Samsung and Harman Mark 10 Years of Partnership, Expand AI-Powered Next-Generation Audio Experiences

[Financial News] Samsung Electronics Co., Ltd.’s subsidiary Harman is moving to expand the audio experience through artificial intelligence (AI) and connected technologies. The key is to connect different spaces and devices, including smartphones, cars and homes, and provide sound and services tailored to users’ circumstances and preferences.
It also plans to deliver next-generation connected experiences by combining Samsung Electronics Co., Ltd.’s mobile and display technologies with Harman’s audio and automotive solutions expertise. 
According to the Samsung Global Newsroom on the 26th, Dave Rogers, president of Harman’s Lifestyle division, and Armin Prommersberger, chief technology officer (CTO), recently outlined the results of Samsung Electronics Co., Ltd. and Harman’s collaboration and the direction of future technological development. 
This year marks the 80th anniversary of the founding of JBL, an audio brand owned by Harman, and the 60th anniversary of Bowers & Wilkins. The partnership between Samsung Electronics Co., Ltd. and Harman also marks its 10th anniversary. 
President Rogers cited AKG audio technology used in Samsung Galaxy devices as a leading example of collaboration between Samsung Electronics Co., Ltd. and Harman. He explained that combining Samsung Electronics Co., Ltd.’s mobile technology and design expertise with Harman’s audio expertise had improved the user experience.
The two companies’ collaboration later expanded to digital cockpits for vehicles. The approach combines Samsung Electronics Co., Ltd.’s display and connected technologies with Harman’s automotive infotainment and in-cabin solutions expertise.
President Rogers said, “Samsung Electronics Co., Ltd. has an outstanding ability to develop new ideas into technologies that affect the lives of many people and implement them at scale,” adding, “This approach also provides positive impetus for Harman.” 
Harman plans to focus on creating an environment where users can access personalized services through AI and connectivity without having to operate devices separately. At present, users have to launch applications (apps) themselves or change device settings, but in the future, AI will identify users’ circumstances and preferences and automatically provide the functions they need. 
CTO Prommersberger emphasized, “True innovation is not about devices doing more,” adding, “It lies in reducing the need for users to operate and manage devices themselves.”
In particular, it presented connected experiences that bring smartphones, cars and homes together as a key direction for future technology. Information about users gathered through Samsung Galaxy devices would be linked with vehicles, which could prioritize necessary information while driving or adjust the cabin environment to suit the occupants. The company envisions cars and devices in the home connecting when users return, so that services continue seamlessly even as they move between spaces.
CTO Prommersberger said, “A truly connected experience requires the many different moments of everyday life to connect naturally,” adding, “Technology should understand the flow of a user’s day and work naturally without disrupting daily life.” 
Harman also highlighted the audio expertise it has built up over many years as a foundation for technological innovation. JBL has broadened its market by adapting professional studio monitor technology for home speakers. Bowers & Wilkins has likewise developed proprietary design technology to reduce unwanted vibrations and sound, improving acoustic precision.
President Rogers said, “Technology changes rapidly, but human emotions do not,” adding, “Our opportunity lies in continually connecting the two.” 
[email protected] Lim Su-bin Reporter