Samsung Electronics' 2026 Strategy: 800 million devices connected to Gemini AI, the folding screen market is at a critical turning point

The Zhitong Finance App learned that Samsung Electronics (SSNLF.US) Co-CEO TM Roh revealed in an interview that the company plans to double the number of mobile devices equipped with Google (GOOGL.US) Gemini AI functions within this year. According to its report, by the end of last year, Samsung Electronics had successfully promoted Gemini AI functionality to about 400 million devices, covering the two major categories of smartphones and tablets. According to the plan, by 2026, this number will be further expanded to 800 million units, and AI will be promoted to almost all product and service systems through rapid iteration.

Roh said, “We'll apply AI to every product, every feature, and every service as soon as possible. Samsung Electronics' internal research shows that the brand awareness of its Galaxy AI jumped from 30% to 80% within a year. Although AI technology may seem questionable right now, within six months to a year, these technologies will become more popular.”

Roh notes that search is the most frequently used AI feature on mobile phones, but consumers will also use generative AI editing and productivity tools, as well as AI translation and summarization features. According to information, Galaxy AI is a general term for Samsung Electronics' suite of artificial intelligence features, which include features supported by Google's Gemini model and Samsung Electronics' own Bixby to perform different tasks.

It is worth mentioning that Samsung Electronics chose to deepen cooperation with Google to deal with the influence of Apple (AAPL.US) and Chinese mobile phone brands in the AI field, thereby maintaining its leading position in the Android camp.

Meanwhile, this plan isn't limited to phones. At CES 2026, Samsung Electronics showed the results of integrating Gemini into Bespoke AI appliances (such as refrigerators and microwave ovens) and 2026 TVs. For example, using Gemini to improve AI Vision technology, refrigerators can automatically recognize more types of ingredients and recommend recipes.

“Not immune” to the shortage of memory chips

Referring to the global shortage of memory chips, Roh said, “This is an unprecedented situation, and no company is immune to it.” He added that the crisis affected not only mobile phones, but also other consumer electronics such as televisions and home appliances.

He did not rule out the possibility of raising product prices, saying that the impact of soaring memory chip prices was “inevitable,” but as the world's largest TV manufacturer, Samsung Electronics is formulating long-term strategies with partners to minimize the impact.

According to forecasts by market agencies such as IDC and Counterpoint, the global smartphone market will shrink next year due to a shortage of memory chips that may drive up the price of mobile phones.

When asked about Samsung Electronics' first folding screen phone in 2019, Roh said that the market in this category is expanding faster than expected. He attributed this to complex engineering and insufficient application of suitable hardware, but the category is expected to become mainstream within the next two to three years.

He pointed out that a “quite high” percentage of folding screen phone users will still choose a folding screen the next time they buy a phone, but no specific figures have been given.

According to Counterpoint data, in the third quarter of 2025, Samsung Electronics occupied nearly two-thirds of the foldable smartphone market.

However, Samsung Electronics faces competition from Chinese manufacturers such as Huawei and Apple, which is expected to launch its first folding screen phone this year.