Samsung’s strategy to make AI ubiquitous boils down to three words

At the European Leadership Talk in San Francisco, Samsung Mobile eXperience COO Won-Joon Choi discussed the company's vision regarding AI. The COO revealed that while 81% of mobile users think AI has practical value, 85% of users still find AI too complex or difficult to maximize its potential.

With those statistics in mind, Samsung's primary concern right now is to make AI easier to use and more approachable. To achieve this, the company is focusing on three cornerstone principles: Reach, Openness, and Confidence.

Samsung's AI trifecta explained

According to Won-Joon Choi, Samsung aims for AI to become an effortless part of daily life for Galaxy device users, and simplicity is the key to achieving this.

The company wants AI systems to work for you rather than you working to make AI do what you want. The technology should work seamlessly.

Samsung described its three core principles as follows:

Reach: The company hopes to bring Galaxy AI to 800 million users before the end of 2026.

Openness: Samsung believes AI should quietly assist users and make daily life simpler. Its complexities should be kept hidden in the background rather than being front and center of the user experience. The Galaxy S26's agentic AI approach is a huge step toward openness.

Confidence: Last but certainly not least, Galaxy device users should fully trust AI. People should use AI daily with peace of mind rather than worrying about privacy and security. Knox Enhanced Encryption Protection and Knox Vault are two of Samsung's platforms that ensure user data is safe.

In closing, Samsung also revealed that 32% of AI users in Europe use AI “always or often.” The most popular use cases for AI in Europe are: information retrieval, content creation, image/video enhancement, and problem-solving.

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Mihai Matei - Senior Editor

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First Samsung device: SGH-A800

Mihai is a blogger and column writer at SamMobile. His first Samsung phone was an A800 which took a lot of beating, and a part of him still misses the novelty of the clamshell design. In his free time, he enjoys watching shows, documentaries, and stand-up comedy; listening to music, taking walks, and occasionally playing old(er) video games.

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