The goal is for AI to be invisible: Samsung Electronics Europe boss shares his AI strategy
Samsung is taking an AI path that differs sharply from many other companies, namely OpenAI. Rather than focusing on headline-grabbing tools, the company is integrating artificial intelligence into everyday consumer products, from kitchen appliances to its smartphone assistant.
According to the head of Samsung Electronics in Europe, the focus is on practical benefits rather than eye-catching demonstrations. In a market crowded with flashy AI announcements, Samsung says it intends to integrate quietly rather than stand out. This is what Simon Sung, CEO of Samsung Electronics Europe, said in a recent interview for Business Insider.
According to Sung, the company’s approach focuses on usefulness without disruption. He said the goal is AI that doesn’t disturb the user, but operates smoothly in the background. This includes many of Samsung’s use cases, such as its smart home system acting increasingly autonomously and its smartphones demonstrating strong AI capabilities through its own models reinforced by deeper integration with Google Gemini.
“The focus is firmly on everyday value rather than novelty,” Sung said in the interview.
Samsung has created its own large language models under the name Samsung Gauss, but unlike OpenAI’s ChatGPT, Samsung’s models are not offered as a separate consumer-facing product. Instead, Samsung’s public AI push centers on Galaxy AI, the assistant embedded in its smartphones. Galaxy AI combines Samsung’s internal technology with tools from partners, including Google.
“The shift is from AI as a feature you turn on to AI as a companion that works alongside you,” said Sung.
Recently, at CES 2026, Samsung showcased a broad range of products, including TVs, refrigerators, and washing machines equipped with sensors and voice recognition. Almost all of these products were influenced by AI in some way.
“The goal is to make technology feel less like a collection of gadgets, and more like a coherent, responsive environment that adapts to real life,” Sung also said in the interview.
