Samsung Electronics will reorganize its visual display (VD) business around artificial intelligence (AI) and services to respond to a stagnant TV sales market. The company plans to boost the profitability of its platform business that provides not only TV sales but also content, advertising, and personalized services.
Samsung Electronics said on the 30th during its earnings conference call for the second quarter this year, "The recent management changes are intended to strengthen our growth strategy to respond to the industry structure and shifting customer demands as the business is reorganized around AI and services, building on our existing strengths."
Samsung Electronics explained that while the TV set market is stagnant, the connected TV (CTV) advertising and services market is growing. In response, the company plans to strengthen its strategy for devices, content, and services together, centered on AI TVs.
The company said, "We will expand our influence as a service platform company that delivers the best experience to consumers in a variety of forms, including content," and added, "Through this, we aim to strengthen both growth and profitability at the same time."
AI TVs will adopt agentic AI features based on user data and usage context. Samsung Electronics said, "We will propose media and lifestyle experiences tailored to the situation, based on understanding and remembering the user, and enable people to directly feel the value of agentic experiences in daily life."
Samsung TV Plus will expand its types of content and popular intellectual property (IP). The company also plans to advance AI-based hyper-personalized content recommendations and content discovery features.