[Digital Today reporter Suk Daegeon] Samsung Electronics declared at CES 2026 that it will embed AI in 400 million devices a year to usher in an era of everyday companions. Samsung Electronics Executive Vice President Roh Tae-moon, who heads the DX division, held a press briefing in Las Vegas on Jan. 5, local time, and presented the DX division’s mid- to long-term business strategy and AI vision.

Roh said it aims to connect all devices, totaling 400 million a year, into one to become an AI everyday companion that makes customers’ lives more valuable. To do so, he laid out three core strategies: continuing AI-based innovation, strengthening core competitiveness through technological innovation, and further strengthening investment for the future.

Samsung Electronics will apply AI across all products and services, including mobile, TVs and home appliances. Roh said, "We will embed AI in all Galaxy smartphones, premium TVs with 4K and above, and home appliances that can connect to Wi-Fi." He stressed that the goal is a total of 400 million new products with AI applied this year.

By area of AI application, mobile will evolve into an AI hub that links various AI services. TVs will apply Vision AI across the entire premium lineup to provide a personalised AI screen experience. Home appliances are positioned as a home AI companion that reduces housework burden to zero and manages customers’ daily lives, including sleep and health, and the plan is to support a seamless AI experience beyond the functions of individual devices.

In mobile, it will continue to advance core technologies such as the mobile experience, performance competitiveness, camera enhancements and improved usage time. The TV business will overhaul its lineup. It will build a dense lineup from its top-tier Micro RGB and Micro LED to Neo QLED and OLED, and to entry-level Mini LED and UHD. It plans to satisfy a range of customer needs and solidify its position as global No. 1.

Roh said, "Samsung Electronics aims to become a comprehensive AI IT company that can optimise customers’ experiences by connecting a wide range of products and services across all categories and all segments with AI."

It will also strengthen investment to secure future growth engines. Roh mentioned that four new growth drivers — air conditioning, automotive electronics, medical technology and robots — will become the core of future lifestyles.

Samsung Electronics last year strengthened its business competitiveness by acquiring Europe’s largest central air conditioning company Flakt, the ADAS (advanced driver assistance systems) business unit of global automotive supplier ZF, digital healthcare company Xealth and the audio business unit of premium audio company Masimo.

Roh stressed, "Samsung Electronics will materially change customers’ lives through AI innovation," adding, "We will deliver Samsung’s own innovative experiences through Samsung products and services connected by AI."