AI itself is not the Holy Grail at Samsung Electronics. Rather, AI is a tool — a relatively new and powerful one — to make meaningful improvements in users’
AI itself is not the Holy Grail at Samsung Electronics. Rather, AI is a tool — a relatively new and powerful one — to make meaningful improvements in users’ everyday lives. Building on a long tradition of technological leadership and open innovation, Samsung leverages its diverse capabilities — that range from operational technologies such as on-device and cloud AI to strategies including proprietary AI model development and partnerships — to deliver practical solutions and elevate the customer experience.
In this final installment of Samsung’s AI Leadership series, Samsung Newsroom explores how Samsung’s technological expertise and research initiatives aim to refine AI-driven user interactions across its expansive portfolio.
Prioritizing Customer Experiences
Samsung utilizes on-device and cloud-based AI solutions in its offerings. This strategy is further reinforced by the pursuit of hybrid AI, which integrates the strengths of both technologies to provide context-aware, tailored solutions for diverse user needs. The decision on which type or combination of technologies to employ is anchored by this ultimate goal — “How can we best serve the consumer?”
On-device AI delivers secure and efficient AI experiences in devices such as smartphones and TVs by utilizing only the data and resources on the device itself. Because on-device AI doesn’t communicate with the cloud, responses are virtually instantaneous. Since data doesn’t leave the device, the technology is often considered safer for sensitive procedures such as those that involve personal information.
Similarly, edge AI operates independently of cloud infrastructure and relies solely on specific local resources to perform AI functions. In interconnected home environments where appliances and IoT devices work in tandem, data processing in edge AI can be handled by either devices with higher performance specifications or devices nearby — without depending on the cloud. Thus, edge AI offers speed and security benefits akin to on-device AI.
While on-device and edge AI rely on technologies that use smaller models and fewer computations in constrained hardware environments, experiences that require access to extensive online information or high-performance computing are supported by cloud-based AI. The technology utilizes vast datasets and large-scale AI models hosted on servers to deliver a range of advanced capabilities. To achieve high performance while maintaining efficiency and security, Samsung conducts extensive research in areas including minimizing data latency, optimizing model efficiency and implementing data anonymization and encryption.
With expertise in all these different forms of AI — on-device, edge and cloud-based — Samsung takes a step further and combines different formats as necessary to best serve the needs of each use case. In hybrid AI, sensitive and quick-response data can be processed using on-device AI models while the cloud can manage processing that requires external resources like up-to-date information or high-performance models. Galaxy AI, for instance, uses both on-device AI and cloud AI — operating either independently or simultaneously as needed — to deliver optimized solutions for users.
Generative AI Integrated Into Everyday Life
Samsung continues to drive innovation in the realm of generative AI, further enhancing the versatility of its products and services.
