Samsung is doubling down on artificial intelligence (AI) to rejuvenate its market position and drive growth in 2025. With the Galaxy AI suite leading the charge, Samsung’s approach to embedding AI across its product lines is not just about keeping up with tech trends but about setting them.

AI at the Heart of Samsung’s Products

In a recent interview with CNBC’s Chery Kang, Samsung’s CEO Han Jong-hee elaborated on the company’s commitment to AI. Following a challenging year financially in 2024, Samsung sees AI as a pivotal strategy for recovery and growth:

Galaxy Devices: The Galaxy AI suite has transformed smartphones with features like real-time translation and advanced photo editing, making these devices stand out. The upcoming Galaxy S25 Ultra is rumored to introduce even more exclusive AI-driven camera features.

Beyond Mobile: Samsung’s AI integration extends to laptops and smart home appliances, enhancing user experiences across its product ecosystem.

Competition Driving Innovation

The competitive landscape, especially from Chinese tech giants like Xiaomi, has pushed Samsung to innovate. Han Jong-hee described this competition as “helpful,” suggesting it motivates Samsung to accelerate its development:

Price vs. Performance: Unable to match the price-performance ratio of some Chinese brands, Samsung has focused on AI to add unique value through software enhancements.

AI in Hardware: A Different Battle

While Samsung’s consumer products leverage AI for user experience, its role in the hardware sector, particularly in AI chip technology, has faced challenges:

HBM Chips: Samsung supplies high-bandwidth memory chips to industry leaders like NVIDIA but has fallen behind SK Hynix in this segment. This lag contributed to Samsung’s 32% share drop in 2024.

Recovery Plan: In response, Samsung is strategizing to enhance its shareholder value. After a public apology for the third-quarter results in 2024, the company promised a step-by-step reveal of its plans to boost shareholder returns.

Looking Forward

As Samsung navigates through these strategic shifts, the tech world watches to see if its AI-centric approach will translate into immediate market growth. With Samsung’s history of innovation and its vast product range, the integration of AI across all levels of its operations could be a game-changer in how consumers interact with technology.

Samsung’s focus on AI is not just about catching up but leading in a world where technology and daily life are increasingly intertwined. Whether this strategy will yield the desired market growth remains to be seen, but Samsung’s commitment to AI is clear, aiming to redefine both its products and its market standing.