Samsung aims to be AI-powered firm by 2030, device head says

Samsung Electronics plans to expand the use of AI across its operations by 2030, according to Roh Tae-moon, acting head of the company’s Device Experience division.

Roh outlined the strategy at a press conference during IFA 2025 in Berlin.

He said Samsung aims to use AI in over 90% of its workflows, with the technology intended to support, not replace, its human workforce.

Roh also said the company expects to embed AI features in more than 400 million Galaxy devices by the end of this year.

The Device Experience division covers TVs, washers, refrigerators, and other home appliances.

For home electronics, Samsung plans to introduce personalized AI functions beyond existing features.

Roh did not provide details on specific AI technologies or timelines for these initiatives.

🔗 Source: The Korea Times

🧠 Food for thought

Implications, context, and why it matters.

Samsung’s AI push builds on years of strategic infrastructure investment

Samsung’s 2030 AI transformation announcement represents the continuation of a long-term strategy rather than a sudden pivot in response to market pressures.
The company established a global network of AI research centers in 2018, opening facilities in Cambridge, Toronto, and Moscow to complement existing centers in Korea and Silicon Valley, with plans to recruit around 1,000 advanced AI researchers by 20201.
These centers were designed around Samsung’s five AI principles—user-centricity, continuous learning, ambient presence, helpfulness, and safety—which directly align with Roh’s current vision of personalized AI experiences in consumer devices1.
The strategic foundation built over the past seven years now enables Samsung to credibly commit to embedding AI in over 400 million Galaxy devices by year-end, supported by an established research infrastructure and talent base.

Market timing favors Samsung’s aggressive AI integration despite consumer trust challenges

Samsung’s AI transformation targets a rapidly expanding market, with AI-enabled consumer electronics projected to reach $125 billion by 20242.
Recent consumer research reveals a polarized market where “accelerators” embrace AI while “anchors” resist it, with accelerators expected to control a significant portion of purchasing power by 20303.
Trust remains a significant barrier, as consumers prefer human oversight for high-stakes decisions despite being comfortable with AI for product discovery3.
Samsung’s emphasis on AI assisting rather than replacing human workers, combined with personalized experiences, directly addresses these consumer concerns about maintaining human control and relevance in AI-driven systems.