Samsung’s TM Roh talks Agentic AI, flexes ecosystem muscles, doubles down on trust, as a precursor to Galaxy Unpacked
It’s that time of the year again. The next Galaxy Unpacked is around the corner, and the web is abounding with leaks and speculations on what we can expect from the brand. To set the stage, TM Roh, CEO and President of Samsung Electronics, has penned a blog post in which he seems to lean heavily on both ecosystem power and trust to underscore Samsung’s strengths, and how these aspects will come to the fore in the age of agentic AI.
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It might not be about the smartest AI anymore
Roh frames the next phase of AI as agentic, acting on your behalf rather than just answering questions, while you stay in control. The more interesting part is that Samsung isn’t pitching the smartest AI model out there, it’s betting that the company’s devices already know you well. Samsung plays in so many different product segments, and from the brand’s perspective, if your phone, watch, earbuds, TV, tablet, laptop, maybe even your fridge and washing machine know you and your preferences, it stands a solid chance of dominating the agentic AI era.The ecosystem is the pillar, and trust is part of the package
The idea is that a phone, tablet, watch, TV and connected home appliances each add a layer of context, together forming a fuller picture of what someone needs. It might not be a completely new idea for Samsung, but positioning it explicitly as the foundation for agentic AI might help answer the question: whose AI do you actually trust with your data.Samsung, at least on paper, is baking in trust right from the get go, extending Knox protection to the connections between devices, not just individual ones, and promising to keep personal data on-device.
