As the way people experience the Olympic and Paralympic Games continues to evolve beyond a single venue or broadcast moment, this shift is even more pronounced at Milano Cortina 2026 — shaped by geography, distance and multiple host locations. At this year’s XXV Olympic Winter Games Milano Cortina 2026, Samsung’s role focuses on bridging these gaps, using technology to make Milano Cortina 2026 moments feel closer and more connected for athletes, fans and the broader Olympic Games community through technologies embedded across Games-time operations, including:

• Delivering dynamic perspectives with Opening Ceremony live broadcast integration: With support from the Olympic Broadcasting Services (OBS), Galaxy S25 Ultra devices will be embedded within the Opening Ceremony to capture dynamic perspectives alongside established broadcast cameras, expanding coverage, while fully complementing production workflows.
• Enabling seamless on-site communication for volunteers: A select group of volunteers will be equipped with Galaxy devices featuring Interpreter[2], powered by Galaxy AI, to communicate with athletes, officials and visitors with ease. With translations processed directly on device, the experience remains fast and reliable across Milano Cortina 2026’s diverse and distributed environments.
• Supporting officiating and competition monitoring for fair play: Samsung monitors will be deployed across Short-Track Speed Skating disciplines, providing high-quality displays to support operational needs.
• Keeping fans’ devices powered with Galaxy Charging Stations: Samsung will help people keep their devices powered throughout long competition and event days, enabling them to stay connected throughout the Olympic and Paralympic Winter Games.
• Connecting athletes, media and partners through storytelling at Samsung House: Samsung will host a dedicated hub, where come people can come together to experience Samsung’s Olympic Games technology innovation story and share moments, perspectives and conversations as part of the rhythm of the Games.

“At the heart of Samsung’s role at Milano Cortina 2026 is a clear ambition: to connect athletes and fans in every moment, and help remind everyone that the Olympic Games are, above all, about people,” said Stephanie Choi, EVP and Head of Mobile Marketing Center, Mobile eXperience (MX) Business at Samsung Electronics. “As the way audiences watch, share and experience the Olympic and Paralympic Games continues to change, mobile technology plays an increasingly important role in helping athletes, fans and communities stay connected — and get closer to the action, the emotion and each other.”

Opening Ceremony Live Broadcast Integration Deliver Dynamic Perspectives

To support the Opening Ceremony experience, Galaxy devices will be integrated throughout the live broadcast production environment, enabled by the portability, superior camera quality and 5G connectivity of Galaxy S25 Ultra. Positioned alongside established broadcast cameras, the smartphones have been installed across dynamic locations — including jibs above the field and stadium stands, as well as athlete entrance tunnels — capturing immersive, on-site perspectives wirelessly and in real-time without disrupting established broadcast workflows.

Beyond the devices themselves, Samsung is working closely with the International Olympic Committee (IOC) and Olympic Broadcast Services (OBS) to help ensure Galaxy-based capture integrates seamlessly into the overall live broadcast environment.

Set inside San Siro Stadium, the Opening Ceremony of Milano Cortina 2026 will welcome more than 75,000 spectators on Feb. 6, as over 3,500 athletes from over 90 countries enter the stadium to mark the official opening of the Olympic Winter Games. By working closely with OBS to deliver an enhanced view of the Opening Ceremony with Galaxy, Samsung will help connect spectators in the stands with millions more sharing this historic moment across screens and locations around the world.

“The Olympic Games are a celebration of human excellence and unity, bringing athletes and audiences together around the world,” said Yiannis Exarchos, CEO of OBS. “The Opening Ceremony embodies that spirit, and through our partnership with Samsung we can capture dynamic perspectives that complement our core broadcast coverage. By embracing dedicated mobile storytelling and the way millions of fans experience the Games on their smartphones, we help global viewers feel closer to the energy and emotion of this historic moment.”

Supporting Volunteers, Operations and the Games-Time Experience

Beyond the Opening Ceremony, Galaxy innovation is supporting the everyday operations that help Milano Cortina 2026 run smoothly across venues and host locations.

A select group of volunteers across the Olympic Games will be equipped with Galaxy devices featuring Interpreter, powered by Galaxy AI, to support natural communication between athletes, officials and visitors across languages. With translation processed directly on device, Interpreter enables fast, intuitive conversations and helps volunteers focus on delivering a welcoming, human-centered Games-time experience.

“As we prepare for the most geographically widespread Winter Olympics in history, the role of technology shifts from a simple tool to the very fabric holding our vision together,” said Andrea Varnier, CEO of Milano Cortina 2026. “Samsung’s innovation is fundamental in bridging the distances between our venues, transforming the vast territory of Milano Cortina 2026 into a single, unified arena. Their cutting-edge solutions do more than just support our operations; they redefine how the world perceives the spirit of the Games, ensuring that human connection remains at the heart of this digital evolution.”

In addition, Galaxy Charging Stations at stadiums across host cities will support spectators during long event days, helping to ensure these rare and meaningful Olympic and Paralympic Games moments unfold smoothly on site. This practical support allows people to stay present and engaged during moments that come only every four years.

Inside competition venues, Samsung technology will support officiating and operations. Samsung monitors will be deployed across Short-Track Speed Skating disciplines, providing high-quality displays to support operational needs.

Samsung House: A Central Hub for Connection, Storytelling and Shared Experiences

Located in Milan’s historic Palazzo Serbelloni, Samsung House provides a setting where guests can experience Samsung’s Olympic Games technology innovation history — bringing together the legacy of Samsung’s innovations and how they are brought to life on the ground in Milan as part of the rhythm of the Olympic Games, rather than a standalone showcase.

Throughout Milano Cortina 2026, Samsung House will host a curated program that encourages interaction and shared moments. Moments include National Olympic Committee nights, live competition viewings and displays of the Victory Profile portrait series, creating opportunities for athletes, partners, and media to come together and share perspectives, and celebrate the spirit of the Olympic and Paralympic Winter Games. Complementing this atmosphere, Samsung House will also feature hospitality moments curated by Michelin-starred Italian chef Enrico Bartolini, adding a sense of local culture and warmth.

Samsung House officially opens on Feb. 4 and will operate throughout the Olympic Winter Games until Feb. 22. Samsung House will reopen during the Paralympic Winter Games from March 6–15. During this period, Samsung House will operate as an invitation-only environment, creating a dedicated space for meaningful connection throughout the Games.

As Samsung looks ahead to the future, Milano Cortina 2026 represents an important chapter in a partnership defined by innovation, athlete empowerment and the ongoing evolution of how global audiences experience the Olympic and Paralympic Games. Through its latest Galaxy technology, Samsung continues to open up Olympic and Paralympic Winter Games Milano Cortina 2026 — supporting athletes from preparation to the podium and bringing fans closer to the energy, creativity and emotion of the world’s most celebrated winter sporting event.

[1] Galaxy AI features are currently free of charge, with any specific plans for premium AI services to be decided in close coordination with our partners. There are currently no plans to charge for Galaxy AI features, however different terms may apply to other AI features provided by third parties.

[2] Samsung Account required. Currently limited to select languages only. Certain languages may require language pack download. Translation might not be accurate.

Across Australia, sleep is emerging as a critical—yet often overlooked—pillar of health and well-being frequently sacrificed in favour of the demands of modern lifestyles today.

Casting a lens on this reality, the Samsung SEAO  (Southeast Asia and Oceania) Ecosystem Health Study[1] sought to analyse the general lifestyle and sentiments towards health and fitness, as well as general wellness habits—including sleep, fitness, and lifestyle choices. While adults in Australia rank health as their third highest daily priority, trailing finances and family according to the study, many still struggle to achieve the recommended seven to nine hours of sleep.[2]  An average person in SEAO sleeps for just 6 hours and 51 minutes every night and stand to miss out on benefits that they rank as important reasons to getting sufficient shut-eye – such as improved immunity (21%), maintaining good health (17%), and staying mentally agile (16%).

Want to sleep better and feel these benefits? Here are three practical steps to address common sleep concerns using Galaxy devices like the Galaxy Watch8 series and Galaxy Ring.

Step 1: Establish a consistent bedtime routine

Galaxy Watch8, built to suit diverse lifestyles with advanced capabilities—setting a new standard for style and personalised health experiences.

Establishing a consistent bedtime routine is the primary concern for consumers in Australia (25%) citing an “inability to switch off” as a further obstacle to a good night’s rest.

We all know that going device-free is easier said than done, with many relying on smartphones as their alarm. Enter the Galaxy Watch8 series and Galaxy Ring, super comfortable sleep companions that even allow you to dismiss alarms by just pinching your fingers!

Beyond putting aside one’s smartphone for the evening, winding down also includes setting up a peaceful environment that is conducive for sleep. Custom routines on the SmartThings app[3] cue your connected devices automatically, turning off your lights and TV at bedtime for instance.

(Left) A sleep environment summary card displayed in Galaxy Now Briefing, (Right) a detailed sleep environment report

Personalising your sleeping conditions doesn’t stop there. Sleep environment reports[4] from Samsung Health app provide detailed insights into key factors — such as temperature, humidity. When connected to your Galaxy devices, other appliances like Samsung air conditioners can work together to ensure you have a pleasant sleep through adjusting the temperature with “Good Sleep” mode[5] that finds the optimal temperature at each sleep stage[6] for a top-notch sleeping environment.

Bedtime Guidance provides personalised recommendations based on the user’s sleep data from the past three days.

Adding another layer of support, Galaxy Watch8’s Bedtime Guidance^[7] analyses sleep patterns then suggests an optimal bedtime based on your previous statistics, so you can reset your sleep schedule and wake up refreshed.

For those concerned about long-term sleep health, the Galaxy Watch8 series also detects signs of moderate sleep apnea.[8] The Galaxy Ring complements this with a powerful sleep AI algorithm and detailed sleep tracking[9] to monitor movement during sleep, heart and respiratory rate, and snoring—making it easy to build better sleep habits over time.

Step 2: Maintain your energy throughout the day

Energy Score on the Galaxy Watch8 and Galaxy S25 Ultra

The next most concerning aspect of sleep in Australia is whether one can maintain one’s energy levels throughout the day (19%). We are all familiar with the feeling of having apparently slept well the night before yet but still experiencing fatigue during the day, with the duration of sleep not translating into the desired energy levels across work, study or play. When you pick up your smartphone in the morning or simply check your Galaxy Watch throughout the day, a glimpse of your Energy Score[10] tells you all you need to know.

Energy Score, an indicator of your condition based on 7 key sleep and activity metrics

Energy Score indicates a daily measurement of your physical and mental energy and readiness, based on sleep, activity, and heart rate data, to help you find a healthy balance in the day ahead. Measuring from 0 to 100, a low score guides you to take things easy, while a high score helps gives you the confidence to push your limits.

Step 3: Ensure a comfortable night’s rest

After proactively harnessing the short-term benefits of a good night’s sleep, such as better energy throughout the day, the next biggest concern is to simply have a comfortable sleep (19%).

That’s why the Galaxy Watch8 series goes beyond sleep tracking with features like the Antioxidant Index[11], a first-of-its-kind Samsung smartwatch capability that measures your carotenoid level in just five seconds, giving you another layer of insight to build a long-term wellness routine.

As you take the steps to make adjustments to your sleep, Galaxy’s Sleep Coaching Program[12] helps tracks your progress, analyses your accumulated sleep pattern data and provides you insights with suggestions for better sleep such as meditating before bed, for example.

To get clued into how to make your sleep more comfortable, Galaxy Ring is your go-to wearable that sits comfortably on your finger whilst tracking overall sleep including sleep stages, sleep patterns, movement during sleep, overnight skin temperature, Heart Rate (HR) and Heart Rate Variance (HRV) and providing Sleep Coaching program to improve your sleep habits, when you wake up[13]. First time users get to test their ideal ring size with the Galaxy Ring sizing kit before confirming their purchase.[14]

Whether you’re a student, parent, or working professional, the need for restorative rest is both universal and profoundly personal. Try out these three steps today and make the change to your everyday sleep for better productivity, energy and overall well-being!

[1] The Samsung SEAO Ecosystem Health Study was conducted in December 2024 via online surveys, with 18,168 respondents (of which 3,098 were wearable users), aged 18 – 59 years old, in Australia, Indonesia, Malaysia, New Zealand, Singapore, Thailand, Philippines and Vietnam.

[2] National Sleep Foundation: How Much Sleep Do You Really Need?

[3] Must download SmartThings/Wearable/Samsung Health apps available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Devices must be signed in with the same Samsung account. Possible through models above Galaxy Watch4 series and Galaxy Ring and features may vary depending on region.

[4] The Sleep environment report feature is available on Samsung Galaxy smartphones running One UI 7.0 or later and Samsung Health version 6.29 or later. Availability may expand in the future. For more information on compatible devices that can measure sleep environments, refer to the Sleep condition report under the “How to Use” section in the SmartThings app.

[5] Available for Room Air Conditioners – AR**B******, AR**C******, AR**D******, AR**F****** with Wi-Fi. Requires mobile phones above Galaxy S22, and wearable devices above Galaxy Watch4 series or Galaxy Ring. Features may vary depending on region.

Must download SmartThings/Wearable/Samsung Health apps available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Devices must be signed in with the same Samsung account. Possible through models above Galaxy Watch4 series and Galaxy Ring and features may vary depending on region.

[6] Setting routines based on sleep conditions may not be supported in certain countries. This feature is available on Samsung Galaxy smartphones with One UI 7.0 or Samsung Health version 6.29 or later, with plans for future expansion. A connected device capable of detecting sleep and wakefulness — such as Galaxy Watch4/5/6/7, Galaxy Watch Ultra, Galaxy Fit3 and Galaxy Ring — is required. For more information, refer to the “Accessories” section in the sleep tab of the Samsung Health app.

[7] Bedtime Guidance is available on Android phone (Android 11 and above) and requires Samsung Health app (v6.30.2 or later). Bedtime Guidance based on 3 days of sleep analysis of user’s circadian rhythm and sleep pressure. Bedtime Guidance Feature does not act as a medical/therapeutic device. It is solely intended for fitness and wellness 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. Samsung recommends that you consult with your doctor or physician before participating in any exercise program.

[8]Sleep Apnea feature is currently available in some selected countries only. Sleep Apnea feature requires at least 2 days of sleep data within a span of 10 days (the two days do not necessarily have to be consecutive, but must be recorded within those 10 days).The Sleep Apnea Feature is intended to detect signs of moderate to severe obstructive sleep apnea in the form of significant breathing disruptions in adult users 22 years and older, by tracking sleep twice over a ten-day monitoring period. It is intended for on-demand use. This feature is not intended for users who have previously been diagnosed with sleep apnea. This feature is not intended for use in the screening, diagnosis, treatment or management of sleep apnea and users should not use this feature to replace traditional methods of diagnosis and treatment by a qualified clinician. If a pattern of breathing disturbances is identified by this feature, or you experience any other symptoms of sleep apnea or any other breathing disturbance, consult a doctor.  The absence of a notification does not exclude the presence sleep apnea. ALWAYS FOLLOW THE INSTRUCTIONS FOR USE. IF SYMPTOMS PERSIST, WORSEN OR CHANGE UNEXPECTEDLY, TALK TO A HEALTHCARE PROFESSIONAL.

[9] Sleep Tracking requires sleep data of at least 7 days (including 1 workday and 1 day off). Sleep Tracking feature does not act as a medical/therapeutic device. It is solely intended for fitness and wellness 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. Samsung recommends that you consult with your doctor or physician before participating in any exercise program.

[10] Energy Score is available on Android phones (Android 11 or above) and requires Samsung Health app (v6.27 or above). Samsung Account login required. Service availability may vary by country, region, language. To check the Energy Score, the health data tracked from Samsung Galaxy Watch must be synchronised with the Samsung Health app. Needs at least the previous day’s activity data and sleep, and heart rate data during sleep. Energy Score does not act as a medical/therapeutic device. It is solely intended for fitness and wellness 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. Samsung recommends that you consult with your doctor or physician before participating in any exercise program.

[11] *Antioxidant Index available on Android phones (Android 10 or above) and requires the Samsung Health app (v6.30.2 or above). Samsung account login required.

* Antioxidant Index measures carotenoid levels.

*To measure, place the center of your finger on the sensor at the back of the Watch and hold it for 5 seconds. While antioxidant index can be measured using any finger, the thumb is recommended for the most accurate result.

*Repeated measurement due to uneven skin texture may lead to inaccurate results.

*Antioxidant Index is for fitness and wellness only. Not intended for use in detection, diagnosis or treatment of any medical condition. Please consult a medical professional for advice if you’re concerned about your antioxidant level.

[12] Available on Samsung Health app v.6.24 or above and must be paired with Samsung Galaxy smartphones with Android OS 11 and above. Samsung account login required. Requires sleep data of at least 7 days (including 1 workday and 1 day off). Sleep Coaching feature does not act as a  medical/therapeutic device. It is solely intended for fitness and wellness 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. Samsung recommends that you consult with your doctor or physician before participating in any exercise program.

[13] Sleep tracking features are intended for general wellness and fitness purposes only. Not intended for use in detection, diagnosis, treatment of any medical condition or sleep disorder. The measurements are for your personal reference only. Please consult a medical professional for advice. Sleep Coaching requires sleep data of at least 7 days, including 2 days off.

[14] Availability of Galaxy Ring sizes and colours may vary by country/region. Galaxy Ring sizes are based on US standard sizes (US 5 – US 15). One Sizing Kit is available free of charge upon purchasing the Galaxy Ring. Only one Sizing Kit is provided per order number. Sample rings included in the Galaxy Ring Sizing Kit are inoperable and for measuring ring size only. Wearing the sample ring for at least 24 hours is recommended to allow sufficient time for your finger to adapt to the fit of the Galaxy Ring.

Samsung Electronics has achieved numerous firsts in mobile camera performance and technology since the pre-smartphone era. From the Galaxy S’s 5-megapixel (MP) rear camera in 2010 — at the dawn of the smartphone era — to now in 2025 with the Galaxy S25 Ultra’s 200 MP ultra-high-resolution camera, 50 MP ultra-wide-angle camera, and suite of Galaxy AI editing features, Samsung has continuously redefined what a smartphone camera can do.

“Always one step ahead” – For the past 15 years, Samsung has always been one step ahead, pushing mobile photography to new heights and ushering in a new era of Galaxy camera technology. Explore this groundbreaking journey in the infographic below.

For many of us, Sundays hold a special place in the rhythm of a busy work week—a precious moment to recharge, pursue passions, and make the most of your time.

With the Galaxy S25 Series by your side, every moment can become an opportunity to elevate both your favourite hobbies and daily tasks. Whether you are capturing memories, staying connected, or organising your day, the all-new Galaxy S25 Edge, Galaxy S25 Ultra, Galaxy S25+ or the Galaxy S25 are here to help you carve out another Sunday morning to be spent meaningfully, just the way you like it.

“Sundays are for lie-ins and chilling to my heart’s content”

Had a long week of school or work? Lying on a cozy blanket as sunlight peeks through the curtains might be the well-deserved break you look forward to every weekend.

Let the outside world fade away with your sleek, 5.8mm-thin Galaxy S25 Edge in-hand. This means settling down in maximum comfort with a companion that weighs just 163 grams, to immerse yourself in your favourite passions. Whilst you kick back and enjoy binge-watching your videos, its Snapdragon® 8 Elite Mobile Platform for Galaxy offers you fast performance all day, the same powerful processor available in all Galaxy S25 Series devices.

 As you start going about daily tasks later on, the Galaxy S25 Edge is a stylish addition to any outfit with captivating colors such as Titanium Silver, Titanium Jetblack and  Titanium Icyblue (Samsung.com exclusive). Whether an off-day means going bag-free or dressing your best, the Galaxy S25 Edge’s streamlined silhouette and optimally curved edges gives you the option to hold it comfortably in your hands or slide it into your smallest bags and pockets.

Not only does it look and feel amazing, the Galaxy S25 Edge is also built to take on the day with you, with the newly added Corning® Gorilla® Glass Ceramic 2[1], a new glass ceramic offering that delivers to yield both vibrancy and strength on the front display.

“Sunday is a day for meetups and creating memories”

Love spending time with friends or loved ones on weekends? A happy feeling might be your Sunday vibe as you head out to meet your favorite people and create memories together.

Whether it’s a spontaneous selfie during brunch or filming a dance everyone just learned, the Galaxy S25 Ultra is a powerful companion that helps you create lasting memories. Experience improved color and next-level clarity with the Galaxy S25 Ultra’s AI-enhanced ProVisual Engine[2], coupled with the new 50MP ultrawide camera sensor that levels up your photos and videos with exceptional clarity and vibrancy.

From simple touchups to creating cinematic masterpieces, the Galaxy S25 Ultra’s long-lasting  5,000mAh battery[3] allows you to edit on-the-go. With an immersive 6.9-inch QHD+ Dynamic AMOLED 2X Display[4], harness your editing prowess with intuitive tools like Filters which delivers film-like aesthetic for photos and videos, Log Video[5] that captures more highlights and shadows without the need for professional equipment, and much more.  

“Sundays are the time to catch up on all my tasks”

For some, Sundays are set aside as time to prepare for the week ahead. Whether you are catching up on your to-do list or setting out to finish up some work, the Galaxy S25 and Galaxy S25+ are here to help you stay organised and productive with a full suite of the latest Galaxy AI features[6].

This includes Now Brief[7] that gives you daily briefings in the morning with reminders on chores like groceries and more, followed by a recap of the day’s events in the evening with activity insights. For creatives, Drawing Assist[8] also helps you brainstorm fresh ways to bring your ideas to life through sketches, text or image prompts.

With the Galaxy S25 Series by your side, you’ll be looking forward to making Sundays – and every day – a truly meaningful time of creating, exploring your passions and getting things done, just the way you like it.

[1] Corning® Gorilla® Glass Victus® 2 is applied to the rear of the device, and does not cover the camera lenses.

[2] Compared to previous models.

[3] Typical value tested under third-party laboratory condition. Typical value is the estimated average value considering the deviation in battery capacity among the battery samples tested under IEC 61960 standard. Rated (minimum) capacity is 4,855mAh. Actual battery life may vary depending on network environment, usage patterns and other factors.

[4] Measured diagonally, Galaxy S25 Ultra’s screen size is 6.9-inch in the full rectangle and 6.8-inch with accounting for the rounded corners; actual viewable area is less due to the rounded corners and camera hole.

[5] Galaxy S25 Series and above supports Log Video. Results may vary depending on editing method and/or shooting conditions. Original Log Video footage may appear flat and gray. Color grading is needed by using certain editing tools.

[6] Fees may apply to certain AI features at the end of 2025.

[7]  Now Brief feature requires Samsung Account login. Service availability may vary by country, language, device model and apps. Some features may require a network connection. Modes and Routines need to be enabled to use Personal Data Engine for context-based Routines suggestions. User needs to consent to access permissions such as photos, videos, audio files, and calendar events. May not display moments depending upon exposure policy. Energy Score requires health data tracked from Samsung Galaxy Watch or Galaxy Ring and is intended for general wellness and fitness purposes only. The description of photos provided by moments may not align with the user’s intent. Events schedule notification is supported with calendar apps that utilize Android calendar database and available if Samsung Calendar is installed. Notifications for coupons only available for coupons added to Samsung Wallet with expiration date.

[8] Drawing assist feature requires a network connection and Samsung Account login. A visible watermark is overlaid on the image output upon saving in order to indicate that the image has been generated by AI. The accuracy and reliability of the generated output is not guaranteed.

In just a few short years, artificial intelligence (AI) has gone from science fiction to something we use every day. As AI gets smarter and more available to everyone, our smartphones have become the main way most people experience this technology.

In this Q+A, Carl Nordenberg, who leads the Mobile eXperience business unit in Samsung Southeast Asia and Oceania (SEAO), discusses how Samsung is driving the AI wave, what Galaxy AI[1] is all about, and how the latest Galaxy S25 series mobile phones are helping to shape a future where AI enhances human connection rather than replaces it.

Q1: How do you see smartphones evolving in the ongoing AI revolution?

It is safe to say that generative AI is becoming the transformative technological development of our time. At Samsung, we believe smartphones will empower this AI revolution as the main way that people experience this powerful technology.

Since launching the Galaxy S24 series last year, Samsung has led the way in creating powerful smartphones with seamless AI integration. One year on, I am glad to say that we have reached a point where AI is no longer a futuristic technology, but something that is built into the devices that we use every day.

And we are just beginning to see AI’s true potential! Devices like the Galaxy S25 series will continue to transform how we interact with technology, whether in our creative work or daily communications. Which is why we are dedicated to bringing Galaxy AI to as many users as possible worldwide.

Q2: What are consumers looking for in a smartphone today, and how is that changing with AI?

Our Customer and Marketing Insights team recently conducted a survey[2], which revealed what matters most to users across Southeast Asia and Oceania:

1. Advanced camera features
2. Integrated AI capabilities
3. Improved durability
4. Long-lasting battery
5. High-performance processing for AI and gaming.

This highlights an important shift in consumer expectations — just 18 months ago, AI would not have been a consideration for smartphone users, and now it is a top priority. The key word here is “integration” – consumers expect that AI will not be an entirely new, independent thing, but an enhancement of how they already use their mobile devices. And as the technology evolves, people will expect their smartphones to act as intelligent assistants that understand and adapt to their needs as individuals – in an integrated and personalised way.

This type of insight helps to guide our development efforts, as we continue exploring AI’s potential to create more meaningful experiences for Samsung users.  

Q3: What does “personalisation” mean in the context of mobile AI?

In a region like Southeast Asia & Oceania (SEAO) with its melting pot of diverse cultures, a one-size-fits-all approach simply will not work. In this context, technologies like generative AI present a powerful opportunity for us to deliver personalised and meaningful experiences to Samsung users. That is why personalisation and integration are the cornerstones of Galaxy AI, and for the Galaxy S25 series. The way we see it, true AI personalisation means that technology learns from your unique patterns and preferences to deliver experiences tailored specifically to you.

Now Brief is an intelligent feature that learns from your usage patterns and routines to proactively provide customised information tailored to your specific context.

Take for instance, the Now Brief[3] feature on the new Galaxy S25 series. Now Brief acts like an information hub that delivers tailored updates and information to you throughout the day, accessible either through the dedicated Now Brief home screen widget, or via the Now Bar. Tapping on the Morning Brief button first thing in the morning can deliver the weather forecast, traffic information, and your calendar for the day, for example.

As you continue using this feature, your phone learns from your behavior and personalises the information it shows you. Over time, these suggestions become more relevant to your specific preferences and interests. For example, showing you news summaries from your most-read sources or reminding you of your friend’s birthday.

The real breakthrough comes when AI understands not just what you do, but the context around it. Through features like Writing Assist, Galaxy AI is able to recognise the context of what is displayed on your screen such as emails and messages to summarise content for you without the need to switch between applications.

Q4: You mentioned that camera features are a top priority for consumers. How is AI enhancing photography, and is it changing the photo taking experience for them?

Most of us primarily use our smartphones for getting information, for creating memories or for connecting with others. This is especially true when it comes to the smartphone camera, which is particularly important to customers in Southeast Asia and Oceania.

What’s fascinating is how Galaxy AI enhances photography in ways that feel naturally integrated with existing behaviors. We have designed AI camera features that do not change the familiar photo-taking experience itself but improve the end results. Take features like Object Eraser, Best Face[4], and Audio Eraser[5] — these are AI-enabled innovations that do not interfere with how you capture the moment, but they give you unprecedented control over the final image or video simply from your fingertips.

The Galaxy S25 series’ ProVisual Engine sets a new standard for mobile photography, alongside the series’ first 50MP ultra-wide-angle camera for more stunning landscapes and group shots.

For instance, the ProVisual Engine in the Galaxy S25 series works with the device’s first 50MP ultra-wide-angle camera to capture stunning landscapes and group shots with remarkable detail. – by removing photo-bombers, by eliminating background noise from your videos, or by selecting the best face of each individual in group photos, to ensure everyone is looking their best.

This approach enables people to create photos and videos exactly as they want them, preserving the moment as they remember it, without overly complicating or interfering with the photo-taking experience itself. That is the power of thoughtfully integrated AI – it enhances our capabilities and provides better experiences – all while not getting in the way!

Q5: How are you balancing personalisation with privacy concerns?

This is the most critical question in the AI era. Personalisation requires data, but users rightfully demand control over their personal information. We believe that advanced AI and strong privacy protection must evolve together — they are two sides of the same coin.

Our approach to AI in this context is rooted in both transparency and control. People should always understand how their data is being used and have control over what information AI systems can access. This builds trust, which is essential for wider AI adoption.

As such, we want to give users the flexibility to control their privacy and security settings. Users can decide which Galaxy AI feature to operate on their device, with the choice to opt out of cloud-based processing[6].

The new Galaxy S25 series features a Personal Data Engine[7], which analyses your data on-device to deliver highly tailored experiences that reflect your preferences and usage patterns. Privacy and mobile security remains a key focus for all of us at Samsung in this AI-driven era, as users have the right to understand how their data is being used and to control the level of AI intervention in their digital lives.

At Samsung we recognise that there is no privacy without security, and our Samsung Knox security platform[8] is built to help protect users’ personal data. With Galaxy S25 series, we have introduced the Post-Quantum Cryptography (PQC) based protection to Knox Matrix, providing additional safeguards to help protect a user’s cloud backup and sync data.

Q6: Looking ahead, how do you see mobile AI evolving over the next few years?

We are just beginning to scratch the surface of what is possible. We are already seeing AI becoming more “multimodal”; capable of processing and connecting information across different formats like text, images, voice, and sensor data.

Most importantly, AI will become more democratised. Advanced capabilities that once required specialised knowledge or expensive hardware will become more accessible to everyone through their smartphones. This democratisation of AI has the potential to level playing fields and empower people in unprecedented ways.

The journey is far from over, and at Samsung we will continue investing in research and development, exploring new use cases, and engaging with our consumers to ensure we understand their needs, preferences, and concerns in this rapidly changing space.

At the end of the day, the ultimate measure of our success isn’t how advanced the technology is, but how much it benefits and empowers our users.

[1] Fees may apply to certain AI Features at the end of 2025. Certain Galaxy AI features requires Samsung and Google Account. Internet connection may be required to use some features.

[2] Based on an internal survey conducted by Samsung from January to February 2025 among 2,418 participants across 8 markets including Australia, Indonesia, Malaysia, New Zealand, the Philippines, Singapore, Thailand and Vietnam.

[3] Now Brief feature requires Samsung Account login. Service availability may vary by country, language, device model and apps. Some features may require a network connection. Modes and Routines need to be enabled to use Personal Data Engine for context-based Routines suggestions. User needs to consent to access permissions such as photos, videos, audio files, and calendar events. May not display moments depending upon exposure policy. The description of photos provided by moments may not align with the user’s intent. Events schedule notification is supported with calendar apps that utilize Android calendar database and available if Samsung Calendar is installed. Notifications for coupons only available for coupons added to Samsung Wallet with expiration date.

[4] Can detect up to 5 faces. Motion Photo must be activated to use this feature. Visible watermark overlay may be applied. Generative AI may produce unexpected results and accuracy of results not guaranteed.

[5] Results may vary per video depending on how sounds present in the video. Samsung Account login required. Six types of sound can be detected; voices, music, wind, nature, crowd and noise. The actual sound detection may vary depending on audio source, and the condition of the video. Accuracy of results is not guaranteed.

[6] Samsung Account login required. Processing data only on your device allows advanced intelligence features to operate locally, rather than online. Enabling this option may limit the functionality of certain AI features that rely on online data processing for advanced capabilities.

[7] The Personal Data Engine functions under the condition that the Personal Data Intelligence menu is on. Analysed data will be deleted once the Personal Data Intelligence menu is turned off. Personal Data Engine recognises select languages and certain accents/dialects, including but not limited to Arabic, (Simplified) Chinese, Dutch, English, French, German, Hindi, Indonesian, Italian, Japanese, Korean, Polish, Portuguese, Romanian, Russian, Spanish, Swedish, Thai, Turkish, and Vietnamese. Personal Data Engine currently analyses Samsung native applications.

In this piece, Samsung employees across Southeast Asia and Oceania (SEAO) share their personal stories about favourite local dishes with vibrant photos of delectable flavours and textures!

[1] Fees may apply to certain AI Features at the end of 2025.

[2] Feature is available through ‘Extra Raw’. Download the ‘Expert Raw’ app from the Samsung Galaxy Store.

[3] Samsung Account may be required to use certain AI Photo Assist features. Edit Suggestion is compatible with JPG, PNG. GIF and MP4 formats. Edit results may vary depending on the photography or filming condition. Editing with Generative Edit results 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. Accuracy of results is not guaranteed.

Looking for a reason to get the latest Galaxy S25 Ultra? Look no further.

The all-new Galaxy S25 Ultra is not just another smartphone – it is your personal AI companion[1], powered by advanced AI technologies and serious hardware upgrades that set new standards for what a phone can do for you.

Your second brain that lets you work smarter

Ever wish that you could clone yourself when juggling multiple tasks? Fret not, the Galaxy S25 Ultra easily steps in as your multimodal AI agent, thanks to the revolutionary Snapdragon^® 8 Elite Mobile Platform for Galaxy chipset, powering Galaxy AI¹ experiences that make every task easier

This is not just about raw power – it is about intelligent assistance that feels natural and intuitive. For instance, checked out a great deal on flights to Bali? Multimodal AI[2] recognises vital details from your inbox and suggests next actions like adding them to your calendar so you can avoid tedious copying and pasting between apps, with this highly efficient personal secretary who never misses a beat.

Galaxy AI can search through your Samsung Gallery via voice command to find the photo you’re looking for

Finding that perfect sunset photo from your last holiday with your besties does not mean scrolling endlessly through your photo album anymore. Simply say what you are looking for – “Find me that sunset photo I took with my friends at Mount Batur” – and watch as your Galaxy S25 Ultra understands and retrieves what you need. This natural language search[3] capability works across your Galaxy S25 Ultra, from Gallery to Settings, making navigation feel more like a conversation than a hunt.

Your personal information hub that knows you better

Imagine waking up to Now Brief[4], your personalised morning briefing that integrates essential information such as weather updates and Samsung Health insights. The innovative Now Bar[5] keeps you updated on everything that you use most frequently on your smartphone, from live sports scores, notifications, music controls, or modes and routines. These are consolidated and accessible on your lock screen – so you get your need-to-know updates with just a glance.

Get personalised briefs throughout your day with Now Brief

Want to know when your favorite sports team is playing next? Simply press and hold the side button to activate Google Gemini[6] and the schedule can be added to your Samsung calendar with a single command. Heard a catchy tune while grabbing your morning coffee? Circle to Search[7] lets you search with Google for a song that you hear in the moment without switching apps.

You can also rest assured your personalised data is guarded by Knox Vault. The Galaxy S25 Ultra’s Personal Data Engine[8] powers customised AI features by safely analysing your data on-device[9] to deliver highly tailored experiences based on your preferences and usage patterns.

Your trusted supercharged companion

Unleash your ultimate gaming potential with the Galaxy S25 Ultra

All these new Galaxy AI experiences and more run smoothly without compromise, thanks to the new Snapdragon^® 8 Elite for Galaxy chipset which boasts a 40% boost in NPU performance, 37% uplift for CPU performance[10], and 30% faster GPU compared to its predecessor. This is not just an incremental upgrade in processing power on the Galaxy S25 Ultra – it is the most p­­owerful processor you can get on Galaxy S series devices yet.

For gamers, enjoy smoother and more realistic mobile gaming with the Snapdragon^® 8 Elite Mobile Platform for Galaxy’s Vulkan Engine and improved Ray Tracing. All intense device usage and AI processing run smoothly thanks to an improved heat dissipation structure with a 40% larger vapor chamber[11].

Your professional photographer upgraded

A more stunning videography experience on the Galaxy S25 Ultra

The Galaxy S25 Ultra’s ProVisual Engine reimagines what is possible in mobile photography. Whether you are shooting landscapes at sunset, portraits in a dim restaurant, or trying to capture that perfect selfie, AI improvements are ready to enhance every shot[12].

Shoot videos with improved 10-bit HDR for four times richer colour and contrast[13] while after-dark scenes are brought to life with minimised grain with advanced noise removal[14]. Built-in ProScaler technology[15] also boosts display image scaling quality by up to 40%[16], making photos and videos more vibrant and true-to-life than ever before. It is like having a professional photography studio at your fingertips.

More dependable than before

Galaxy S25 Ultra features durable titanium and the new Corning® Gorilla® Armor 2, a first-of-its-kind material

From day to night, the Galaxy S25 Ultra is also as tough as it is smart. Protected by the new Corning® Gorilla® Armor 2[17], which combines Corning’s glass-ceramic with a proprietary anti-reflective surface treatment, this helps to ensure advanced drop protection alongside anti-reflection surface treatment and scratch resistance[18]. This means you can count on your digital companion throughout your busy day, from morning to night.

The Galaxy S25 Ultra is here for the long haul, with seven generations of OS upgrades and seven years of security updates[19] that enables it to perform reliably over a longer lifespan. 

Whether you are a busy professional, a creative enthusiast, or someone who simply wants to make the most of their day, the Galaxy S25 Ultra is ready to be your ultimate personal AI companion. Welcome to the future of mobile technology, where your phone does not just keep up with your life – it helps you lead it.