Samsung device head vows transformation into 'AI-driven company'

A visitor films at the Samsung booth during the opening day of the IFA 2025 in Berlin, Friday (local time). EPA-Yonhap

Roh Tae-moon, acting head of Samsung Electronics Device Experience division / Courtesy of Samsung Electronics

Roh Tae-moon, acting head of Samsung Electronics Device Experience (DX) division, pledged to transform the firm into “a company driven by artificial intelligence (AI)” by 2030 through expanding AI use across workflows.

Roh made the remarks during a press conference on the sidelines of IFA 2025 in Berlin, Thursday (local time). It was Roh’s first time attending the consumer electronics exhibition as the acting head of the company's DX division, which includes TVs, washers, refrigerators and other home appliances.

“In its half-century history, Samsung Electronics has proven its resilience to overcome harsher business environments than that of today,” Roh said. “Building on our DNA of innovation, the company will also be the fastest in the industry to bring AI home into reality and emerge as a global pioneer.”

Roh said that the company will leverage AI to innovate its business fundamentals, so that Samsung can turn into “the company that makes the best use of AI” and “a company that works and grows with AI.”

To this end, he said Samsung plans to use AI in over 90 percent of its workflows, enabling it to make judgments and decisions on the ground. He noted that this does not mean that AI will replace its human workforce, but will assist employees to maximize work efficiency.

Roh said Samsung plans to embed AI functions in more than 400 million Galaxy devices in the market by the end of this year. He added that in TVs and home appliances, the company will go beyond traditional functions to allow consumers to experience personalized AI.