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Visitors look at the media facade at Samsung Electronics’ exhibition hall at IFA 2025 in Berlin on September 7. / Source: Samsung Electronics

At Europe’s largest home-appliance show, IFA 2025, “AI” again dominated the floor. Companies from around the world — led by Samsung Electronics and LG Electronics — put artificial intelligence front and center as they vied for global attention.

At a media roundtable in Berlin on September 4, Roh Tae-moon, acting head and president of Samsung’s DX Division, said the company would “leverage AI aggressively to become a global pioneer, just as Samsung has overcome past hardships with an ‘innovation DNA.’”

Roh said Samsung aims to convert over 90% of all business operations to AI by 2030, transforming into an “AI-driven company,” and will build a system in which AI makes judgments and decisions on the front line. “AI is not a replacement for people; it’s a tool to maximize employees’ performance and efficiency,” he said. “We’ll foster a culture where we use AI as naturally as breathing.”

Samsung also plans to apply AI across all of its products and services to deliver richer customer experiences. After bringing “Galaxy AI” to 200 million Galaxy devices last year, the company plans to expand that to over 400 million this year. TVs will feature vision AI for content recommendations and picture optimization, while home appliances will adopt Bespoke AI that learns users’ lifestyles to offer tailored functions.

Unveiled at IFA 2025, Samsung AI Home embodies this strategy. By connecting every device in the house, it aims to deliver four core experiences: Ease (convenience), Care (assistance), Save (energy efficiency), and Secure (enhanced security). “This future isn’t far off — we’ll make it tangible for customers starting now,” Roh said.

Roh identified “hybrid AI” as the keystone of Samsung’s strategy, combining on-device and cloud AI to deliver the optimal service for each situation. Samsung will further advance its in-house model Gauss while working with external strategic partners to provide product-optimized AI solutions. Looking ahead, he said Samsung will launch a tri-fold smartphone within this year, and will debut more refined XR devices and smart glasses, first in the Korean market.

“Over the past half century, Samsung has grown into a global leader through countless innovations in TV, appliances, and mobile,” Roh said. “We will turn the challenge of the AI transition into an opportunity and once again prove Samsung’s potential and prowess to the world.” He added that taking the helm of the DX Division amid internal and external headwinds is a “grave responsibility,” pledging with all employees to uphold Samsung’s DNA of bold risk-taking and relentless innovation to “prove Samsung’s capabilities once again.”