In an AI market full of spectacle and hype, Samsung says it’s trying to blend in.<\/p>\n
Simon Sung, the CEO of Samsung Electronics Europe, told Business Insider that its AI strategy<\/a> is “about AI that is genuinely useful and unobtrusive,” whether that’s a smart home responding autonomously or appliances coordinating daily routines in the background.<\/p>\n “The focus is firmly on everyday value rather than novelty,” he said in an interview over email.<\/p>\n Samsung has developed its own large language models, called Samsung Gauss, but does not offer them directly as a stand-alone consumer product like OpenAI does with ChatGPT.<\/p>\n Instead, its consumer-facing efforts center on the Galaxy AI assistant, which is built into the company’s smartphones and uses a mix of its in-house AI and tech developed by partners such as Google. Like Google’s assistant on its Pixel smartphones, Galaxy AI can perform tasks like live translation and transcription.<\/p>\n “The shift is from AI as a feature you turn on to AI as a companion that works alongside you,” said Sung.<\/p>\n Within the South Korean conglomerate, Samsung Electronics is the company responsible for consumer technology, including its Galaxy smartphones, TVs, and home appliances. It’s also a producer of memory chips<\/a> used in PCs and data centers. In earnings guidance shared earlier this month, the company said it expects profits to triple<\/a> in the final quarter of 2025 amid a surge in demand for memory chips to power AI models.<\/p>\n In early January, Samsung showcased TVs<\/a>, kitchen appliances, and washing machines at the Consumer Electronics Show<\/a> in Las Vegas that featured sensors and voice recognition.<\/p>\n “The goal is to make technology feel less like a collection of gadgets, and more like a coherent, responsive environment that adapts to real life,” Sung said.<\/p>\n