If you've bought a new Samsung product in 2025, chances are it has some sprinkling of the AI fairy dust. Your Samsung phones have AI, washing machines have AI, fridges have AI, you get the idea.

Get ready for more AI. Samsung is pushing to use artificial intelligence in “90% of its business areas by 2030,” says TM Roh, head of the company's mobile division.

Roh's portfolio at Samsung includes more than just smartphones. It also covers many consumer electronics devices as well, all of which will benefit from the integration of AI that brings harmony among the devices within the wider Samsung ecosystem.

Speaking to the media at IFA in Berlin last week, Roh said that Samsung will become a company that best utilizes AI and grows through AI. He added that Samsung will make AI “a growth engine.” It won't just be used to make products better, Samsung will also use AI to maximize internal efficiency and performance.

Roh has previously detailed Samsung's target to have 400 million Galaxy devices with AI in consumers' hands by the end of this year. Samsung has an ambitious target of expanding its AI solutions to nearly a billion people in three years through various products.

We'll wait and see how Samsung's version of “we're going to win so much you're going to be tired of winning” turns out in a little over four years time from now. One thing's clear, as the AI hype train leaves the station Samsung doesn't just want to be on it, it wants to drive it.