Samsung: 'AI needs to understand users'
According to Mr. TM Roh - Chairman and CEO of Samsung Electronics, history shows that inventions that change the world often originate from their presence in everyday life. Electricity, internet and telephones have changed society by becoming an essential part of daily life. Similarly, AI also needs to be present and understand humans.
AI is getting smarter at an ever-faster rate, and this process will continue. Now, AI is not simply providing answers, but is entering the era of Agentic AI (autonomous artificial intelligence), where AI can act for humans, but the final decision-making power still belongs to humans. In other words, at Agentic AI, systems have the ability to be autonomous, plan and act to achieve goals set by humans. However, to be able to act for a person, AI must first truly understand that person.
The intersection between AI and humans plays an important role in helping AI understand users and build trust. "The best AI experiences will come from the devices that understand users most deeply," Mr. TM Roh emphasized, saying that this is what Samsung has spent many years building.
He analyzed that the phone is the closest device that accompanies every day. Tablets are a space for creativity and learning. Smartwatches record metrics like sleep and heart rate. TVs and smart home-connected home appliances depict the context of the living space. New device form factors, from foldable phones to smart glasses, continue to expand the way AI is present in everyday life. These devices connected together will create a more comprehensive picture of each individual's needs.
Data collected from multiple devices is transformed into timely support - for example, sleep information from smart watches can help AI adjust schedules for the next day, with information available when needed. At its best, AI connects disparate moments into a seamless experience. Samsung has spent years building an ecosystem not only to expand user reach, but also to connect more moments in everyday life.
Samsung does not develop AI alone. With SmartThings, the company connects devices, services and partners in a seamless experience, helping to shape open industry standards. It is that openness that helps the best ideas come to users faster. "Samsung does not simply add AI as a feature layer, but designs AI right from the core of the experience, to be able to serve each user in each context," said Mr. TM Roh.
The Chairman and CEO of Samsung Electronics said that openness is not the final destination of the brand. The unit aims to transform artificial intelligence into a personalized and trusted experience. "The world's most advanced AI technologies must reach users right on modern devices every day. However, the core factor that creates personalization is the ability to understand users coupled with absolute security of that data. This is the responsibility that we are committed to fulfilling," Samsung leaders said.
Accordingly, Samsung Knox protects each Galaxy device, and the network linking between devices. The most sensitive personal data will be stored directly on the device, helping users understand how AI is working and always maintain control over personal data.
According to Mr. TM Roh, the Agentic AI era also shapes the way Samsung designs devices. The more personalized and capable AI becomes, the more important device form factor becomes. As AI helps handle more tasks at once, a flexible foldable display will expand the limits of possibilities. The advantage of a folding phone is that it is compact enough to fit in the palm of your hand when folded, and can open up a large display space when needed. Samsung is constantly improving foldable devices to be thinner, lighter, more durable and provide a more immersive experience. In the health sector, smartwatches monitor signals such as sleep and heart rate to improve daily life.
Mr. TM Roh also revealed that at the upcoming Galaxy Unpacked event, Samsung will announce the next step in realizing its vision of "bringing more personal, more natural AI experiences, built on a platform that many partners can develop together".
Hoang Anh
The Galaxy Unpacked event in July 2026 takes place in London, UK, broadcast live on Samsung.com, Samsung Newsroom and Samsung's YouTube channel from 8:00 pm on July 22 - Vietnam time. See more event details here.