TLDR: Samsung Electronics is fully committing to AI-driven management, aiming to integrate artificial intelligence into 90% of its business areas by 2030. This strategic shift, highlighted by executives at IFA 2025 and the Samsung AI Forum 2025, involves leveraging its proprietary multimodal AI model, Samsung Gauss2, to enhance both consumer products and internal productivity. The company emphasizes AI as a tool to assist human workers and provide personalized experiences, building on years of strategic investment in AI research.
Samsung Electronics is embarking on a profound transformation, fully committing to an ‘AI-driven management’ paradigm that will see artificial intelligence integrated across nearly all facets of its business. This ambitious strategy was underscored by key executives at major industry events in September 2025.
Noh Tae-moon, acting head of Samsung Electronics’ DX Division, announced at IFA 2025 in Berlin that the company aims to apply AI to 90% of all business areas, empowering AI to make on-site judgments and decisions. This move signifies Samsung’s view of the AI development and expansion as a critical new growth opportunity, positioning itself to become an ‘AI-driven company’ that effectively utilizes and grows through AI. A Samsung Electronics source further elaborated, ‘Our strategy is to apply AI to sales products and services to provide consumers with new experiences, and integrate generative AI into all business processes to drive sustainable growth.’
Echoing this vision, Young Hyun Jun, Vice Chairman and CEO of Samsung Electronics, stated at the Samsung AI Forum 2025, ‘Samsung is applying AI across our operations to develop foundational technologies that make AI more intuitive and seamless.’ The forum, now in its ninth year, brought together leading scholars and industry experts to discuss AI’s societal and industrial impact.
Central to this strategy is Samsung’s in-house generative AI model, ‘Samsung Gauss2,’ unveiled at the Samsung Developer Conference Korea 2024. This upgraded version of ‘Samsung Gauss1’ (introduced in 2023) is a multimodal model capable of processing text, images, audio, and video simultaneously. Samsung Gauss2 is offered in three tailored models: ‘Compact’ for efficient on-device operations, ‘Balanced’ for cloud-based language and code generation, and ‘Supreme’ for high-performance cloud services aimed at enhancing workplace productivity. The adoption of Samsung Gauss2 is already seeing rapid internal growth, with the ‘Codei’ service for software developers experiencing a four-fold surge in usage.
Samsung’s commitment extends to consumer devices, with plans to embed AI features in over 400 million Galaxy devices by the end of 2025. The Device Experience division, encompassing TVs, washers, refrigerators, and other home appliances, is a key focus for this integration. The company’s ‘AI for All’ vision, unveiled at CES 2025, aims to make AI an ‘Everyday, Everywhere’ experience, leveraging AI to bring intelligence to daily life and provide more personal, impactful, and empowering interactions.
Despite the aggressive integration, Samsung is mindful of consumer trust challenges. The company emphasizes that AI will assist rather than replace human workers, focusing on personalized experiences to address concerns about maintaining human control and relevance in AI-driven systems. This strategic foundation builds on years of investment, including establishing a global network of AI research centers in 2018 and developing five AI principles: user-centricity, continuous learning, ambient presence, helpfulness, and safety.
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Samsung’s AI transformation targets a rapidly expanding market, with AI-enabled consumer electronics projected to reach $125 billion by 2024. The company’s emphasis on human-centric innovation and open partnerships, particularly through its SmartThings platform, aims to streamline and personalize the smart home experience.
