Samsung: Leading the Way with Personalized 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 personalized 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 recognize 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 personalized 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 personalized AI experiences.

Delivering Personalized Experiences through AI

To meet the unique needs and preferences of consumers in SEAO, we are tailoring our AI strategy to bring personalized experiences to users here, emphasizing cultural relevance and localization. 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 our 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 our region such as Indonesian, Thai and Vietnamese. We are committed in our efforts, and will expand support for Galaxy AI to 20 languages by end of this year.

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 democratizing access to AI-powered experiences. Our 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, our latest Galaxy AI features such as Sketch to image and Portrait Studio will be expanded to even more Galaxy models, bringing the power of personalized 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.

Smarter and personalized 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. Our 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 4-Door French Door Refrigerator with AI Family Hub^TM[3] comes with AI Vision Inside[4], 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 personalized kitchen experience. Providing a seamless and customized laundry solution, the Bespoke AI Laundry Combo^TM, which will be launched in our region this quarter, intelligently adjusts the washing and drying performance for each load with AI Wash & Dry[5]. It also senses the weight of the laundry, fabric[6], and soil level to dispense the appropriate amount of water and detergent[7], and then adjusts the drying process to suit the weight and fabric.

The Bespoke AI Laundry ComboTM, 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 Customization 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 Customization 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[8], 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 personalize their privacy and security settings, exactly according to their preferences. The Galaxy AI dashboard lets users control which feature to operate on the device, and provides users the choice to opt out of cloud-based processing if preferred[9]. This lets users stay in control of their privacy while continuing to enjoy all the benefits of Galaxy AI. Beyond mobile devices, our TVs and home appliances will also be secured with Knox Matrix, enhancing your security across multi-devices experiences.

The Future of Personalized AI with Samsung

We are excited about the future of personalized 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 personalization 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 personalized 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] Samsung Account login may be required to use certain Samsung AI features. Samsung does not make any promises, assurances or guarantees as to the accuracy, completeness or reliability of the output provided AI features. Availability of Galaxy AI features may vary depending on the region/country, OS/One UI version, device model, and phone carrier. Galaxy AI features by Samsung will be provided for free 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] Product availability may vary according to region.

[4] As of April 2024, AI Vision Inside can recognize 33 food items like fresh fruits and veggies. If the food is not recognizable, 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 recognizes food items based on deep learning models, which may be updated periodically to improve accuracy.

[5] 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

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

[7] 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.

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

[9] 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.