Samsung Electronics is preparing a major expansion of its artificial intelligence strategy. The company plans to double the number of mobile devices equipped with Galaxy AI features to 800 million units in 2026, according to its co-CEO. The move positions Samsung to gain a competitive edge as the global AI race intensifies across smartphones, tablets, and connected consumer devices.
Key Takeaways
- Samsung will expand Galaxy AI-enabled mobile devices from 400 million to 800 million units in 2026
- Galaxy AI runs on Google’s Gemini models alongside Samsung’s in-house Bixby assistant
- Samsung acknowledges it is not immune to the unprecedented global memory chip shortage
Samsung Accelerates Galaxy AI Rollout
Samsung Electronics confirmed that it will rapidly scale Galaxy AI across its mobile portfolio. The company had already deployed AI features powered largely by Google’s Gemini to around 400 million smartphones and tablets by the end of last year.
The planned expansion to 800 million devices will significantly widen Samsung’s AI footprint and reinforce its position as the largest hardware partner in Google’s Android ecosystem.
“We will apply AI to all products, all functions, and all services as quickly as possible,” said TM Roh, Samsung’s co-CEO, in his first interview since assuming the role in November.
Google Gains as Samsung Backs Gemini
Samsung’s aggressive AI push delivers a substantial boost to Alphabet, which continues to compete with OpenAI and other rivals for consumer adoption of AI platforms.
Galaxy AI relies heavily on Google Gemini for core generative features, while Samsung integrates its own Bixby assistant for specific device-level tasks. This dual-AI approach allows Samsung to blend cloud-based intelligence with native system control.
Smartphone Market Battle Intensifies
Samsung aims to reclaim market leadership from Apple while defending itself against fast-rising Chinese competitors such as Huawei. The competition extends beyond smartphones into televisions, home appliances, and connected ecosystems.
Samsung plans to differentiate its products by offering deeply integrated AI services across consumer electronics. Market researcher Counterpoint previously reported that Apple was set to lead global smartphone shipments last year, increasing pressure on Samsung to innovate.
AI Adoption Gathers Momentum
Samsung expects AI adoption to accelerate rapidly over the next year. Internal surveys show that awareness of the Galaxy AI brand surged to 80%, up from roughly 30% just one year earlier.
While search remains the most widely used AI feature on smartphones, users increasingly rely on generative AI tools for image editing, content creation, translation, and summarization. These productivity-focused use cases continue to drive daily engagement.
Memory Chip Shortage Creates Headwinds
Samsung also acknowledged the challenges posed by a global memory chip shortage. Although higher chip prices benefit its semiconductor division, the shortage places pressure on margins within the smartphone business, which remains the company’s second-largest revenue stream.
“No company is immune to this unprecedented situation,” Roh said, noting that the shortage affects not only mobile phones but also televisions and home appliances.
Samsung did not rule out price increases, describing some impact as inevitable. The company is working with long-term partners to minimize disruptions and stabilize supply chains.
Foldable Phones: Slower Growth, Strong Loyalty
Samsung pioneered the foldable smartphone category in 2019, yet adoption has grown more slowly than initially expected. Roh attributed the slower pace to engineering challenges and a shortage of applications optimized for foldable form factors.
Despite this, customer loyalty remains high. A significant share of foldable phone users choose another foldable model for their next purchase. Samsung controlled nearly two-thirds of the global foldable smartphone market in the third quarter of 2025, according to Counterpoint.
Competition in the segment continues to rise, with Huawei expanding its foldable lineup and Apple expected to introduce its first foldable device this year.
Outlook: AI at the Center of Samsung’s Strategy
Samsung’s plan to deploy Galaxy AI across 800 million devices underscores its commitment to making artificial intelligence central to consumer electronics. As AI capabilities mature and hardware constraints ease, Samsung expects intelligent features to become standard across smartphones, TVs, and home appliances.
The company’s strategy reflects a broader industry shift: AI is no longer a premium add-on—it is becoming the foundation of next-generation consumer technology.