Samsung CEO Says AI Must Understand Users, Not Just Tasks

Samsung is positioning artificial intelligence as a fundamental layer across its product ecosystem rather than simply a collection of features added to its smartphones. Following the company’s recent Galaxy Z Fold series event in London, Samsung CEO TM Roh outlined how the company sees foldables, personalized AI and new companion devices evolving together.

Roh said Samsung does not intend to compete in the foldable market on hardware design alone. He argued that successful foldable devices require advances in hardware, AI experiences, ecosystem connectivity and long-term reliability, areas Samsung has developed through seven generations of foldable products.

Rather than expecting one foldable design to meet every customer’s needs, Samsung is pursuing different experiences for different types of users. Roh said consumer requirements are becoming increasingly varied, meaning the company’s approach is not based on a single device or form factor. While price and value remain important, he said Samsung wants its foldables to provide useful, dependable experiences that justify choosing them for everyday use.

Samsung’s broader AI strategy extends beyond Galaxy smartphones. Roh described Galaxy AI as an infrastructure layer that can operate throughout the company’s ecosystem, including phones, wearables, televisions and home appliances. He said personalization will be a major differentiator as more AI models and services become available.

According to Roh, information generated through Galaxy devices can be remembered and analyzed by Samsung’s personal data intelligence engine. The company believes that combining this information with its devices and services can enable more personalized AI experiences.

Roh also said the competitive landscape for agentic AI, or systems capable of carrying out tasks for users, will increasingly depend on how effectively AI understands the individual rather than simply how intelligent the underlying technology is. Samsung believes its broad range of connected products gives it an advantage because those devices are embedded in many aspects of users’ daily lives.

He described AI as something that could eventually become a basic part of everyday experiences. Samsung expects its ecosystem to use information from across its products to better understand customers, provide more options and deliver personalized experiences that extend beyond smartphones.

Mobile devices, however, are expected to remain central to Samsung’s AI strategy. Roh said phones are particularly important because people carry them continuously, use them for extended periods and interact with them through multiple sensors, applications and communication systems. At the same time, he expects a wider range of AI companion devices to develop alongside smartphones.

Samsung’s intelligent eyewear is one example of that direction. Roh said such glasses can use cameras to interpret what a user is seeing, process voice input and respond through speakers. The devices can also detect aspects of a user’s activities and surroundings. Samsung is also exploring AI capabilities across health-focused products such as watches, rings and earbuds.

Earbuds could interpret surrounding environments and respond to voice commands, while AI-enabled products in the home could provide another layer of interaction. Roh pointed to televisions, robot vacuum cleaners and other connected products that can sense and respond to their surroundings, as well as the possibility of controlling AI through a central hub or dedicated companion devices.

Privacy and reliability remain important considerations as Samsung expands these capabilities. Roh said Galaxy AI is intended to make AI more useful, transparent and secure by integrating it into everyday device functions instead of treating it solely as a chatbot.

Samsung is also adopting a hybrid AI model. Depending on the task, Galaxy AI can combine on-device processing, cloud-based AI and technologies from trusted partners. Roh said Knox security and user controls are intended to give customers greater visibility and control over how AI functions and how their information is handled.

The company also does not intend to rely exclusively on its own AI technology. Roh said Samsung’s approach is based on openness, allowing it to work with partners and select technologies that deliver the strongest experience for particular users and situations while maintaining a unified overall experience.

Samsung’s foldable strategy comes as competition in the category expands, with Apple preparing to enter the foldable smartphone market. Roh said Samsung welcomes additional companies entering the segment, arguing that the market has reached greater maturity in both technology and consumer adoption.

Samsung, he noted, has seven years of experience developing foldable technology and studying how customers use the devices. That experience, he said, cannot be reproduced immediately. Because consumers have different lifestyles and needs, Samsung has expanded its foldable lineup with multiple form factors, with Roh emphasizing that listening to customer expectations remains central to the company’s approach to innovation.