Samsung to Embed AI Across Entire Product Portfolio, Aims for Seamless User Experience: Co-CEO

Samsung Electronics is working towards delivering a unified artificial intelligence (AI) experience across all its products and services by embedding AI into every device category it offers, co-CEO T M Roh said at the company’s First Look event here.

The South Korean consumer electronics major, which ships about 500 million devices annually spanning smartphones, televisions, home appliances, wearables and displays, plans to integrate AI deeply across its ecosystem to create a seamless, connected user experience.

“We will embed AI across every category, every product and every service to deliver one unified AI experience,” Roh said, adding that Samsung aims to make innovation accessible to users worldwide through meaningful, everyday AI applications.

Roh, who was appointed head of Samsung’s Device eXperience (DX) division and named co-CEO in November last year, said the company’s strength lies in its large, globally connected ecosystem. “All our devices are designed for seamless multi-device connectivity. No company can do what we do,” he said.

He noted that Samsung’s AI strategy combines on-device AI for privacy, personalisation and real-time processing with cloud-based AI for more complex tasks. This hybrid approach, he said, forms the foundation for intelligent experiences that work smoothly across multiple devices.

While highlighting Samsung’s leadership in AI integration, Roh acknowledged the importance of partnerships, saying the company is collaborating with industry leaders to co-develop advanced AI capabilities and deliver greater value to users.

At the event, Samsung showcased a range of next-generation AI-powered products. Among them was a 130-inch Micro RGB television that uses microscopic red, green and blue light sources to deliver highly precise colour reproduction, supported by the Micro RGB AI Engine Pro.

The company also unveiled its latest Odyssey gaming monitor lineup, including its first 6K 3D Odyssey G9, alongside new Odyssey G6 and G8 models aimed at gamers and creators seeking higher resolution and immersive visuals.

In home appliances, Samsung presented an AI-enabled refrigerator featuring an upgraded AI Vision system integrated with Google Gemini. The system improves food recognition and tracking, helping users manage groceries and plan meals more efficiently.