Samsung Plans Galaxy AI Push to 800 Million Devices in 2026

The company had already rolled out Galaxy AI to roughly 400 million devices by last year, covering a wide range of smartphones and tablets. Reaching 800 million devices in a single year would put Samsung’s AI features in the hands of an audience that few companies can match. Much of that scale is powered by Google’s Gemini AI model, alongside Samsung’s own Bixby assistant, creating a hybrid approach that blends third-party AI strength with in-house software.

Roh said Samsung plans to apply AI to all products, functions, and services as quickly as possible. That ambition goes well beyond phones. Samsung has already begun extending AI features into TVs and home appliances, including smart refrigerators, positioning AI as a common layer across its entire ecosystem rather than a feature limited to flagship devices.

This approach also gives Google a significant advantage. Samsung is the world’s largest supporter of the Android platform, and rolling out Gemini at this scale provides distribution that few partners can offer. As Google competes with companies like OpenAI to attract everyday users to its AI models, Samsung’s reach could prove decisive. Google released a new version of Gemini late last year, highlighting gains in performance across several industry benchmarks, underscoring how fast the competition is moving.

Samsung’s renewed focus on AI is partly about regaining ground in the smartphone market. While Apple is expected to have led global smartphone shipments last year, Samsung is betting that deeper and more visible AI integration can help it stand out, especially as Chinese manufacturers such as Huawei continue to push aggressively in both domestic and international markets. The company already offers integrated AI tools for search, photo editing, translation, and summarization, which Roh says are among the most frequently used features on Galaxy devices.

Consumer awareness appears to be rising quickly. Samsung’s internal surveys show that recognition of the Galaxy AI brand jumped from about 30 percent to 80 percent in just one year. Roh believes this is a sign that AI, even if it still feels experimental to some users, will become mainstream sooner than many expect. He suggested that within six months to a year, AI-driven features will feel far more natural and widespread in everyday device use.

The AI push comes at a complicated time for Samsung’s business. The company is not immune to the global memory chip shortage, which has helped boost profits in its semiconductor division but is squeezing margins in smartphones and other consumer electronics. Roh acknowledged that the situation is unprecedented and said that price increases could be inevitable as memory costs rise, although Samsung is working with partners on longer-term strategies to soften the impact.

Market researchers such as IDC and Counterpoint expect the global smartphone market to shrink next year, partly due to higher prices driven by component shortages. At the same time, Samsung faces slower-than-expected growth in foldable phones, a category it pioneered in 2019. Roh pointed to engineering challenges and a lack of apps designed specifically for foldable form factors, though he expects the segment to go mainstream within the next two or three years. Samsung still controls close to two-thirds of the foldable market, but competition from Chinese brands and a rumored foldable iPhone later this year could change that balance.

Samsung shares rose sharply following the comments, as investors look ahead to a fourth-quarter profit boost supported by strong chip demand. Whether Galaxy AI at a scale of 800 million devices will translate into sustained consumer loyalty remains to be seen. Still, the company is clearly signaling that AI will be central to how its products compete going forward.

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