Samsung aims to integrate AI seamlessly as it advances its 'ambient AI' initiative

AI Drives Smartphone Innovation, Yet Many Users Unaware

In recent years, leading smartphone brands such as Apple, Samsung, and Google have promoted artificial intelligence as a key reason to upgrade to their newest devices. These companies have highlighted their AI advancements to encourage consumers to invest in the latest technology.

Despite this emphasis, Samsung has discovered that many people are not aware when they are interacting with AI features on their phones.

A recent survey by Samsung, conducted through Talker Research with 2,000 participants in the United States, revealed that while 90% of respondents use AI on their smartphones in some form, only 38% recognized that they were doing so.

This presents an interesting challenge for Samsung, which has made significant investments in its Galaxy AI platform. By integrating Google’s Gemini AI with Samsung’s proprietary software, the company powers a range of features, from photo editing to writing assistance.

However, according to Won-joon Choi, Chief Operating Officer of Samsung’s Mobile eXperience division, this lack of awareness is intentional. Choi explains that Samsung aims for its AI to be an invisible part of the user experience, rather than a separate, noticeable feature.

“Ultimately, we want users to benefit from AI without even realizing it’s there,” Choi shared with Yahoo Finance.

Samsung’s Approach: Ambient AI

Last year, Samsung announced a shift toward ambient AI—technology that works quietly in the background, intuitively understanding user needs without functioning as a standalone application. This approach allows AI to be integrated throughout the entire operating system.

This concept is similar to how people use the internet today: when checking news, tracking stocks, or playing games, users focus on their tasks rather than the underlying technology enabling them. For most, the internet simply exists in the background, supporting their activities.

Expanding AI Across Devices

Choi, who also leads Samsung Mobile eXperience’s R&D and global operations, noted that Samsung currently has 400 million AI-capable devices in use worldwide, spanning a variety of price ranges. The company expects this number to double to 800 million by year’s end.

Samsung’s AI ambitions aren’t limited to smartphones. As a major manufacturer of televisions and home appliances, the company is bringing AI enhancements to products throughout the home.

The goal, according to Choi, is to develop personalized user and family profiles, enabling each AI-powered device to understand individual preferences, locations, and tasks. Whether it’s your phone, TV, or even a dryer, these devices will be able to offer tailored suggestions to help you accomplish your daily activities.

Competition Heats Up in the AI Space

Samsung and its partner Google have already established a strong presence in the AI market. However, Apple is expected to introduce a new version of Siri powered by generative AI later this year. This development will intensify competition and test whether Samsung’s integrated AI approach will prove successful.

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