Samsung Electronics has announced a major strategic pivot, vowing to transform into a company “driven by artificial intelligence” by 2030. The ambitious plan, unveiled by Roh Tae-moon, acting head of the company’s Device Experience (DX) division, involves integrating AI across the vast majority of its internal workflows and embedding advanced AI functions into hundreds of millions of its consumer devices.
By The Numbers
- Target Year: 2030
- Workflow Integration: 90%+
- Galaxy Devices with AI: 400+ Million (by end of 2025)
A Fundamental Shift in Operations
Speaking at a press conference during the IFA 2025 consumer electronics exhibition in Berlin, Roh outlined a vision where AI will be leveraged to innovate the company’s business fundamentals. Samsung plans to use AI in over 90 percent of its workflows, enabling on-the-ground judgments and decisions to be augmented by intelligent systems. Roh clarified that the goal is not to replace its human workforce but to assist employees and maximize work efficiency, making Samsung a company that “works and grows with AI.”
Bringing AI into Every Home
On the product front, the strategy involves a massive scale-up of on-device AI. Roh announced that Samsung plans to embed AI functions in more than 400 million Galaxy devices currently in the market by the end of this year. For its TVs and home appliances, the company aims to move beyond traditional functions to deliver highly personalized AI experiences, making it the fastest in the industry to “bring AI home into reality.”
“Building on our DNA of innovation, the company will also be the fastest in the industry to bring AI home into reality and emerge as a global pioneer,” Roh stated.
About Samsung’s DX Division
The Device Experience (DX) division, led by Roh Tae-moon, is a critical part of Samsung Electronics, encompassing the company’s wide range of consumer-facing products. This includes its globally popular mobile devices (Galaxy series), TVs, and a full suite of home appliances such as washers and refrigerators, making the scope of this AI transformation particularly vast.
Looking Ahead
Samsung’s declaration signals a significant acceleration in the integration of AI into everyday consumer technology. As one of the world’s largest device manufacturers, its commitment to AI will likely set new industry standards and reshape consumer expectations for personal and home electronics. For the MENA region, a major market for Samsung’s products, this shift means that the next wave of devices will bring advanced AI capabilities into millions of homes and businesses, creating new opportunities for localized services and applications.
Source: The Korea Times
