CES 2026 Samsung seeks to connect 400 mil. devices annually with ‘integrated AI experience’

Samsung Electronics CEO Roh Tae-moon speaks during a press conference in Las Vegas, Monday (local time). Courtesy of Samsung Electronics

LAS VEGAS — Samsung Electronics aims to connect 400 million devices annually, including smartphones, TVs and home appliances, its CEO said Monday (local time), as the company pushes to become an “artificial intelligence (AI) daily companion” that transforms everyday life and delivers differentiated value to consumers.

Ahead of CES 2026, the world’s largest electronics trade show, Roh Tae-moon, CEO and head of Samsung’s Device Experience Division, held a press conference to outline the division’s medium- to long-term business strategy and AI vision.

Roh emphasized that Samsung’s goal is to deliver a seamless and enhanced experience by integrating AI across all its devices and services.

“Through AI, Samsung’s products and services will provide innovative experiences that truly enhance daily life,” he said.

Samsung plans to integrate AI across its entire lineup of products and services this year.

All Galaxy smartphones, premium 4K TVs and Wi-Fi-enabled home appliances will feature AI capabilities, with a target of 400 million AI-enabled units in 2026. Mobile devices will serve as an AI hub connecting multiple services, TVs will provide personalized viewing through Vision AI and home appliances will act as AI companions, helping manage household chores while monitoring health and sleep. The company's strategy is intended to enable consumers to enjoy a seamless, holistic AI experience that goes beyond the functionality of individual devices.

Samsung is also focusing on advancing its technology across mobile devices, TVs and home appliances, Roh said.

Mobile devices will see improvements in performance, camera technology, user experience and battery life. Home appliances will be upgraded for quality and reliability, with product lines customized for local markets. TVs will offer a comprehensive lineup — including top-tier Micro RGB, Micro LED, Neo QLED, OLED, Mini LED and UHD models — to meet diverse consumer needs.

“Samsung aims to become a comprehensive AI IT company, linking all categories and segments to optimize the customer experience,” Roh said.

Samsung is accelerating its investment in four key areas for future growth: heating, ventilation and air conditioning; automotives; medical technology; and robotics — sectors the CEO said could become new growth engines and benefit consumers and society.

Last year, the company strengthened its capabilities in these sectors through several strategic acquisitions, including Flakt, Europe’s largest air technology company; ZF’s Advanced Driver Assistance Systems (ADAS) unit; the digital health care platform Xealth; and the consumer audio business of Masimo. Samsung plans to continue expanding its investments and pursuing strategic mergers and acquisitions to secure leadership in future technologies.

Through initiatives such as the Samsung Innovation Campus, the Samsung Youth Software and AI Academy and Solve for Tomorrow, Samsung is nurturing the next generation of AI experts by providing education and hands-on experience to students and young professionals.

At CES 2026, Samsung unveiled the industry’s largest standalone premium exhibition hall, showcasing a carefully curated connected AI experience that goes beyond simply displaying products.

“Through AI innovation, we aim to meaningfully transform consumers’ lives, offering unique experiences that only Samsung can deliver,” Roh said.

Meanwhile, physical AI — particularly home robots — is making headlines at this year’s CES, highlighted by tech rival LG Electronics’ unveiling of its humanoid home robot, LG CLOiD. Designed for real living environments, CLOiD can perform tasks such as folding laundry, organizing dishes, retrieving clothes and adjusting appliances, while operating safely around children and pets.

However, Roh made it clear that Samsung’s main focus in robotics is industrial applications.

“Our top priority is to further enhance robotics for use in these manufacturing environments. By first building proven technologies and capabilities on the factory floor, we aim to gradually expand into both the B2B and B2C markets,” he said.

“Currently, various preparatory efforts and pilot programs are underway to deploy robots on manufacturing lines. Once the technology reaches sufficient maturity and reliability, robots will be introduced at production sites, and we will make disclosures at that stage.”

He added: “Home robots are one of the B2C areas we are considering, but they will be pursued based on the capabilities and experience accumulated through manufacturing applications. Please view our home robotics strategy as a longer-term, step-by-step expansion rather than an immediate focus.”