Samsung CEO: The Future of AI Is About Understanding People, Not Just Being Smarter

Ahead of the upcoming Galaxy Unpacked event, Samsung Electronics President and CEO TM Roh has shared the company’s vision for the future of artificial intelligence, emphasizing that the next era of AI will be defined not by intelligence alone, but by how well it understands people and integrates into their everyday lives.

According to TM Roh, every major technological breakthrough has become truly transformative only when it became accessible in people’s daily routines. Just as electricity, the internet and smartphones changed the world by becoming part of everyday life, AI’s true potential will be realised when it delivers meaningful, personalised experiences that users can trust.

Samsung believes AI is entering a new era where it goes beyond simply answering questions. Instead, AI will increasingly act as an intelligent assistant capable of helping users complete everyday tasks while still leaving the final decision in the hands of the user.

To achieve this, Samsung is leveraging its connected Galaxy ecosystem. Devices such as smartphones, tablets, smartwatches, TVs and smart home appliances each contribute valuable insights that enable AI to better understand users’ habits, preferences and daily routines. Together, these connected devices allow AI to deliver timely and contextual assistance across multiple aspects of everyday life.

For example, sleep data collected from a Galaxy Watch can help AI recommend a more suitable schedule for the following day, while connected home devices work together to provide a seamless and personalised smart living experience.

TM Roh also highlighted Samsung’s long-standing commitment to openness through its SmartThings ecosystem, allowing devices, services and partners to work together. He believes collaboration and open platforms are essential for accelerating AI innovation while creating experiences that benefit more users.

At the same time, Samsung continues to place a strong emphasis on privacy and security. As AI becomes more personal, protecting user data becomes increasingly important. Samsung Knox safeguards Galaxy devices and secures communication between connected devices, while sensitive personal information remains protected to ensure users maintain control over their data and how AI works on their behalf.

The company also sees foldable devices playing an increasingly important role in the AI era. According to TM Roh, larger, flexible displays provide more space for multitasking and AI-powered experiences while maintaining the portability of a smartphone. Samsung has continued refining its foldable devices to become thinner, lighter, stronger and more immersive with every generation.

Health is another area where Samsung believes AI can make a significant impact. By analysing data collected through wearable devices such as Galaxy Watches, AI can help users better understand their sleep, recovery and overall wellness, providing insights that encourage healthier daily habits.

Samsung is expected to showcase the next chapter of its AI vision during Galaxy Unpacked, taking place on 22 July 2026 in London, U.K. The event will introduce the latest Galaxy innovations, including the next generation of Galaxy Foldable devices and new Galaxy AI experiences designed to deliver more natural, personalised and connected interactions.

Galaxy Unpacked will be streamed live on Samsung.com, Samsung Newsroom, and Samsung’s YouTube channel beginning at 9:00 PM (Malaysia Time).

Ahead of the event, Samsung Malaysia is inviting customers to register their interest between 8 and 22 July 2026. Those who complete their registration will receive an additional RM120 e-voucher and stand a chance to win prizes worth up to RM62,944.

Customers can also purchase a Samsung Reservation+ Voucher from 8 to 24 July 2026, paying RM50 to receive a RM250 voucher that can be redeemed towards the purchase of Samsung’s next Galaxy Foldable device.