Samsung Boss Urges ‘Do-or-Die’ Mindset Amid AI Semiconductor Crisis

Samsung Electronics Chairman Lee Jae-yong has called on executives to embrace a “do-or-die” approach to overcome mounting challenges in the AI-driven era, industry sources revealed Monday.

In a video message to 2,000 executives at ongoing seminars since February, Lee stressed the urgency of strategic transformation, though he did not appear personally in the recording, per Yonhap news agency.

“Samsung faces a do-or-die survival issue. We must reflect deeply from the top,” Lee reportedly said, urging investment in future growth over short-term profits. The video, featuring the philosophies of late founders Lee Byung-chul and Lee Kun-hee, coincided with executives receiving crystal plaques inscribed with: “Samsung people who are strong in crisis, good at reversal and fierce in competition.”

Samsung is grappling with setbacks in the AI semiconductor market, particularly in high bandwidth memory (HBM), where it trails SK hynix Inc. Its core businesses—TVs, smartphones, and DRAM—also saw market share declines in 2024.

TV share dropped from 30.1% to 28.3%, smartphones from 19.7% to 18.3%, and DRAM from 42.2% to 41.5%, per the latest business report. Weak memory sales and HBM delays led to underwhelming earnings last year, with analysts predicting a 22.5% drop in first-quarter operating profit.

Lee’s rallying cry underscores Samsung’s need to reclaim its edge in a fiercely competitive landscape. As AI reshapes technology, the company’s leadership is pushing for resilience and innovation to reverse its fortunes and secure its future.