Samsung Its efforts are being challenged with multimodal AI and new form factors including smart glasses and extended reality (XR) devices.

“We can’t wait to share more details later this year,” said Jay Kim, EVP and head of Samsung’s customer experience at the company. Samsung Galaxy S25 Unpacked current event.

As announced in December, Kim said the company is co-developing the Android XR ecosystem with Google to change the way we interact with the physical and virtual world. They will explain the operating system, user interface and hardware.

But Kim did not go into details of the devices or the ongoing partnership with Google.

“These upcoming XR devices with multimodal AI devices will change the way the physical and virtual worlds interface,” Kim said.

He said that Samsung will make these products with developers and partners.

Google’s Gemini Live AI on the Galaxy S25 devices — which has a powerful neural processing unit for AI processing on the device — is a sign of what’s to come, Kim said. The devices can understand what you see and what you say, he said.

AI will give companies like Samsung a second shot to become a player in the XR business. Currently, Meta dominates the field with tens of millions of devices sold. Rivals such as HTC Vive and Pimax are carving out different parts of the market, but Samsung is likely to challenge Meta and Apple for the main part of the business, which is not as big as previously expected but still a market of ten. in billions of dollars.

Meta has made the XR its focus area when it comes to devices because it recognizes that it lost a big battle when it failed to produce a smartphone to challenge Apple. Meta CEO Mark Zuckerberg has shifted much of the company’s emphasis to AI investments, but it’s turning out to be better AI for on-the-go devices like smart glasses and the XR augmented reality headsets may be exactly what the market needs. Google, Samsung, Qualcomm and many others saw the opportunity and invested to make it a reality.

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