Samsung Electronics today announced that Interbrand, a global brand consultancy, ranked the company No. 5 on its annual “Best Global Brands” list for the seventh consecutive year, with a brand value of USD 105.2 billion. Samsung is the only company based in Asia to remain in the global top five each year since 2020.

Interbrand’s evaluation reflected:

• Record earnings, driven by focused investments in AI semiconductors
• Stronger AI competitiveness in the Device eXperience (DX) Division
• A customer-centric brand strategy under the “One Samsung” approach

The Device Solutions (DS) Division continued to grow by increasing the supply of high-value memory products to meet rising demand for AI. It also maintained its technological leadership with the industry’s first mass production and commercial shipment of HBM4.

The DX Division is bringing greater convenience to people’s daily lives through personalized AI experiences and connectivity across its products, including mobile devices, televisions, and home appliances. This year, Samsung introduced Galaxy Z Fold8, an eighth generation Galaxy foldable, featuring a new form factor and a 4:3 display aspect ratio that redefines the foldable category. The design resonated strongly with younger consumers while broadening the device’s appeal across generations.

As one of the longest-standing brand consultancies, Interbrand evaluates brand value annually through a comprehensive analysis of a company’s financial performance and outlook, the brand’s influence on purchasing decisions, and its competitiveness. The evaluation considers strategy, empathy, differentiation, customer engagement, consistency, and trust.

As the submission deadline draws closer, the search for the Philippines’ top Changemakers through Samsung Philippines Solve for Tomorrow 2026 enters its final stretch. The nationwide innovation competition calls on students to address local challenges and help shape a better future for their communities.

With nearly ₱2 million worth of prizes at stake, Samsung Philippines Solve for Tomorrow continues to inspire Filipino youth to use science, technology, and creativity to make a meaningful difference in their communities, even at a young age.

The challenge remains open to all Grades 8 to 10 students enrolled in government-managed science high schools across the country. Each team can have up to four (4) members, guided by one (1) teacher adviser. Together, they are encouraged to explore the issues closest to their hearts, whether championing environmental sustainability, driving social change through sports and technology, or tackling local challenges with the help of artificial intelligence, to create solutions that can make a lasting impact.

Entries must be submitted on or before 02 November, 2026, marking the last chance to be among this year’s Changemakers driving positive change.

Alongside a meaningful learning experience throughout their journey, the top teams will also receive exciting prizes. The grand champion will receive ₱400,000 worth of Samsung devices for their school, along with ₱200,000 worth of gadgets for the team and adviser. They will also take home ₱100,000 in cash, with an additional ₱30,000 for the teacher-adviser.

The second-place winner will receive ₱300,000 worth of Samsung devices for their school, ₱200,000 worth of gadgets for the team, ₱70,000 in cash for the members, and ₱25,000 for their adviser. The third-place winner will bring home ₱175,000 worth of Samsung devices for their school, ₱200,000 worth of gadgets for the team, ₱50,000 in cash for the members, and ₱15,000 for their adviser.

The rest of the Top 10 finalists will not leave empty-handed as each team will be awarded ₱15,000 in cash, while their dedicated teacher-advisers will receive ₱5,000 each in recognition of their guidance and support throughout the competition.

A Generation of Changemakers

Last year, Solve for Tomorrow celebrated the winning teams from Cavite Science Integrated School: Team MaHeMo for its solar-powered buoy that monitors mangrove health and Team EGGNovation for its automated egg-sorting system. Meanwhile, Team BANTALAY of Tuguegarao City Science High School proposed a solar-powered pest trap to support more sustainable farming. Together, these students showed how ideas rooted in community needs can inspire meaningful change, paving the way for this year’s aspiring changemakers to share their own ideas for a better tomorrow.

Now in its fourth year in the Philippines, Samsung Solve for Tomorrow continues to encourage young minds to apply science, technology, engineering, and mathematics (STEM) to develop innovative solutions to real-world challenges.

Don’t miss your shot to bring about change! Take your ideas further, make a difference, and compete for exciting prizes through Samsung Solve for Tomorrow 2026! Interested participants can learn more about the program and submit their entries by visiting www.samsung.com/ph/solve-for-tomorrow or following Samsung Philippines on social media via Facebook (facebook.com/SamsungPH), X (x.com/SamsungPH), and Instagram (instagram.com/samsungph).

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MANILA, Philippines (September 22, 2026) – Samsung Electronics is bringing its vision of AI-powered connected living to Cebu as its line of home appliances, SmartThings ecosystem, and smart building technologies are set to be integrated into the premium mixed-use development, Granz Forest Park. Samsung aims to use the project as a springboard to expand its residential and building solutions business across Southeast Asia.

On September 17, Samsung inked an agreement with specialized real estate developer DH Plus. Under the agreement, Samsung is set to provide AI-powered appliances and integrated B2B operational solutions—including SmartThings Pro and b.IoT—for the Granz Forest Park development project in Cebu. DH Plus specializes in high-end residential, hotel, and resort developments in Korea and overseas and is responsible for the Granz Forest Park project.

“This partnership represents a meaningful example of introducing a customized, integrated AIoT-based operational solution spanning both residential and commercial spaces,” said Hwang Tae-hwan, Executive Vice President and Head of Samsung Electronics’ B2B Integrated Offering Center. “Building on this collaboration, we will actively participate in mixed-use development projects that utilize integrated B2B operational solutions across the Southeast Asian market.”

Scheduled for completion in 2030, Granz Forest Park will be a state-of-the-art premium mixed-use complex built around artificial intelligence of things (AIoT) technology. The approximately 66,000-square-meter site will feature three residential buildings, one hotel, and private villas. It will also include commercial facilities where visitors can experience K-beauty and K-food, the membership-based “Granz Club,” and an international school. A walking trail connecting the complex to a mangrove ecological park will provide residents and visitors with opportunities for relaxation and leisure in a natural setting.

Samsung Electronics will create customized AI Home environments in the complex’s residential facilities by integrating AI-powered appliances with SmartThings. The company will also introduce SmartThings Pro, its B2B connectivity and integrated control platform, to support the safe and efficient operation of the complex.

The residences and hotel will be equipped with a range of AI-powered appliances, including televisions, air conditioners, refrigerators, and washing machines. Residents and hotel guests will be able to access the AI Home services immediately after signing in to SmartThings once. Through SmartThings, they will also be able to control in-room devices from a single platform, making their living and accommodation experience more convenient.

Residential facility managers will be able to remotely monitor equipment conditions through SmartThings Pro. This will enable them to respond to issues quickly and operate the facilities efficiently while minimizing the need for on-site visits.

Samsung Electronics will also deploy its integrated building solution, b.IoT, to manage common areas such as community facilities and swimming pools, as well as infrastructure including hot-water and boiler systems. b.IoT is a solution that provides integrated control and management of heating, ventilation and air-conditioning, lighting, and electrical systems while using energy algorithms to improve a building’s energy efficiency.

The company plans to apply b.IoT to the commercial facilities, hotel, and international school as well, enhancing operational and management efficiency. Using digital twin technology, which creates a three-dimensional representation of an actual building, operators will be able to monitor the condition of major equipment and predict when maintenance will be required. An AI agent will also enable integrated monitoring and control of HVAC, lighting, electrical, and security systems.

Samsung’s Solve for Tomorrow returns for its fourth year in the Philippines, continuing its mission of empowering young Filipino students to leverage science and technology and contribute meaningful change. With the support of the Department of Education (DepEd), Samsung invites STEM students to be the voice of their own communities and propose innovative solutions to challenges they see and  experience around them.

Entering its 16th year, Samsung Solve for Tomorrow is a global competition that empowers young changemakers to tackle real-world challenges through STEM-based solutions. 

Open to students in Grades 8 to 10 from government-managed Science High Schools across the Philippines, Solve for Tomorrow gives students the opportunity to bring their ideas forward and turn them into meaningful solutions.

Samsung will recognize the winning teams, schools, and teacher advisers with almost PHP 2 million worth of prizes, including the Grand Prize valued at PHP 730,000, Second Prize at PHP 595,000, and Third Prize at PHP 465,000. The remaining teams shortlisted in the Top 10 will each receive PHP 20,000 in cash prizes. 

How to Join

Each team will consist of up to four students and one teacher-adviser, working together to develop a STEM-focused proposal that addresses a community, social change, or environmental sustainability challenge. Proposals may be submitted using a standardized format in Word, up to 3,000 words or seven pages, or PowerPoint, with a maximum of six slides. All entries must be submitted as PDF files not exceeding 40 MB.

Teams are encouraged to think creatively and explore how technology can help turn their ideas into practical solutions that can make a difference in their communities. Students may explore one of the following themes:

Under Environmental Sustainability through Technology, students are encouraged to use STEM to find creative ways to reuse, recycle, and transform materials into valuable products, helping reduce waste and promote more sustainable practices.

Meanwhile, under Social Change through Tech and Sport, students can harness the power of technology and sports to support education, entrepreneurship, and social inclusion, creating new opportunities and a brighter future for the youth.

Lastly, under Solving Community Problems with AI, students can explore how AI can be used to develop innovative and practical solutions to challenges in their communities, while fostering critical thinking, social responsibility, and meaningful impact.

The Deadline for Entry submissions is on 02 November, 2026 at 11:59 PM via https://www.samsung.com/ph/solve-for-tomorrow/.

Entries will be evaluated based on design innovation, relevance to the community, feasibility, STEM integration, sustainability and clarity of proposal.

The top 10 shortlisted entries will be announced on 16 November 2026, and will receive mentoring from a Samsung coach to refine their solutions. These teams will then present their final proposals to a distinguished board of judges on 07 December 2026.  The top three teams will be announced on 15 December 2026, and awarded by Samsung Philippines.

What’s at Stake

The Grand Prize winner will receive Php 400,000.00 worth of Samsung devices for their school, Php 200,000.00 worth of Samsung devices for the students and their teacher, Php 100,000.00 in cash for the team members, and Php 30,000.00 in cash for their teacher.

Meanwhile, the Second Prize winner will take home Php 300,000.00 worth of Samsung devices for their school, Php 200,000.00 worth of Samsung devices for the team and their teacher, Php 70,000.00 in cash for the team members, and Php 25,000.00 in cash for the teacher.

Finally, the Third Prize winner will receive Php 200,000.00 worth of Samsung devices for their school, Php 200,000.00 worth of Samsung devices for the team and their teacher, Php 50,000.00 in cash for the team, and Php 15,000.00 in cash for the teacher.

The remaining teams in the top 10 will receive Php 15,000.00 in cash for their team and Php 5,000.00 for their teacher.

Enabling Changemakers

Since its launch in the Philippines in 2023, Solve for Tomorrow has empowered participating schools, students, and teachers to bring innovative ideas to life and create meaningful impact in their communities. Among them is last year’s winning entry from Cavite Science Integrated School, which introduced a solar-powered, water-quality sensing buoy for monitoring mangrove ecosystem health. Other notable innovations include an egg-segregation solution and a sustainable low-cost pest control solution designed to help farmers reduce their reliance on chemicals. 

As AI advances, Solve for Tomorrow encourages young Filipinos to use technology thoughtfully and responsibly, turning new ideas into solutions for challenges in their communities. Through these themes, Samsung continues to inspire students to imagine, create, and lead the way toward a better tomorrow. 

To participate in this year’s Solve for Tomorrow, please visit  https://www.samsung.com/ph/solve-for-tomorrow/. You can also follow Samsung Philippines on social media for the latest updates: Facebook – www.facebook.com/SamsungPH, X – www.x.com/SamsungPH, Instagram – https://www.instagram.com/samsungph/#.

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Samsung Electronics announced an update to its global smart home platform SmartThings to provide improved experiences that help users better care for their families and themselves in everyday life. With the latest update, SmartThings has strengthened its Family Care service so users can better support parents they live apart from. It also integrates additional key SmartThings features into Now Brief, the personalised briefing service available on Galaxy mobile devices, to further enhance the convenience and comfort of the customer’s daily life.

“Samsung’s AI technology goes beyond everyday convenience to help users care for themselves and their families with greater peace of mind,” said Jaeyeon Jung, Executive Vice President and Head of the SmartThings Team, AI Platform Centre, Samsung Electronics. “SmartThings will continue to strengthen its role as a platform that seamlessly connects customers’ daily lives with AI, and it will keep expanding differentiated services on an ongoing basis.”

Enhanced Family Care Makes It Easier to Check-In on Loved Ones

Family Care connects SmartThings with a range of home appliances and mobile devices to provide notifications regarding the activities of users’ aging parents and reminders for medication and hospital visits — as well as location-based alerts. With this update, the service enables even more thoughtful care.

Additionally, Samsung’s new Care on Call[1] feature allows users to more closely check on the status of the care recipient through a simple phone call. When a caregiver using the service calls the care recipient, a floating pop-up that displays key information like the time of the first activity of the day, the most recent activity time and the local weather — all at a glance — appears before the call begins. This helps caregivers ask more meaningful check-in questions and respond accordingly.

SmartThings can also continuously monitor devices like air conditioners, air purifiers, dehumidifiers and humidifiers for indoor temperature, humidity and air quality. If unusual usage patterns are detected, the caregiver is immediately notified and can remotely control the relevant device.[2]

To further enhance the level of care provided to loved ones, the Care Insight feature been enhanced to provide even more actionable, long-term data within the Family Care service. It analyses factors like temperature and humidity levels, paying attention to whether they deviate from optimal ranges. It also tracks significant changes in activity levels and connected device usage compared to the previous week.

[1] Care on Call is available on Galaxy smartphones running One UI 8.5 or later. Internet calls are not supported.

[2] Remote control is available when the caregiver has been set up to remotely control the care recipient’s devices.

MANILA, Philippines (May 5, 2026) – Samsung Electronics Philippines sets the gold standard for customer service excellence as the only consumer technology brand from the Philippines to win a Gold Stevie for Customer Service Success — Technology Industries at the 20th Stevie® Awards for Sales and Customer Service. Samsung Philippines also received the Gold Stevie for Innovation in Customer Service Management; Planning & Practice, Innovative Management in Consumer Product and Sales Industries; and the Most Innovative Customer Service Department/Team of the Year at the 13th Asia-Pacific Stevie Awards.

The Stevie Awards for Sales & Customer Service is the world’s top honors for customer service, contact center, business development, and sales professionals. The Stevie Awards organizes nine of the world’s leading business awards programs, also including the prestigious American Business Awards® and International Business Awards®.

This year, the Stevie Awards received over 2,100 nominations across 41 nations in more than 100 categories for customer service and contact center achievements.

These global recognitions distinguish Samsung Electronics Philippines as a powerhouse of innovation, elevating customer service standards in the country and across the Asia-Pacific region.

The recognition affirms Samsung’s care-first culture, strengthened by operational discipline and cross-functional collaboration,  as a driver of sustained competitive advantage. Samsung Philippines’ winning momentum was extended at the 2026 Asia-Pacific Stevie Awards with three  Gold Stevie Awards.

These accolades validate a rigorous year-long transformation within Samsung Philippines’ customer service team, which has successfully shifted from reactive service recovery to a proactive, data-driven care system. This was achieved through end-to-end customer experience (CX) process re-engineering and the enablement of advanced CRM tools to predict and meet customer needs before they arise. These achievements also stand as a strong endorsement of Samsung Philippines’ ongoing efforts to stabilize the customer experience, enhance repair quality, and ensure seamless alignment between internal functions and service partners.

With this combined haul of regional and global Stevie titles, Samsung Philippines’ customer service team becomes one of the most recognized organizations in the region for 2026. “At Samsung, customer satisfaction is central to everything that we do. This commitment extends beyond pushing innovation to address their evolving needs, to consistently providing excellent care,” said SEPCO President Moonsoo Han. “These accolades prove that our focus on the consumer journey is as vital as the technology we build. It reinforces that our care-first culture, supported by innovation, drives global achievements.”

At The First Look during CES 2026, we moved beyond the traditional roadmap of hardware iterations to unveil a broader strategic vision: “Your Companion to AI Living.” This vision combines both hardware and visual intelligence to deliver an entertainment experience across our TVs, monitors and audio ecosystem that anticipates users’ needs and preferences in how they consume their preferred entertainment.

As the world’s leading TV brand for 19 consecutive years, we recognize that our leadership is no longer defined solely by the screens we produce, but by how effectively we integrate them into the lives of our consumers. 

In the Southeast Asia and Oceania (SEAO) region, this shift is particularly critical. According to the latest e-Conomy SEA report by Google, Temasek, and Bain & Company, consumer interest in AI in Southeast Asia is three times the global average. This heightened receptivity to innovation informs our 2026 strategy, driving a push towards a proactive, multi-agent experience.

From Tactical Usage to Intuitive Environments

With the rapid maturation of the digital economy across the SEAO region, our 2025 TV Awareness Study show that 88% of consumers in SEAO now use a smart TV as their primary screen. This tells us that modern consumers are no longer looking for a passive display device, they want an intelligent Entertainment Companion: a device that understands context. 

As daily life becomes increasingly complex, the value proposition of technology must shift from manual utility to proactive assistance. At the core is Vision AI Companion (VAC), designed to make television more intuitive, conversational and personalized. Simply ask a question while you’re watching the TV—about a film, a sports event, or even travel suggestions. Vision AI Companion delivers answers instantly, accompanied by helpful visuals and related content. Alongside SmartThings as the underlying architecture, the screen becomes a central command hub, orchestrating the home from climate control to household management. This is technology that simplifies life rather than adding to its cognitive load.

Defining the Premium Experience: Sight and Sound

The bar for home cinema has shifted towards premium, ultra-large screen experiences that demand zero compromise. In SEAO, 68% of consumers prioritize high-end, cinematic experiences at home 3. We are meeting this demand by scaling our ultra-large screen offerings and introducing the world’s first 130-inch Micro RGB TV (R95H model), marking a big step in display innovation and revolutionizing picture quality. The core LED light source is redesigned and re-engineered, delivering exceptional color performance on top of great brightness and contrast.

True immersion is a multi-sensory business. We pair our display expertise with 11 years of audio excellence to transform the home audio experience, creating a unified acoustic environment. In 2026, Q-Symphony evolves TVs and speakers into an adaptive ecosystem that intelligently optimizes sound based on each room’s unique layout.

This intelligence extends beyond entertainment to the battle station for gamers. Leading the Odyssey gaming monitor lineup is the 32-inch Odyssey 3D (G90XH model), the world’s first 6K glasses-free 3D gaming monitor that pushes the boundaries of resolution and refresh rates, ensuring a visual experience that is as seamless as it is immersive.

Elevating Home Expression Through Art and Content

Technology is most impactful when it enhances how we live and what we watch. In today’s vibrant and diverse consumer landscape, the visual display is not only a source of entertainment, but also a canvas for personal expression, supported by a growing ecosystem of content that enriches the home experience.

This year, we are bridging the gap between premium technology and home aesthetics through The Frame Pro. By utilizing advanced glare-free display technology and access to curated art via the Samsung Art Store, the screen complements a room’s atmosphere rather than dominating it. It enables users to showcase their heritage and tastes, transforming a high-performance device into a centrepiece of artistic expression.

Samsung TV Plus, our free ad-supported streaming (FAST) service, has also surpassed 100 million monthly active users (MAU) in 30 countries worldwide, marking a 12 million increase in users since October 2024, further redefining entertainment for consumers with Samsung TVs leading the global TV market.

Inspiring the Next Two Decades of Innovation

At Samsung, our commitment is to ensure that technology is no longer something you must learn, but something that understands you. Through “Your Companion to AI Living,” we are evolving the visual display from the centre of the room to the heart of the home.

We are not just selling hardware; we are building the infrastructure for a more intuitive way of living. By aligning our global innovation with the unique digital appetite of the SEAO region, we are ensuring that the next era of home entertainment isn’t just about better pixels, but about being a better companion in your daily life.

[1] Global No.1 Tv source – Omdia, Feb 2025. Based on overall TV market share by manufacturer on an annual unit & revenue basis.

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

[3] The SEAO TV Awareness Study was conducted in November 2025 with 2000 users, aged 25 to 64 years old, across Australia, Vietnam, Thailand, Indonesia, The Philippines, Malaysia, Singapore and New Zealand

[4] Measured against Unified Glare Rating (UGR) testing standard, certified as glare-free (reflection, discomfort and disability glare) by UL

[5] Art Store subscription and Samsung Account connection required to access full selection of artwork

With minimalism having defined the visual language of the tech industry for the past two decades, this panel of designers convened by Samsung asked: What comes next? Together, the panellists explored how warmer, more expressive and emotionally resonant technology can shape meaningful experiences in today’s Artificial Intelligence (AI) era – while also charting a path forward for the industry.

Design as an Act of Love

The session covered a shared view on the purpose of design as fundamentally people-first. “In recent years, design in tech has been somewhat uniform,” said moderator Debbie Millman. “Compared to other industries, the uniformity in the world of tech is an anomaly. So what if we were to extend technology beyond specifications and functionality?”

Samsung is currently addressing this question by introducing meaning beyond products by focusing on how technology fits into people’s lives, experiences and needs. The panellists discussed the growing importance of this mindset in the current landscape in which traditional barriers to entry such as access to tools, scale and technical capability continuing to diminish.

The Human Side of Tech

The discussion highlighted technology’s role in making intention, care and humanity visible in everyday life. Panellists noted that technology should help people recognise the thoughtfulness embedded in the products they invite into their homes and routines. In this context, Samsung Chief Design Officer Mauro Porcini shared Samsung’s design purpose: to enrich the quality of people’s lives through meaningful technology designed for humanity. He outlined the company’s commitment to help people live longer, live better, live louder and live on through advanced technologies that support wellbeing, creativity and self-expression.

Panellist Karim Rashid added to this sentiment, saying: “When we think about physical things in our world, we think not only about diversity of choice but also the fact that we can develop strong connections to objects,” he said. “Through design, you can end up with a very powerful, emotional connection with inanimate objects or even products.”

Designing for Human Values

The panel went on to explore how AI can unlock new possibilities for expression when shaped by human values. Panellists discussed a shared view that AI reaches its true potential when guided by Emotional Intelligence and Human Imagination, not as a replacement for human creativity but as a force that expands it.

CDO Porcini articulated this with “AI × (EI + HI),” his approach to balancing Emotional Intelligence and Human Imagination to bring meaning to innovation. While describing this philosophy, CDO Porcini said, “When we design and develop, AI is amplified by Emotional Intelligence and Human Imagination. “Then, when people use products, AI amplifies Emotional Intelligence and Human Imagination.” He added, “Do not fear technology. We are here to humanise it, guide it and shape it.”

Through these insights, the session reinforced the belief that technology should be humanised, guided and shaped to serve people’s lives in increasingly new and meaningful ways.

Expressive Design Drives More Meaningful Experiences

The discussion reinforced the importance of expressive design in bringing human-centred purpose to life, creating experiences that reflect emotion, support self-expression, invite connection and stimulate imagination.

“Happiness is the aim of design,” said Fabio Novembre. “Our pursuit of happiness is through design, making the impossible possible. I strongly believe in design and, that it must move back to the centre of the stage.”

Panelists noted that this reflects a shift from merely designing objects to designing experiences where emotion, meaning and identity are increasingly integral to how people relate to technology. This approach inspires a new kind of expression, resulting in designs that range from subtle and minimal to bold and imaginative — all meant to shape a future that isn’t just worth living, but worth loving.

*This article contains products and features currently in development. The plans, product claims, timelines, and specifications described are subject to change without notice. Their future availability is not guaranteed.

*Availability may vary per region, country or carrier.

Making Invisible Intelligence Feel Trustworthy

As AI increasingly anticipates needs, curates routines and operates autonomously across devices, panelists Allie K. Miller, CEO of Open Machine; Amy Webb, CEO of the Future Today Strategy Group; Zack Kass, Global AI Advisor at ZKAI Advisory and former Head of Go-To-Market at Open AI; and Shin Baik, AI Platform Center (APC) Group Head at Samsung Electronics, emphasized that trust must be earned not through promises, but through consistent, understandable behavior.

At the session, Samsung shared its approach to trust-by-design, highlighting the importance of AI systems that are predictable, transparent and easy for users to control. “When it comes to AI, users are looking for transparency and control,” Allie Miller said. “They want to be leaders in their own personalized experiences — to understand whether an AI model is running locally or in the cloud, to know their data is secure and to clearly see what is powered by AI and what is not. That level of visibility builds confidence. On the provider side, there is a responsibility to show up for users by designing personalized experiences around the core components of trust — clarity, security and accountability.”

Samsung also underscored how on-device AI allows personal data to remain local whenever possible, while cloud-based intelligence can be used selectively when greater speed or scale is required, giving users flexibility without compromising privacy.

Security Built for an AI-Driven World

The panel also explored how, as intelligences becomes distributed across phones, TVs and home appliances, security must evolve. In the session, Samsung highlighted its Knox security platform — which now protects billions of devices from the chipset up — as well as Knox Matrix, a cross-device security framework that enables products to authenticate and protect one another.

“Trust in AI starts with security that’s proven, not promised,” Shin Baik said. “For more than a decade, Samsung Knox has provided a deeply embedded security platform designed to protect sensitive data at every layer. But trust goes beyond a single device — it requires an ecosystem that protects itself. With Knox, devices continuously authenticate and monitor one another, so each device acts as a shield for the rest, creating a resilient, secure environment users can rely on.”

A Cross-Industry Conversation on the Future of Trust

Shin Baik emphasized how trust grows when AI behaves predictably and securely across devices, arguing that users need visible signals of control rather than “black box” systems. Samsung pointed to its partnerships with industry leaders such as Google and Microsoft as a way to strengthen shared security research, interoperability and ecosystem-wide protection, while Allie Miller highlighted the importance of transparency for users including clear visibility into where AI models run, how data is used and explicit labels that show what is powered by AI and what is not. Meanwhile, Zack Kass added that while misinformation and misuse present real challenges, “For every risk, there is also a countermeasure and technology itself will play a critical role in mitigating AI’s downsides.”

Amy Webb evaluated the relationship between trust and the purchasing habits of consumers. “I don’t think they’re making decisions based on trust alone,” she said. “People aren’t paying for trust. They don’t buy things because of trust. They buy things because of convenience. So if the AI piece of this hooks people in it makes their lives easier and more convenient.”

As AI becomes increasingly invisible, the panel concluded that the technologies that earn long-term trust will be those that prioritize security, transparency and meaningful user choice from the start.

We have said farewell to 2025 and as we look ahead and welcome a new year, I am immensely proud of what our teams across Southeast Asia and Oceania (SEAO) have achieved together so far. To Samsung, the SEAO region is more than a collection of markets; it is a strategic hub of innovation, defined by dynamic growth, cultural diversity, and rapid digital adoption. While commercial targets continued to be important last year, we were also focused on anchoring Samsung as a genuine, long-term partner in SEAO’s development.

To strengthen the fundamentals that we established in 2025, I would like to share three core strategic pillars that will continue to anchor our growth path in 2026: delivering breakthrough innovations, empowering the next generation, and driving transformation for our customers; all underpinned by our commitment to become a truly AI-driven company.

Delivering Breakthrough Innovation Through an AI-Driven Future

At Samsung, we believe AI has fundamentally changed how we operate, innovate, and serve our customers. We have embraced a bold vision to be an AI-driven company and are already weaving AI meaningfully into our operations and innovations.

We first introduced Galaxy AI to the world back in 2024 and we reinforced our AI leadership in 2025 as we delivered an even broader vision of living with AI. In addition to democratization, we are driving a new era of multi-modal intelligence. This means ensuring that our hardware and software evolve together, creating devices that do not just process commands, but function as intuitive companions.

At CES 2026, we announced our efforts to unify intelligence across devices to deliver meaningful experiences as your trusted companion to AI living, creating a positive impact on how you work, live and play. I am excited for you to see how our commitment to AI innovations will shape our devices, solutions and services in 2026.

Some of our key announcements at CES 2026 include:

• A more intuitive and personal AI integrated into our home appliances and displays that understands you, adapts to your routines, and supports your daily life
• Partnerships with leading AI players and industry partners to introduce next level AI capabilities, including on-device and cloud hybrid AI, agentic AI, and more.
• A seamless and secure AI experience featuring a single design language and intuitive layer of contextual intelligence whether on One UI, Bixby or other services.

Empowering the Next Generation

What also continues to excite me is that the next generation in SEAO will not just be users of technology; they will be creators, innovators, and entrepreneurs who shape how these applications of AI serve their communities.

I believe that technology should serve as a bridge that enables everyone, regardless of background, to connect, create, and thrive. To fully unlock this potential, we have directed our corporate social responsibility (CSR) efforts towards cultivating and investing in our youth, nurturing the next generation of talent.

Our flagship Solve for Tomorrow (SFT) program empowers young people to drive meaningful change through technology and innovation. In 2025, participation grew by 40% from 2024, with a total of more than 16,900 youth across the region developing solutions to address challenges in their communities. This growth highlights young people’s readiness to apply technology in practical and meaningful ways when given the tools and opportunities.

Last year, the Samsung Innovation Campus (SIC) actively bridged the regional skills gap by providing advanced information and communications technology (ICT), coding, and AI education across multiple SEAO markets. This approach mirrors our internal capability-building methodology: just as we train our employees through a structured GenAI curriculum, SIC provides youth with a similar roadmap for progression, enabling them to build foundational AI capabilities and progress to working with more complex applications.

These initiatives are more than CSR programs, but strategic investments we are making to contribute and build up the talent pipeline for our region’s AI-driven digital economy.

2026 is set to be a year where we build on this strong momentum with our CSR programs, as we aim to do even more with governments, corporations, schools, NGOs and community partners.

Driving Ecosystem Transformation

Finally, the foundation of a hyper-connected world fueled by AI agents must be trust. At Samsung, security and privacy are at the heart of our strategy. This principle is increasingly critical as we enter an era of Agentic AI, where intelligent systems do not just respond to commands but anticipate needs and act autonomously on users’ behalf. The power of our “One Samsung” ecosystem ensures that intelligence extends seamlessly from mobile to the entire connected home via SmartThings, protected by Samsung Knox.

We also uphold this standard of trust at the enterprise level. Last year, Samsung Business Experience Studios (BES) were launched in markets including Indonesia, Thailand, and Singapore. These spaces are designed to help organizations envision how they can adopt innovative Samsung solutions to meet their specific industry challenges. With additional studios set to roll out across Southeast Asia and Oceania, we look forward to more opportunities for collaboration as we partner with enterprises to implement smart and secure solutions for their businesses.

Shaping Our Future Together

My first year leading SEAO has been characterized by our efforts to innovate, empower youth, and transform ecosystems across industries, all anchored in our evolution as an AI leader.

While we are encouraged by what we have achieved so far, our work here is far from over. I invite all our partners, consumers, and regional leaders to continue this journey with us in 2026 and beyond. As we pursue our ambition to establish Samsung as the undisputed leader in AI, we will strive to ensure that AI serves everyone throughout everyday life.

Together, let us shape a future where technology does not just connect devices, but connects people, communities, and possibilities across our vibrant region.