No Tae-moon: "Samsung to Transform into an AI Company"... Focus on 'Data Utilization' [IFA 2025]

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No Tae-moon, President of Samsung Electronics' Device eXperience Division, has declared a major transformation into an "AI-driven company." Making his debut as the head of the Device eXperience Division at "IFA 2025" in Berlin, Germany, he announced, "By 2030, we will apply AI to all areas of work," and emphasized, "We will innovate our business from the ground up."

On the 4th (local time), President No held a meeting with domestic media in downtown Berlin to introduce this strategy. This was his first meeting with reporters since taking on the role of acting head of the Device eXperience Division about five months ago. The meeting was also attended by Lee Won-jin, President and Head of Strategic Marketing; Yong Seok-woo, President and Head of the Visual Display Business Division; Kim Cheol-ki, Executive Vice President and Head of the Digital Appliances Business Division; Sung Il-kyung, Executive Vice President and Head of Europe; and Lim Sung-taek, Executive Vice President and Head of Korea.

No Tae-moon, President of Samsung Electronics' Device eXperience Division, held a meeting with domestic media on the 4th (local time) in downtown Berlin, announcing a strategy to transform into an "AI-driven company." Samsung Electronics

President No stated, "At a time when AI is transforming every industry at an unprecedented pace, Samsung Electronics will drive innovation centered on AI to lay the foundation for a new leap forward. Within this year, we will equip over 400 million Galaxy devices with AI and expand the latest multimodal-based AI experiences, thereby popularizing AI experiences for our customers."

His vision is to shift Samsung's work to an AI-centric system, while also evolving Samsung's home appliances beyond their traditional roles into ultra-personalized services that proactively adapt and make suggestions for users.

President No reiterated, "Samsung Electronics has demonstrated its strength by becoming the global No. 1 company in TV, home appliances, and mobile, overcoming even tougher environments over the past half-century. Based on this 'innovation DNA,' we plan to realize the 'AI Home' faster than anyone in the industry and leap forward as a global pioneer."

From the 5th to the 9th (local time), at the Samsung Electronics exhibition hall entrance located in City Cube Berlin at Messe Berlin, Germany, where "IFA 2025" is being held, a Samsung Electronics model is introducing the exhibition theme "AI Home - Future Living, Now." Samsung Electronics

In response to observations that his first strategy as head of the Device eXperience Division focuses more on business innovation than business strategy, he explained, "First, by applying AI across the entire spectrum of products, features, and services provided by Samsung, we aim to deliver new experiences and possibilities to consumers. Second, by incorporating technologies such as generative AI into every process of our work, we will enhance internal productivity, secure competitiveness, and use this as a driving force for growth."

Samsung Electronics' vision for an AI-based transformation is expected to start from its existing devices. The vast amount of customer data accumulated from devices like Galaxy, which are already used by people around the world, is seen as a key competitive advantage in the AI era. As Chinese companies rapidly catch up in hardware technology, Samsung believes that the ability to leverage AI data, rather than simple manufacturing innovation, will be the factor that creates a gap in future markets.

Regarding customer acceptance of AI, Samsung plans to respond with a two-track strategy: "premium" and "entry-level." For example, Europe, classified as a mature market, has strong purchasing power but low acceptance of new technologies or unnecessary features. President No explained, "The global market is seeing polarization between premium and entry-level demand across mobile and home appliances. Our goal is not only to equip premium products with the latest AI technology but also to accelerate the popularization of AI in entry models to expand consumer experiences."

No Tae-moon, President of Samsung Electronics' Device eXperience Division, held a meeting with domestic media in downtown Berlin on the 4th (local time) and revealed a strategy to transform into an "AI-driven company." Samsung Electronics

Additionally, the release of the personal AI robot "Ballie," which has been delayed, is still undergoing extensive field testing, but Samsung plans to overcome these challenges quickly and announce a new launch schedule. The tri-fold smartphone is also in the final stages of development and is expected to be released within the year. Extended reality (XR) devices are also anticipated to launch soon.

President No shared his thoughts, saying, "Taking on the role of head of the Device eXperience Division in a business environment filled with both internal and external challenges makes me feel a great sense of responsibility." He added, "Samsung's DNA is bold challenges and relentless innovation without fear of failure. I will do my best to make this a turning point to once again prove Samsung's potential and capabilities."