Samsung Electronics Co., Ltd. (SSNLF.US) co-CEO TM Roh revealed in an interview that the company plans to double the number of mobile devices equipped with Google's (GOOGL.US) Gemini AI capabilities within this year. By the end of last year, Samsung had successfully deployed Gemini AI features to approximately 400 million devices, spanning smartphones and tablets. According to the roadmap, this figure is projected to expand to 800 million units by 2026, as AI is rapidly integrated across nearly the entire product and service portfolio. Roh stated, "We will apply AI to all products, all functions, and all services as quickly as possible. Samsung's internal research indicates that brand awareness for its Galaxy AI surged from 30% to 80% within a single year. Although AI technology might currently seem somewhat questionable, its prevalence will significantly increase within six months to a year."
Roh pointed out that search is the most frequently used AI function on phones, but consumers also utilize generative AI for editing and productivity tools, as well as AI translation and summarization features. It is understood that Galaxy AI is Samsung's umbrella term for its suite of artificial intelligence functionalities, which includes capabilities powered by both Google's Gemini model and Samsung's own Bixby, designed to perform different tasks. Notably, Samsung has chosen to deepen its collaboration with Google to counter the influence of Apple (AAPL.US) and Chinese smartphone brands in the AI arena, thereby maintaining its leadership position within the Android ecosystem.
Meanwhile, this initiative extends beyond mobile phones. At CES 2026, Samsung showcased the integration of Gemini into its Bespoke AI home appliances, such as refrigerators and microwaves, as well as its 2026 television lineup. For instance, leveraging Gemini enhances the AI Vision technology, enabling refrigerators to automatically identify a wider variety of food items and suggest recipes. Discussing the global memory chip shortage, Roh commented, "This situation is unprecedented; no company is immune to its effects." He added that the crisis impacts not only mobile phones but also other consumer electronics like televisions and home appliances.
He did not rule out the possibility of increasing product prices, stating that the impact of soaring memory chip prices is "inevitable." However, as the world's largest television manufacturer, Samsung is working with partners to develop long-term strategies to minimize the effects. Market research firms like IDC and Counterpoint predict that the global smartphone market may contract next year due to potential price increases driven by the memory chip shortage. When asked about foldable phones, which Samsung pioneered in 2019, Roh acknowledged that the category's market expansion has been slower than anticipated.
He attributed this to engineering complexity and a lack of applications optimized for the hardware but anticipates the category will become mainstream within the next two to three years. He noted that a "considerably high" proportion of current foldable phone users intend to choose a foldable again for their next purchase, though he did not provide specific figures. According to Counterpoint data, Samsung held nearly a two-thirds share of the foldable smartphone market in the third quarter of 2025. Nevertheless, Samsung faces competition from Chinese manufacturers like Huawei and Apple, which is expected to launch its first foldable phone this year.
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