Samsung Electronics is actively seeking to leverage its advanced AI technology to enhance its competitiveness in the global TV market by collaborating with OpenAI. This move is intended to cope with fierce competition from Chinese manufacturers and consolidate its global leading position. Samsung plans to integrate OpenAI's GPT, DALL·E, Whisper and O1 technologies into its TV product line to provide users with innovative functions such as personalized content recommendations, conversational assistants, and real-time translation, thereby improving user experience and enhancing product competition. force.
According to foreign media reports, Samsung Electronics is negotiating an "open partnership" with OpenAI and plans to integrate OpenAI's advanced technology into its TV product line to enhance its competitive advantage in the global TV market.
It is reported that Samsung plans to introduce many core technologies of OpenAI, including GPT text generation, DALL·E image generation, Whisper speech recognition and O1 inference model. These technologies will bring users innovative features such as personalized content recommendations, conversational assistants, and real-time translation. For example, users can ask questions in real time while watching a program and obtain actor information or related educational materials. The system can also recommend similar content based on viewing history.
According to data from market research organization Omdia, Samsung's revenue share in the global TV market reached 28.8% in the first half of 2024, continuing to maintain its global leadership. However, in terms of shipments, Samsung's share is 18.3%, and the gap with Chinese manufacturer TCL's 13.3% is gradually narrowing, showing the strong offensive of Chinese companies in the low-price market.
At this year's CES2025 exhibition, Samsung has demonstrated some AI TV functions, such as fashion information query and real-time subtitle translation. However, whether the cooperation with OpenAI can be finally reached still depends on the negotiation of cooperation costs between the two parties. Regarding the relevant cooperation rumors, OpenAI stated that it "cannot confirm".
This potential cooperation shows Samsung’s strategic intention to respond to market competition with AI technology innovation. As the number one brand in the global TV market for 19 consecutive years, Samsung is seeking to establish new barriers to competition through AI technology. Previously, the company's imaging display department had reached a cooperation with Microsoft, demonstrating its active layout in building an AI ecosystem.
The cooperation between Samsung and OpenAI will be an important attempt for AI technology in the field of consumer electronics, and the results will have a profound impact on the entire industry. It will take time to test whether it will ultimately succeed. But in any case, this marks another step forward for Samsung’s strategic layout in the field of AI.