Samsung Plans to Embed AI Across Its Entire Device Ecosystem

TM Roh emphasized that AI is not just a feature, but a transformative force reshaping how people think, work, and interact with technology.

Samsung has outlined an ambitious strategy for 2026 that places artificial intelligence at the core of its entire product ecosystem. The direction was shared during the company’s New Year address by TM Roh, President and co-CEO of Samsung Electronics, who oversees both the Mobile eXperience (MX) and Device eXperience (DX) divisions. His remarks signal a deeper shift in how the company plans to design, develop, and deliver future devices.

The address also featured remarks from Vice Chairman Jeon Young-hyun, head of the Device Solutions (DS) division, reinforcing the company’s unified focus on AI-driven innovation. Together, the leadership emphasized that artificial intelligence is no longer limited to select features or premium devices, but will become a foundational layer across Samsung’s hardware and services.

According to Roh, Samsung aims to seamlessly embed AI into every device and service within the DX portfolio. This integration is intended to elevate user experiences while positioning the company at the forefront of what it describes as an industry-wide AI transformation. Internally, Samsung refers to this strategy as AX, or AI eXperience, highlighting its role in reshaping interactions between users and technology.

Roh further explained that AI represents more than a technological upgrade—it is a catalyst for change in how people think and work. By weaving intelligent capabilities throughout its products, Samsung believes it can redefine everyday usage patterns, empower employees and consumers alike, and strengthen its leadership in an increasingly competitive global market.