Samsung plans to embed AI across 90 percent of its business by 2030

Roh Tae-moon, acting head of Samsung Electronics' DX Division, speaks at a news conference at the IFA 2025 trade show in Berlin, Sept. 4, 2025. Courtesy of Samsung Electronics

SEOUL, September 07 (AJP) - Samsung Electronics plans to integrate artificial intelligence into nearly all of its operations within the next five years, a sweeping transformation that the company says will redefine how it makes and markets everything from smartphones to home appliances.

Roh Tae-moon, the acting head of Samsung’s DX Division, which oversees consumer electronics and mobile devices, said at a news conference at the IFA 2025 trade show in Berlin that the company aims to apply AI to 90 percent of its business areas by 2030.

“We will turn Samsung Electronics into a company that uses AI better than anyone else — a company that works and grows with AI,” Roh said. “AI will secure our competitiveness and become a new engine of growth.”

Roh also teased new hardware, saying that development of a “tri-fold” smartphone — a device that folds three times — was in its final stages and would be released later this year. He added that extended-reality headsets and smart glasses would follow once the technology was mature enough.

The push comes as global technology companies race to embed generative AI into products and services, seeking to boost efficiency and win over consumers increasingly drawn to smart features.

Roh said Samsung intends to install AI functions on more than 400 million Galaxy devices by the end of this year. He added that AI would be expanded to televisions and household appliances, and that robotics using so-called “physical AI” would be a future growth driver.

Samsung is developing its own large language model, known as Gauss, while also working with partners such as Google, whose Gemini AI is already embedded in Galaxy smartphones.

“We want to provide the best AI model or platform depending on customer needs,” Roh said, adding that Samsung was also in talks with other partners beyond Google.

The company sees Europe as a key proving ground. “European consumers tend to adopt advanced features more quickly than in other regions,” Roh said. “Our goal is to popularize AI technology, starting with premium products but quickly expanding to mass-market devices.”

Candice Kim candicekim1121@ajupress.com