Roh Tae-Moon, the head of the Samsung Electronics institutional sector (president), has formalized his first overseas move as the head of the institutional sector responsible for all finished goods of Samsung, not just acting in his role. Widely known as a mobile expert, President Roh has firmly expressed his determination to innovate Samsung Electronics' home appliance division, which has experienced a prolonged period of stagnation, by transplanting the 'success DNA' from the smartphone market.
On the 4th (local time), President Roh noted during a press conference at IFA 2025 held in Berlin, Germany, 'Since I joined the company, I have only worked in mobile, and this is the first time I am responsible for the entire DX institutional sector, leading to more contemplation and study. I understand well the dynamics of the entire electronics industry, not just mobile, and I am focusing on applying this knowledge to our Samsung Electronics functions, products, and services quickly to turn this into an opportunity for us.'
President Roh expressed confidence that he could adapt the successful formula of the Samsung Galaxy series in the smartphone market to the home appliance sector. He emphasized, 'As we begin the transition to the AI era, most AI technologies are highly focused on which models to use and which platforms to adopt. Samsung Electronics' strengths in the mobile market are significant weapons that other corporations do not have.'
'Looking at the customer data Samsung possesses, many consumers are using mobile AI technologies daily and weekly. The PC market is also rapidly transitioning to AI PCs, and the growth rate is faster than the general PC market. In the case of TVs or home appliances, if Samsung Electronics drives under the large vision of AI home, I believe the spread will happen even more rapidly,' he added.
Furthermore, he revealed a vision for robotics technology in the medium to long term, stating, 'When AI technology is applied to mobile and IT products, I believe it will eventually evolve into experiences based on AI agents. The AI agents will derive from various products and functionalities for consumers and will ultimately develop into physical AI to be applied in robotics.' He continued, 'I also see robots utilizing physical AI as future growth drivers.'
He disclosed plans to maximize AI usage across external business and the company's overall operational processes. President Roh said, 'Our goal is to utilize AI to innovate from the fundamentals of business, transforming Samsung Electronics into a company that uses AI best, one that works and grows with AI.' He explained, 'In particular, we will apply AI to 90% of all business areas so that AI can make judgments and decisions on-site.' This means that AI will not replace personnel, but Samsung employees will use AI continually to maximize work efficiency and performance, advocating that 'we should use AI as naturally as we breathe.'
Meanwhile, regarding the rapid pursuit of Chinese corporations, President Roh also expressed strong caution. He stated, 'As the technological and qualitative levels of Chinese home appliances rise rapidly, I evaluate that being just six months ahead of Chinese corporations is successful. But to be frank, I believe being only three months ahead is a success,' adding, 'That's how fast the pursuit of Chinese corporations is, and we are maintaining a precarious lead.'