Suh Jung-ah, Vice President and head of the Digital Commerce Team at the MX Business Division of Samsung Electronics' (005930.KS) DX Division, said Tuesday (local time) that the company's vision for AI transformation (AX) is "moving beyond a focus on operational efficiency to a stage of finding new business opportunities."
Suh made the remarks during a keynote address at the Snowflake Summit '26 held in San Francisco, adding, "We hope agents — AI that reasons and acts on its own — will not only optimize seasonal promotions, or sales strategies, but also propose new ones." She attended the event to present a case of collaboration between Samsung Electronics and Snowflake, a cloud data analytics company.
"The idea is to integrate new customer signals, product edge data — information obtainable from devices and other sources — and competitive intelligence on an AI-based platform to anticipate market movements in advance," Suh said. She also revealed how the company responds to the market after launching new editions of the Galaxy S, Samsung Electronics' flagship, or premium, smartphone.
"Every time we launch a flagship model, we simultaneously track massive data flows including global market share, segmented customer groups, online traffic such as search volume, hourly sales, pricing, and customer reviews," Suh said. "The most challenging task is the speed of response. By the time the analytics team figures out that a product's conversion rate is falling in one region, the window for response has already closed," she emphasized. "We need to respond at the same time as the product launch."
She introduced the collaboration with Snowflake as the backdrop that enabled rapid grasp of consumer markets. "AI can bring fundamental change, and we have built a consumer insight agent for that purpose," Suh explained. "The agent reasons and acts based on Snowflake data."
"For example, you can ask the agent to compare the launch performance of the S26 with existing models that were sold on Amazon," she said. "The agent doesn't just show numbers — it establishes a sequence of steps. Team tasks that used to take hours are now completed in seconds."
