Across Southeast Asia and Oceania, consumers have been quick to embrace technology that makes everyday life simpler. From digital commerce and mobile payments to super apps and connected services, digital experiences are now integral to how people shop, communicate, work and manage daily life.

That same expectation is shaping how people approach artificial intelligence. As the world commemorates AI Appreciation Day this July, the shift is clear: AI is moving from experimentation into everyday use. In Southeast Asia and Oceania, people are beginning to expect AI to help them work, communicate, make decisions and move through daily life with greater ease.

The more embedded AI becomes in our lives, the more its value will be measured by how meaningfully it improves everyday experiences. The next phase of AI, which we will be unveiling at Unpacked on 22 July in London, will not be defined by technical capability alone, but by how naturally it fits into different lifestyles, understands individual needs and removes friction from daily routines.

From AI Tools to Connected Experiences

For years, technology evolved device by device. Each served a specific role: mobile phones for communication and productivity, wearables for health and activity insights, televisions for entertainment, and appliances for household routines.

Each device only supports one part of the user’s day. But when connected through AI, they can work together in ways that are more responsive to context and easier to act on.

SmartThings is central to making this possible. By bringing devices, services and partners into one connected ecosystem, it helps turn the intelligence offered by individual features into seamless experiences that are more natural and relevant in real-world scenarios.

Consider a young professional managing a fast-paced day, where even small decisions can add to the mental load. With AI Vision, our Bespoke AI Refrigerator Family Hub can help track fresh produce and packaged goods[1], alert users[2] when frequently used items are running low, and make grocery planning easier.

That same support extends to well-being. SmartThings integrates with Samsung Health to provide sleep environment insights through Galaxy devices like the Galaxy Ring, while Galaxy Watch features such as Running Coach[3] can analyze running performance data and customize training programs for users working towards their fitness goals. And as the user unwinds after a long day by watching their favorite shows on TV, Samsung Vision AI extends intelligence to the screen, helping the TV adapt to viewer preferences and make entertainment easier to discover, personalize and enjoy.

Together, these experiences show the broader promise of AI: making daily life easier not through one device acting alone, but through an ecosystem that understands context and can offer personalized responses to people’s needs.

Mobile as the Primary Gateway

Although AI now connects more devices across daily life, mobile remains the primary gateway. The mobile phone links people to the services, content, devices and relationships they rely on daily.

This is where agentic AI becomes especially important. As intelligence grows more contextual, mobile devices are evolving from a tool people use to search, message and browse, into an interface that helps them understand what matters, suggests the next step and completes everyday actions with less effort.

Galaxy AI is designed for this next phase of mobile AI. Instead of asking users to manage every task manually, it surfaces suggestions for what comes next. Mobile AI becomes most useful when its intelligence is built directly into the device experience itself.

Consumers in Southeast Asia and Oceania welcome the benefits and recognize the potential of AI but their trust needs to be earned. To deeply embed AI into daily life, consumers must be assured that their data stays safe and that they are in control. Galaxy AI is designed to protect personal information by keeping sensitive data close to the user, while giving users clear visibility and choice over how their data is used to power AI experiences. As AI expands across the connected ecosystem, Samsung has also extended Knox Matrix, its cross-device security platform, to provide a unified layer of protection across home appliances, mobile devices and TVs.

We are still in the early stages of this transformation. With AI becoming more widespread in daily life, new form factors will shape how people see, use, and act on information. Foldables are an important part of that future. A screen that flexes and unfolds gives AI greater flexibility to support multiple tasks, richer content and more contextual experiences at once.

At the upcoming Galaxy Unpacked, we will share more on how this vision is coming together.

The next chapter of AI will not be defined by how much more technology people must manage. It will be defined by how naturally intelligence fits into everyday life, helping people live, work, and connect more easily.

[1] A Wi-Fi connection and Samsung account are required. If a food item is not recognizable, it may be listed as an unknown item. AI Vision cannot identify or list any food items in the freezer. Recognition uses AI models that may be updated periodically to help improve performance. User may need to manually check and adjust the list to ensure its accuracy.

[2] Available through the SmartThings app, available on Android and IOS devices. A Wi-Fi connection and Samsung account are required. Both devices must be signed in with the same Samsung account.

[3] Running Coach program is available on Android phones (Android 10 or above) and requires Samsung Health app (v6.30.2 or above). Samsung account login required. Service only available with Galaxy Watch8 Series or later released Galaxy Watch Series. To use Running Coach program, user needs to take a running level test and get a level before starting the coach program.

For years, Samsung Electronics has designed its devices around what people truly need, such as better performance, sharper cameras and smarter ways to stay connected. And, with Galaxy AI, it goes beyond what devices can do — it’s about how people interact with them.

As AI rapidly becomes the new user interface, it’s redefining our relationship with technology. No longer just a collection of apps and tools, the smartphone is evolving into a smart companion that understands user intent and responds in real time. This transformation moves us from reaction to anticipation – where, as AI becomes the UI, intent becomes instant.

The next-generation Galaxy devices are being reimagined around a new AI-powered interface, supported by breakthrough hardware built to unlock their full potential. This future is already unfolding, and the best of Galaxy AI and Samsung craftsmanship is about to be unveiled.

On 9 July, Samsung Electronics will host Unpacked in Brooklyn, New York – a borough with an extraordinary spirit and a distinctive history. Brooklyn is where visionary thinking and bold ideas shape the future, so it’s only fitting that Samsung unveils the latest and greatest additions to the Galaxy portfolio in a place known for its culture, creativity, and collaboration. The event will be streamed live on Samsung.com, Samsung Newsroom, and Samsung’s YouTube channel beginning at 10 P.M, Malaysia Time.

Register Your Interest Today!

Get ready for the next Galaxy innovation – from now until 9 July 2025, 9:59 P.M., register your interest to receive an RM50 voucher to pre-order the next Galaxy device(s) unveiled during the Galaxy Unpacked. Customers who have completed the registration of interest will also be eligible to purchase the Samsung Reservation+ voucher by paying RM10 during the promotion period and receiving a voucher code worth RM210!

Embrace the AI Lifestyle

Participants who have completed their registration of interest for the next Galaxy device(s) are also eligible to participate in the My AI Lifestyle Contest. Simply follow these steps to participate:

1. Comment and answer a question on the My AI Lifestyle Contest announcement that will be posted on Samsung Malaysia’s official Facebook, Instagram, TikTok and X account.
2. Make sure to include the hashtag #GalaxyUnpacked and #MyAILifestyle on your comments.
3. Participants must follow Samsung Malaysia’s official Facebook, Instagram, TikTok and X account, and have their social media account set to public.

Check out these amazing prizes up for grabs:

1. 65” Neo QLED QN70F 4K Samsung Vision AI Smart TV
2. 280W Bespoke AI Jet Lite Premium AI Cleaning Pebble Grey
3. 594L Bespoke AI Refrigerator SBS 9” LCD AI Home Black
4. 25KG Bespoke AI Laundry Front-load Washer AI Ecobubble^TM
5. Galaxy Tab S6 Lite

Register your interest here today and experience the next Galaxy: https://www.samsung.com/my/unpacked/

Stay tuned and make sure to visit Samsung Malaysia Newsroom for all upcoming teasers, trailers and updates ahead of Unpacked 2025.

Can’t wait to get your hands on these devices? Don’t worry, we’ve got a special surprise for you.

Check out the videos below for the Galaxy S21 series unboxing experience.