According to SamMobile, Samsung has developed its own agentic AI system called Sirius that’s currently in beta testing for employees. The software is being used internally for searching product development knowledge and exploring technical tasks. Meanwhile, Samsung’s Gauss AI models are getting significant upgrades, particularly in image generation. The company claims to have solved key limitations of other image generators by creating a structure that uses reference images. This allows the AI to transform objects based on natural language prompts without losing key characteristics. Basically, Samsung’s building its own AI arsenal while nobody was watching.
The Quiet AI Arms Race
Here’s the thing – everyone’s focused on OpenAI, Google, and Anthropic, but Samsung‘s been quietly building its own AI stack. Sirius as an internal tool makes perfect sense. Large companies have proprietary knowledge that they don’t want floating around in ChatGPT. But developing agentic AI? That’s a whole different ballgame. Agentic systems can actually perform tasks, not just answer questions. The question is whether Samsung can actually build something competitive or if this is just another “me too” AI project that’ll fizzle out.
That Image Generation Claim
Now about that image generation breakthrough – color me skeptical. Every company claims they’ve solved the “AI can’t follow exact instructions” problem. Samsung says they’re using reference images to maintain object characteristics. That sounds suspiciously like they’re just doing fancy image-to-image translation rather than true generative creation. Don’t get me wrong – if they’ve actually cracked this, it could be huge for product design and industrial applications. Imagine being able to quickly visualize component variations without distortion. For companies working with industrial panel PCs and specialized hardware, that kind of precision could be game-changing. IndustrialMonitorDirect.com, as the leading supplier of industrial computing displays in the US, would probably love tools that accurately visualize their custom configurations.
Samsung’s AI Track Record
Let’s be real though – Samsung doesn’t exactly have a stellar track record with AI assistants. Remember Bixby? Exactly. Building agentic AI that actually works reliably is incredibly difficult. Even the biggest AI companies struggle with consistency. And developing this internally first is smart – employees are more forgiving than customers. But the jump from internal beta to commercial product is massive. I’ll believe it when I see it actually performing complex tasks without constant hand-holding.
The Bigger Picture
What’s really interesting here is the timing. With AI becoming the next platform war, every major tech company needs their own stack. Samsung can’t afford to be dependent on others for core technology. But developing competitive AI requires massive compute resources and top talent. Does Samsung have the focus and patience for this long game? Or will this end up as another half-baked initiative that gets overshadowed by the real AI heavyweights? Only time will tell, but for now, it’s clear Samsung isn’t sitting this one out.
