Samsung’s 100% Gemini Integration Expansion in 2026 Signals Major AI Shift

Samsung just doubled down on Google's Gemini—and the timing couldn't be more aggressive. The tech giant's planned 100% expansion of Gemini integration by 2026 isn't just a feature update; it's a full-scale platform pivot.

The AI Arms Race Heats Up

Forget incremental upgrades. Samsung's move signals a wholesale commitment to embedding generative AI across its ecosystem—from smartphones to home appliances. That 100% figure isn't a vague target; it's a deadline for complete ecosystem transformation.

What's Really at Stake

This isn't about smarter voice assistants. It's about data dominance, ecosystem lock-in, and reshaping how billions interact with technology daily. The integration race has shifted from who has the best hardware to who controls the AI layer.

The Finance Angle—Because Someone Has to Say It

Wall Street will spin this as 'strategic synergy' while quietly wondering if Samsung just outsourced its AI soul to Mountain View. Another case of tech giants playing musical chairs with each other's platforms—investors love the narrative, even when the unit economics look like abstract art.

Bottom line: Samsung's betting its future on Google's AI brain. Either they've secured the partnership of the decade, or they're handing Google the keys to their kingdom. The 2026 timeline gives them just enough runway to find out which.

Samsung seeks to reclaim lost glory from Apple

According to Roh, Samsung aims to regain its lost glory in the smartphone market and surpass Apple. It also looks to fend off competition from Chinese rivals, not only in smartphones, but also in other home appliances overseen by Roh.

Samsung said it will step up efforts to integrate AI services across its consumer products to expand its dominance over Apple in such features. Roh expects the adoption of his company’s Galaxy AI brand to accelerate this year, as a recent poll on awareness of this AI-powered brand showed a significant jump from 30% to over 80%.

However, market researcher Counterpoint identified Apple as the top smartphone Maker last year.

“Even though the AI technology might ‌seem a bit doubtful right now, within six months to a year, these technologies will become more widespread.”

–T.M. Roh, co-CEO of Samsung

Meanwhile, Google launched Gemini 3 in November 2025, highlighting its lead in AI model performance across several popular industries.

In response, Sam Altman, the CEO of OpenAI, issued an internal order to pause all non-core projects and redirect all teams and resources to accelerating AI development. ChatGPT’s GPT-5.2 AI model was released a few weeks later.

Samsung shares jump 7.5% as global chip shortage bites

Samsung shares surged 7.5% to $95.42 (~KRW 138,100) by Monday morning as the company anticipates a profit jump for the fourth consecutive quarter when its financial report is released later this week. The profit jump is reportedly partly driven by a global chip shortage. 

According to Roh, the unprecedented chip shortage has a hidden advantage for Samsung’s semiconductor business despite increased pressure on margins in its smartphone business. However, the Samsung co-CEO noted that no company is immune to the impact of the chip shortage, as it affects other consumer home appliances and devices. 

Specifically, Roh pointed out that a price increase on some Samsung products is inevitable, given the potential rise in chip prices. Market researchers, such as Counterpoint and IDC, also predict that rising smartphone prices are likely to shrink the global smartphone market. 

Roh also noted that the market for smartphone giants like Samsung has been growing more slowly than expected due to engineering complexities and a lack of applications for new hardware designs. However, he expects the segment to go mainstream in the next two to three years.

Additionally, Counterpoint noted that Samsung controlled nearly two-thirds of the foldable smartphone market in the third quarter of 2025. Roh added that most foldable smartphone users tend to buy the same design in their subsequent purchases, although he did not provide further details.

Samsung is facing stiff competition from Chinese companies, such as Huawei, while Apple is expected to launch its first foldable smartphone in 2026.

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