Samsung Electronics is ramping up its AI-powered devices, aiming to double the number of mobile products featuring Google’s Gemini from 400 million last year to 800 million units in 2026. This ambitious move positions Samsung and Google at the forefront of the global AI technology race, intensifying competition with Apple, OpenAI, and other tech giants.
Samsung’s AI Expansion Strategy
TM Roh, Samsung Electronics’ co-CEO, shared in his first interview since taking the role in November that the company plans to apply AI across all products, functions, and services as quickly as possible.
TM Roh stated that Samsung plans to integrate AI across all its products, functions, and services as quickly as possible.
By embedding Gemini-powered AI features in smartphones, tablets, and other consumer electronics, Samsung seeks to strengthen its market position while delivering advanced AI experiences to millions of users worldwide.
Boosting Google’s AI Ecosystem
Samsung’s plan to scale AI integration will also give a significant boost to Google, which provides the Gemini AI model. Gemini 3, Google’s latest AI release, has already outperformed several benchmarks in AI model performance, giving the search giant an edge in attracting more users to its AI ecosystem.
The rapid adoption of Samsung’s Galaxy AI brand reflects growing consumer awareness. Surveys show awareness jumped from 30% to 80% in just one year, highlighting the accelerating AI adoption trend among mobile users.
AI Features Driving Smartphone Innovation
While search remains the most widely used AI feature, Samsung smartphones increasingly leverage generative AI tools, including:
- Image editing and enhancement
- Productivity tools for documents and presentations
- Translation and summarization features
These AI capabilities help Samsung differentiate itself from competitors and expand user engagement beyond basic smartphone functions.
Challenges: Memory Chip Shortage & Pricing Pressures
Despite AI growth, Samsung faces challenges from the global memory chip shortage, which impacts smartphones, TVs, and home appliances. TM Roh acknowledged that no company is immune and hinted at potential price adjustments to counter rising chip costs.
Market research firms, including IDC and Counterpoint, predict that this shortage may cause the global smartphone market to shrink in the coming year, putting pressure on revenue and profit margins.
Foldable Phones: A Niche Going Mainstream
Samsung pioneered foldable smartphones in 2019, and the segment has been growing slower than anticipated due to engineering complexities and limited app support. However, TM Roh expects foldables to go mainstream within the next two to three years.
Currently, Samsung dominates nearly two-thirds of the foldable smartphone market, but competition is rising, especially from Huawei and Apple, the latter expected to launch its first foldable device this year.
Samsung vs. Competitors: The AI Edge
With AI integration at the core of its product strategy, Samsung is actively competing with:
- Apple, aiming to reclaim market leadership in smartphones and smart devices
- Chinese rivals like Huawei, Xiaomi, and Oppo, who are expanding rapidly
- AI developers such as OpenAI, in the race for consumer AI adoption
By combining Gemini-powered AI features with its broad hardware portfolio, Samsung aims to provide a seamless AI ecosystem across devices, giving it a competitive advantage over rivals.
The Future of Samsung AI Devices
TM Roh believes that AI technology adoption will accelerate significantly over the next 6–12 months. As consumer awareness grows and features become more integrated, Samsung plans to maintain its lead in AI-powered devices, while expanding its reach into smart TVs, home appliances, and beyond.
The doubling of Gemini-powered devices to 800 million units in 2026 marks a major milestone in Samsung’s AI journey, reinforcing the company’s commitment to innovation and global market leadership.
