Samsung Electronics stated it will focus on governance, safeguard privacy, and secure its services to guarantee that artificial intelligence (AI) becomes a 'genuine companion' for users.

The announcement from the South Korean consumer electronics giant arrives during a heated discussion regarding consumer security and privacy in the quickly changing AI landscape.

Samsung intends to integrate AI into all its products and services beginning this year, stating that its hybrid AI model maintains personal data on-device whenever feasible, while utilizing cloud-based intelligence selectively for improved speed or scale, allowing users flexibility while safeguarding privacy.

Moreover, the company highlighted that trust will increase when AI operates consistently and safely on various devices. Shin Baik, leader of Samsung's AI Platform Center (APC), emphasized the company's collaborative efforts with industry giants like Google and Microsoft to enhance collective security research, interoperability, and protection across the ecosystem.

Baik was speaking to a group of international specialists during Samsung's Tech Forum series at CES 2026. The discussion focused on how, as intelligence gets spread across phones, televisions, and household devices, security has to adapt.

During the session, Samsung emphasized its Knox security platform — which presently safeguards billions of devices at the chipset level, along with Knox Matrix, a cross-device security system that allows products to verify and secure each other.

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"Confidence in AI begins with security that is demonstrated, not just guaranteed," stated Shin Baik during a discussion named "In Tech We Trust?" "Reevaluating Security and Privacy in the Era of AI."

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For over ten years, Samsung Knox has offered a robust security framework intended to safeguard sensitive information at all levels. Trust extends beyond one device; it necessitates an ecosystem that safeguards itself. Knox enables devices to constantly authenticate and oversee each other, with every device serving as a protective barrier for the others, fostering a dependable, secure environment for users.

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Allie Miller, CEO of Open Machine and a panelist, emphasized the necessity of transparency for users, which includes clear insight into where AI models operate, how data is utilized, and distinct labels indicating what is AI-driven and what is not.