Samsung is going all-in on artificial intelligence, with its new co-CEO setting a massive target: doubling the number of Galaxy AI-enabled devices to 800 million by 2026. This aggressive expansion is more than just a numbers game; it’s a strategic play to win back the global smartphone crown and cement its partnership with Google as the AI wars heat up.
In his first major interview since taking the co-CEO role in November, TM Roh told Reuters that Samsung’s goal is to bake AI into “every product and every service” the company offers. Last year, Samsung already managed to get Galaxy AI onto about 400 million devices. By aiming for 800 million, they are essentially creating a massive, global highway for Google’s Gemini models to reach the pockets of nearly a billion people.
“Galaxy AI” is the brand’s catch-all term for tools that help you edit photos, translate calls in real-time, and summarize long documents. According to Roh, public awareness of these features has skyrocketed from 30% to 80% in just a single year. People aren’t just hearing about AI anymore; they’re actually using it in their daily routines.
This push isn’t happening in a vacuum
Samsung is feeling the heat from Apple, which has been nipping at its heels for the title of the world’s top smartphone maker. At the same time, Chinese competitors are flooding the market with high-spec, lower-cost devices. By leaning into AI, Samsung is trying to offer something its rivals can’t easily replicate at the same scale.
This also makes Samsung a kingmaker in the battle between Google and OpenAI. As the biggest player in the Android world, Samsung’s massive reach gives Google a huge “distribution” advantage. It’s no wonder that OpenAI reportedly went into a “code red” mode when Google’s Gemini 3 was unveiled alongside Samsung’s ambitious roadmap.
It’s not all smooth sailing, though
Ironically, while the global memory chip shortage is making Samsung’s semiconductor division a lot of money, it’s also making it much more expensive to build the actual phones. Roh admitted that price hikes might be on the horizon, though they are trying to find ways to keep costs in check so consumers don’t get hit too hard.
Looking forward, Samsung is betting that AI—combined with its leadership in foldable phones—will keep customers from jumping ship. Even though foldables have been a “slow burn,” Roh noted that once people switch to a fold, they almost never go back to a flat phone. For Samsung, the plan is simple: make AI so useful that a Galaxy phone becomes the essential gateway to the future of the internet.