Samsung’s AI Strategy: Enhancing User Experience with Cutting-Edge Technology

Artificial Intelligence (AI) is not an end in itself at Samsung Electronics. Instead, it’s a potent tool used to significantly enhance users’ daily experiences. Samsung, a leader in technology and innovation, uses its broad range of capabilities—from operational technologies like on-device and cloud AI to proprietary AI model development and strategic partnerships—to provide practical solutions that elevate the customer experience.

In this final piece of Samsung’s AI Leadership series, we delve into how Samsung’s technological expertise and research endeavors aim to improve AI-driven user interactions across its extensive product range.

Focusing on Customer Experience

Samsung employs a variety of AI solutions, both on-device and cloud-based, in its products. This strategy is further strengthened by adopting hybrid AI, which blends the strengths of both technologies to deliver context-aware, customized solutions that meet diverse user needs. The fundamental question guiding Samsung’s choice of which technologies to use or combine is, “How can we best serve the consumer?”

On-device AI provides secure and efficient AI experiences on devices like smartphones and TVs by utilizing the data and resources available on the device itself. Because it doesn’t need to communicate with the cloud, responses are nearly instantaneous. This technology is often seen as safer for sensitive operations, such as those involving personal information, because data remains on the device.

Similarly, edge AI functions independently of cloud infrastructure and relies solely on local resources to perform AI tasks. In smart home environments where appliances and IoT (Internet of Things) devices collaborate, edge AI can process data using either high-performance devices or nearby devices without involving the cloud. Hence, edge AI offers speed and security benefits similar to those of on-device AI.

While on-device and edge AI use smaller models and require fewer computations in limited hardware settings, cloud-based AI supports experiences that demand access to vast online information or high-performance computing. Cloud-based AI uses extensive datasets and large-scale AI models hosted on servers to deliver advanced capabilities. To achieve high performance while ensuring efficiency and security, Samsung conducts thorough research in minimizing data latency, optimizing model efficiency, and implementing data anonymization and encryption.

Samsung, proficient in all these AI forms—on-device, edge, and cloud-based—takes it a step further by combining different formats as needed to best serve each use case. In hybrid AI, sensitive and quick-response data can be processed using on-device AI models, while the cloud can handle processing that requires external resources, such as the latest information or high-performance models. For example, Galaxy AI utilizes both on-device AI and cloud AI, operating either independently or simultaneously as needed, to deliver optimized solutions for users.

Integrating Generative AI into Daily Life

Samsung continues to push the envelope in generative AI, further enhancing the versatility of its products and services. For instance, Galaxy AI includes features like Chat Assist, which supports translation and interpretation in select messaging apps; Note Assist, which helps summarize notes and create note covers; and Photo Assist, which edits images using generative AI.

Generative AI is also available on select Samsung TVs and home appliances through the Generative Wallpaper feature. Users can enjoy 4K wallpapers that match their tastes on the 2024 Neo QLED TV or transform their kitchens with AI-generated cover screens on the Family Hub refrigerator.

To provide the best generative AI experience on its devices, Samsung not only collaborates with partners but also develops its own AI models. From foundational technologies beginning with initial research, including foundation model development, to data collection and training as well as lightweight AI model development, Samsung uses its extensive expertise in AI research and development to optimize solutions and meet each product’s specific needs.

For example, Samsung developed proprietary foundation models specifically for image generation, editing, and transformation to support a wide range of visual creation experiences. This was challenging because, unlike text data, which is composed of discrete values, image data consists of continuous values, offering nearly limitless possibilities for generation. To address this complexity, Samsung applied specialized training techniques to the image models while reducing their size for efficient on-device operation. Developers refined deep learning algorithms and data augmentation techniques to allow for rapid computation and seamless image creation with minimal processing requirements.

These foundation models were then fine-tuned for specific applications. For instance, the Photo Ambient wallpaper in Samsung’s latest smartphones integrates the image model with real-time data to create dynamic wallpapers that visually reflect current conditions such as snowfall or a starlit night, depending on the time and weather.

Samsung Gauss2: Samsung’s Proprietary Generative AI

The application of generative AI is rapidly expanding beyond personal daily use into enterprise environments. Samsung has developed a proprietary generative AI model to strengthen its competitiveness in AI technology, securely manage sensitive internal information, and optimize performance and scalability for specific purposes. Proprietary generative AI allows the company to establish models tailored to a wide range of products and services while improving internal productivity in a more secure environment.

Samsung recently unveiled its upgraded proprietary generative AI model, Samsung Gauss2, which offers better performance and efficiency compared to its predecessor, Samsung Gauss1, introduced last year. Samsung Gauss2 is a multimodal model capable of simultaneously processing and understanding various data types.

Samsung Gauss2 is available in three models tailored to specific use cases—Compact, Balanced, and Supreme. The Compact model is a lightweight variant optimized for on-device AI. The Balanced model is a medium-sized cloud-based variant, designed for tasks such as text and code generation. The Supreme model is a large cloud-based variant, built to support high-performance services with a particular focus on improving workplace productivity.

To efficiently implement large models like the Supreme variant, Samsung has incorporated the Mixture of Experts (MoE) technique to selectively activate only the “expert models” most suitable for specific tasks within a large-scale neural network.

MoE significantly reduces the number of computations during training and inference by activating only the necessary components, rather than running all expert models simultaneously in response to each query. This selective activation not only enhances efficiency but also facilitates the expansion of the model to address increasingly complex problems by adding more expert models. Samsung has meticulously trained these expert models to operate accurately and without interference.

Samsung Gauss2 is already being applied across multiple areas within Samsung. For instance, the Device eXperience (DX) Division employs Samsung Gauss2’s coding assistant service to support research and development activities. This service leverages a specialized model—trained on Samsung’s proprietary data, code, and processes—to generate code needed for product and service development. Fully integrated into the company’s internal software development environment, the coding assistant supports natural language interactions and various programming languages to streamline developer workflows.

The Samsung Gauss Portal, a conversational AI service, is widely used for workplace tasks such as document summarization and translation, email drafting, and more. Future updates aim to enhance the portal’s natural language question-and-answer capabilities and expand its multimodal features to include interpreting tables and charts and generating images.

Strengthening AI Capabilities Through Consumer Engagement

Leveraging its extensive product lines, Samsung is developing technologies that support on-device, cloud, and generative AI to deliver a distinct competitive edge in AI capabilities.

By connecting with consumers through its products, the company gains valuable insights into user behaviors and needs to enable the development of practical AI solutions. This creates a virtuous cycle—whereby user data informs AI advancements, which in turn deliver value back to consumers.

Samsung couples this understanding of products with in-house advancements and strategic partnerships to implement optimal AI technologies. For instance, neural processing units (NPUs)—specialized accelerators for AI computation—must be tailored to meet the specific requirements of individual products, rather than applied uniformly across all devices. Samsung not only designs NPUs in-house for its own products but also applies software optimizations to partner chipsets, ensuring support for AI functions and peak performance in Samsung devices.

Moreover, the company draws on the expertise and perspectives of product-specific specialists to address security issues and facilitate the immediate application of solutions to products while driving continuous technological improvement. The blockchain-based, multi-device security solution Knox Matrix is a notable example of how this collaborative approach can create an environment in which connected devices check each other for threats to enhance security.

Through the implementation of customized AI technologies, Samsung continues to unlock new possibilities for users. Looking ahead, the company plans to deliver more differentiated AI experiences that empower users through meaningful and enriching interactions.

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