In a tech world crowded with flashy promises about artificial intelligence, Samsung says it is taking a quieter path. Simon Sung, the CEO of Samsung Electronics Europe, told Business Insider that the company’s AI plan is focused on usefulness rather than showmanship. Its goal is to make everyday life easier, whether through a smart home that adjusts itself or appliances that work together without being told what to do.
Samsung’s approach, Sung said, is “about AI that is genuinely useful and unobtrusive,” adding that “the focus is firmly on everyday value rather than novelty.”
Samsung has built its own large language models, known as Samsung Gauss. However, unlike companies such as OpenAI, it does not offer these models directly to consumers as a separate product. Instead, Samsung puts AI into devices people already use.
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A key example is Galaxy AI, the assistant built into Samsung’s smartphones. Galaxy AI combines Samsung’s own technology with tools from partners like Google. It can handle tasks such as live translation and turning speech into text.
“The shift is from AI as a feature you turn on to AI as a companion that works alongside you,” Sung said.
Samsung Electronics is the part of the Samsung group that makes consumer products. These include Galaxy phones, TVs, and home appliances. The company also makes memory chips that are widely used in computers and data centers. Earlier this month, Samsung said it expects profits to triple in the final quarter of 2025, helped by strong demand for memory chips used to run AI systems.
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At the Consumer Electronics Show in Las Vegas in early January, Samsung showed off TVs, kitchen devices, and washing machines with built-in sensors and voice recognition.
“The goal is to make technology feel less like a collection of gadgets, and more like a coherent, responsive environment that adapts to real life,” Sung said.
Inside the company, Samsung is also changing how teams work. Sung said staff are trained and encouraged to share ideas across departments so that AI knowledge spreads widely.
“Because we’re building AI into TVs, appliances, mobile devices, and connected services simultaneously, employees naturally think about intelligence as a shared layer across the entire experience, not as a stand-alone feature,” he said.
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