Samsung says AI data center-fueled RAM scarcity could raise the company’s prices. Wonjin Lee, Samsung’s global marketing leader, sounded the alarm in an interview with Bloomberg on Tuesday at CES 2026. As recently as early December, Samsung told Reuters that it was monitoring the market but wouldn’t comment on pricing. So, the change of tune can be seen as a deliberate signal to soften the ground ahead of an official announcement.
“There’s going to be issues around semiconductor supplies, and it’s going to affect everyone,” Samsung’s Lee said. “Prices are going up even as we speak. Obviously, we don’t want to convey that burden to the consumers, but we’re going to be at a point where we have to actually consider repricing our products.”
Samsung appears to be softening the ground ahead of an official announcement. (Samsung)
The global RAM shortage is the result of AI data centers gobbling up high-bandwidth memory. Memory manufacturers have shifted their output priorities to meet that demand, leading to a snowball effect where even the low-bandwidth RAM found in automobiles is affected.
“AI workloads are built around memory,” Sanchit Vir Gogia, CEO of Greyhound Research, told NPR in late December. “AI has changed the nature of demand itself. Training and inference systems require large, persistent memory footprints, extreme bandwidth, and tight proximity to compute. You cannot dial this down without breaking performance.”
It’s been more than three years since ChatGPT launched and kicked off the AI craze. During that time, companies have hyped chatbots and other generative AI tools as a technology that will take us to the promised land, making life easier as machine learning automates our daily lives. It isn’t yet clear if an AI bubble is set to burst, but some financial forecasters have sounded the alarm. Regardless, it’s hard to see how consumers and workers are getting anything but the short end of the stick so far.
