Samsung Electronics President Roh Tae-moon, head of the DX (Device Experience) Division, delivers a keynote address at the CES 2026 “The First Look” press conference. (Yonhap)
SEOUL, Jan. 5 (Korea Bizwire) — Samsung Electronics is moving to embed artificial intelligence across its entire product lineup, laying out a strategy to position itself as an “AI companion” integrated into users’ daily lives.
Speaking Sunday in Las Vegas ahead of the opening of CES 2026, Roh Tae-moon, president of Samsung’s device experience division, said the company aims to make artificial intelligence a seamless and practical presence across its devices and services.
“Our goal is to deliver meaningful AI experiences by applying the technology across all of our products,” Mr. Roh said, according to the company. “We want to become an AI companion in customers’ everyday lives.”
At the event, Samsung introduced what it calls the Vision AI Companion, a new artificial intelligence platform designed for its television lineup. The system is intended to better understand conversational context and user intent, enabling more responsive and personalized interactions. Samsung said its 2026 television models will also feature HDR10 Plus Advanced, a format that enhances brightness, color accuracy and motion processing.
Beyond entertainment, Samsung outlined plans to expand AI deeper into the home. The company described a “home companion” concept in which appliances equipped with advanced displays, cameras and voice-recognition systems work together to reduce the burden of household chores.
An exterior view of the Resorts World hotel in Las Vegas, where the world’s largest electronics exhibition, CES 2026, is being held, featuring Samsung Electronics’ outdoor advertising for CES 2026. (Image provided by Samsung Electronics)
Kim Cheol-gi, who leads Samsung’s digital appliances business, said the company’s strength lies in the scale of its connected ecosystem. Appliances linked through Samsung’s SmartThings platform will be able to share data and anticipate user needs, he said, enabling more coordinated and intuitive home management.
Samsung also said it is extending artificial intelligence into health care through its Samsung Health application. The platform will analyze data on sleep, nutrition and daily activity to flag potential health risks, including early signs of chronic conditions. Additional features include personalized workout guidance, recipe recommendations based on ingredients stored in connected refrigerators, and technology that monitors walking speed and fine motor movements to detect possible cognitive decline.
“Samsung’s products and services are designed to make everyday life more valuable,” Mr. Roh said, adding that the company intends to expand its AI ecosystem under what it described as responsible and ethical standards.
Samsung’s announcements come as competition intensifies among global electronics makers at CES. LG Electronics said it will present its own vision of an AI-driven household under the theme “Zero Labor Home, Make Quality Time.”
LG plans to highlight its CLOi robot, capable of performing routine tasks such as preparing breakfast and organizing laundry, alongside AI-powered appliances including washers and refrigerators. The company said the system relies on artificial intelligence that learns users’ habits and robotics technology that enables precise physical movement.
Together, the announcements underscore how South Korea’s leading electronics companies are racing to define the role of artificial intelligence not just as a feature, but as a constant presence woven into daily life.
Kevin Lee (kevinlee@koreabizwire.com)
