[Edaily Reporter JAEMIN SONG ] On the occasion of the company’s 57th anniversary, Roh Tae-moon, President and Head of the Device Experience (DX) Division at SamsungElectronics, emphasized the need to secure cost competitiveness and fundamentally improve the company’s structure amid a challenging business environment. His plan is to proactively address rising semiconductor prices and supply chain uncertainties caused by the proliferation of artificial intelligence (AI), while accelerating innovation in AI devices and fostering new future businesses.

In his speech commemorating SamsungElectronics’ 57th anniversary on the 30th, President Noh stated, “The greater the supply chain risks—such as component prices—and the higher the uncertainty, the more we must enhance our proactive supply chain monitoring and management capabilities to secure differentiated cost competitiveness.”

He assessed the situation, saying, “We are currently in the midst of a whirlwind of structural and revolutionary changes across the entire industry triggered by AI technology,” adding, “Competition among leading companies in AI services and device innovation is intensifying, and price increases driven by the surge in semiconductor demand caused by AI are continuing.”

He continued, “In this era of transformation, only companies that prepare and respond one step ahead can grow,” emphasizing, “This is an opportunity to once again demonstrate Samsung’s resilience—a resilience that has enabled the company to grow continuously by turning numerous past paradigm shifts into opportunities for greater advancement.”

President Noh identified strengthening the fundamental competitiveness of the DEVICE business as the DX Division’s top priority. He stated, “Above all, we must strengthen our market leadership by enhancing the fundamental competitiveness of the DEVICE business—including product refinement, quality, and operations,” adding, “We must reinforce the fundamentals—such as product refinement, quality, and reliability—to provide customers with the best AI experience.”

In particular, he urged, “We must turn the fierce external challenges we face into an opportunity to secure fundamental competitiveness that sets us apart from competitors, and use this as a springboard to take the company’s performance to the next level when the external environment improves in the future.”

He also emphasized technological and product innovation to secure future growth engines. President Noh stated, “We must continue to create new success stories through intelligent eyewear, AI companion DEVICES, home entertainment AI TVs, and home companion appliances that provide customers with innovative AI experiences.”

He continued, “We will also build a foundation for future sustainable growth in new businesses being cultivated at the divisional level—such as robotics, HVAC, medtech, and automotive electronics—through securing differentiated core technologies, establishing development and manufacturing infrastructure, and investing in innovative technologies.”

He also identified AI-driven business innovation as a key priority. President Noh emphasized, “We must actively leverage an industry-leading multi-AI work environment to enhance the speed, productivity, and quality of all operations, and redesign eight key business areas—including sales and logistics—with processes optimized for AI utilization.” Through this, the company plans to transform into a world-class “AI-native enterprise” and reinvest the resources and capabilities gained from business innovation into high-value-added operations and new growth areas.

Furthermore, he urged everyone to “prioritize laws and principles above all else in every aspect of our work,” noting that “the faster the pace of change, the more we must remain steadfast in our fundamentals.”

President Noh stated, “Although the DX division is currently facing difficult business conditions, the sweat and effort we are putting in together now will serve as a solid foundation for even greater growth.” He added, “Let us pave the way for the DX division’s future growth and leap forward by securing fundamental competitiveness, preparing for and taking on the challenges of the future one step ahead, and fundamentally improving our organizational structure through AX.”