Samsung Emphasizes Background AI For Consumers

Simon Sung, CEO of Samsung Electronics Europe, told Business Insider that Samsung is prioritizing unobtrusive AI that blends into devices rather than standalone spectacle. The company has developed in-house large language models called Samsung Gauss and embeds Galaxy AI across phones, TVs, and appliances, showcased at CES in early January. Samsung also expects profits to triple in Q4 2025 amid rising memory-chip demand for AI models.