January 19, 2026 – Amid a tech landscape rife with AI hype and flashy marketing stunts, Samsung is quietly carving out a pragmatic path forward.
Simon Sung, CEO of Samsung Electronics Europe, told Business Insider in an exclusive interview that the company’s AI vision prioritizes seamless integration over spectacle. “Our goal is to build AI that enhances daily life without feeling intrusive—whether it’s smart appliances that anticipate needs or homes that operate intuitively,” he explained.
In a follow-up email, Sung emphasized Samsung’s focus on “real-world utility” rather than chasing trends. “Many companies are racing to launch standalone AI products, but we believe the future lies in embedding intelligence into devices people already use every day,” he said.
This philosophy underpins Samsung’s Galaxy AI, a smartphone assistant that blends proprietary technology with partnerships like Google’s. Instead of positioning it as a standalone tool, Samsung has woven AI into core functions—from real-time translation during calls to on-the-fly voice transcription—creating what Sung calls “invisible intelligence.”
The shift reflects broader industry trends. “AI is evolving from a feature you toggle on to a collaborative partner,” Sung noted, pointing to Samsung’s ecosystem of connected devices. “When your fridge, TV, and phone all share contextual awareness, technology stops feeling like a collection of gadgets and starts acting like an extension of your lifestyle.”
Samsung’s hardware empire—spanning smartphones, TVs, appliances, and memory chips—positions it uniquely to execute this strategy. The company recently projected a 200% profit surge for Q4 2025, driven by surging demand for AI-optimized chips used in data centers and consumer devices.
At CES 2026, Samsung showcased prototypes like voice-controlled ovens that adjust cooking times based on ingredient sensors and laundry machines that sync with calendars to optimize wash cycles. “These aren’t just smart devices—they’re components of a living system,” Sung said.
Internally, Samsung is restructuring to accelerate AI adoption. Cross-departmental training programs now require engineers, designers, and marketers to collaborate on AI-driven projects. “We’re breaking down silos to ensure intelligence isn’t bolted onto products as an afterthought,” Sung revealed. “When every team understands how AI enhances user experience, innovation happens organically across categories.”
While competitors chase headline-grabbing AI launches, Samsung’s strategy hinges on subtlety. “The most powerful technologies don’t demand attention,” Sung concluded. “They fade into the background and let people focus on what matters most—their lives.”
