Samsung Electronics plans to double the number of its mobile devices equipped with “Galaxy AI” features this year, largely driven by Google’s Gemini technology, its co-CEO said, a move that could strengthen the U.S. tech firm’s position as competition in artificial intelligence intensifies.
The South Korean group had deployed Gemini-powered AI capabilities across about 400 million devices—including smartphones and tablets—by last year, and aims to expand that to 800 million by 2026. “We intend to integrate AI into all products, functions and services as rapidly as possible,” T.M. Roh told Reuters in his first interview since taking on the co-CEO role in November.
As the world’s largest supporter of Google’s Android ecosystem, Samsung’s push is expected to give a significant boost to Google, which is competing with OpenAI and others to grow consumer adoption of its AI models.
Samsung is seeking to regain leadership from Apple in the global smartphone market and counter rising competition from Chinese manufacturers across devices ranging from phones to TVs and home appliances. Roh said the company will roll out integrated AI services across its consumer products to widen its lead over Apple in AI features, even as Apple is poised to top smartphone sales, according to Counterpoint.
Google launched the latest version of Gemini in November, touting Gemini 3’s strong performance on key industry benchmarks. OpenAI responded by accelerating development, launching its GPT-5.2 model weeks later.
Roh said awareness of Samsung’s Galaxy AI brand has surged to about 80% from roughly 30% in just a year, signalling faster adoption ahead. While AI-powered search remains the most commonly used feature, consumers are increasingly turning to generative AI tools for editing, productivity, translation and summarisation. Galaxy AI includes features powered by both Google’s Gemini and Samsung’s own Bixby systems.
Samsung shares rose 7.5% on Monday ahead of an expected jump in fourth-quarter profits, supported by a global memory chip shortage. Roh cautioned, however, that while the shortage benefits Samsung’s semiconductor business, it squeezes margins in smartphones and other consumer electronics.
He said price increases could not be ruled out as higher memory costs are “inevitable,” though Samsung is working with partners to limit the impact. Analysts expect the global smartphone market to contract next year as chip shortages push up prices.
Roh also acknowledged slower-than-expected growth in foldable phones, citing engineering challenges and a lack of tailored applications, but said the segment could become mainstream within two to three years. Samsung held nearly two-thirds of the global foldable phone market in the third quarter of 2025, though competition is intensifying from Chinese rivals and Apple, which is widely expected to launch its first foldable device this year.
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