2026-01-19 14:46:42

Samsung Electronics Europe head Simon Sung thinks “useful and unobtrusive” AI will trump machine learning that focuses on technical spectacle.

Sung – who oversees the company’s European operations – explained Samsung’s AI strategy is designed to fade into the background, supporting everyday routines rather than demanding constant interaction.

Speaking to Business Insider, Sung framed Samsung’s approach as a shift away from AI as a novelty feature and toward intelligence that works continuously and autonomously.

He said: “The focus is firmly on everyday value rather than novelty”, describing AI that helps manage homes, appliances, and devices without users needing to actively think about it.

He added: “The shift is from AI as a feature you turn on to AI as a companion that works alongside you.”

That philosophy helps explain why Samsung has not pushed its in-house large language models, known as Samsung Gauss, as a direct competitor to tools like ChatGPT.

Instead, the company embeds AI into its existing ecosystem.

Galaxy AI, now a central pillar of Samsung’s smartphone strategy, combines Samsung-developed technology with partner platforms such as Google’s, enabling features like real-time translation, transcription, and contextual assistance without positioning the assistant as a standalone product.

The same thinking extends across Samsung’s broader hardware lineup.

At CES in Las Vegas earlier this month, the company showcased televisions, kitchen appliances, and washing machines equipped with sensors and voice recognition designed to coordinate daily routines automatically.

The aim, Sung said, is to make technology feel like a “coherent, responsive environment” rather than a collection of smart gadgets competing for attention.

Behind the scenes, Samsung is also reorganising how it builds AI.

Sung said employees across product, design, engineering, and marketing are encouraged to share knowledge so intelligence is treated as a common layer across devices.

That integrated approach is supported by Samsung’s strong position in AI infrastructure, with the company forecasting a sharp rise in profits driven by demand for memory chips used in data centers and AI systems.

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