The rapid rise and popularity of AI technology has had many companies racing to jump on the wagon. Yet for Samsung, AI is not new. We have been building intelligent connectivity into our devices for over a decade, as part of our continuous efforts to deliver deep and meaningful benefits to users through our technology and innovation. Having unveiled our “AI for All” vision at CES 2025 earlier this year, Samsung is on a mission to empower users through AI at every touchpoint.

We recently sat down with CU Kim, President and CEO of Southeast Asia & Oceania (SEAO), at Samsung Electronics, to discuss Samsung’s distinctive approach to AI in one of the world’s most diverse and dynamic regions. What emerges is a picture of innovation grounded in a deep understanding and vision of AI’s role in creating impactful, personal everyday experiences.

Q: How would you describe Samsung’s approach to AI in Southeast Asia and Oceania region?

A: We’re focused on democratizing AI so that it delivers genuine value to consumers across different price points, regardless of their level of technical literacy. Today, 77% of SEAO users of Galaxy AI-powered devices are using our variety of Galaxy AI features, which are available not just on our latest flagship models, but also on previous flagship models, FE and Tab series[1]. Users of our affordable A series range[2] can also enjoy AI features such as Circle to Search with Google[3] and Best Face[4] which selects and combines the best expressions for up to five people from a motion photo for a perfect shot.

What sets our approach apart is how we’re integrating AI to solve real challenges that consumers face. Take communication, for instance. Our translation features, which break down language barriers, is a useful tool to navigate our region’s incredible linguistic diversity. Our on-device Galaxy AI features can also operate independently without requiring constant cloud connectivity – providing a reliable experience for SEAO users regardless of varying network infrastructure across the region.

Looking beyond mobile, we are extending this intelligence to our entire ecosystem of devices and appliances. Home AI learns from your habits and routines to develop a hyper-personalized smart home experience for you. This is underpinned by SmartThings, our smart home platform that connects and creates truly intelligent homes so you can have full control over your living space.

Q: How do you see AI transforming the landscape across Southeast Asia and Oceania?

A: With AI technology, consumers today have higher expectations of their day-to-day experiences whether in terms of efficiency, seamlessness and ease of use. For example, internal data is showing that AI capabilities such as the AI ProVisual Engine and Enhanced Search capabilities were the most sought-after AI features on our Galaxy S25 series among both Samsung and non-Samsung users. Even in households, consumers are looking out for smart features and functions when considering TV purchases[5], such as our latest line-up of OLED and Neo QLED TVs, which deliver a personalized and advanced viewing experience through its AI features.

In our region, we are deeply passionate about creating new possibilities for the next generation who are embracing AI with remarkable enthusiasm, optimism, and even a touch of resilience. In fact, based on a recent survey we conducted[6], a staggering 9 out of 10 youths in Southeast Asia are already incorporating AI tools and services into their day to day, whether for learning, creative tasks, staying informed, or more altruistic purposes like driving positive change in their communities. And while 65% of youth believe that AI will create new job opportunities, they are likewise cognizant that some jobs will inevitably disappear – further taking concrete steps to learn more about AI and develop AI-related skills.

Q: For businesses and organizations, how will AI shape Samsung’s growth strategy in the SEAO region?

A: The opportunities for businesses and organizations to tap into and benefit from AI in our region are tremendous. With SEAO’s rapidly developing digital infrastructure, businesses here are uniquely positioned to leapfrog legacy systems and implement AI-driven solutions from the ground up.

We want to bring our best AI-powered digital solutions to business partners. Through initiatives like SmartThings Pro, we are enabling businesses to create intelligent environments that enhance operational efficiency and customer experiences. This B2B platform is set to transform new categories and industries – for example, providing personalized and sustainable hospitality experiences to hotel guests; or enabling the remote management of displays and devices across multiple buildings in commercial facilities, from shopping malls to educational institutions.

That said, a key element of our B2B strategy is not just our technology, it’s our openness to foster close partnerships to create customized AI solutions that deliver meaningful outcomes. In Indonesia, we recently launched the Samsung Digital Lighthouse School program together with two schools, Al Muslim Bekasi and Salman Al Farisi Bandung, to enhance the learning experiences of over 2,500 students through the Galaxy Tab S and A Series.

Q: What excites you the most about upcoming innovations and what’s next for Samsung?

A: I’m particularly excited to see how our innovations empower communities to elevate passions. Gaming enthusiasts for example, will love the transformed mobile gaming experience on the Galaxy S25 series, with console-quality visuals enabled by features like ProScaler and advanced Ray Tracing, powered by the Snapdragon 8 Elite for Galaxy processor.

Gaming is very important to us at Samsung, and we have partnered with Moonton Games to bring the first-ever MLBB Campus Series tournament to student gamers in SEA. This is part of Samsung’s Galaxy Gaming Academy efforts to champion the next generation of esports players.

When it comes to everyday living, we have moved beyond simple device control to creating intelligent environments that anticipate needs. Samsung Health and SmartThings can optimize sleep environments by automatically adjusting temperature and humidity based on users’ sleep patterns and the environmental conditions they live in.

By maintaining our focus on accessibility, personalization and security, we’re working to ensure that AI becomes a trusted companion that empowers instead of complicating daily life. Our upcoming innovations like the new Galaxy S25 Edge smartphone and the Bespoke AI home appliances with SmartThings, for example, will continue to embody this commitment. The future of AI is not about replacing human capability but enhancing them. At Samsung, we are privileged to be building that future together with the communities across SEAO in time to come.

To learn more about Galaxy AI, please visit https://www.samsung.com/my/galaxy-ai/.

[1] Availability and features may vary by market and/or model.

[2] Availability and features may vary by market and/or model.

[3] Circle to Search is a trademark of Google LLC. Sequences shortened and simulated. Results for illustrative purposes only. Service availability may vary by country, language, device model. Requires internet connection. Users may need to update Android and Google app to the latest version. Works on compatible apps and surfaces. Results may vary depending on visual or audio matches. Accuracy of results is not guaranteed. Works on compatible apps and surfaces, and with ambient music only. Will not identify music coming through headphones or if phone volume is off.

[4] Best Face is only available for photos taken with Motion Photo turned on. The feature does not generate new facial expressions but selects from frames within the Motion Photo video clip.

[5] Based on the Samsung SEAO 2024 TV Awareness Study

[6] The Samsung 2024 Youth Survey on AI was conducted with 884 respondents across five markets, including Indonesia, Thailand, Malaysia, the Philippines and Singapore, from August to October 2024. Respondents were recruited via snowball sampling and results shown are based on weighted data for equal representation from each market.

This awesome Galaxy Experience will rock your world on the Galaxy A54 5G and Galaxy A34 5G so you can share here and there Awe-Day! Now you can also Quick Share files from the Galaxy A series to any device, including non-Galaxy devices, via links or QR codes.

Quick Share Awe-Day to Galaxy devices:

Quick Share Awe-Day to any device including non-Galaxy devices:

With the many things that you can do on your Galaxy A series – like capturing beautiful Nightography content, or creating tons of projects with expandable storage up to 1TB with an optional microSD card – you don’t want to keep it all to yourself. So if you love to share or overshare, then Quick Share is one feature you can’t live without.

Say goodbye to the days of emailing files to everyone or copying files into a thumbdrive to transfer them into other devices. Just seamlessly and conveniently send files to anyone inside or outside the Galaxy with Quick Share. Now when anyone asks, “Can you send me that?”, just whip out your Galaxy A54 5G and Galaxy A34 5G phone to share the awesome!

Pre-order your Galaxy A54 5G | Galaxy A34 5G

Get your hands on the awesome Galaxy A54 5G and Galaxy A34 5G today to enjoy this Galaxy Experience and more! When you pre-order from 24 March to 6 April 2023, you can get a free Galaxy Buds Live worth RM549 and 2 Year[1] Extended Warranty. Pre-order now at Samsung Experience Stores, Samsung Authorised Retailers and Samsung Online Store.

Jump into a world of awesome mobile experiences Awe-Day today:

• Samsung Galaxy A54 5G: https://www.samsung.com/my/smartphones/galaxy-a/galaxy-a54-5g-green-256gb-sm-a546elgdxme
• Samsung Galaxy A34 5G: https://www.samsung.com/my/smartphones/galaxy-a/galaxy-a34-5g-silver-256gb-sm-a346ezsexme

[1] Standard 1 Year + 1 Year extension of warranty. Samsung reserves the right, in its sole discretion, to change, modify, update, add, discontinue, remove, revise, delete or otherwise change any portions of the terms and conditions.

Samsung Malaysia Electronics announced the arrival of Galaxy A04s, a smartphone from Samsung’s entry-level range. The Galaxy A Series is designed to give customers the power to enjoy incredible features and innovation at an accessible price, and this one fits the bill. The Galaxy A04s features a large battery, triple camera and silky smooth visual display, perfect for any smartphone newbie.

Smartphones can be overwhelming for some. Although desired and crucial for most people, incredible features might not even be utilised by those looking for a device to complement their simple day-to-day needs – like making calls, sending images to update their loved ones on a momentous event or reading online news. If you’re looking to buy a smartphone for loved ones like your kids or any elders in your life, the Galaxy A04s is the one for you.

More than Enough

The Galaxy A04s comes packed with an Octa-Core processor (Exynos 850) that is supported by 4GB of RAM and 64GB of internal storage, making it effortless for any user to navigate between multiple apps at the same time. Besides that, the powerful 5,000mAh[1] battery can last up to two days so you don’t have to worry about your phone dying on you in the middle of the day as much[2].

On top of that, this smartphone is blessed with a large visual display of real estate. Coming in with a 6.5-inch[3] HD+ Infinity-V Display and a refresh rate of 90Hz, browsing through documents or watching a tennis match online with this smartphone will be nothing but a smooth and immersive experience.

Three Times the Fun

If you’ve been wishing for a better camera system, well you’re in luck. The Galaxy A04s is equipped with a 50MP main camera – a huge leap from last year’s Galaxy A03s 13MP main camera – that shoots wide or tight, with an aperture down to F1.8 for taking brighter photos even in dark places. What’s more, this smartphone also comes with 2MP depth and 2MP macro cameras that capture an incredible amount of detail and texture when you need to. As for the 5MP front camera, it will highlight your beautiful features and let you snap selfies with clarity.

Another plus for this device is the expandable internal storage. Simply get more space for documents, photos or even games with a 1TB microSD card[4]. On top of that, use the Galaxy A04s with peace of mind and protect your memories or sensitive information from malware and malicious threats with Samsung Knox.

Soft, rounded edges mean this device sits comfortably in your hand even during long stretches of strolling. If this is what you’re looking for, the Galaxy A04s comes in three stunning colours – Copper, Green, and Black – at a recommended retail price of RM699.

For more information on the Galaxy A04s, visit: https://www.samsung.com/my/smartphones/galaxy-a/galaxy-a04s-green-64gb-sm-a047fzggxme/

Product Specifications

[1] 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 4,900mAh.

[2] Actual battery life varies by network environment, features and apps used, frequency of calls and messages, number of times charged, and many other factors.

[3] Screen measured diagonally as a full rectangle without accounting for the rounded corners.

[4] MicroSD card sold separately.

[5] MicroSD card sold separately.

With Fun Mode, Galaxy A series users can take pictures and videos from the proprietary camera app, applying playful, quirky lenses to create any moment into a fun and unique content to share with your friends or upload on to your social media.

Fun Mode is a result of Samsung and Snap’s vision to use the latest technology to provide enjoyable camera experiences. Fun Mode is powered by Snap’s Camera Kit, allowing businesses and developers to bring the power of Snap’s augmented reality into their own applications. Now, Fun Mode has also expanded to Galaxy F and M series devices^[5].

“Galaxy users are constantly seeking new ways to express their creativity,” says Woncheol Chai, EVP and Head of Experience Planning Team at Mobile eXperience Business, Samsung Electronics. “Samsung is constantly innovating to empower users to do more of what they love. That is why we continue to grow our partnership with Snap, one of the biggest and most creative augmented reality platforms, so we can explore further improvements and bring one of the best camera experiences to more users.”

Samsung and Snap have been working to offer users around the world more engaging and localized experiences. In 2021, they launched region-specific AR Lenses in India, and since then have expanded to other countries including Germany, Indonesia, Brazil, the Philippines, and Mexico.

“Lenses are the way over 250 million Snapchatters engage with augmented reality every day, and we’re thrilled that these experiences delight and resonate with Samsung Galaxy’s community,” says Ben Schwerin, SVP of Content and Partnerships at Snap. “Integrating the Camera Kit into Samsung Galaxy’s proprietary camera is an opportunity to collaborate on compelling, local AR experiences and bring them to Galaxy users around the world.”

In addition to the Galaxy A series, Samsung has also brought its camera capabilities to the Snapchat app on Galaxy flagship devices^[6], enabling users to enjoy better resolution, alongside innovative features like super night and smooth zoom, so they can snap impressive, high-quality content.

^[1] Fun Mode availability may vary depending on device and region

^[2] Snapchat is a trademark of Snap Inc. Availability of Snapchat AR Lenses may vary by device and region.

^[3] Available on select Galaxy A series models

^[4] Source: Snap Inc. internal data (March 15, 2021 – August 22, 2022)

^[5] Available on select Galaxy M series models

^[6] Available on select Galaxy S, Note and Z series models

Samsung Malaysia Electronics announced the arrival of the latest addition to the Galaxy A Series line-up; Galaxy A13 5G. The Galaxy A Series range is designed to give customers the power to enjoy great features alongside Samsung’s latest innovation at an accessible price. The Galaxy A13 5G is the perfect embodiment of this ethos. It features a large battery, tri-camera system and fluid viewing experience, all at an incredibly affordable price point.

A Device That Can Keep Up

It’s crucial these days that we own a device that not only comes packed with amazing features but also one that can power through the day with you. Well, with the Galaxy A13 5G, the 5,000mAh[1] battery can last for – not one, but – two days[2]. On top of that, the Galaxy A13 5G also supports a 5G network, which allows you to pursue and support your passions seamlessly. Whether you’re gaming or dialling in a call with your lecturer or an important meeting from the comfort of your home, you won’t have to worry about missing out on any crucial details.

Additionally, the Galaxy A13 5G also comes equipped with an Octa-Core processor of up to 6GB RAM and 128GB of internal storage. So, when it comes to entertainment or getting down to business, this device will not disappoint you. If you need more space to store more of your favourite memories, simply add 1TB worth of storage with a MicroSD card[3].

The Terrific Trifecta

In this age, a good camera is expected in any mobile device due to the function it serves. Whether it’s for hybrid learning, or simply to create everlasting memories through a vlog, any three of the Galaxy A13 5G cameras can fulfil your wishes. This device features a 50MP main camera that lets you capture the most memorable part of your day like a professional, 2MP depth and 2MP macro cameras to let you add character to your shots with incredible detailing and finally, a 5MP front camera that gives you a bokeh effect – a beautiful effect to bring attention to your stunning selfies.

The 6.5-inch[4] HD+ Infinity-V Displays allow you to edit your shots effortlessly thanks to large real estate. And then, use your device peacefully and protect your memories or sensitive information from malware and malicious threats with Samsung Knox. On top of that, the Galaxy A13 5G also features Dolby Atmos®[5] which takes your visual experience to the next level as you play games or consume entertainment content for more immersive and captivating audio.

Get your hands on the Galaxy A13 5G today at a recommended retail price of RM1,099. The device comes in three stunning colours: Light Blue, Black and Orange.

For more information on the Galaxy A13 5G, please visit: https://www.samsung.com/my/smartphones/galaxy-a/galaxy-a13-5g-light-blue-128gb-sm-a136blbhxme/

[1] 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 4,900mAh.

[2] Actual battery life varies by network environment, features and apps used, frequency of calls and messages, number of times charged, and many other factors.

[3] SD Card sold separately.

[4] Screen measured diagonally as a full rectangle without accounting for the rounded corners.

[5] Dedicated ATMOS content automatically applies surround sound, even when turned off.

Yes, you read that right! If you love Mobile Legends: Bang Bang and are thinking of getting Samsung’s Galaxy A Series, this is the deal you do not want to miss out on! Stand a chance to win a bunch of in-game diamonds for yourself by watching San Gaming’s live streams on his Facebook page happening on 23^rd July, 31^st July and 6^th August of 2022.

When you purchase the Galaxy A23, Galaxy A33 5G, Galaxy A53 5G or Galaxy A73 5G, you can redeem these bundles at checkout. Take a look at what’s in store:

On top of that, there are also a bunch of Galaxy Chest we are giving away[3]:

To redeem the Epic Bundle, Legend Bundle and Mythic Bundle, just tune in to San’s live streams on 23^rd July, 31^st July and 6^th August at 8PM respectively, and purchase either the Galaxy A23, Galaxy A33 5G, Galaxy A53 5G or Galaxy A73 5G to be able to redeem. Listen closely to San and take note of the special code to enter at checkout when you purchase your choice of Galaxy A[5].

To claim the Galaxy Chest, all you must do is stay tuned to any of San’s three live streams and answer correctly in the Q&A session during gaming intermission. San will pick lucky winners randomly based on your answers in the comment section[6]. Simple, right? Don’t miss out on this opportunity and set a reminder in your calendar. See you then!

For more details on the offer, check out: https://www.samsung.com/my/offer/mobile/galaxy-a-series-2022/mlbb/

[1] Terms and conditions apply. While stocks last.

[2] Misc in-game items consist of Magic dust *1000, hero fragments *100, double XP card *1

[3] Up to five units per person per giveaway.

[4] Terms and conditions apply. On a first come first served basis.

[5] Redemptions are on a first come first served basis.

[6] Winners will be recorded, and an email will be sent (within 14 working days) with the Galaxy Chest codes to be redeemed in the game.

On April 10^th 2019, Samsung Electronics will unveil its latest Galaxy A devices designed to communicate in the Era of Live.

Stay tuned and watch the live unveiling on April 10^th at 8 p.m. (Malaysia Time) via any of the links detailed below.

Tune in via Samsung’s Official Websites

Visit Samsung Newsroom Malaysia, Samsung.com.my when the event begins.

Tune in on Facebook

Visit Samsung Malaysia’s Facebook page when the event begins.