Samsung CEO Roh says AI must understand users, not outthink them

Samsung Electronics chief executive TM Roh argued that artificial intelligence will not change lives by being the smartest system, but by understanding each person. In an editorial for the Galaxy Unpacked event he said AI is entering an “agentic” era, acting on a user’s behalf while the final decision remains with the person. Roh emphasized that the most effective AI experiences come from devices that know the user best – smartphones, tablets, smartwatches, TVs and connected home appliances – and that these entry points work together to create a fuller picture of individual needs.

He added that Samsung’s long‑term strategy relies on an open ecosystem, citing SmartThings as a platform that links devices, services and partners and helps set industry standards. Security and trust are also central: “AI must be personal and trustworthy; people need to know what the AI is doing for them and keep control,” Roh wrote, noting that Samsung Knox protects data on each device and the connections between them.

The statements were published in multiple language editions, including Spanish‑language outlets in the United States, Italian media, and an English‑language Middle‑East business site.