In a significant strategic announcement ahead of CES 2026, Samsung Electronics has declared its intention to integrate artificial intelligence across its complete range of products and services, aiming to position itself as an “AI companion” in the daily lives of its users.
The move signals a major push by the global technology leader to make AI experiences ubiquitous and meaningful for consumers, extending from home entertainment and appliances to personal healthcare.
An AI Companion in Every Home
Speaking at a press event in Las Vegas, Samsung Electronics President Roh Tae-moon articulated the company’s ambitious vision.
“We intend to have consumers enjoy meaningful AI experiences by applying the technology across our entire product lineup and services,” stated Roh, who heads the company’s device experience division. “We will become an AI companion in customers’ everyday lives and lead the popularization of AI experiences.”
This vision centers on creating a seamlessly connected ecosystem where devices intelligently anticipate and respond to user needs, making daily routines more efficient and valuable.
Smarter Living with AI-Powered Devices
Samsung detailed several key areas for this AI integration. For its television lineup, the company unveiled the Vision AI Companion, a platform designed to better understand the context of user conversations. The 2026 TV models will also feature the HDR10 Plus Advanced format for superior brightness, color, and motion processing.
The “home companion” concept will extend to its smart home platform, SmartThings, and its range of digital appliances. By equipping devices with advanced screens, cameras, and voice recognition systems, Samsung aims to enable appliances to interact with each other and learn user habits, thereby reducing the burden of household chores.
A Proactive Approach to Health and Wellness
The company is also bringing a new level of intelligence to its healthcare application, Samsung Health. The platform will leverage AI to analyze a user’s sleep, nutrition, and activity data to identify potential risks of chronic diseases and deliver personalized wellness recommendations.
In a notable innovation, the application will also analyze walking speed and finger movements to help detect early signs of potential cognitive decline, offering a more comprehensive and proactive approach to personal health management.
Implications for MENA’s Tech Scene
Samsung’s all-in strategy on AI is poised to significantly impact the tech landscape in the MENA region. As consumer expectations for smart, connected devices rise, this move will likely accelerate the adoption of IoT and smart home technology in major hubs like Dubai, Riyadh, and Doha.
For local and regional startups, this presents both a challenge and an opportunity. While competing with a global giant’s integrated ecosystem is formidable, it also validates the market for AI-driven solutions. This could spur innovation among MENA startups in niche areas of health tech, home automation, and personalized digital services that can either compete with or integrate into larger platforms like SmartThings. For VCs, it signals a growing consumer appetite for AI-native products, potentially guiding future investment theses in the region.
About Samsung Electronics
Samsung Electronics is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, the company is transforming the worlds of TVs, smartphones, wearable devices, tablets, digital appliances, network systems, and memory, system LSI, foundry, and LED solutions. Samsung is committed to creating a better future for people, the community, and the planet.
Source: Tech in Asia
