Samsung Outlines AI Strategy, Aiming for 200 Million Devices

From developing the latest and greatest mobile phones and other consumer tech offerings to advances in semiconductor manufacturing, Samsung is one of the world’s leading technology companies.

In January 2024 at CES, Samsung unveiled its ‘AI for All’ vision, teaming up with key partners to outline the technology behind this vision and how new products and services use AI capabilities to make life easier.

Now, at the 100th IFA conference in Berlin, Samsung Electronics has unveiled more details of its comprehensive AI strategy as the South Korean tech giant positions itself at the forefront of the AI revolution.

“We believe AI should act like multiple pairs of helping hands, meeting your needs and the world beyond them,” says Benjamin Braun, Chief Marketing Officer for Samsung Europe. “Our AI-enabled products allow people more time to focus on the things they care about.”

Samsung helping drive practical AI applications

This strategy comes at a crucial time. According to Samsung's research, only 15% of people claim to fully understand how AI can be used in their daily lives, yet 66% are seeking ways to create more time in their day. This disconnect represents a significant opportunity for Samsung to bridge the gap between AI’s potential and its practical application in consumers’ lives.

Central to Samsung’s AI strategy is the expansion of its SmartThings ecosystem, which now connects over 500 million devices. This vast network allows for seamless remote control of all Samsung AI-enabled products, from home appliances to entertainment systems, with Samsung now leveraging this ecosystem to create a more integrated and intuitive user experience across its product range.

One of the key announcements at IFA was the upcoming release of Samsung's latest operating system upgrade, which will bring AI features previously exclusive to the Galaxy Z Fold6 and Z Flip6 – such as Live Translate and Circle To Search – to the company’s older devices.

The company also showcased a range of AI-enhanced products at IFA, including new projectors, laptops and home appliances. Its Galaxy Book5 Pro 360 and Galaxy Book4 Edge 15-inch devices, for instance, are developed in collaboration with Intel and Qualcomm respectively and are designed to leverage AI for enhanced productivity and creativity. 

In the home appliance sector, Samsung is focusing on creating simple user experiences through its Bespoke AI appliances. An upgraded version of the company’s voice assistant, Bixby, now offers enhanced voice control capabilities, including the ability to understand multiple commands in one sentence and provide contextual responses.

Samsung’s AI strategy also has a strong focus on sustainability. The company is leveraging AI to improve energy efficiency across its product range, with its SmartThings ecosystem playing a crucial role in Samsung's sustainability efforts. Features like AI Energy Mode in SmartThings Energy can reduce energy consumption for washing machines by up to 70%, according to the company’s claims. Similarly, the SmartThings Away Mode uses sensors in various appliances to detect when a room is empty and shut down systems to save energy.

As Samsung pushes forward with its AI strategy, the company faces the challenge of educating consumers about the benefits of AI while addressing potential concerns about privacy and data security. The success of Samsung's ‘AI For All’ vision will likely depend on how well it can demonstrate tangible benefits to consumers' daily lives while maintaining trust in its AI implementations.

Benjamin Braun summed up Samsung’s approach: “At Samsung, we are proud to make AI more accessible and understandable, showing how it can simplify life rather than complicate it. We believe AI should act like multiple pairs of helping hands, meeting your needs and the world beyond them.”

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