Katarzyna Petru
Samsung Electronics has once again found itself among the most recognisable brands on the globe. 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 maintained a position in the global top five since 2020 alongside Apple, Microsoft, Amazon, and Google.
AI at Every Level of Business
Interbrand highlighted several key factors that contributed to the increase in brand value for Samsung:
Enhanced competitiveness in artificial intelligence – both in the mobile and hardware segments,
Integrated user experiences – through the connection of devices within the SmartThings ecosystem,
Investments in AI semiconductors that drive the development of cloud, mobile devices, and physical computing,
Focus on a customer-centric strategy and transparent brand communication.
“Through AI innovations and open collaboration, we want more and more people to be able to benefit from artificial intelligence in their daily lives,” said Won-Jin Lee, President of the Global Marketing Office at Samsung Electronics. “We will continue to focus on solutions that bring real benefits to users – from health to safety – so that Samsung becomes an even more beloved brand.”
Galaxy AI, Vision AI, Bespoke AI – the three pillars of "Innovation for All"
Samsung consistently pursues its vision of "Innovation for All", aimed at the democratisation of 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 in televisions and monitors, as well as Bespoke AI in home appliances that 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 reliable data protection platforms on the market.
Semiconductors and Next-Generation Networks
In the semiconductor segment, Samsung is developing a broad portfolio of products for the 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 is strengthening the company's position in AI-powered vRAN and Open RAN, leading efforts on 6G standardisation and developing technologies for ultra-low latency streaming and gaming.
TVs, Home Appliances and Mobile Devices – AI in Practice
Smartphones and Wearables: Galaxy AI, Z Fold7, Z Flip7 and the new features of Samsung Health show how AI can support daily life – from privacy to health.
Televisions and Monitors: Samsung strengthens its leadership position with Vision AI, the services of The Frame / Art Store, and the developing TV Plus platform.
Home Appliances: Bespoke AI devices combine performance, energy efficiency and personalisation – from refrigerators to washing machines – creating a coherent, smart home.
Samsung maintains a pace that's hard to beat
With 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 ranking 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 film enthusiasts, to those who simply want their washing machine to think for them.
