Samsung Electronics plans to expand its on-device artificial intelligence business, aiming to surpass global market growth in the consumer electronics sector this year.

Samsung Electronics CEO Jong-Hee Han told CNBC’s Chery Kang that the global consumer electronics market, including smartphones, TVs and home appliances, will grow by about 3% by 2025.

Samsung, the world’s largest smartphone and TV maker, expects its mobile device business to grow 4%-5% this year, while growth in its TV and home appliance divisions may also accelerate, said Han, who is also the head of device eExperience. DX) a division of Samsung Electronics.

Samsung Electronics has been increasing its efforts Connect their devices to artificial intelligenceinstalling artificial intelligence chips in its refrigerators, washing machines and sweeping robots.

It has also enhanced AI capabilities on its high-end flagship smartphone models, such as the Galaxy S24 series, Various artificial intelligence functions Includes real-time translation certain foreign language calls.

This is for Chinese brands like Huawei and Xiaomi has become a strong competitor Samsung offers high-end smartphones at extremely low prices.

Han said in an interview that competition from Chinese companies would be “helpful” to Samsung and consumers, noting that the company aims to differentiate its products with greater safety and convenience rather than lower prices.

Samsung announced Major leadership reshuffle in Novemberappointed Quan Yongxian as co-CEO and head of the memory chip division, sharing leadership responsibilities with Han.

The South Korean tech giant was once a dominant force in memory chips, but has fallen behind SK Hynix in the race to supply high-bandwidth memory chips (HBM chips), a key component of artificial intelligence leader Nvidia.

According to reports, Samsung will issue Fourth quarter revenue Quarterly forecasts are released on Wednesday, followed by quarterly results at the end of January.

Samsung fourth quarter operating profit Estimated revenue of 8.2 trillion won ($5.6 billion)According to Reuters estimates, this was a significant increase from 2.8 trillion won in the same period last year, but lower than the 9.18 trillion won in the previous quarter.

In October, Jun, head of the semiconductor department, Rare apology for disappointing company incident Third quarter results.

The South Korean giant’s shares plunged 32% last year, lagging the broader benchmark Kospi’s 9.6% decline, according to LSEG data.

Han said in an interview that the stock price “has never been this low,” adding that the company has a “value enhancement” plan aimed at increasing shareholder returns. He said the plan would be “announced one by one at the appropriate time,” according to CNBC’s Korean translation.

Investors hope Samsung closes the gap with HBM and takes its “value enhancement” plan more seriously, Phillip Wool, head of research at Rayliant Global Advisors, said in a report on Monday, while adding that a 10 trillion won share buyback plan The plan could help stabilize the stock price.

company Surprise plan announced in November Repurchase shares worth approximately 10 trillion won over the next 12 months.

Citi analyst Peter Lee warned in a Dec. 31 report that a longer-than-expected delay in getting Nvidia’s HBM chips approved and weak PC sales could continue to pose downside risks. He maintained a “buy” rating on the stock while lowering his target price to 83,000 won from 87,000 won.