Simon Sung, CEO of Samsung Electronics Europe, has outlined the company’s approach to artificial intelligence, emphasizing practicality and seamless integration over flashy features. In an email interview with Business Insider, Sung described Samsung’s AI strategy as focused on “AI that is genuinely useful and unobtrusive,” designed to enhance everyday life without demanding attention. Rather than chasing hype, Samsung aims to embed intelligence into products so naturally that users don’t notice it—like a smart home that adjusts lighting and temperature automatically or appliances that coordinate tasks in the background. “The focus is firmly on everyday value rather than novelty,” Sung said. While Samsung has developed its own large language models, known as Samsung Gauss, the company isn’t offering them as standalone consumer products like OpenAI does with ChatGPT. Instead, its consumer AI experience centers on Galaxy AI, a built-in assistant across Samsung’s smartphones and other devices. Galaxy AI combines Samsung’s in-house AI with technology from partners like Google, enabling features such as real-time translation, transcription, and smart photo editing—similar to Google’s assistant on Pixel devices. “The shift is from AI as a feature you turn on to AI as a companion that works alongside you,” Sung explained. Samsung Electronics, the consumer technology arm of the South Korean conglomerate, manufactures Galaxy smartphones, TVs, home appliances, and memory chips used in AI-powered data centers and PCs. The company recently projected that profits could triple in the final quarter of 2025, driven by surging demand for memory chips used in AI infrastructure. At the Consumer Electronics Show in Las Vegas in early January, Samsung unveiled a range of new products—TVs, kitchen appliances, and washing machines—equipped with advanced sensors and voice recognition. The goal, Sung said, is to move beyond a collection of disconnected gadgets toward a unified, responsive environment that adapts to real-life needs. Internally, Samsung is fostering AI fluency across teams by encouraging cross-functional training and collaboration between product development, design, engineering, and marketing. “Because we're building AI into TVs, appliances, mobile devices, and connected services simultaneously, employees naturally think about intelligence as a shared layer across the entire experience, not as a stand-alone feature,” Sung said. This holistic approach reflects Samsung’s broader vision: to make AI an invisible but essential part of daily life—powering convenience, efficiency, and connection without drawing attention to itself.