Samsung: Leading the Way with Personalised AI in Southeast Asia and Oceania

It is an exciting time to be a consumer in Southeast Asia and Oceania (SEAO), as the digital landscape undergoes profound transformation, fueled by the rapid adoption of AI technologies. In a dynamic region like SEAO with diverse local cultures and values, a new generation of tech-savvy consumers – Gen Zs and Millennials – are demanding highly personalised experiences that appeal to their unique preferences across product and service offerings. Increasingly, consumers expect technology to seamlessly integrate into their lives, anticipate their needs, and to offer tailored solutions that truly matter.

At Samsung, we recognise this ongoing paradigm shift and are committed to meeting this demand head-on with our vision for AI to power new innovations across our businesses and to unlock new and personalised experiences to make life better for everyone. With many devices around the world and even more connected through Samsung’s platforms and services, we are uniquely positioned to bring an AI-powered future to life across the strength and scale of our diversified businesses.

This vision is underpinned by our decade-long investment in research and development, as well as in AI technologies. These investments are part of a long-term plan to ensure that Samsung remains at the forefront of AI innovation, enabling us to deliver on our promise of personalised AI experiences.

Delivering Personalised Experiences through AI

To meet the unique needs and preferences of consumers in SEAO, we are tailoring our AI strategy to bring personalised experiences to users here, emphasising cultural relevance and localisation. We understand that just as users in SEAO come from a proverbial melting pot of languages and cultures, building a one-size-fits-all solution simply cannot work, and therefore we want to develop AI solutions that are sensitive to the diverse needs in our region.

Galaxy AI: Wider Support of Languages and Dialects in SEAO

To start, Galaxy AI[1], available on select Samsung mobile devices, now supports a wider range of languages and dialects in SEAO, making it more accessible and useful to our customers. Earlier this year, we announced the addition of new languages and dialects, including Australian English and Cantonese, adding to a total of 16 languages[2] available in Australia. We are committed in our efforts, and have since expanded support for Galaxy AI to 20 languages[3]  available in Australia.

An Indonesian content creator using the AI Composer feature on the Galaxy Z Flip6 to generate catchy social media captions in local language.

We are also extending the capabilities of Galaxy AI to more Samsung mobile device users, further democratising access to AI-powered experiences. The newest Galaxy Z Fold6 and Flip6 devices bring Galaxy AI to foldable form factors, unlocking new possibilities for users in SEAO and globally. With the One UI 6.1.1 update, which has begun rollout in SEAO, the latest Galaxy AI features such as Sketch to image[4] and Portrait Studio[5] will be expanded to even more Galaxy models, bringing the power of personalised AI into more hands. To cater to the unique needs of different consumer groups, we also continue to provide more choices through various devices such as our latest Galaxy 24 FE and tablets that also have Galaxy AI features available.

Launch of Galaxy Ring in SEAO

For our wearable companions, we are tapping onto AI to augment offerings such as Samsung Health, to provide users with personalised insights and recommendations to improve their well-being. By bringing Galaxy AI to Galaxy Watch, we are combining powerful on-device AI with the extensive Samsung Health app to enable more comprehensive health insights, along with motivational encouragement to help you improve your daily wellness[6].

Expanding our wearables portfolio further, the Galaxy Ring, which will launch in our region this quarter, offers a simple approach to everyday wellness in yet another form factor. Designed for 24/7 health monitoring, Galaxy Ring is compact and fits comfortably on the finger. Galaxy Ring features Samsung’s leading sleep analysis and a powerful sleep AI algorithm to help users easily understand sleep patterns and build better habits3. The new features like Energy Score[7] enable users to receive a better understanding of their daily condition through a combined analysis of personal health metrics including sleep time, sleeping heart rate, and more. This is just the start of Samsung’s journey to build some of the most personalised health experiences yet.

Smarter and personalised homes with AI

Across our wider Samsung ecosystem of home appliances and TVs, we are working hard to integrate AI to further improve the lives of our customers, allowing them to manage their homes in a smarter way. Some of our new home appliances are equipped with AI capabilities that enable them to connect with each other for simplified usage and control, as well as improved performance, creating experiences where you can live more by doing less.

For example, with built-in Wi-Fi, internal cameras, AI-enabling chips and compatibility with SmartThings, our latest Bespoke AI appliances integrate enhanced features and connectivity to lay the foundation for a truly smart home. Our AI Family Hub^TM French Door Refrigerator comes with AI Vision Inside[8], which uses an internal camera to identify up to 33 fresh food items that go in and out of the fridge. Users can easily manage their food list and get recipe recommendations for a more personalised kitchen experience. Providing a seamless and customised laundry solution, the Bespoke AI Heat Pump Combo^TM, intelligently adjusts the washing and drying performance for each load with AI Wash & Dry[9]. It also senses the weight of the laundry, fabric[10], and soil level to dispense the appropriate amount of water and detergent[11], and then adjusts the drying process to suit the weight and fabric.

The Bespoke AI Laundry Combo^TM, which will be launched in all SEAO markets this year, presents innovative solutions for a fuss-free experience.

Even our TVs are smarter today, with Samsung TVs like the Neo QLED 8K coming with features like AI Customisation Mode that adjusts the picture based on user preference. With AI Energy Mode, available when connected to SmartThings, it helps to monitor energy usage in real-time and adjusts to the environment, without compromising picture quality. 

The Neo QLED 8K’s AI Customisation Mode automatically adjusts picture settings to users’ preferences.

Samsung’s Commitment to Responsible AI

As we continue to push the boundaries of AI innovation, Samsung remains committed to responsible AI development. Our AI ethics principles of ‘Fairness’, ‘Transparency’, and ‘Accountability’ guide our approach[12], ensuring that we develop and deploy AI technologies in a manner that is ethical and respects the rights of individuals.

Our approach to AI is quite like the security-first mindset that we first pioneered with Knox. In this, we want to give users the flexibility to personalise their privacy and security settings, exactly according to their preferences. The Galaxy AI dashboard lets users stay in control of their privacy while continuing to enjoy all the benefits of Galaxy AI.

The Future of Personalised AI with Samsung

We are excited about the future of personalised AI, and we want to continue leading the way for the consumer AI revolution in SEAO. We believe that AI has the potential to transform all our lives for the better, and we want to play a more active role in shaping a future where AI-powered personalisation is accessible and beneficial to all, and in a responsible manner.

As AI becomes ubiquitous, we have to focus not just on the technology, but the human-centric experiences, value and benefits that are meaningful to consumers for us to drive AI leadership.

There’s no better time than now to embrace the potential of personalised AI with Samsung. We invite you to join us on this exciting journey as we continue to innovate and create AI experiences that enrich your lives.

[1] Certain Galaxy AI features requires Samsung and Google Account. Internet connection may be required to use some features. AI Features will be provided free of charge until the end of 2025 on supported Samsung Galaxy devices.

[2] Supported languages include Arabic, Chinese, English (India, United Kingdom, United States), French, German, Hindi, Indonesian, Italian, Japanese, Korean, Polish, Portuguese (Brazil), Russian, Spanish (Mexico, Spain, United States), Thai and Vietnamese.

[3] Additional supported languages include Chinese (Taiwan), Turkiye (Turkey), Dutch (Netherlands), Portuguese (Portugal), Swedish (Sweden) and Romanian (Romania)

[4] Sketch to Image feature requires a network connection and Samsung Account login. Editing with Sketch to Image may result in a resized photo up to 12MP. A visible watermark is overlaid on the image output upon saving in order to indicate that the image is generated by AI. The accuracy and reliability of the generated output is not guaranteed.

[5] Requires Samsung Account, Wi-Fi connection or mobile data. Portrait Studio may generate unexpected results. Feature activated when it recognises a face in the image. May not work if the person’s entire face cannot be seen clearly. Editing with Portrait Studio results in a resized photo up to 9MP. A visible watermark is overlaid on the image output upon saving in order to indicate that it is generated by AI. The accuracy and reliability of the generated output is not guaranteed.

[6] Samsung Health and Galaxy Ring are not medical/therapeutic devices/services. Intended for general wellness and fitness purposes only and is not intended for use in the diagnosis of disease or other conditions; or in the cure, mitigation, treatment or prevention of disease; or for the prevention or control of conception or pregnancy. Samsung recommends that you consult with your doctor or physician before participating in any exercise program.

[7] Energy Score is intended for general wellness and fitness purposes only. Energy Score is only supported in Galaxy Ring or Galaxy Watch4 series and later released Samsung Galaxy Watch models. To check the Galaxy AI-powered Energy Score, the health data tracked from Samsung Galaxy Watch or Galaxy Ring must be synchronised with the Samsung Health app. Previous activity, sleep data and heart rate data during sleep must be tracked.

[8] As of April 2024, AI Vision Inside can recognise 33 food items like fresh fruits and veggies. If the food is not recognisable, it may be listed as unknown item. AI Vision Inside cannot identify or list any food items in the fridge door bins or freezer. It recognises food items based on deep learning models, which may be updated periodically to improve accuracy.

[9] Detection and sensing capabilities are based on our deep learning models trained using predefined set of data and may yield inaccurate or incorrect results. New datasets may be introduced to our learning models from time to time to enhance its accuracy

[10] To prevent wear, wash like fabrics together. Based on AI-based algorithm.

[11] Auto Dispense holds detergent for up to 1 month’s washing, based on 2~3 washes per week (5kg load/standard usage). May vary depending on the washing load and settings.

[12] Refer for more details: https://www.samsung.com/global/sustainability/people/tech-for-all/#anchor4