Samsung's Aggressive AI Partnership Strategy to Win Smartphone War
Samsung is making a significant strategic bet on artificial intelligence (AI) as it aims to secure a dominant position in the global smartphone market. According to TM Roh, the company's consumer device chief, Samsung is actively seeking to partner with as many AI companies as possible to gain a competitive advantage over rivals like Apple. This move is part of a broader effort to win what Roh describes as the "next great smartphone war."
Openness to Strategic Cooperation
Roh emphasized that Samsung is "open to strategic co-operation" with multiple AI firms. He stated that the company entered the AI preparation phase earlier than competitors, which has allowed it to establish and maintain leadership in mobile AI. This proactive approach is central to Samsung's strategy to appeal to modern consumers who, according to the company's research, are no longer loyal to a single AI platform.
"Consumers are not bound to one AI platform, they are utilising multiple AI models. We are open to all solutions... choice, I believe, is how Galaxy AI appeals to consumers," Roh explained in an interview with the Financial Times. This philosophy of offering choice is designed to make Samsung's Galaxy devices more attractive in a crowded market.
Galaxy S26 Series and AI Integration
Samsung's comments follow the recent launch of the Galaxy S26 series, which comes loaded with a range of AI-powered features. The company has already integrated Google's Gemini models into its Galaxy devices and, more recently, added Perplexity AI to its mobile operating system in the S26 series. Users can now activate Perplexity by saying "Hey Plex," joining existing options like Bixby and Google Gemini.
These integrations are just the beginning. Roh indicated that Samsung is actively looking to bring in more AI partners, including potentially OpenAI, to build a comprehensive suite of tools that make its smartphones smarter and more useful than the competition. Last week, Samsung showcased a voice assistant capable of booking a taxi without user intervention, highlighting the practical applications of its AI advancements.
Competition with Apple
Samsung's aggressive AI push is also a direct response to Apple, which has faced challenges in delivering on the AI features it unveiled last year under its "Apple Intelligence" banner. Many of these features have yet to reach users, giving Samsung an opportunity to capitalize on the delay.
Meanwhile, Apple has been working to close the gap through its own partnerships. In January, Apple struck a deal to integrate Google's Gemini models and is leveraging OpenAI's ChatGPT for enhanced search and writing tools. An overhauled Siri voice assistant is also expected later this year, indicating that the AI competition between these tech giants is intensifying.
Samsung's strategy reflects a broader trend in the smartphone industry, where AI is becoming a key differentiator. By offering consumers a choice of AI platforms and continuously expanding its partnerships, Samsung aims to not only keep pace with Apple but to establish a clear lead in the evolving landscape of smart devices.
