Samsung Electronics on Thursday released its 2026 New Year message in the names of Vice Chairman and CEO Jun Young-hyun and President and CEO Roh Tae-moon. It separated the messages for the DS and DX divisions, citing differences in the fundamentals of their businesses. The company said it did so to deliver clearer messages tailored to each division's management situation.

Jun, head of the DS division, called for responding to demand for AI semiconductors and restoring technological competitiveness. Samsung Electronics said it is the world's only semiconductor company capable of a one-stop solution spanning logic, memory, foundry and advanced packaging. Building on that strength, it said it should respond to AI semiconductor demand and lead the AI era together with customers.

The DS division said it should apply the latest AI technologies and data across semiconductors, from design and manufacturing to overall quality. It said HBM4 showed differentiated competitiveness, with customers assessing that Samsung is back. It urged a recovery of fundamental technological competitiveness in memory. The foundry business has entered a period of full-scale takeoff, it said, and stressed turning opportunities into results based on technology and trust.

Roh, head of the DX division, outlined an advance to become an AI-leading company through AX (AI Transformation) innovation and overwhelming product competitiveness. He said Samsung should organically integrate AI technologies across all devices and the service ecosystem to provide customers with the best experience. He stressed that it should use this to leap into a leading company driving the AI transition period.

He described AX as a process that fundamentally changes thinking and work processes, not a simple tool. He called for using AI to innovate the way people work and even how they think, to raise work speed and productivity. He said technological capability and proactive risk management can be a weapon to turn a crisis into an opportunity. He said Samsung should secure market leadership with overwhelming product strength and crisis response capability.

Both division chiefs also stressed establishing a culture of compliance. Jun said Samsung should establish a compliance culture that adheres to fundamentals and principles and should strengthen win-win cooperation. Roh said compliance is a principle that both the company and employees must follow, and urged building an unwavering culture of compliance for a sustainable future.