In an AI market full of spectacle and hype, Samsung says it’s trying to fit in.
Simon Sung, CEO of Samsung Electronics Europe, told Business Insider that the company’s AI strategy is “about truly useful, unobtrusive AI,” whether it’s a smart home that responds autonomously or appliances that adjust daily tasks in the background.
“We’re firmly focused on everyday value rather than novelty,” he said in an email interview.
Samsung has developed its own large-scale language model, called Samsung Gauss, but does not offer it directly as a standalone consumer product, as OpenAI does with ChatGPT.
Instead, the consumer efforts are centered around the Galaxy AI Assistant, which is built into the company’s smartphones and uses a combination of in-house AI and technology developed by partners such as Google. Similar to Google’s Assistant on Pixel smartphones, Galaxy AI can perform tasks such as live translation and transcription.
“It’s a shift from AI as a feature that you turn on to AI as a companion that works with you,” Sung said.
Among the South Korean conglomerates, Samsung Electronics is responsible for consumer technology such as Galaxy smartphones, televisions, and home appliances. It is also a manufacturer of memory chips used in PCs and data centers. In its earnings outlook shared earlier this month, the company said it expects profits to triple in the final quarter of 2025 as demand for memory chips that power AI models soars.
In early January, Samsung displayed televisions, kitchen appliances, and washing machines featuring sensors and voice recognition at the Consumer Electronics Show in Las Vegas.
“The goal is to make technology feel less like a collection of gadgets and more like a consistent, responsive environment that adapts to real life,” Sung said.
Internally, Sung said, Samsung Electronics provides training and encourages information exchange between product, design, engineering, and marketing teams, “so that AI fluency increases across the organization rather than within isolated groups.”
“As we simultaneously embed AI into televisions, consumer electronics, mobile devices, and connected services, employees naturally begin to think of intelligence not as a standalone feature, but as a shared layer across the entire experience,” he said.
