Samsung Electronics plans to double the number of mobile devices with its “Galaxy AI” features this year, aiming to reach 800 million units.
The AI capabilities, powered largely by Google’s Gemini model, are designed to give Samsung an edge in the intensifying global race for artificial intelligence.
By the end of 2025, about 400 million Samsung smartphones and tablets already featured Gemini-backed AI tools. “We will apply AI to all products, all functions, and all services as quickly as possible,” said co-CEO T.M. Roh in his first interview since taking the role in November.
Samsung’s push for AI integration comes as the company seeks to reclaim market leadership from Apple and fend off Chinese rivals in smartphones, televisions, and home appliances. The strategy also supports Google, which faces stiff competition from OpenAI and others to expand the user base of its AI models.
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Samsung plans to offer integrated AI services across consumer products, including generative AI editing, productivity tools, translation, and summarisation features, further enhancing its Galaxy AI ecosystem alongside Samsung’s own Bixby.
Roh noted that awareness of the Galaxy AI brand has jumped from 30% to 80% within a year, reflecting rapid adoption. While some consumers remain sceptical about AI capabilities, he predicts these technologies will become widespread within six to twelve months.
A global memory chip shortage continues to benefit Samsung’s semiconductor business but pressures smartphone margins. Roh indicated that some product price increases are inevitable due to rising chip costs, though the company is working on long-term strategies to mitigate impacts.
The shortage, coupled with engineering complexities, has slowed growth in Samsung’s foldable phone segment, which it pioneered in 2019. However, he expects foldables to go mainstream within two to three years, citing high repeat purchase rates in the segment.
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Samsung controlled nearly two-thirds of the foldable smartphone market in Q3 2025, according to Counterpoint. But it faces mounting competition from Huawei and Apple, which plans to launch its first foldable phone this year.
Esther Ososanya is an investigative journalist with Pinnacle Daily, reporting across health, business, environment, metro, Fct and crime. Known for her bold, empathetic storytelling, she uncovers hidden truths, challenges broken systems, and gives voice to overlooked Nigerians. Her work drives national conversations and demands accountability one powerful story at a time.
