Samsung to Double Mobile Devices Using Google's Gemini to 800 Million Units This Year

• Consumer awareness of Samsung's Galaxy AI brand surged from 30% to 80% in just one year, signaling rapid adoption of AI features including search, image editing, translation, and productivity tools
• A global memory chip shortage is pressuring margins across Samsung's consumer electronics divisions, with the company not ruling out price increases as the shortage affects smartphones, TVs, and home appliances
• Samsung controls nearly two-thirds of the foldable smartphone market as of Q3 2025, though growth has been slower than expected due to engineering complexities and limited suitable applications

Summary

Samsung Electronics plans to double the number of mobile devices featuring Google's Gemini-powered AI to 800 million units in 2026, up from 400 million in 2025. Co-CEO TM Roh, who oversees mobile phones, TVs, and home appliances, stated the company will "apply AI to all products, all functions, and all services as quickly as possible."

Key Strategic Developments:

• Samsung aims to reclaim smartphone market leadership from Apple, which is projected to be the top vendor in 2025
• The company will offer integrated AI services across all consumer products to maintain competitive advantage
• Samsung's Galaxy AI brand awareness surged from 30% to 80% in one year
• Most-used AI features include search, generative editing tools, translation, and summary functions

Market Challenges:

• A global memory chip shortage is pressuring smartphone business margins, Samsung's second-largest revenue source
• Product price increases are likely "inevitable" due to surging memory chip costs
• Market researchers IDC and Counterpoint predict the global smartphone market will shrink next year
• Foldable phone adoption remains slower than expected, though Samsung controls nearly two-thirds of the segment (Q3 2025)

Competitive Landscape:

• The expanded partnership strengthens Google's position against OpenAI in the consumer AI race
• Samsung faces intensifying competition from Chinese rivals (Huawei) and Apple, which is expected to launch its first foldable phone in 2026
• Roh expects foldable phones to go mainstream within two to three years despite engineering complexities

Samsung's aggressive AI integration strategy positions Google's Gemini to gain significant market penetration amid escalating AI competition.