Hybrid AI approach is the future of providing a seamless experience across devices, says Samsung mobile business head TM Roh

TM Roh

Samsung Galaxy S25 series phones are here and if there’s one big talking point about the new phones, then it has to be the Galaxy AI and all other AI features and tools they offer. Samsung wants its AI approach to be across the board for its devices – be it the Galaxy smartphone, wearables, or Galaxy Book devices. The company, however, relies on different language models provided by different companies.

For instance, the Galaxy smartphones and tablets rely on the Gemini model, while the Galaxy Book’s AI features rely on Microsoft Copilot.

This raises a big question about the ‘seamless approach of AI features and services across different devices and platforms.

Addressing this question asked by Moneycontrol, TM Roh, President and Head of MX Business at Samsung Electronics, shed light on the company’s efforts to unify AI experiences across platforms despite leveraging technologies from multiple partners like Google and Microsoft.

A user-first approach to AI
According to TM Roh, Samsung employs a hybrid AI approach to ensure a consistent device experience. “For Galaxy AI, I have already mentioned that it is hybrid AI, meaning that it combines Samsung’s own AI technologies and features, as well as Google’s and other strategic partners’ technologies and features,” he explained.

This hybrid approach involves collaboration and joint development with strategic partners like Google for smartphones and Microsoft for laptops. Samsung refers to this as a “multi-AI agents” strategy, where multiple AI technologies coexist to address diverse user needs.

Bridging smartphones and laptops
One of the primary challenges Samsung faces is aligning the AI functionalities across smartphones and laptops, given their reliance on different platforms. Roh highlighted that Samsung is constantly working to bridge the gap.

“For Samsung Mobile and also for the laptop, you would see that we have prepared the solution and the experience that is best suited for the customer’s needs,” he said. He cited the Galaxy Book5 series as an example of this integration. “In the Galaxy Book5 Pro that was launched this year, you will see that the AI features include Samsung technology. So, the same AI features you experience on mobile—powered by Google—are mirrored by Samsung technology on the laptop.”

Collaboration is the new solution
Samsung’s partnerships with Google and Microsoft are critical in achieving a seamless AI ecosystem. Roh emphasised the importance of close collaboration with these partners, saying, “We remain in constant collaboration and joint development with strategic partners. We have a consensus about such needs with our partners, and we are moving forward together.”

What future holds
As AI becomes a more integral part of consumer devices, Samsung’s hybrid AI approach aims to deliver cohesive experiences across its product ecosystem. Roh reaffirmed the company’s commitment to this goal: “We are continuing to put in a lot of work to ensure a seamless AI experience across both the mobile and the laptop world.”