New technologies often arrive with great fanfare, but the innovations that truly redefine our lives are those that eventually fade seamlessly into the background. We have reached a point in civilization where the real test of technology is no longer whether we can explain how it works, but whether it works so easily, reliably, and intuitively that it requires no conscious effort from us at all.

At CES 2026, we shared a vision to unify intelligence across our entire ecosystem. We are committed to integrating AI into 100% of our mobile devices and 4K and higher resolution TVs, alongside approximately 40% of our home appliance line-up globally. Importantly, these are meant to function not just as “smart” gadgets, but also companions designed to understand context and routines, meeting people exactly where they are and quietly enabling what matters most to their unique lifestyles.

AI Companions That Anticipate

For decades, the burden has been on the user to learn how to navigate technology. But today, our latest devices are better able to understand user habits and preferences than ever before, addressing their needs and navigating our world at the same time. Soon, we will no longer ask “How does this feature work?”, as we will already live in a reality where your devices will more easily anticipate what you need.

Our latest TVs, for instance, have evolved. Equipped with Vision AI, these devices analyze content, user preferences, and the viewing environment in real-time, automatically optimizing picture and sound to deliver the best possible experience, without needing any manual adjustments.

Similarly, our home appliances are transitioning from tools to true AI companions. By mastering automated routines, they reduce the mental load of household chores while holistically managing aspects of sleep, health, and family care.

The next stage of this evolution is reflected in our upcoming Galaxy S Series line-up. Since launching the first AI phone in 2024, we have led a paradigm shift from touch-based to multi-modal interactions, and we now aim to drive progress from app-centred usage to agent-centred experiences which reduces the number of steps needed to get things done, allowing intelligence to support tasks more naturally. We are at the cusp of the next phase: mobile devices that will no longer just be portals to information; they will be central AI hubs that proactively manage the complexities of daily life with unprecedented personalization and ease.

Privacy and Security as a Foundation

This vision that we have of ambient technology cannot work without absolute trust. As AI becomes more personal, contextual, and deeply embedded in everyday routines, protecting privacy is no longer optional. If a user is concerned about the integrity and safety of their data, technology ends up becoming a source of stress rather than peace. To that end, we are building an ecosystem where privacy is not a setting you have to search for, but the default state.

Our ambition is for AI to feel as trustworthy as it is powerful. We want our users to have total confidence that their data, choices, and boundaries are respected, even as their experiences become more intelligent and connected. This is why Samsung Knox remains the bedrock of our security ecosystem, delivering layered, hardware-backed protection that safeguards data across everything, from your phone to your refrigerator.

AI personalization happens directly on the device wherever possible, keeping personal context local so intelligent experiences do not come at the expense of privacy. And because trust requires more than strong safeguards behind the scenes, we make that protection visible and easy to understand, giving users clear insight into what’s protected and the confidence to stay in control as AI becomes a natural part of daily life.

In addition to these comprehensive safeguards, a new standard for privacy has begun with our latest mobile innovations. After more than five years of development and rigorous testing, this new layer of privacy brings together hardware and software to shield your phone from shoulder surfing wherever you go. With multiple settings for adjusting visibility, users can customize the level of privacy protection according to their needs and preferences.

Innovation for Every Lifestyle

Our commitment remains focused on developing purposeful and innovative solutions that can be tailored to meet the needs of varied lifestyles. Now, with the new Galaxy S26 series, consumers can experience technology and features that do more than just simplify tasks—they will effortlessly level up creativity with advanced camera and editing capabilities, and securely make life easier across how we live, work, and play.

A new era of intelligence is here – one which is as powerful as it is easy and effortless.

Picture this: a student in rural Indonesia collaborates on a science presentation with peers in Singapore and Thailand, using their AI-powered tablets to translate their respective languages for one another in real-time while an intelligent display in their classrooms brings their shared workspace to life. Far from being science fiction, these scenarios are already possible today, thanks to technology.

Working with educators across Southeast Asia and Oceania, I have had the privilege to witness a generation of digital-native students who don’t just use technology; but intuitively reach for it as something deeply embedded into their every day. Compared to preceding generations, these students approach problems differently, learn differently, and simply put, are also expecting their educational experiences to match the increasingly connected world that they will one day inherit from us.

This is not a question of whether technology belongs in education, but instead, whether we can be bold enough to reimagine how education can further grow thanks to technology.

Classrooms Powered by AI

Samsung AI Assistant on the new AI-powered Interactive Display is built with intelligent, intuitive tools to organise lessons and collaborative learning

At Bett 2025 earlier this year, we unveiled something I’m genuinely excited about – our new AI-powered Interactive Display that integrates Samsung AI Assistant, equipping educators with more intelligent and intuitive tools to both organise and transform lessons.

Features like AI Summary help teachers create concise lesson recaps automatically, making planning much easier and simplifying post-class reviews for students. Meanwhile, Live Transcript converts conversations into text in real time for students to revisit and reinforce what they’ve learned in class. Armed with these tools, educators can transform lessons into dynamic and interactive experiences that maximise learning outcomes.

Students at Al Muslim Bekasi utilising the Samsung Notes app, with in-built Galaxy AI features

Furthermore, we recently rolled out the Samsung Digital Lighthouse School programme in Indonesia, starting with two schools: Al Muslim Bekasi and Salman Al Farisi Bandung. The programme aims to accelerate the digital transformation journeys of schools and enhance the learning experiences of over 2,500 students with AI-enabled Galaxy devices such as the Galaxy Tab S and A Series, with holistic protection by Samsung Knox.

At the end of the day, we want to have technology that inspires both educators and students to explore, discover and collaborate. Technology should not overshadow the human connection but instead, enhance it.

Equity and Ecosystems  

A concern that many educators have with technology is equity and access. When done right, technology can bridge, instead of widen, the gaps.

When a student in Bandung accesses the same AI-powered learning tools as someone in Seoul; when language barriers are removed through real-time translation; and when personalised learning can be adapted to the different paces and styles of both teachers and students, that is democratisation in action. A decade ago, high-speed internet used to be accessible only to those who could afford it.; today, these technologies are well within reach of most students across our region. Technology for technology’s sake doesn’t solve anything; instead, it is about creating ecosystems that benefit everyone.

However, educators are also just as concerned about having the right solutions on hand to help them fully maximise that potential, not just for students, but also for teaching staff. We work with local Edutech partners for classroom device management, as well as change management support, to better enhance learning outcomes for students. These collaborations are built around the understanding that technologies, like tablets for classrooms, are only as transformative as the support system around them. After all, tools are only as good as the hands that wield them.

Working within the System, Not Against It

Beyond devices, software and services, it is extremely important to have a clear understanding of national education strategies, curriculum requirements, as well as the long-term vision for digital learning. We have been engaging and collaborating with education ministries across the region to ensure that initiatives are designed to support and integrate with these existing frameworks.  

Our Samsung Learning Hub, launched in January, exemplifies this approach. This digital resource hub for educators offers online training, teaching materials, certifications, and a community to further support teaching and learning outcomes. For digital learning initiatives to succeed, they must aim to complement and not replace traditional teaching methods.

The Imperative for Collaboration

The future of education cannot be a solo act, but must be built through collaboration among educators, students, parents, policymakers, and technology companies like Samsung. Here is my challenge to everyone reading this: whether you are an educator frustrated by the limitations of current teaching methods, a policymaker grappling with budget constraints, or even a fellow technology professional looking to make a real difference:

Let’s stop talking about the future of education and start building it. Let’s be bold enough to experiment, humbly explore new innovations to figure out what works, and persist in our efforts to continue iterating until we get it right, together.

Our students today will inherit a world shaped by AI, climate change, and other challenges that we have yet to discover. They deserve an education that prepares them not just to adapt to that world, but to lead it. For that to happen, we must also ensure that they are both enabled and empowered with the right tools and support to drive better and more effective learning outcomes in this digital-first world. Are we ready to lead it together?

Experience the Future of Education with Samsung at Bett Asia

At Samsung, we believe in building the future of education together. We welcomed attendees to experience our vision in action at Bett Asia in Kuala Lumpur that happened from 1-2 October 2025, and discover how technology can enhance, not replace, the human connection in the classroom. Attendees had the opportunity to speak with our experts, see live demonstrations, and learn how Samsung is helping create dynamic, interactive, and equitable learning environments for the next generation.

Let’s start building tomorrow’s classroom, today.

The launch of the world’s first AI phone — 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, PCs and beyond.

Since last year, Galaxy AI has redefined what it means to live freer and smarter. Explore the journey in the infographic below.

Purchase your own Galaxy Z Series to experience Galaxy AI Today.

To purchase the Galaxy Z Series, please visit: https://www.samsung.com/my/smartphones/galaxy-z/

At Samsung, we strive for continuous growth and improvement, while also recognizing the importance of empowering the next generation to drive their own innovation and progress. Today, technologies like generative artificial intelligence (AI) are fast becoming the transformative technological developments of this era, and we strongly believe in the technology’s potential in enhancing our capabilities.

I found a recent report from the United Nations Development Programme (UNDP) to be quite interesting; the findings revealed global human development progress – a measure of improvements in health, education, and income levels according to the UNDP’s Human Development Index (HDI) – has slowed to a 35-year low. While this take was concerning, what followed was unprecedented optimism about AI’s potential – with 60% of respondents worldwide hopeful that AI will create new job opportunities[1].

We now stand at the edge of a digital divide. As a global technology leader, we are taking on the responsibility to equip all with technology – such as AI – as well as skills that empower them to co-create meaningful change at scale.

Inspiring Collective Innovation Through Human-Centered AI

In the vibrant Southeast Asia & Oceania (SEAO) region, we are already seeing the next generation embracing AI’s potential, not just to shape their careers, but also to drive meaningful social change[2]. These insights align with UNDP findings that show two-thirds of respondents anticipating the usage of AI in education, health, or work within the next year¹.

At Samsung, initiatives like Solve for Tomorrow (SFT), our global flagship corporate social responsibility (CSR) program, embodies the United Nations’ (UN) call for building an economy where people leverage AI rather than compete against it¹. Across SEAO, the 2025 edition of SFT has kicked off in Vietnam, Indonesia, Australia, Thailand, Singapore, Philippines, Malaysia and New Zealand.

The Solve For Tomorrow 2024 Philippines Grand Prize winner hails from Lipa City Science Integrated National High School, with their entry, “Hi-LoWall: A Solar-Powered Rice Husk Fog Wall Utilizing Evaporative Cooling”.

Through the competition, participants gain the skills and confidence to tackle complex problems, transforming their ideas into actionable solutions that solve real problems. One such example is Samsung Philippines’ Solve For Tomorrow champion in 2024, where students from Lipa City Science Integrated National High School presented an innovative and water-efficient solution using rice husk biochar fog walls to combat rising heat indices caused by El Niño, which disrupts public school operations.

Our approach to CSR also reflects the UN’s focus on embedding human agency across the full AI lifecycle, from design to deployment¹. Through programs like SFT, we ensure that young innovators remain at the center of technological solutions, and not just as passive recipients.

Investing in the Leaders of Tomorrow

Today, we are also seeing the democratization of AI underway. Our own youth survey on AI reveals that 9 in 10 youths in SEAO are using AI daily2, with UNDP also reporting similar findings, indicating that 1 in 5 survey respondents are already utilizing AI¹.

Notably, the UNDP highlights that 70% of people in low- and medium-HDI countries expect AI to increase their productivity¹. At the same time, our youth survey on AI also highlights that 78% of youths in SEAO are using AI for learning2. These insights reinforce the potential of AI as a bridge to new knowledge and skills, thereby making Samsung’s contributions towards skills development not just beneficial, but essential for regional economic growth and competitiveness.

Creating a future-ready workforce means bridging the digital divide, and ensuring those without easy access to education, technology, and upskilling opportunities, have the support they need to both participate in and drive change.

Samsung Innovation Campus is a global education program that helps youth build advanced IT skills and practical capabilities for better opportunities.

Across the region, we empower young people through initiatives like Samsung Innovation Campus (SIC), providing information and communications technology education in areas such as Coding & Programming, Internet of Things and AI. By bridging the skills gap and laying a foundation for future employment, we’re contributing to the development of skilled professionals and supporting national goals, such as Indonesia’s digital economy growth, which will need an additional 9 million digital talent by 2030.

Over in Thailand, our decade-long partnership with the Office of the Vocational Education Commission through the Dual Vocational Education (DVE) program empowers vocational students with real-world experience and future-ready capabilities. By combining classroom learning with on-the-job training, the program not only strengthens technical expertise, but also cultivates vital skills such as critical thinking, problem-solving, and teamwork. This well-rounded approach ensures that students are fully equipped to succeed and contribute meaningfully to Thailand’s development.

Technology as a Bridge 

This commitment to inclusivity extends beyond product design and into how we think about the future of work. As industries evolve and the green economy expands, we must ensure that no one is left behind.

By working closely with government agencies, educators, partners, customers, and the youth who will inherit this future, we are building not just products but responding to the urgent need for new approaches to development, by creating pathways where innovation uplifts communities, and ensuring that everyone has a role in shaping an AI-enhanced future.

For more information, please visit: https://news.samsung.com/my/

[1] Human Development progress slows to a 35-year low according to UN Development Programme report | United Nations Development Programme

[2] Samsung Insights: Youths in Southeast Asia are High Adopters of AIl

We are living through a defining moment in history. Technology has become a central force in our daily lives like never before, and the pace of innovation and change is truly extraordinary. In this rapidly evolving world, the human element—our thoughts, emotions, aspirations, and needs—matters more than ever. Even as technology takes the lead, we believe our greatest strength lies in empathy and care.

As designers, our mission goes beyond creating innovative products. We aim to elevate people’s lives—to design tools and experiences that help them live better, longer, and more meaningfully, by taming technology in service of humanity.

Samsung Electronics is a worldwide leader in tech and already plays an essential role in the lives of billions around the globe. Through our products, we help you clean your home, wash your clothes and dishes, preserve your food, store your memories, stay entertained, stay connected, and express yourself—whether at home, on the move, or in public spaces. This reach is both a tremendous privilege and, in the age of AI and accelerated technological change, an incredible opportunity and an immense responsibility.

That sense of purpose is what inspired me to join Samsung this year, after more than two decades as a designer and business leader across industries and cultures. I was drawn by the possibility to help reimagine the relationship between people and technology—putting humans at the heart of our product universe, to create a world where innovation truly supports and enhances our lives, unlocking, amplifying and elevating, the human side of technology.

Rewriting the Code of a Design-driven Company

To me, design is far more than a product or a user interface. It’s more than the interplay of form and function. I like to define design as the art of dreaming, crafting and taking to life distinctive solutions, meaningful experiences and authentic stories that deeply resonate with people’s needs and aspirations. In this sense, form and function follow meaning. Design becomes a force for purposeful innovation—one that begins and ends with people.

Across Samsung’s product portfolio, design serves as a language—one that understands people and interprets the complexity of the world around us. It has the power to humanize technology, transforming algorithms into emotion, features into feelings. In a time of accelerating complexity, design is how we restore clarity and foster deeper connections—with ourselves, our cultures, and our lives.

Samsung’s commitment to design thinking dates back to 1996, when it declared the “Year of Design Revolution.” That year marked a turning point, with design officially recognized as a core strategic asset. With a “human-centered design philosophy” at its heart, Samsung laid the foundation for a design ethos that continues to evolve and grow.

Now, in the era of AI, our challenge is to build upon that legacy—to amplify its intent, refine its spirit, and redefine what design means in a new cultural and technological landscape. Products can be copied, but a design philosophy—its purpose and point of view—cannot be replicated. This is why culture matters. For individuals and for organizations alike, consistency, authentic creativity, and genuine care at every touchpoint are what set great companies apart.

A New Challenge to Everyday Innovation

Today, Samsung innovations are already transforming everyday life. Robot vacuum cleaners quietly maintain our homes. Smartwatches provide real-time insights into our health. Intelligent appliances, from washing machines to dishwashers, offer greater efficiency, performance, and ease of use. Smart refrigerators adapt to our habits to keep food fresher for longer. Our screens deliver breathtaking visuals, our audio systems fill rooms with immersive soundscapes, and our smartphones, tablets, and wearables keep us connected through intuitive design and purposeful features.

All of this is remarkable. Yet, the real frontier lies in something greater: the seamless integration of all these devices into a coherent, human-centered journey. We’re not just designing individual products—we’re designing an ecosystem of experiences. We’re redefining what “smart” really means by infusing technology with empathy, meaning, and emotional resonance.

Samsung’s design now goes beyond the object. It places thoughtful connections, insightful information, and intentional emotions at the center. Through a cohesive design experience across our entire ecosystem—from mobile to TV to home appliances—we’re committed to enriching every interaction.

Our vision is a future where design brings warmth to innovation, and where technology helps us not only do more—but live longer, live better, and live more connected, and more meaningfully, creating an empathetic layer between people and their environments. This personal field of emotionally attuned, physiologically aware, and ethically governed technologies interconnects to form constellations of care—enabling shared rhythms and deeper connection across the home, family, and community.

The Future Is Emotional, Meaningful, Connected Intelligence

 The next frontier of smart technology must offer more than just functionality. With Samsung’s advancements in AI, empowered by hardware and software, we are unlocking a new dimension of emotional intelligence—where technology doesn’t just work for us, but resonates with us.

What excites me most about AI in product design is how it enables us to listen, learn, and craft experiences that feel deeply personal. As intelligence becomes ambient—woven seamlessly into our everyday devices—design takes on a greater responsibility: to ensure that intelligence feels warm, human, and caring. We’re shifting from devices that demand our attention to those that pay attention, anticipating needs, adapting preferences, and forming meaningful relationships with users.

We’re envisioning an ecosystem where intelligence isn’t confined to one device, but exists around you—quiet, empathetic, always present when needed, and gracefully invisible when not. Samsung’s holistic approach to AI spans across the entire ecosystem—from smartphones to TVs, wearables to home appliances—transforming each product into a thoughtful companion in your daily life.

Imagine a TV that mirrors your mood. A refrigerator that understands your dietary goals. A watch or ring that knows when you need rest, and gently guides you toward better mental and physical wellbeing. This is not just innovation—it’s a design philosophy where intelligence surrounds you, senses you, learns from you, and ultimately adapts to serve you better. Each product becomes part of a larger, unified story, grounded in empathy, awareness, and care.

Design as a Force for Meaning – And for a Better Tomorrow

Technology will always continue to evolve. But what truly matters is the meaning it brings—to individuals and to society. At Samsung, we innovate not just because we can, but because we care. It starts with a sincere commitment to people and a deep sense of responsibility for the impact we create.

What has always inspired me about Samsung is its belief in openness—not just as a platform strategy, but as a cultural principle. Openness to collaboration. Openness to bold, unconventional ideas. Openness to meeting people where they are. This spirit of openness removes barriers, fuels connection, and sets the stage for truly meaningful innovation.

These are the values that have shaped my career and the principles I believe will drive our industry forward. They reflect a shared mission: to build technology that enriches human life, with empathy at its core.

Through our love for humanity and our clear vision for the future, we invite you to join us on this journey—one shaped by Samsung Design, and guided by purpose, care, and imagination.

For more information, please visit https://news.samsung.com/my/.

Following the first 6G white paper “The Next Hyper-Connected Experience for All.” in July 2020, this white paper covers the latest trends driving 6G standardization and next-generation mobile communications — including evolving market and technology needs, emerging services, key attributes of 6G and enabling technologies.

Samsung aims to integrate the latest AI technology throughout the telecommunication system and improve network quality for a future-oriented and sustainable user experience.

“We are intensifying our 6G research efforts, focusing on AI-enabled communication technologies and sustainable networks,” said Charlie Zhang, Senior Vice President of Advanced Communications Research Center (ACRC), Samsung Research. “As the telecommunication industry accelerates 6G standardization this year, Samsung will develop technologies to align with market demands.”

Market and Technology Trends Toward 6G

Mobile data traffic has surged, driven by the proliferation of AI technologies and the rise of streaming services. Now more than ever, there is a pressing need for technological advancements to manage increased data traffic and enhance user experiences in next-generation mobile communications.

Since the introduction of 5G, the telecommunications industry has been particularly focused on optimizing system operations, sustainability and user experiences. Beyond communication performance improvements such as data rates and latency, there is an urgency to reduce operating costs, enhance energy efficiency, expand service coverage and introduce innovative technologies such as AI.

Emerging Services

5G-Advanced will provide further enhanced 5G performance and incorporate AI to support new services and use cases — ultimately becoming the foundation for 6G technology.

In this white paper, some key emerging services such as immersive extended reality (XR), digital twin, massive communication, ubiquitous connectivity and fixed wireless access (FWA) are highlighted.

6G Key Attributes

In the white paper, Samsung highlighted four key attributes crucial to adapting to evolving market demands — AI-native, sustainable network, ubiquitous coverage and secure and resilient network.

6G Timeline

With the release of this white paper, Samsung solidifies its leadership in shaping the direction of 6G research and key technologies.

The telecommunications industry and standardization organizations have been researching 6G since 2020. In 2030, the 6G technology standards are expected to be finalized — following candidate technology development, evaluation and consensus-building processes. With the recent timelines from the International Telecommunication Union Radiocommunication Sector (ITU-R)[1] and 3rd Generation Partnership Project (3GPP),[2] momentum for 6G research and development is expected to intensify.

Samsung will continue to lead global standardization efforts and prepare for the 6G era while incorporating lessons learned from 5G commercialization and adapting to new market requirements.

Last November, Samsung held the Silicon Valley Future Wireless Summit and hosted an in-depth discussion with industry experts on the convergence of telecommunications and AI technologies. The company demonstrated AI-RAN technologies and Proof of Concept (PoC) results, showcasing the possibilities of AI-native technologies and garnering significant interest from major telecommunications operators.

[1]ITU is the United Nations specialized agency for information and communication technologies with memberships of 193 Member States and more than 1,000 companies, universities, research institutes and international and regional organizations. The ITU’s Radiocommunication Sector (ITU-R) is responsible for regulating and standardizing global radio communication.

[2]3GPP is dedicated to developing the global unified technical specifications for mobile communications.

Samsung Electronics Co., Ltd. today announced that select Galaxy A series devices will soon support AI assistant activation through the side button, bringing a fan-favorite feature from the Galaxy S series to more users and furthering Samsung’s vision of democratising the latest AI experiences. With this update[1], users will be able to enjoy smarter AI experiences, including launching Gemini[2], Google’s AI-powered assistant, by simply pressing and holding the side button. Samsung introduced Awesome Intelligence[3] on the latest Galaxy A series – Galaxy A56 5G, Galaxy A36 5G and Galaxy A26 5G – including select fan-favourite AI-powered features that open up Galaxy’s incredible mobile AI experiences to more users. Now, the upcoming update makes it easier for even more Galaxy A series users around the world to complete everyday tasks more intuitively with direct access to Gemini with the side button.

Known for its balance of performance and value, the Galaxy A series now offers a smarter mobile experience thanks to this update. With easier access to Gemini, users can effortlessly check their schedule, find nearby restaurants or get recommendations for birthday gifts using voice commands. They can also carry out tasks across apps[4] with just a single command – like finding a dinner spot on Google Maps and sending the address to a friend through Messages – spanning Samsung, Google and select third-party apps.

“Samsung and Google have been working together to deliver seamless, intuitive and meaningful AI experiences, making the latest technology more accessible for more users,” said Jay Kim, Executive Vice President and Head of Customer Experience Office, Mobile eXperience Business at Samsung Electronics. “We’re excited that Galaxy A series users will now be able to activate Gemini faster and more naturally through a simple gesture that brings intelligent support into the flow of daily tasks.”

Faster access to Gemini means help is ready in everyday moments – like making last-minute dinner plans. With a simple voice command, users can say “Find French, pet-friendly restaurants with terrace seating nearby” to Gemini and get suggestions in seconds, making it easy to pick a spot and share it with a friend, without typing a single word.

The software update will roll out globally to select Galaxy A series models starting in early May.

Catch this promotion until 30 April 2025, and enjoy up to RM429 worth of rewards when you purchase these devices![5]

What are you waiting for? Purchase your Galaxy A Series today!

Galaxy A56 5G

https://www.samsung.com/my/smartphones/galaxy-a/galaxy-a56-5g-awesome-lightgray-256gb-sm-a566bzauxme

Galaxy A36 5G

https://www.samsung.com/my/smartphones/galaxy-a/galaxy-a36-5g-awesome-lavender-256gb-sm-a366blvuxme/

Galaxy A26 5G

https://www.samsung.com/my/smartphones/galaxy-a/galaxy-a26-5g-peach-pink-256gb-sm-a266bzihxme

For more information about the Galaxy A series, please visit: Samsung Newsroom and Samsung.com.

[1] Availability and supported features may vary by market, carrier and device model. This update will be only available on Galaxy A56 5G, A55 5G, A54 5G, A36 5G, A35 5G, A34 5G, A26 5G, A25 5G, A25e 5G and A24 running One UI 7, and is scheduled to begin rolling out in May. Timing subject to change.

[2] Internet connection and compatible operating system required. Availability may vary by device, country/region, and language.

[3] Awesome Intelligence is available on Galaxy A56 5G, Galaxy A36 5G, and Galaxy A26 5G. Availability of Awesome Intelligence features may vary by country/region, One UI/OS version, device model, and carrier.

[4] Requires internet connection and Google Account login. Service availability may vary by country/region, language, and device model. Works on compatible apps. Feature availability may differ depending on subscription and results may vary. Set up may be required for certain functions or apps. Accuracy of results is not guaranteed.

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

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

[7] Valid for customers who purchased an RM100 e-voucher with RM10 via Samsung Reservation+ from 24 February – 17 March 2025. E-voucher is only redeemable for Galaxy A56 5G, Galaxy A36 5G and Galaxy A26 5G

[8] Subject to registration and verification.

[9] Applicable for selected Galaxy Tab (Max 2 units), Galaxy Watch (Max 1 unit), and Galaxy Buds (Max 1 unit) and accessories (Max 3 units) in the same transaction. Promotion is valid while stocks last. Terms and conditions apply.

Through AI-powered assistance, Galaxy users can more naturally engage in conversational interactions that make everyday tasks easier. Just press and hold the side button to show Gemini Live[1] what you see while simultaneously interacting with it in a live conversation.

Imagine picking out an outfit or reorganizing a closet. Gemini Live can now make those everyday decisions easier. By simply pointing the camera, users can get suggestions on how to categorize items and optimize space, or share their screen while browsing online retailers to receive personalized style advice. With the ability to see what the user sees and respond in real time, Galaxy S25 series feels like a trusted friend who’s always ready to help.

“Together with Google, we are marking a bold step toward the future of mobile AI, delivering smarter interactions that are deeply in sync with how we live, work and communicate,” said Jay Kim, Executive Vice President and Head of Customer Experience Office, Mobile eXperience Business at Samsung Electronics. “With this new visual capability, Galaxy S25 series brings next-generation AI experiences to life, setting new standards for how users engage with the world through their devices.”

On April 7, Gemini Live with camera and screen sharing capabilities will start rolling out to all Galaxy S25 series users at no additional cost. For more information about Galaxy S25 series, please visit: Samsung Newsroom, Samsungmobilepress.com and Samsung.com.

To buy the Samsung Galaxy S25 Series: https://www.samsung.com/my/smartphones/galaxy-s25-ultra/buy/

[1] Check responses for accuracy. Compatible with certain features and accounts. Internet connection required. Available in select countries and to users 18+.

▲ Dr. Younsun Kim, Master at Samsung Research

Samsung Electronics Co., Ltd. today announced that it has secured a leadership position at the 3rd Generation Partnership Project (3GPP), the world’s largest telecommunications standard development organization.

During the plenary meeting held in Incheon on March 12, Dr. Younsun Kim, Master at Samsung Research, Samsung Electronics, was elected as Chair of the 3GPP Technical Specification Group Radio Access Network (TSG RAN)[1],  which is responsible for standardizing all aspects of wireless technology, such as the physical layer, protocol aspects, and radio resource control.

“I believe that my election as chair is further recognition of Samsung’s leadership in mobile communication technology,” said Dr. Kim. “6G standardization involves more than just solving technical issues; it is a collaborative effort requiring participation from all companies and organizations in the mobile communication sector. I will make every effort to successfully lead 3GPP’s TSG RAN and advance the standardization of 6G.”

Since its establishment in 1998, 3GPP has led the development of global mobile communication technology standards with participation from major telecommunications companies and organizations worldwide, including Samsung, Apple, Qualcomm, Huawei, Ericsson and Nokia.

In May 2021, Dr. Kim was elected Chair of Radio Access Network Working Group 1 (RAN WG1), which is the largest working group within 3GPP and responsible for developing physical layer specifications for 3GPP radio access technologies. Over the past four years, Dr. Kim has successfully led the standardization of 5G physical layer technology, significantly contributing to the emergence of the 5G network industry.

Through Dr. Kim’s expanded role as chair of 3GPP TSG RAN starting in May, Samsung will be able to contribute to the standardization of 6G, the next generation of mobile communication technology.

Dr. Kim’s appointment to the chair position of the Technical Specification Group is viewed as a recognition of Samsung’s contributions and technological leadership in the mobile communication industry.

The company currently holds two chair positions in RAN WG1 and SA WG2, as well as four vice-chair positions in RAN WG2, SA WG4, SA WG6 and CT WG3. With Dr. Kim’s election as Chair of TSG RAN, Samsung Electronics will maintain the industry’s highest number of chair positions within 3GPP, even after the RAN WG1 chair term expires, solidifying its pivotal role among over 800 member companies.

The advancement of mobile communication systems is now at a turning point. It must not only enhance transmission speeds but also drive 6G standardization with a focus on new values. 3GPP plans to launch research on 6G in the second half of this year.

6G aims to achieve future-oriented and sustainable advancements in mobile communication technology, including improving the energy efficiency of networks, enhancing network quality using AI and introducing security technologies to prevent attacks originating from quantum computers. At this critical milestone, Dr. Kim’s election as chair by the support from international mobile communication standards experts holds great significance.

Meanwhile, Samsung recently published a 6G White Paper titled, “AI-Native & Sustainable Communication” that outlines the latest trends and future of next-generation mobile communication technologies. It also highlights Samsung’s leadership in 6G research and other key technologies.

With its leadership in next-generation communication technology and Dr. Younsun Kim’s role as Chair of 3GPP, Samsung is expected to lead the standardization of 6G technology and make significant contributions to the advancement of the mobile communication industry overall.

For more information, please visit: https://www.samsung.com/my/

[1] The 3GPP comprises three Technical Specification Groups (TSGs): Radio Access Network (RAN), Service and System Aspects (SA), and Core Network and Terminals (CT). Each TSG consists of 4–6 Working Groups (WGs), for a total of 15 working groups.

Samsung Electronics Co., Ltd., the global leader in TV innovation for 19 consecutive years, today announced that it has maintained its position as the world’s top soundbar brand for the 11th year in a row. According to market research firm FutureSource Consulting, Samsung captured a global market share of 20.1% in revenue and 18.4% in sales volume in 2024, further strengthening its leadership in the premium audio industry since 2014.

Samsung’s continuous success in the market is driven by the immersive sound experience delivered by its soundbars and their seamless integration with Samsung TVs. The flagship HW-Q990D, launched in 2024, has been particularly well received, offering Q-Symphony technology that enhances synergy between the soundbar and Samsung TVs, as well as AI-powered audio optimization features for a one-of-a-kind home entertainment experience.

This commitment to innovation has earned Samsung widespread recognition from industry experts and global tech media. Newsweek recognized the HW-Q990D with its prestigious Editors Choice award, praising it as “the best Dolby Atmos soundbar you can buy in 2024.” Additionally, the HW-S800D, Samsung’s sleek lifestyle soundbar, was named Editor’s Choice by Techlicious, which described it as “the perfect choice for anyone looking to upgrade their TV’s sound without sacrificing style or space.”

Building on this momentum, Samsung continues to push the boundaries of home audio technology. The company’s 2025 soundbar lineup introduces AI-enhanced surround sound, improved connectivity and refined audio processing, reaffirming its dedication to delivering superior audio experiences to consumers worldwide.

“We’re proud to be recognized as the global leader in soundbars for 11 consecutive years and believe this honor is a testament to our commitment to delivering premium audio experiences,” said Hun Lee, Executive Vice President of Visual Display Business at Samsung Electronics. “We will continue to push innovation forward, enhancing both sound quality and usability to create an even more seamless and immersive home entertainment experience.”

For more information, please visit: https://www.samsung.com/my/audio-devices/all-audio-devices/