Samsung Electronics plans to double the number of mobile devices equipped with “Galaxy AI” features this year, aiming to reach 800 million units, co-CEO T M Roh said. The move, powered largely by Google’s Gemini AI model, positions the South Korean company to strengthen its competitive edge in the growing artificial intelligence market.
Galaxy AI, Samsung’s suite of AI tools, includes both features powered by Google’s Gemini and the company’s own Bixby assistant. By the end of 2025, around 400 million Samsung devices, including smartphones and tablets, had integrated AI capabilities. Roh said the company intends to extend AI across all products, functions, and services as quickly as possible.
“Even though the AI technology might seem a bit doubtful right now, within six months to a year, these technologies will become more widespread,” Roh told Reuters in his first interview since becoming co-CEO in November. Surveys conducted by Samsung indicate that awareness of the Galaxy AI brand has risen from 30% to 80% over the past year.
The announcement comes as Samsung seeks to reclaim market leadership from Apple in smartphones while fending off competition from Chinese rivals in mobile phones, televisions, and home appliances. Analysts from Counterpoint noted that Apple had maintained the top spot in global smartphone sales last year, though Samsung aims to widen its lead in integrated AI services.
Alphabet’s Google launched Gemini 3 in November, showcasing strong performance on industry benchmarks. The release reportedly prompted OpenAI to issue an internal “code red,” accelerating development of its GPT-5.2 model. Industry observers said Samsung’s adoption of Gemini strengthens Google’s reach in consumer AI.
Samsung shares rose 7.5% following Roh’s comments, ahead of the company’s fourth-quarter earnings report, which is expected to show a profit increase despite ongoing challenges. The global shortage of memory chips has supported Samsung’s semiconductor business but pressured margins in its smartphone division. Roh did not rule out price increases for some products due to higher chip costs, while noting the company is working on long-term strategies with partners.
Foldable phones, a segment pioneered by Samsung in 2019, have grown more slowly than anticipated, Roh said, citing engineering challenges and limited applications. However, he noted that user loyalty in the foldable category is high, with many customers opting for a similar device for their next purchase. Samsung currently controls nearly two-thirds of the global foldable smartphone market, though it faces rising competition from Huawei and an expected Apple foldable release this year.
Analysts say the global smartphone market could shrink in 2026 as memory chip shortages continue to affect pricing. Still, Samsung’s aggressive push into AI-enabled devices and continued investment in foldable technology signals the company’s ambition to maintain its leadership in mobile innovation.
