Samsung inspires the world and shapes the future with innovative ideas and technologies. The company is redefining the world of TVs, digital signage, smartphones, wearables, tablets, home appliances and networking systems, as well as memory solutions, system LSIs and semiconductor manufacturing.
Samsung is also advancing medical imaging technologies, HVAC solutions and robotics, while creating innovative automotive and audio products through Harman. With its SmartThings ecosystem, open collaboration with partners and the integration of AI across its portfolio, Samsung delivers a seamless and intelligent connected experience.
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We welcomed Simona Panait, Marketing Director, Samsung Romania and Bulgaria for an interview on AI and technologies, how is leadership changing in the AI era, the Samsung’s latest projects and more.
Interviewer: How is Samsung evolving its business strategy to stay ahead in an AI-driven world?
Simona Panait: Samsung is building an unified AI-centric ecosystem that integrates seamlessly across devices and services, ensuring we lead technological innovation. Since being the first to bring AI on smartphones by launching Galaxy AI with the S24 range in early 2024, we’ve introduced advanced intelligent features like intelligent translation, image editing, media search, and automation—supporting over 20 languages, including Romanian, which we also proudly introduced first within the mobile industry. We expanded these features to our mid-range Galaxy A series, making AI accessible to a broader audience. At IFA 2025, we showcased “AI Home,” where intelligence is embedded in TVs, appliances, and more, using SmartThings and Knox to create connected spaces that enhance wellness, security, and energy efficiency. Collaborations with Google Gemini and Microsoft Copilot further enhance AI experiences across mobile and displays, reflecting our commitment to innovation, privacy, and inclusivity.
Interviewer: What are the most critical innovation priorities for Samsung in the next 12–18 months?
Simona Panait: Our key priority is to deepen AI integration across all devices and services to create smarter, more intuitive experiences. At IFA 2025, we introduced “AI Home – Future Living Now,” a vision where connected living spaces automate daily routines, optimize energy use, and provide contextual recommendations. Through our SmartThings and Knox platforms, homes become more intuitive, supporting wellness and sustainability. The multiple IFA Innovation Awards Samsung received this year, including 9 Best of Innovation awards and 18 Honoree distinctions in categories such as design, home entertainment experience and innovation, highlights our leadership in combining top-tier design with breakthrough AI applications that enhance lifestyles.
Interviewer: How is Samsung leveraging AI to enhance product design, user experience, and ecosystem integration?
Simona Panait: We approach design with a human-centered, data-driven mindset, always putting user needs and accessibility first. Guided by our Chief Design Officer Mauro Porcini, AI is a creative partner that helps us build adaptive, intuitive products. At IFA 2025, we introduced Vision AI Companion for Samsung TVs and monitors—a generative AI-powered assistant providing natural, conversational, and context-aware interactions just by pressing an AI button on the remote. It answers questions visually and comprehensively, making discovery immersive and effortless. In home appliances, AI helps products adapt to user lifestyles through contextual recommendations and automations, all connected through SmartThings. Our award-winning innovations reflect a perfect balance of advanced technology and usability, enriching everyday life with empathy and intelligence.
Interviewer: How does Samsung maintain a culture of innovation and collaboration across its global teams?
Simona Panait: Our people are at the heart of innovation. Using Samsung Gauss2, our proprietary multimodal AI platform, we boost efficiency and save time for creativity and team growth through AI-assisted coding and conversational tools. We foster collaboration through flexible work environments, internal idea challenges, AI taskforces, and a culture that encourages curiosity and friendly competition. This culture keeps our teams energized and ready to innovate.
Interviewer: What are the most important skills or mindsets you’re cultivating in leadership today to prepare for tomorrow’s disruptions?
Simona Panait: Curiosity and relentless innovation are core to Samsung’s DNA—leaders need to embrace change and evolve with new leadership models. Empathy is also critical; understanding people’s needs and generational shifts helps us stay relevant. We empower our teams with continuous learning and encourage engagement with leading industry events like Brand Minds to stay connected to emerging trends.
Interviewer: What is Samsung’s vision for the future?
Simona Panait: Samsung envisions a world where every device is smarter, seamlessly connected, and deeply personal through AI. Starting with Galaxy S24, we aim to expand Galaxy AI to over 400 million devices by the end of 2025. Our AI foundation, including Samsung Gauss2 and advanced semiconductors, powers fast, private, and reliable AI experiences directly on devices. We are committed to responsible AI development, based on fairness, transparency, and accountability, and actively engage globally on AI safety. Beyond tech, our vision embraces accessibility, privacy, and sustainability, creating a future where AI enhances lives compassionately and meaningfully. This vision is deeply embedded in Samsung’s DNA and our promise to democratize access to AI and the latest technological advances that can bring meaning and wellness into the lives of users.
Interviewer: What is the #1 change Samsung applied following BRAND MINDS?
Simona Panait: Our first year alongside Brand Minds has reinforced our trust in local AI adoption and we were surprised by the curiosity and openness of the Romanian business community to embrace technology and innovation, and the ability to recognize its benefits for enhancing productivity and connection. We were delighted to see 50% of attendees actively try our Galaxy AI tool during the event. This inspired us to bring even more AI-powered applications this year to help the business community harness innovation for greater productivity and connection, advancing new ways of doing business and leadership.
