The launch of the Galaxy S24 series in 2024 — marked the moment smartphone evolution gave way to AI innovation. From that point on, Samsung has expanded its mobile AI ecosystem by advancing multimodal intelligence and integrating AI across wearables, tablets and beyond.

Since last year, Galaxy AI has redefined productivity and innovation. Explore the journey in the infographic below.

[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, at the end of 2025.

For more than a decade, a bar phone was the epitome of smartphones, providing us with a gateway to embrace digital lives. Over time, these devices have significantly grown and evolved, embodying considerable changes in both form and function.

Today, we stand at an inflection point. At Samsung, we are not just witnessing the next evolution of mobile; we are leading it, driven by a fundamental belief that technology should adapt to the nuances of how we live, work, and play, no matter how big or small.

Our latest foldable devices mark the unfolding of a new era, with devices like the new Galaxy Z Fold7 and Flip7 as the definitive next steps in mobile computing. Defined by youthful dynamism, a mobile-first economy, and burgeoning creator culture, Southeast Asia and Oceania (SEAO) is the perfect incubator for technology that breaks from convention. More importantly, we see tremendous opportunity in this region to empower a fundamental and lasting shift in user behavior, driven by a form factor that mirrors the different ebbs and flows of modern life.

A new form factor for new behaviors

Our journey began back in 1996, when we declared the “Year of Design Revolution.” This laid the foundation for the human-centered design ethos that continues to evolve to this day: that technology must not only help us do more, but inspire us to be more. This philosophy of putting users at the center of design underpins Samsung’s product portfolio, including the foldable category, and we are witnessing a transformation firsthand across SEAO, where two distinct new behaviors have emerged.

First, devices like the Galaxy Z Flip Series have become a vibrant statement of personal style and a catalyst for creative expression. In the hands of a new generation of creators from SEAO, it is a useful compact companion that supports their creative social commitments. We see users across the region using Flex Mode[1] to prop the device up, freeing their hands to interact with their audience. They are filming vlogs and unique social content, while engaging with their communities with a form factor that empowers them with more flexibility and freedom. In the new Galaxy Z Flip7, an expansive 4.1-inch[2] edge-to-edge FlexWindow enhances convenience and comfort when typing messages and the Now Brief[3] feature is now also newly available on the FlexWindow[4] to easily provide personalised updates like event reminders, music recommendations, and fitness summaries.

Meanwhile, the Galaxy Z Fold Series is redefining productivity for a mobile-first generation of professionals and entrepreneurs. In a region known for its hustle, the Galaxy Z Fold transforms from a phone into an expansive workspace, taking users from convenience to genuine competitive advantage in an instant. This is made possible by our relentless engineering breakthroughs, from our industry-leading durable hinge design, to the continuous refinement of our vibrant, immersive foldable displays. The new Galaxy Z Fold7 is the thinnest and lightest addition to the Series. With a 200 MP high-resolution camera, best-in-class processor, and Galaxy AI[5] optimised for its flexible format and expansive screen, the device unlocks new levels of efficiency and delivers premium performance and experiences.

An intelligent canvas for a connected future

We introduced Galaxy AI in the Galaxy S24 Series, defining a new era of mobile AI innovation. Since then, we have continued to develop its capabilities, and have seen more than 70% of Galaxy S25 Series users leverage a suite of Samsung and Google AI tools[6]. We are driving the future of personalised, multimodal AI and the unique architecture of a foldable is the perfect vehicle for this. With the latest One UI 8 update, our software now integrates a large-screen optimised interface with multimodal capabilities, offering experiences we couldn’t have imagined up until just a few years ago.

The Galaxy Z Fold Series come with capabilities that understand the context displayed onscreen, so you can get things done with maximised efficiency and productivity. For example, with screen sharing or camera sharing on Gemini Live[7], users can simply show Gemini what they are looking at and ask questions to get instant insights. Meanwhile, the combination of advanced hardware with an AI-powered ProVisual Engine offers Galaxy Z Fold7 users flagship camera experiences in a foldable.

As we continue to drive AI innovation, our vision is for ambient intelligence to seamlessly be integrated into daily life such that it becomes second nature. We want to build a future where your devices become much smarter and can anticipate, perceive and work in the background to help make life more effortless.

Our unwavering confidence in the unfolding future

Our journey with foldable innovation has taken us from bold concept to a thriving, mainstream category in the premium segment, and our confidence in its future has never been stronger, because we see its impact every day in the hands of our users, as well as through engagement with our passionate community on platforms like Samsung Members, where we co-create the future of the mobile experience.

For Samsung, the foldable form factor is another testament to our unwavering commitment to innovation that enriches lives. We are proud to be leading this charge, and excited to see how consumers in SEAO continue to use this technology to shape their own futures. The next chapter of mobile is not just coming; it is unfolding before our very eyes.

[1] Flex Mode supported at angles between 75°and 115°. Some apps may not be supported in Flex Mode.

[2] Measured diagonally, Galaxy Z Flip7’s Cover Screen size is 4.1 inch in the full rectangular form; actual viewable area is less due to the rounded corners and camera hole.

[3] Now Brief requires Samsung Account login, app compatibility and user’s consent to access certain information. Service availability may vary. Energy Score requires health data tracked from Samsung Galaxy Watch or Galaxy Ring and is intended for general wellness and fitness purposes only.

[4] Certain applications may not support FlexWindow widgets.

[5] 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, at the end of 2025.

[6] Samsung-commissioned research firm Symmetry (Smoothmedia Consulting Limited) identified key motivators and barriers surrounding mobile AI usage among consumers across 10 individual markets: Brazil, France, Germany, India, Japan, Mexico, South Korea, United Arab Emirates, United Kingdom and United States of America.

[7] Gemini is a trademark of Google LLC. Gemini Live feature requires internet connection and Google Account login. Compatible with certain features and certain accounts. Available on select devices and select countries, languages, and to users 18+.

Introduced in 2019, the first Galaxy Fold was a completely new form factor that combined the portability of a smartphone with the extensive productivity of a tablet — challenging conventional perceptions of what a smartphone could be. Driven by the bold vision that foldable phones could reconcile two seemingly conflicting demands—large screens and true portability—Samsung looked to other industries for inspiration and proving that smartphone displays, too, could fold. It was a synthesis of creativity and productivity that unlocked new possibilities – from seamless multitasking on the go to immersive content creation.

But smartphones are constant companions that we tuck into our pockets, use with one hand and take everywhere we go. So it’s only natural that users desire a foldable device that is as easy to carry as it is to use. To that end,  Samsung engineers and designers are refining each generation of the Galaxy Z series to be thinner and lighter and than the last.

*Image simulated for illustrative purposes

This year, that journey reaches a new milestone. The newest Galaxy Z series is the thinnest, lightest and most advanced foldable yet – meticulously crafted and built to perform.

The Ultra experience is ready to unfold.

Samsung Electronics Co., Ltd. today announced it has been honored as the 2025 Advertiser of the Year by Spikes Asia, the oldest and most prestigious award for creativity and marketing effectiveness in the APAC regions.

This recognition highlights Samsung’s continued dedication to solving challenges for consumers with innovative and impactful technology solutions, which are brought to life through pioneering campaigns and forward-thinking initiatives that connect with audiences in meaningful ways. The win marks Samsung Electronics’ second time receiving Advertiser of the Year at Spikes Asia, with the first awarded in 2017.

“We are extremely honoured to receive this prestigious award. As a company with deeply rooted beliefs in openness, we strive to reflect this ethos in everything we do. This recognition is especially meaningful as we continue to expand our openness storytelling through innovative technologies and marketing experiences that make a positive impact on both people and the industry as a whole,” said Stephanie Choi, EVP & Head of Marketing, Mobile eXperience Business, Samsung Electronics. “By blending technology and storytelling to create deeper connections with consumers, we have worked alongside our amazing agency partners to bring our brand values to life in exciting ways – engaging, inspiring, and redefining what’s possible in advertising. We’re thrilled our efforts have been recognised and remain committed to delivering even more impactful experiences to our audiences.”

Consistently delivering groundbreaking creative campaigns over the years, Samsung remains one of the most awarded companies at Spikes Asia. Taking home four awards across multiple categories in 2024 at Spikes Asia, the “Try Galaxy Fold” campaign revolutionised the way consumers engage with foldable technology. By allowing users to sync two phones side by side, the campaign provided curious consumers with a hands-on experience of the Galaxy Z Fold’s expansive display and intuitive interface optimised for seamless multitasking. Taking home a Gold Spike and Silver Spike in Brand Experience & Activation, a Digital Craft Silver Spike and a Direct Bronze Spike, this innovative campaign reinforced the brand values of Galaxy and truly resonated with consumers to create stronger consideration of foldable smartphones moving forward.

Samsung Electronics Australia’s “Flipvertising” campaign, developed in partnership with creative agency CHEP Network – which garnered the Grand Prix in both the Creative Data and Direct categories in 2023, three Golds across Creative Data, Direct and Media, and a Bronze in Direct – emphasised the brand’s ongoing commitment to excellence in creative advertising. The campaign took a unique approach to reach audiences by enabling them to take ownership of their own search experience. By flipping traditional advertising concepts on their head, Samsung empowered its Gen Z audience to discover an organic, rewarding journey with the Galaxy Z Flip4, demonstrating Samsung’s expertise in delivering captivating yet authentic campaigns.

“Samsung’s groundbreaking work in blending technology with creativity continues to push the boundaries of what’s possible in marketing. Its ability to connect with audiences in such a meaningful way reflects the future of the industry, and we are proud to recognise it as the 2025 Advertiser of the Year,” said Simon Cook, CEO, LIONS and Spikes Asia. “Their achievements inspire marketers globally, and this award acknowledges the incredible impact its campaigns have made across APAC and beyond.”

The Advertiser of the Year Award will be presented to Stephanie Choi, EVP & Head of Marketing, Mobile Experience Business, Samsung Electronics at the 2025 Spikes Asia Awards ceremony which will take place at the Swissôtel The Stamford in Singapore on Thursday 24 April 2025.