United Kingdom, Jan. 19 -- Samsung Electronics Europe head Simon Sung thinks "useful and unobtrusive" AI will trump machine learning that focuses on technical spectacle.

Sung - who oversees the company's European operations - explained Samsung's AI strategy is designed to fade into the background, supporting everyday routines rather than demanding constant interaction.

Speaking to Business Insider, Sung framed Samsung's approach as a shift away from AI as a novelty feature and toward intelligence that works continuously and autonomously.

He said: "The focus is firmly on everyday value rather than novelty", describing AI that helps manage homes, appliances, and devices without users needing to actively think about it.

He added: "The sh...