Samsung plans 100% expansion of Google Gemini integration in 2026

South Korean tech giant Samsung has announced plans to double the number of Google Gemini-powered mobile devices from 400 units to 800 units in 2026. Samsung’s co-CEO, T M Roh, said the move would give the company a competitive edge over its rivals as the global AI race is expected to intensify this year.

Roh also said during an exclusive interview with Reuters that the company plans to integrate AI into all products (including smartphones and tablets), functions, and services in the shortest time possible. It was his first ever interview since he became the co-CEO in November last year.

Samsung is one of the world’s most prominent backers of the Google Android mobile platform, and the proposed plan to double the production of mobile devices is expected to boost Google’s business. Google is locked in a fierce battle with OpenAI in the AI race.

Samsung seeks to reclaim lost glory from Apple

According to Roh, Samsung aims to regain its lost glory in the smartphone market and surpass Apple. It also looks to fend off competition from Chinese rivals, not only in smartphones, but also in other home appliances overseen by Roh.

Samsung said it will step up efforts to integrate AI services across its consumer products to expand its dominance over Apple in such features. Roh expects the adoption of his company’s Galaxy AI brand to accelerate this year, as a recent poll on awareness of this AI-powered brand showed a significant jump from 30% to over 80%.

However, market researcher Counterpoint identified Apple as the top smartphone maker last year.

“Even though the AI technology might ‌seem a bit doubtful right now, within six months to a year, these technologies will become more widespread.”

–T.M. Roh, co-CEO of Samsung

Meanwhile, Google launched Gemini 3 in November 2025, highlighting its lead in AI model performance across several popular industries.

In response, Sam Altman, the CEO of OpenAI, issued an internal order to pause all non-core projects and redirect all teams and resources to accelerating AI development. ChatGPT’s GPT-5.2 AI model was released a few weeks later.

Samsung shares jump 7.5% as global chip shortage bites

Samsung shares surged 7.5% to $95.42 (~KRW 138,100) by Monday morning as the company anticipates a profit jump for the fourth consecutive quarter when its financial report is released later this week. The profit jump is reportedly partly driven by a global chip shortage. 

According to Roh, the unprecedented chip shortage has a hidden advantage for Samsung’s semiconductor business despite increased pressure on margins in its smartphone business. However, the Samsung co-CEO noted that no company is immune to the impact of the chip shortage, as it affects other consumer home appliances and devices. 

Specifically, Roh pointed out that a price increase on some Samsung products is inevitable, given the potential rise in chip prices. Market researchers, such as Counterpoint and IDC, also predict that rising smartphone prices are likely to shrink the global smartphone market. 

Roh also noted that the market for smartphone giants like Samsung has been growing more slowly than expected due to engineering complexities and a lack of applications for new hardware designs. However, he expects the segment to go mainstream in the next two to three years.

Additionally, Counterpoint noted that Samsung controlled nearly two-thirds of the foldable smartphone market in the third quarter of 2025. Roh added that most foldable smartphone users tend to buy the same design in their subsequent purchases, although he did not provide further details.

Samsung is facing stiff competition from Chinese companies, such as Huawei, while Apple is expected to launch its first foldable smartphone in 2026.

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