Samsung Electronics banking on AI to outpace global growth in smartphones, home appliances

Key Points

  • Samsung Electronics plans to ramp up its on-device AI business, aiming to exceed global market growth in consumer electronics this year.
  • The company expects its mobile devices business to grow by 4%-5% in 2025, with TV and home appliances also likely to see accelerated growth.
  • Samsung is integrating AI chips into various products like fridges, washing machines, and robot vacuum cleaners, and enhancing AI features in its premium smartphones.
  • Competition from Chinese brands like Huawei and Xiaomi is seen as beneficial, pushing Samsung to focus on security and convenience rather than price competition.
  • Samsung announced a leadership reshuffle, with Jun Young-hyun as co-CEO, focusing on memory chips, amid delays in AI chip production.

Summary

Samsung Electronics is intensifying its focus on artificial intelligence (AI) to drive growth in its consumer electronics segment. The company's CEO, Jong-Hee Han, outlined plans to exceed the global market growth rate of 3% in 2025 for smartphones, TVs, and home appliances. Samsung anticipates a 4%-5% growth in its mobile devices business, with similar acceleration expected in its TV and home appliances units. The integration of AI is evident in Samsung's strategy, with AI chips being installed in various household devices and enhanced AI functionalities in its flagship Galaxy S24 series, which includes features like real-time translation. Despite facing stiff competition from Chinese brands like Huawei and Xiaomi, Samsung views this as an opportunity to differentiate through superior security and convenience. Additionally, Samsung has undergone a leadership reshuffle, with Jun Young-hyun appointed as co-CEO to focus on memory chips, amidst delays in AI chip production. The company also announced a significant share buyback plan to boost shareholder returns, amidst concerns about its competitive position in the memory chip market and broader market challenges.

cnbc
January 7, 2025
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