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Samsung Electronics is accelerating its push into artificial intelligence, announcing plans to double the number of its mobile devices powered by Google’s Gemini AI platform. The South Korean tech giant aims to expand from around 400 million AI-enabled smartphones and tablets to 800 million devices by 2026, underscoring its ambition to lead the next phase of AI-driven consumer electronics.
Speaking to Reuters in his first interview since becoming co-CEO, T.M. Roh said Samsung plans to integrate AI across all products, functions, and services as quickly as possible. As the world’s largest supporter of Google’s Android ecosystem, Samsung’s strategy gives Google a significant advantage in its intensifying AI competition with OpenAI and other rivals seeking broader consumer adoption.
Samsung is also focused on reclaiming its position as the world’s top smartphone maker, a title Apple is expected to hold based on recent market data. Beyond smartphones, Roh oversees Samsung’s broader consumer electronics portfolio, including televisions and home appliances, where integrated AI services are expected to widen the company’s competitive edge over Apple and Chinese rivals.
The move comes amid rapid developments in the AI race. Google recently launched Gemini 3, highlighting improvements across key industry benchmarks. In response, OpenAI reportedly accelerated its own development efforts, releasing GPT-5.2 weeks later. Roh believes consumer adoption of AI features will surge soon, noting that awareness of Samsung’s Galaxy AI brand jumped from about 30% to 80% in just one year.
Despite optimism around AI, Samsung faces challenges from a global memory chip shortage. While the shortage benefits its semiconductor division, it pressures margins in smartphones and other consumer electronics. Roh acknowledged that price increases may be unavoidable but said Samsung is working with partners to limit the impact.
Market researchers forecast a global smartphone market decline next year, driven partly by rising component costs. Meanwhile, Samsung-controlled foldable phones continue to grow more slowly than expected, though Roh remains confident the segment will reach the mainstream within two to three years.
