Key highlights:
- Prioritizing transparency, privacy, and predictable AI systems
- Emphasis on user control and clear understanding of AI operations
- Hybrid AI model: on-device processing for privacy, cloud for scale
- Leveraging Samsung Knox security platform and Knox Matrix for device protection
- Open collaboration with partners like Google and Microsoft for ecosystem-wide security
Samsung’s view
Samsung’s focus on AI trust and security at CES 2026 aligns with a broader industry shift towards responsible AI, differentiating itself by embedding these principles across its entire product ecosystem. While other companies at CES 2026 showcased diverse AI applications, from companion robots to smart home devices, Samsung explicitly articulated a “trust-by-design” philosophy. This contrasts with a pure feature-driven approach, positioning Samsung as a leader in advocating for user control and transparency, crucial aspects highlighted by experts like Allie Miller, CEO of Open Machine.
Expert opinions
The industry conversation at CES 2026 heavily revolved around operationalizing AI and ensuring brand safety. Marketers and tech leaders are increasingly asking how to implement AI reliably without damaging quality or becoming a “brand-risk machine.” This sentiment echoes Samsung’s emphasis on predictable systems and clear governance. While some experts, like Amy Webb, CEO of Future Today Strategy Group, noted that consumers often prioritize convenience over trust when making purchasing decisions, the consensus among panelists was that long-term public confidence in AI hinges on embedding transparency, robust security, and meaningful user choice from the outset.
Samsung’s prioritization of AI trust and security at CES 2026 is not just a marketing message; it’s a necessary strategic direction that will shape consumer adoption and industry standards. While the practical implementation of “trust-by-design” across a vast product portfolio presents ongoing challenges, the commitment to transparency, on-device data processing, and enhanced security via Knox offers a compelling vision for a more ethical AI future. I believe this proactive stance is essential for Samsung to maintain its leadership as AI becomes increasingly integrated into everyday life. It’s a significant move that could genuinely differentiate the brand in a crowded AI landscape.
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