Katarzyna Petru
Samsung Electronics has once again found itself among the most recognisable brands in the world. According to the latest Interbrand report “Best Global Brands 2025”, the Korean giant ranks 5th – for the sixth consecutive year – with a brand valuation of 90.5 billion dollars. It is the only Asian company that has remained in the global top five since 2020 alongside Apple, Microsoft, Amazon, and Google.
AI at Every Level of Operation
Interbrand has highlighted several key factors that have contributed to the growth of Samsung's brand value:
Enhancing Competitiveness in Artificial Intelligence – in both the mobile and hardware segments,
Integrated User Experiences – through the connection of devices within the SmartThings ecosystem,
Investments in AI Semiconductors, which drive the development of cloud, mobile devices, and physical computing,
Focus on Customer-Centric Strategy and transparent brand communication.
“Through AI innovations and open collaboration, we want more people to be able to use artificial intelligence in their everyday lives,” said Won-Jin Lee, president of the Global Marketing Office at Samsung Electronics. “We will continue to focus on solutions that provide real benefits to users – from health to safety – so that Samsung becomes an even more beloved brand.”
Galaxy AI, Vision AI, Bespoke AI – three pillars of “Innovation for All”
Samsung consistently realises its vision of “Innovation for All”, aimed at democratising artificial intelligence.
This year, the company expanded access to Galaxy AI – the AI assistant built into smartphones – which is set to reach 400 million devices by the end of the year.
In the consumer electronics (CE) segment, Vision AI technologies are being developed for televisions and monitors, as well as Bespoke AI in home appliances, which analyse users' daily habits to save time and energy.
Collaboration with external partners has also enabled the creation of more personalised AI experiences, secured by Samsung Knox – one of the most trusted data protection platforms on the market.
Semiconductors and Next-Generation Networks
In the semiconductor segment, Samsung is developing a wide portfolio of products for cloud and local devices, including HBM, DDR5, LPDDR5X, and GDDR7 – technologies that respond to the rapid increase in demand for AI computing power.
Meanwhile, the Networks division strengthens the company's position in AI-powered vRAN and Open RAN, works on 6G standardisation, and develops technologies for ultra-low latency streaming and gaming.
Televisions, whitegoods and mobile devices – AI in practice
Smartphones and wearables: Galaxy AI, Z Fold7, Z Flip7 and new features of Samsung Health show how AI can support daily life – from privacy to health.
Televisions and monitors: Samsung strengthens its position as a leader with Vision AI, services like The Frame / Art Store and the expanding TV Plus platform.
Whitegoods: Bespoke AI appliances combine performance, energy efficiency and personalisation – from fridges to washing machines – creating a cohesive, smart home.
Samsung maintains a pace that’s hard to beat
Thanks to a cohesive product ecosystem, an open approach to collaboration, and real implementations of artificial intelligence, Samsung not only maintains a high position in the Interbrand rankings, but also sets the direction for the entire industry.
In a world where AI often sounds like a marketing slogan, Samsung proves that innovation can truly be for everyone – from Galaxy users, to gamers and movie lovers, down to those who simply want their washing machine to think for them.
