Samsung Electronics has unveiled its artificial intelligence (AI) strategy ahead of the 'Galaxy Unpacked 2026' event. The company aims to implement 'personalized AI' that understands users' daily lives and contexts, connecting the Galaxy ecosystem of smartphones, watches, TVs, and smart home devices to provide a next-generation AI experience.
Noh Tae-moon, President of Samsung Electronics' Device Experience (DX) division, stated in a contribution to the Samsung Newsroom on July 8, "The most important AI is not the smartest AI, but the one that knows me best." He emphasized that the next chapter of AI depends not on model performance but on where, how, and by whom it is accessed.
Noh assessed that AI is entering an 'agentic AI' era, where it goes beyond answering questions to acting on behalf of users. He noted, "The more AI acts independently, the more it must understand people deeply," adding that the key differentiator is not superior intelligence but a deeper understanding of individuals. He further stated, "The best AI experience comes from devices that know the user best."
To support this vision, Noh highlighted the competitive edge of Samsung's established device ecosystem. Smartphones accompany users throughout the day, tablets support learning and productivity, and watches collect health data such as sleep and heart rate. TVs and smart home devices understand the context of living spaces, while new form factors like foldables and smart glasses expand the points of interaction between AI and users. Noh's vision is that as more devices connect, the understanding of users deepens, allowing for more personalized AI services.
Samsung also reaffirmed its commitment to an open ecosystem strategy in the AI era. Noh remarked, "The platforms that changed the world were not the most closed but the most open," explaining that SmartThings has connected various devices, services, and partners into a unified experience while contributing to the spread of open standards. This openness aims to drive more innovation and deliver it to users quickly.
As personalized AI becomes more widespread, Noh stressed that trust and security will be key competitive advantages. He asserted that users should be able to verify and control how their information is used, with ultimate decision-making power always resting with them. To this end, Samsung plans to protect connections between devices through Samsung Knox and implement AI services internally using the Personal Data Engine without transmitting personal data externally.
Noh predicted that the role of hardware in realizing this vision will become increasingly important in the AI era. He particularly noted that foldable devices, which offer portability when closed and a spacious workspace when opened, are optimal for delivering personalized AI experiences. Additionally, he cited health management features using watches as a prime example of how AI can support users' daily lives.
This contribution is seen as a preview of the next-generation Galaxy AI strategy to be unveiled at the upcoming Unpacked event. Noh stated, "At the upcoming Unpacked, we will showcase a more personal and natural AI experience and a foundation for more partners to innovate together," adding, "What matters now is not who has the smartest AI, but who understands people best and can deliver a trustworthy experience."
* This article has been translated by AI.
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