Samsung + AMD Join Forces: AI Is Reshaping the Old Chip Landscape

Barcelona — March 3, at MWC 2026, came news that seems expected but carries profound significance: Samsung announced strengthened strategic collaboration with AMD, integrating AMD's AI technology into Samsung's next-generation chips.

This is already the third "marriage" between the two companies.

From "Opponents" to "Teammates"

The story begins ten years ago.

Back then, Samsung and AMD were "bitter rivals" in the chip field — Samsung's Exynos processors used ARM architecture, while AMD was one of ARM's biggest competitors. The competition in the mobile chip market was intense.

But over the past few years, things changed.

"We realized AI isn't a 'feature' — it's the core of entire chip design," Samsung's chip division head said at the launch. "Chips without AI capability are like cars without engines — unsellable."

AMD happens to have what Samsung needs most: leading AI GPU technology.

The "1+1>2" Calculation

This collaboration benefits both sides.

For Samsung: Gains industry-leading AI GPU capability without starting R&D from scratch

For Samsung: Finds a massive shipment channel — Samsung phones ship over 200 million units annually

"It's a 1+1>2 deal," a semiconductor analyst said. "Samsung needs AI, AMD needs shipment volume."

Specifically, AMD's RDNA architecture AI technology will be integrated into Samsung's Exynos chips. What does this mean? Your Samsung phone might directly run local AI models in the future — no internet needed.

"Imagine your phone has a 'little ChatGPT' inside," the analyst比喻道. "It knows your habits, understands your preferences, can help you with various tasks."

AI Phone Era Fully Arrives

Samsung's collaboration with AMD is the latest footnote in the "AI phone" trend.

In fact, starting from Samsung Galaxy S24, AI features have been a core selling point. This collaboration with AMD means Samsung will embed AI capability "at the chip foundation" — more deeply, more efficiently, more power-saving.

"Traditional phone chips are 'computing,' AI phone chips are 'perceive + think + execute,'" Samsung's technical lead said. "These are two completely different design philosophies."

Pressure on Chinese Manufacturers

For Chinese chip manufacturers, Samsung + AMD collaboration creates new competitive pressure.

Huawei HiSilicon, UNISOC, MediaTek are all competing in the AI chip track. But AMD + Samsung combination is clearly "strength upon strength."

"Chinese manufacturers must accelerate AI chip R&D speed," a domestic chip industry figure said. "Otherwise the gap will widen further."

But he also pointed out Chinese manufacturers have their own advantages: "China's market is large enough, policy support is strong — there's opportunity."

Epilogue

After the launch, I met a European phone dealer. He told me that when selling phones now, AI capability is already one of customers' most concerned parameters.

"Customers' first question is often 'Is this phone's AI strong?'" he said. "Configuration and cameras become secondary."

Perhaps this is the power of trends: from "bonus points" to "must-have," the entire phone industry is being reshuffled.

Reference: Samsung Global Newsroom, AMD Official