Samsung Plans Major Expansion of Galaxy AI Devices

Samsung’s mobile devices with “Galaxy AI” features will double to 800 mln units this year, co-CEO says
Galaxy AI is powered by Google’s Gemini, Samsung’s own Bixiby assistant
Co-CEO says Samsung not immune to “unprecedented” memory chip shortage

Doubling AI‑Enabled Devices Across the Portfolio

Samsung Electronics plans to expand its Galaxy AI ecosystem significantly by increasing the number of supported mobile devices from 400 million to 800 million this year. The features are largely powered by Google’s Gemini model, which Samsung has integrated into smartphones, tablets and other products. Co‑CEO T.M. Roh said the company intends to apply AI “to all products, all functions, and all services as quickly as possible.” This approach is expected to strengthen Google’s position in the AI race as it competes with OpenAI and other developers.

The company is also seeking to regain market share from Apple while countering pressure from Chinese competitors. Integrated AI services across Samsung’s product lineup are intended to differentiate its offerings in a crowded market. Market researcher Counterpoint reported that Apple was on track to be the top smartphone maker last year. Samsung hopes its AI‑driven strategy will help reverse that trend.

Google launched the latest version of its Gemini model in November, highlighting performance gains over competing AI systems. Reports suggest that OpenAI responded by accelerating its own development efforts, including the release of GPT‑5.2. Roh believes consumer adoption of AI features will grow rapidly as awareness increases. Samsung’s internal surveys show Galaxy AI brand recognition rising from 30% to 80% in just one year.

Consumers currently use AI features most often for search, but generative editing tools, translation and summarization functions are also gaining traction. Galaxy AI combines Google’s Gemini capabilities with Samsung’s own Bixby system for different tasks. The company expects these tools to become more common across its devices. Samsung’s shares rose 7.5% on Monday as investors anticipate strong fourth‑quarter results driven by a global chip shortage.

Chip Shortages and Market Pressures

A global shortage of memory chips has created mixed effects for Samsung. The company benefits from higher semiconductor prices, but its smartphone division faces margin pressure. Roh said no manufacturer is immune to the impact of the shortage, which affects products ranging from mobile phones to televisions and home appliances. He did not rule out potential price increases, noting that some cost impact is “inevitable.”

Samsung is working with partners on long‑term strategies to mitigate the effects of rising memory prices. Market researchers such as IDC and Counterpoint expect the global smartphone market to shrink next year. Higher component costs could drive up retail prices, potentially slowing consumer demand. These conditions add uncertainty to Samsung’s broader device strategy.

The company is also evaluating the performance of its foldable phone segment. Samsung pioneered the category in 2019, but adoption has grown more slowly than expected. Roh attributed this to engineering challenges and a lack of applications optimized for foldable hardware. He expects the segment to become mainstream within two to three years.

A high percentage of foldable phone users choose another foldable device for their next purchase. Samsung held nearly two‑thirds of the foldable smartphone market in the third quarter of 2025. Competition, however, is increasing as Huawei expands its lineup and Apple prepares to launch its first foldable phone this year. These developments could reshape the segment’s competitive landscape.

AI Strategy Shapes Samsung’s Competitive Outlook

Samsung’s decision to double its AI‑enabled device count reflects a broader shift in the mobile industry. AI features are becoming central to product differentiation as hardware improvements slow. The company aims to integrate AI deeply across its ecosystem to enhance user experience and maintain competitiveness. This strategy aligns with global trends toward more intelligent and personalized devices.

The company’s close partnership with Google positions it to benefit from advances in the Gemini model. AI capabilities are expected to influence purchasing decisions as consumers seek more advanced tools for productivity and creativity. Samsung believes widespread AI adoption will occur within the next year. Its rapid expansion of Galaxy AI features is designed to meet that demand.

Roh emphasized that AI will play a role in every category of Samsung’s consumer electronics. This includes smartphones, tablets, televisions and home appliances. The company sees AI as a long‑term driver of innovation across its product lines. Its efforts aim to create a unified experience across devices.

Samsung’s upcoming financial results will provide further insight into how AI integration is affecting its business. The company is preparing to report a strong fourth quarter, supported by semiconductor demand. Investors will be watching for updates on margins, production capacity and AI‑related product plans. These factors will shape Samsung’s trajectory in 2026.