Innovation is often measured by what we can see – larger screens, thinner frames, or more vibrant displays. However, the most profound shifts occur when the technology itself begins to disappear.

We are stepping into an era where technology should feel like an extension of intent rather than a tool we must learn and manage. In short, we are moving away from digital complexity towards everyday convenience.

For over a decade, the smartphone experience has been defined by touch-based navigation. People all over the world have become accustomed to tapping on screens and managing fragmented applications to complete simple tasks. For this era to close, mobile experiences must become more proactive and adaptive, understanding context and providing assistance the moment it is needed.

With the all-new Galaxy S26 series, the next chapter begins here. The path forward is not about adding more apps, but instead about creating an invisible architecture that enables easier daily living.

SEAO is Primed for an AI Revolution

Southeast Asia and Oceania (SEAO) represents one of the most dynamic, mobile-first digital economies in the world. Google’s recent e-Conomy SEA 2025 report[1] highlights a powerful base of 200 million new users that have come online over the last decade across Southeast Asia. With three in five people now shopping online, and over 60% of all payments being made digitally, the region’s digital fluency has driven a surge in interest towards artificial intelligence (AI), at three times the global average.

This momentum is equally profound across Oceania, where AI has moved rapidly from a concept to a core business driver. In New Zealand, a significant 91% of businesses report efficiency improvements from AI, with half also citing positive financial impact[2]. Australian businesses are mirroring this shift as well; with 40% of SMEs currently adopting AI[3] and agreeing that AI offers a competitive edge and compelling use cases that can transform their operations.

The launch of the Galaxy S24 series two years ago marked the transition from smartphone to a new era of AI phones. Today, for the millions across the diverse SEAO region — from hyper-connected urban hubs to rapidly developing tech frontiers — the phone has become more than a tool, and instead the primary platform for navigating life.

As our region accelerates its adoption of AI, true advancement is achieved when everyday use is powered by seamless anticipation of needs. For instance, the Galaxy S26 Ultra features Samsung’s most intuitive and user-friendly AI experience to date. Features like Now Nudge[4] provide proactive and relevant context-aware suggestions, while Now Brief[5] surfaces timely reminders for important events. The reliable delivery of these experiences requires a foundation of customized hardware, such as the Snapdragon® 8 Elite Gen 5, which is designed for high-speed on-device performance on the Galaxy S26 Ultra. Sitting quietly beneath the interface, this hardware orchestrates how intelligence understands context to enable intuitive workflows.

The Power of Open Intelligence

To harness these advancements without forcing people to learn entirely new interfaces, technology demands a deeply integrated approach. We understand that customers prefer having a choice in the tools they use, so Galaxy S26 Ultra also comes with a choice of agents[6] to help users complete tasks more easily with a single button press or voice prompt. As we see it, the future lies in an open ecosystem of AI-powered features that users can embrace with confidence—knowing their personal data is secure while enjoying the benefits of a multi-agent experience that is backed by Samsung’s commitment to collaborative protection.

Crucially, this AI transformation cannot be reserved for a select few. We are committed to the democratization of mobile AI, targeting an expansion to over 800 million users globally in 2026. True progress is only achieved when advanced capabilities reach the masses, ensuring broad availability to all.

Trust as the Foundation

With increased power comes a heightened need for trust. As both consumers and organizations scale their AI usage, a multi-agent approach must be built on the principle that access to personal information is strictly limited to the specific task at hand. AI experiences on Galaxy are protected at every level, with personalization, transparency, and user choice guiding every step.

Security is not merely a feature, but a foundational element of our AI infrastructure that users can customize through granular privacy settings, opt-in security features, and intuitive dashboards designed to enable true control and transparency. For instance, the Privacy Display[7] on the Galaxy S26 Ultra introduces a new form of personal protection. Integrated directly into the display hardware, it controls how the screen’s pixels disperse light, limiting visibility from side, top, and bottom angles when activated so users can preserve privacy when needed.

Meanwhile, Samsung Knox ensures that personal data remains protected on the device and is shared only when required. On the Galaxy S26 series, the Personal Data Engine (PDE) enables context-aware AI experiences by processing data locally. To keep this process safe, Knox Enhanced Encrypted Protection (KEEP) encrypts the data of each app. Furthermore, Knox Vault adds a physical layer of protection by isolating sensitive data inside its own secure hardware. This system-wide approach combines hardware and software to keep personal information protected.

By equipping our flagship devices with up to seven generations of Android OS and One UI upgrades[8], along with seven years of security updates, we provide consumers with the confidence that their hardware investments will remain secure over time.

The Blueprint for an Intelligent Future

The diverse and rapidly growing digital economies of the SEAO region have created an ideal environment for AI adoption and growth. The launch of our latest flagship line-up is more than an iterative hardware update; it is the deployment of mobile infrastructure required to meet this moment.

By balancing specialized hardware with a collaborative software philosophy, we are laying the foundation for a future where digital experiences become easier and more intuitive, fundamentally making life better for every user in the region.

[1] Google, Temasek and Bain, e-Conomy SEA 2025

[2] AI in Action: Key Findings from New Zealand’s Third AI Productivity Report – AI Forum

[3] Australian Department of Industry, Science and Resources – National Artificial Intelligence Centre (NAIC): AI adoption in Australian businesses 2024 Q4.

[4] Now Nudge feature requires a Samsung Account login. Available functions and features may vary by country, region and language. Text message prompts currently available with Samsung Messages and certain third-party messaging apps including Google Messages and Google Chat. Based on availability at the time of product launch. May change without notice. Share photos in Now Nudge works by analyzing available image content. Accuracy of results is not guaranteed.

[5] Now Brief feature requires Samsung Account login. Service availability may vary by country, language, device model, apps. Some features may require a network connection. The description of photos provided by moments may not align with the user’s intent. Notifications must be switched on to be used as the recalled data. Recalled data available from supported app notifications, Messages, Gmail and Samsung Wallet and data collected from Gmail is only applicable if the user consents to Personal Data Intelligence’s Gmail read permission. Recalled data for reservation details only available from reservation confirmation messages. 

[6] Availability may vary by region/country and language.

[7] Privacy Display feature controls the screen’s viewing range to limit peripheral vision. Some changes in image quality may occur outside the viewing range. When activated, some information may still be visible to others depending on the viewing environment, such as angle or brightness. Caution is advised when exposing sensitive information

[8] Availability and timing of Android OS upgrades and security updates may vary by device model and market

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 favorite hobbies and daily tasks. Whether you are capturing memories, staying connected, or organizing your day, the 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.

“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[1], 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[2] allows you to edit on-the-go. With an immersive 6.9-inch QHD+ Dynamic AMOLED 2X Display[3], harness your editing prowess with intuitive tools like Filters which delivers film-like aesthetic for photos and videos, Log Video[4] 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 organized and productive with a full suite of the latest Galaxy AI features.

This includes Now Brief[5] 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[6] 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.

Check out the Galaxy S25 Series and make your everyday amazing

To buy the Samsung Galaxy S25 Ultra, please visit: http://www.samsung.com/my/smartphones/galaxy-s25-ultra/buy/

[1] Compared to previous models.

[2] 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.

[3] 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.

[4] 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.

[5]  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. Notifications for coupons only available for coupons added to Samsung Wallet with expiration date. To check the Energy Score, the health data tracked from Samsung Galaxy Watch or Samsung Galaxy Ring must be synchronized with the Samsung Health App. The result is for your personal reference only and is not intended for medical purposes.

[6] 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 this second of a three-part series on how Galaxy AI transforms everyday life, find out how Galaxy AI steps in as your intuitive productivity ally, empowering you to tackle every task with ease and efficiency, so you can accomplish more with less stress.

Save Time with Seamless Workflows

Turn your recordings into smart summaries with Transcript Assist.

Be it the workplace, classroom or even when planning an upcoming trip with friends, manually jotting down notes from the discussion or transcribing meetings can be incredibly tedious and exhausting, often eating into the few precious moments meant for productivity or creativity.

The good news is you can now bid farewell to painstakingly noting down each word of a conversation by using Transcript Assist, which efficiently transcribes recordings and organizes them into notes, producing efficient summaries. Together with Galaxy AI, you can also get suggested reminders and schedules based on the contents of your recording[1], so you and the person you are talking to never miss a beat.

Teams can also enjoy seamless workflows by leveraging Note Assist. The feature helpfully distils the essence of your notes into actionable insights, together with a condensed summary of all the key information. In addition, it can translate the notes into other languages, and reformat it to one’s desired style.

Always Stay on Task

Receive a personalized rundown of your day from Now Brief, keeping you on track all afternoon long.

We’ve all been there: After wrapping up a busy morning at work, you’re feeling slightly overwhelmed by the never-ending to-do list and the endless notifications and reminders only add to the anxiety.

Now imagine looking down at your smartphone and seeing a concise and contextual briefing instead, tailored to your location, schedule and needs. This is what Galaxy AI’s Now Brief[2] offers. With just a quick glance, you can get relevant insights such as the latest weather update and your upcoming calendar events – so you can cut through the noise, stay focused on what truly matters, and make smarter decisions.

Get Answers You Need, Instantly

From outfit choices to everyday decisions, Gemini Live makes daily tasks easier.

The question of “What will I wear tomorrow?” is one that we face daily – and sometimes, this can be distracting or even difficult when one’s mind is preoccupied with more urgent tasks at hand.

Gemini Live[3] can now make those everyday decisions like this easier. By simply pointing the camera towards their wardrobe and clothing, users can get suggestions on how to categorize items and optimize space. Alternatively, they can also 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, your Galaxy smartphone feels like a trusted friend who’s always ready to help.

All set to kick off the art of getting things done the smart way? Harness the capabilities and convenience of AI, with the power of foldable displays on the Galaxy Z Fold7 which debuts the all-new One UI 8 on Android 16, delivering an intuitive and immersive way to interact with Galaxy AI on its expansive screen. Or discover the Galaxy Z Flip7’s intuitive, one-handed experience with features like Gemini Live and Now Brief, now available directly on the FlexWindow.

With Galaxy AI by your side, daily tasks, communication, and more, become effortless as intuitive, smart companions empower you to work smarter, boosting true productivity while simplifying your day.

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

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/

[1] Transcription and Summary features for Transcript Assist require a network connection and Samsung Account login. Features for Transcript Assist only available on the pre-installed Samsung Voice Recorder app or files recorded using the pre-installed Samsung Phone app, Samsung Notes app or Samsung Interpreter app. Voice recording feature in the pre-installed Samsung Phone app may not be supported in some countries. Audio files must be under 3 hours in duration to be processed. Summarizing feature for Transcript Assist can be activated when a certain number of characters is met. Service availability may vary by language. Accuracy of results is not guaranteed.

[2] 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. To check the Energy Score, the health data tracked from Samsung Galaxy Watch or Samsung Galaxy Ring must be synchronized with the Samsung Health App. The result is for your personal reference only and is not intended for medical purposes.

[3] Gemini is a trademark of Google LLC. Results for illustrative purposes. Gemini Live feature requires internet connection and Google Account login. Service availability may vary by country, language, device model. Features may differ depending on subscription and results may vary. Compatible with certain features and certain accounts. Currently, you can use a personal Google Account that you manage on your own, or a work or school account for which your administrator has enabled access to Gemini. You must be 13 (or the applicable age in your country) or over to use Gemini with a personal or school Google Account and 18 or over to use Gemini with a work account.

Unfold Samsung Galaxy Z Fold7 — your ultimate travel companion with multimodal capability for smoother, and smarter travel.

As the thinnest and lightest Galaxy Z Fold series device yet, its pro-level cameras and AI features make it the ideal travel buddy. Translation: zero travel stress, max fandom vibes.

Before You Go: Unfold Your Travel Planner

You’re about to witness a once-in-a-lifetime reunion show, and it’s also your first time visiting Seoul. Relax. Galaxy Z Fold7 will handle the details.

Press and hold the side button to activate Gemini. Drop your concert date, hotel address and wish-list spots, then tell it:

“Recommend a 4-day, 3-night itinerary including a K-pop concert and save it to Samsung Notes.”

Gemini generates a custom itinerary, complete with must-visit fan cafés and your personal favorite’s trainee-era hangouts, fueling your ultimate K-pop pilgrimage.

“Should I pack this T-shirt or a hoodie?”

Don’t know what to pack? Let Gemini suggest for you. Activate camera sharing on Gemini Live to hold up your outfit options and just ask Gemini what works best to get real-time advice. It will consider Seoul’s weather and the kind of exploring you’ll be doing. No more overpacking so you’ll have more room in your luggage to bring home all that concert swag.

When the jet-set countdown starts, Now Brief has you covered. It shows your boarding pass details, Seoul’s current weather and real-time exchange rates front and center — so you can check what matters at a glance, before your trip.

Gate to Stage: AI Navigates Your Tour

You land at Incheon International Airport and the clock is ticking. So you ask:

“What’s the fastest and most affordable route to my hotel carrying two suitcases?”

In no time, Gemini displays side-by-side cards for airport express trains, buses and taxis, complete with fares, travel times and transfer counts all laid out.

Seoul Highlights, From Tradition to Modernity

After leaving your luggage at the hotel, day one kicks off at Bukchon Hanok Village, the perfect “Hello, Korea” setting for your vlog. Rest the Galaxy Z Fold7 on a ledge — Flex Mode lets you shoot easily, no tripod needed, while capturing the full Hanok backdrop.

But wait. Those unwanted photobombers in your pictures? Gone. Galaxy AI’s Photo Assist understands the whole scene, and Suggest Erases automatically detects and removes them with one tap. All done without post-editing hassle. Plus, with Side-by-Side Editing and Show Original, you can instantly compare the before-and-after images on the unfolded screen.

Next stop: K-beauty heaven. Aisles and aisles of products, but when you pick one up to read the label, it’s all in Korean. No worries. Camera sharing on Gemini Live can translate the ingredient labels listed in Korean, sprinkling in emojis for context to help you know what you’re buying. Still overwhelmed? Ask Gemini:

“Recommend one for sensitive skin.”

Gemini cross-checks the ingredients and suggests a top 3 recommendation list tailored to you. You can check out like a skincare pro, not a confused tourist.

Main Stage Moment: Your Favorite Idol Up Close

It’s finally the big day. Your lightstick is charged, your phone is fully juiced and the stadium is crowded with fans. You might be stuck in the nosebleeds, but Galaxy Z Fold7’s 200MP camera captures your personal favorite up close with crystal-clear detail. Moreover, thanks to the 10 MP 100° front camera, you can squeeze all your new friends into one frame and still grab the boys on stage too. When the arena goes dark, Nightography kicks in, turning a sea of flickering lightsticks into sharp, balanced footage you’ll replay on a loop after the encore.

Final Encore: Edit and Elevate

Say goodbye, Seoul — hello airborne edit bay. Plane rides are perfect for some creativity. With Galaxy Z Fold7’s expansive screen, editing your travel vlog is easier than ever. Use the upgraded Audio Eraser to reduce the sound of the crowd’s background noise so your favorite member’s vocals shine.

Z Fold7: The Perfect Travel Companion

Galaxy Z Fold7 isn’t just another travel gadget — it’s the backstage pass, stylist, translator, map and editing tool that elevates your creativity to the next level. It’s no longer the smartphone era; welcome to the age of the AI sidekick. Skip the endless search bars and just talk. Unfold your phone, and half your trip is already handled. So go ahead, live your best wanderlust life. GalaxyZ Fold7’s got your back from takeoff to touchdown.

Unfold your Galaxy Z Series devices with these promotions and rebates today!

Until 31^st August 2025, purchase the latest Galaxy Z Series devices to enjoy launch rebates and promotions worth up to RM2,209![1]

Grab the all new Galaxy Watch Series with these rebates as well to expand your Galaxy ecosystem:

To purchase Samsung’s latest devices, please visit the following sites:

• Samsung Galaxy Z Fold7: www.samsung.com/my/smartphones/galaxy-z-fold7/
• Samsung Galaxy Z Flip7: www.samsung.com/my/smartphones/galaxy-z-flip7/
• Samsung Galaxy Z Flip7 FE: www.samsung.com/my/smartphones/galaxy-z-flip7-fe/
• Samsung Galaxy Watch8 Classic: www.samsung.com/my/watches/galaxy-watch/galaxy-watch8-classic-46mm-black-bluetooth-sm-l500nzkaxme/
• Samsung Galaxy Watch Ultra: www.samsung.com/my/watches/galaxy-watch/galaxy-watch-ultra-2025-47mm-titanium-blue-lte-sm-l705fzb1xme/

[1] Terms and conditions apply.

The Galaxy Z Flip7 raises the bar for flip-style smartphones, combining a compact, pocketable design with intuitive AI experiences and the largest cover screen in the Galaxy Z Flip series to date.

Samsung Newsroom got an exclusive early look at the Galaxy Z Flip7 during Galaxy Unpacked 2025.

▲ The Galaxy Z Flip7 debuts with a full-front FlexWindow and sleek design.

Design: Larger Window in a Slimmer Frame

The Galaxy Z Flip7 introduces the Galaxy Z Flip series’ largest cover screen and its slimmest design yet. The standout 4.1-inch FlexWindow features ultra-thin 1.25-millimeter bezels, allowing the display to span nearly the entire cover — excluding the camera lens — for an expanded viewing experience. Everyday tasks such as checking schedules, replying to messages or using AI-powered features can be done without unfolding the device.

▲ Ultra-thin bezels allow the FlexWindow to stretch from edge to edge.

When opened, a 6.9-inch Dynamic AMOLED 2X main display is revealed. Both the FlexWindow and main display support up to 2,600 nits of brightness, a 120-hertz refresh rate and Vision Booster technology for improved outdoor visibility — delivering clear, vivid content anytime, anywhere.

▲ A larger main display delivers sharper visuals.

Measuring 6.5 millimeters when unfolded, 13.7 millimeters when folded and weighing 188 grams, the Galaxy Z Flip7 is the slimmest yet — refining the compactness and portability that define the Galaxy Z Flip series.

▲ The Galaxy Z Flip7 is 6.5 millimeters thick when unfolded, shown next to a pen for scale.

A durable Armor Aluminum frame and a thinner, reinforced Armor FlexHinge improve resilience while maintaining the device’s sleek silhouette.

▲ The Armor FlexHinge provides smooth, reliable folding over extended use.

Inside, a 4,300 mAh battery — the largest ever in the Galaxy Z Flip series — supports up to 31 hours of video playback for extended use with less worry about charging.

Multimodal AI and One UI 8: Ready-to-Go Personal Assistant

In today’s fast-paced world, relying on AI has become second nature. The Galaxy Z Flip7 takes those interactions further — offering a more intuitive, seamless experience through One UI 8, optimized for the expanded FlexWindow, and advanced multimodal AI technology.

For example, users planning a trip can check their schedule directly from the FlexWindow through Now Brief.

▲ The FlexWindow displays information such as schedules via Now Brief.

Long pressing the power button launches Google’s Gemini Live, offering travel-ready help including restaurant recommendations, weather updates and outfit suggestions using the camera.

▲ Gemini Live supports camera screen sharing for real-time assistance.

The Galaxy Z Flip7 moves beyond design innovation, offering an AI experience that fits naturally into everyday routines. With its pocket-friendly size and built-for-anywhere features, the Galaxy Z Flip7 elevates the standard for foldables.

Availability & Pre-Order Promotions

The Samsung Galaxy Z Fold7 and Galaxy Z Flip7 will be available for purchase at Samsung.com and in stores in Malaysia starting 1 August 2025. For greater peace of mind, Samsung Care+ offers comprehensive coverage for accidental damage, repairs and replacements.[1]

From 9^th to 31^st July 2025, customers will be able to pre-order the new Galaxy Z series from RM3,999. Here’s a quick overview to help you understand how easy it is to purchase your next Galaxy Z Series device!

To pre-order Samsung’s latest devices, please visit the following sites:

Samsung Galaxy Z Fold7: www.samsung.com/my/smartphones/galaxy-z-fold7/

Samsung Galaxy Z Flip7: www.samsung.com/my/smartphones/galaxy-z-flip7/

Samsung Galaxy Z Flip7 FE: www.samsung.com/my/smartphones/galaxy-z-flip7-fe/

[1] Availability may vary depending on market, country or carrier.

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 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[1], 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 personalized 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 “personalization” mean in the context of mobile AI?

In a region like 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 more personalized and meaningful experiences to Samsung users. That is why personalization and integration are the cornerstones of Galaxy AI, and for the Galaxy S25 series. The way we see it, true AI personalization means that technology learns from your unique patterns and preferences to deliver experiences tailored specifically to you.

Take for instance, the Now Brief[2] 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 personalizes 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 recognize the context of what is displayed on your screen such as emails and messages to summarize 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 dramatically improve the end results. Take features like Object Eraser, Best Face, and Audio Eraser — 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.

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. Then AI steps in afterward to let you make your photo or video even better – 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 personalization with privacy concerns?

This is the most critical question in the AI era. Personalization 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 granular 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 personalize their privacy and security settings, exactly according to their preferences. Users can decide which Galaxy AI feature to operate on their device, with the choice to opt out of cloud-based processing[3].

The new Galaxy S25 series features a Personal Data Engine[4], which safely analyzes your data on-device to deliver highly tailored experiences that reflect your preferences and usage patterns. Ensuring 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 recognize that there is no privacy without security, and our defense-grade Samsung Knox security platform[5] is built to protect users’ personal data. With Galaxy S25 series, we have introduced the Post-Quantum Cryptography (PQC) based protection to Knox Matrix, providing quantum-safe protection to users’ cloud backup and sync data.

Simply put, today’s encryption technologies work well against current computers, but quantum computers will eventually be powerful enough to break through these security measures. Instead of waiting for that to happen, Samsung developed PQC to ensure that your data is protected not just today, but well into the future. Our goal is always to ahead of potential security threats, instead of scrambling to react after they emerge.

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 democratized. Advanced capabilities that once required specialized knowledge or expensive hardware will become accessible to everyone through their smartphones. This democratization 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.

Visit https://www.samsung.com/my/galaxy-ai/ to explore more about Galaxy AI.

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[1] 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.

[2] Now Brief feature requires Samsung Account login. Service availability may vary by country, language, device model, apps. Some features may require a network connection.

[3] 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.

[4] The Personal Data Engine functions under the condition that the Personal Data Intelligence menu is on. Analyzed data will be deleted once the Personal Data Intelligence menu is turned off. Personal Data Engine recognizes 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 analyzes Samsung native applications.

[5] Samsung Knox has successfully met the rigorous security requirements set by governments and major enterprises around the world, providing business users with a robust mobile security solution. https://www.samsungknox.com/en/knox-platform/knox-certifications