Samsung Electronics is accelerating its artificial intelligence strategy by expanding Google Gemini powered features across its global device ecosystem, with the company stating that AI capabilities will soon be available on nearly 800 million devices. The move signals Samsung’s intent to embed generative AI more deeply into everyday consumer technology, positioning AI as a core layer across smartphones, tablets, wearables, and connected devices.
The expansion builds on Samsung’s existing partnership with Google, which has seen Gemini integrated into select Galaxy devices. By scaling these capabilities across hundreds of millions of devices, Samsung aims to make AI-driven experiences more accessible and consistent for users across markets. The rollout reflects a broader industry trend in which device manufacturers are shifting from hardware differentiation to software and AI-led experiences.
Samsung has indicated that Gemini features will enhance multiple aspects of device functionality, including productivity, creativity, communication, and device interaction. These AI tools are designed to operate across applications, allowing users to perform tasks such as summarising content, generating text, assisting with searches, and managing workflows directly on their devices. By embedding AI at the operating system and application level, Samsung is positioning AI as an everyday utility rather than a standalone feature.
The company’s AI push comes amid intensifying competition among global technology players to define the next phase of consumer computing. As smartphones approach feature saturation, manufacturers are increasingly relying on AI to drive differentiation and user engagement. Samsung’s scale gives it a unique advantage, enabling it to deploy AI capabilities across a vast installed base rather than limiting them to flagship models.
For Samsung, expanding Gemini features across its ecosystem also aligns with its broader vision of connected experiences. The company has long promoted interoperability across devices, and AI is expected to play a key role in making these interactions more intuitive. AI-powered assistance could allow devices to anticipate user needs, automate routine tasks, and provide contextual support across use cases.
From a marketing technology perspective, the move has implications for how brands and developers engage with consumers on Samsung devices. AI-enabled features can influence content discovery, personalisation, and interaction patterns. As AI becomes more integrated into user interfaces, marketers may need to adapt strategies to align with AI-driven recommendation and interaction models.
Samsung has emphasised that its AI expansion will focus on on-device processing wherever possible. This approach aims to address concerns around latency, privacy, and reliability. On-device AI reduces dependence on cloud connectivity and allows sensitive data to remain on the device, a factor that has become increasingly important as consumers grow more conscious of data privacy.
The integration of Gemini features also reflects the growing convergence between operating systems, applications, and AI models. Rather than operating as separate layers, AI is increasingly becoming embedded within the core user experience. For users, this could translate into fewer app switches and more seamless interactions, as AI assists across tasks without requiring explicit prompts.
Samsung’s announcement also underscores the strategic importance of partnerships in the AI ecosystem. By working closely with Google, Samsung is able to leverage advanced AI models while focusing on device optimisation and user experience. Such collaborations are becoming more common as companies balance the complexity of AI development with the need for rapid deployment at scale.
The rollout of AI features across 800 million devices will likely occur in phases, with availability depending on device compatibility, software updates, and regional considerations. While flagship and newer devices are expected to receive the full suite of features, older models may receive a limited set based on hardware capabilities.
Industry analysts note that large-scale AI deployments bring both opportunities and challenges. While AI can enhance usability and engagement, it also raises questions around consistency, performance, and user understanding. Ensuring that AI features deliver tangible value without overwhelming users will be critical to long-term adoption.
Samsung has also highlighted its commitment to responsible AI practices. As AI becomes more pervasive, technology companies face increasing scrutiny over transparency, bias, and ethical use. Embedding AI across hundreds of millions of devices amplifies the importance of robust governance frameworks and clear communication with users about how AI operates.
The expansion of Gemini features aligns with Samsung’s broader investments in AI across product categories, including televisions, home appliances, and enterprise solutions. By creating a unified AI layer across devices, Samsung aims to strengthen customer loyalty and differentiate its ecosystem in a competitive market.
For developers, the expanded AI footprint could open new opportunities to build applications and services that leverage on-device intelligence. As AI capabilities become standard across devices, developers may be encouraged to design experiences that assume AI assistance as a baseline rather than an add-on.
As the global technology industry continues to navigate the transition toward AI-first experiences, Samsung’s move highlights the role of scale in shaping adoption. Deploying AI across 800 million devices has the potential to normalise AI usage and influence consumer expectations around what smart devices should deliver.
While the long-term impact of this expansion will depend on execution and user reception, Samsung’s strategy signals a clear direction. AI is no longer positioned as an experimental feature but as a foundational component of consumer technology. As AI becomes more embedded into daily digital interactions, companies like Samsung are betting that seamless, integrated intelligence will define the next generation of devices.