Samsung has outlined a renewed approach to artificial intelligence, emphasizing meaningful and seamless integration rather than feature-driven deployment. The strategy was detailed during Samsung Electronics’ 2026 New Year’s Address, delivered jointly by senior leaders from its consumer and semiconductor divisions.
Speaking during the address, TM Roh, President and CEO of Samsung’s Device eXperience (DX) division, stated that the company aims to integrate AI organically across all devices and services. He acknowledged that while Samsung has been an early mover in bringing AI features to smartphones, tablets, home appliances, and televisions, future development must focus on relevance and real-world usefulness rather than novelty.
Roh stated that Samsung views AI not simply as a software tool, but as a shift that fundamentally changes how people think, work, and make decisions. He urged DX employees to actively utilise AI to reshape their workflows, enhance productivity, and expedite development cycles.
Employees were also encouraged to identify market changes more quickly and respond to challenges with greater flexibility, thereby strengthening Samsung’s long-term competitiveness.
The company’s semiconductor leadership echoed similar themes. Jeon Young-hyun, who leads Samsung’s Device Solutions (DS) division, highlighted the company’s unique position in the global chip industry.
He said Samsung is currently the only firm offering a full “one-stop solution” that spans advanced chip packaging, foundry services, logic chips, and memory production.
Jeon noted that this integrated structure positions Samsung to respond effectively to the growing global demand for semiconductors driven by AI technologies. He emphasised that the company plans to leverage artificial intelligence across every stage of chip development, including research, design, manufacturing, and quality evaluation.
Employees within the DS division were encouraged to adopt AI tools and utilise high-quality data more effectively when developing solutions for semiconductor customers.
Samsung stated that applying AI throughout its internal processes will be key to improving efficiency, strengthening crisis response capabilities, and maintaining leadership in an increasingly competitive market.
With its latest message, Samsung signalled that its next phase of AI development will focus less on standalone features and more on reshaping how its products and people operate—an approach the company believes will define its role in the evolving AI-driven economy.
