconductor business, is putting pressure on margins in its smartphone division and could lead to higher product prices. He added that no company is immune to the impact of rising memory costs.
The executive also acknowledged slower-than-expected growth in foldable phones, citing engineering challenges and limited software optimisation, but said the segment is likely to go mainstream within the next two to three years.
Samsung currently controls nearly two-thirds of the global foldable smartphone market, according to Counterpoint, but faces increasing competition from Chinese manufacturers and Apple, which is expected to launch its first foldable device this year.
