Samsung is fully committed to artificial intelligence and its new co-CEO has set a huge goal: to double the number of Galaxy AI-enabled devices to 800 million by 2026. This aggressive expansion is more than just a numbers game; It’s a strategic move to reclaim the global smartphone crown and cement its partnership with Google as the AI wars heat up.
In his first major interview since taking over as co-CEO in November, TM Roh told Reuters that Samsung’s goal is to integrate AI into “every product and service” the company offers. Last year, Samsung already managed to bring Galaxy AI to around 400 million devices. By aiming for 800 million, they are essentially creating a giant, global highway for Google’s Gemini models to reach the pockets of nearly a billion people.
“Galaxy AI” is the brand’s umbrella term for tools that let you edit photos, translate calls in real time, and summarize long documents. According to Roh, public awareness of these features has increased from 30% to 80% in just one year. People don’t just hear about AI anymore; They actually use it in their daily routine.
This push is not taking place in a vacuum
Samsung is feeling the pressure from Apple, which is hot on its heels to claim the title of world’s best smartphone maker. At the same time, Chinese competitors are flooding the market with high-quality, lower-cost devices. By using AI, Samsung is trying to offer something that its competitors can’t easily replicate at the same scale.
This also makes Samsung a kingmaker in the battle between Google and OpenAI. As the biggest player in the Android world, Samsung’s massive reach gives Google a huge “sales” advantage. It’s no wonder OpenAI reportedly went into “code red” mode when Google’s Gemini 3 was unveiled alongside Samsung’s ambitious roadmap.
However, not everything goes smoothly
Ironically, while the global shortage of memory chips makes Samsung’s semiconductor division a lot of money, it also makes it much more expensive to build the actual phones. Roh acknowledged that price hikes may be on the way, but is trying to find ways to keep costs under control so consumers aren’t hit too hard.
Looking ahead, Samsung expects AI – combined with its leadership in foldable phones – to keep customers from leaving the company. Even though foldable devices have evolved “slowly,” Roh noted that once people switch to a foldable device, they almost never go back to a thin phone. For Samsung, the plan is simple: make AI so useful that a Galaxy phone becomes an essential gateway to the future of the Internet.
