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 customised 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 democratisation 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 organisations 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 personalisation, transparency, and user choice guiding every step.

Security is not merely a feature, but a foundational element of our AI infrastructure that users can customise 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 specialised 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 analysing 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}

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 civilisation 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 analyse content, user preferences, and the viewing environment in real-time, automatically optimising 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 will be 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 personalisation 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 personalisation 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, we will soon introduce a new standard for privacy 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 customise 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. Looking ahead, consumers can soon 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.

This month, we are not just launching a new Galaxy S Series; we are welcoming a new era of intelligence that is as powerful as it is easy and effortless. We invite you to stay tuned for the reveal of what is to come.

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^[1], we recognise 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^[2]. 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^[3] 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 personalised. 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 prioritise 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 revolutionising 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 optimises 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 utilising advanced glare-free display technology^[4] and access to curated art via the Samsung Art Store^[5], 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.}

Jerry Park leads Samsung’s global B2B mobile initiatives, overseeing enterprise-focused devices, platforms and services for business customers worldwide.

Today’s world is one of unprecedented innovation and rapidly evolving technology. It’s an era of endless possibilities, coupled with a new set of risks for security and privacy. At Samsung Electronics, we recognise that as we enter these uncharted territories, we must be prepared for potential threats that may arise. That’s why we stay deeply attuned to the ever-changing security landscape and champion a dynamic approach to enterprise security.

The cybersecurity threats of today affect everyone, from consumers to businesses. Enterprise device fleets must be resilient against attacks of all kinds — from suspicious URLs, insider employee threats and malware, to emerging risks associated with AI usage in the workplace, including prompt injection and sensitive data leaks. As a growing number of employees across industries — from corporate offices to the frontlines — use devices to access enterprise networks and resources, these threats not only present significant security risks but may also lead to a substantial financial toll on businesses.

Enterprise security incidents can arise across operations. However, the International Data Corporation (IDC)^[1] found that an overwhelming 70 percent of successful breaches originate from endpoints — the devices that connect to networks like phones, laptops and tablets. Unfortunately, in today’s security operations landscape, IT administrators have much less visibility into mobile devices compared to PCs and servers. With mobile devices now being the most common method of employee network access, this has to change. A systematic, comprehensive approach is critical to ensuring seamless mobile capabilities and uncompromising protection. At Samsung, we’re setting a new standard for mobile enterprise security by committing to a collaborative Zero Trust strategy for endpoints in partnership with market leaders.

Core Principles for Zero Trust Endpoint Security

Samsung’s legacy of innovation is built upon our deep understanding of users. We’re constantly listening to feedback from consumers and businesses, anticipating the evolution of mobile technology. This is what enables us to pioneer industry-first solutions for consumers and businesses alike. As the Head of the Global Mobile B2B Team, I’m especially proud of how we’ve led the way in critical areas that deliver value to enterprises across the board. From advancing hardware-backed device attestation and threat detection to fully embracing the security principles of Zero Trust, we are constantly striving to provide our customers with mobile devices and solutions that exceed their security requirements.

Zero Trust is a security framework that replaces implicit trust with explicit trust by continuously assessing security posture, risk and trust levels based on context. The current security solutions market is dominated by network-centric Zero Trust solutions that focus on securing access at the network edge. Unfortunately, this approach by itself neglects a critical blind spot: the endpoint. Endpoints have the largest attack surface and are the most challenging IT assets to protect against cyberattacks. In most cases, they are the most vulnerable points in an organisation’s IT ecosystem.

Zero Trust principles for endpoints, when realised correctly, ensure that access requests from endpoints are handled based on context that correlates with the device’s security posture and the user’s needs, and are continuously verified in real time. Although there is no definitive list of core principles behind Zero Trust endpoint protection, the following principles are the most commonly adopted:

• “Never trust, always verify” approach for devices: Devices should no longer be implicitly trusted just because they are within the network boundary. Instead, each device needs to prove its trustworthiness before being granted access.
• Continuous risk assessment and enforcement: Endpoint protection must be agile and ready to adapt to constantly changing risk conditions. This means continuously evaluating context — such as location, time of access and the device’s security posture — and dynamically adjusting security policies accordingly. Suspicious activity needs to be addressed through enforcement actions such as access restrictions or complete isolation.
• Restricted privileges and narrowly scoped access: Endpoints must enforce access control in real time based on context while ensuring privileges are granted dynamically with a narrow scope.
• Incorporation of user identity, device posture and behavioural signals: A Zero Trust-compliant solution needs to make granular and informed trust decisions to enforce tight access controls. To enable such decisions, Zero Trust’s continuous evaluation of context integrates user identity, device posture and behavioural signals.

While the Zero Trust security strategy is growing in adoption, Samsung is fully embracing it. By doing so, we are helping to protect the most vulnerable points in an organisation’s IT landscape. Risks related to endpoint security are constantly increasing as cloud-based applications, Bring Your Own Device (BYOD) programs and remote work prevail in the modern workplace environment. Samsung recognises the critical nature of this problem and is proactively addressing it in collaboration with partners.

Innovation and Collaboration for Security at Every Level

How does this work in practice? From the hardware level and all the way to the operating system and secure interface, Zero Trust security principles are built into the architecture of Samsung Galaxy devices, enhancing protection at every layer while intuitively integrating with a business’s existing security infrastructure. Together, these practices empower enterprises to administer proper threat detection and response securely and reliably.

At Samsung, we recognise that security is a collective effort. It is only through open collaboration with partners that we can bring the most advanced solutions to our customers. In my time at Samsung, we’ve made extensive strides in bringing forth versatile, optimised and secure solutions^[2] for enterprises of all kinds.

In 2024, we integrated Samsung Knox — our defence-grade, multilayer security management platform — with Cisco Secure Access, an innovative Security Service Edge solution. This collaboration delivers a secure and flexible employee access experience, enabling organisations to verify user identity, device posture and context before granting access.

We also have a strong partnership with Microsoft, defined by a shared vision of reimagining mobile device security for business customers. The first step of this strategic plan began in 2023, when we integrated Samsung Knox with Microsoft Intune, creating the industry’s first on-device mobile hardware-backed device attestation solution that works equally well on both company and personal devices. This solution is now enabled by default in all new Android App Protection Policies, empowering organisations to bolster the security posture of all Samsung devices in their fleet. In yet another step forward in our partnership with Microsoft, Samsung has become the industry’s first mobile manufacturer to offer a direct-to-security operations centre (SOC) connector. This was achieved through the integration of Knox Asset Intelligence^[3] and Microsoft Sentinel, a scalable, cloud-native security information and event management (SIEM) solution. This integration delivers unprecedented visibility into mobile security threats, providing centralised monitoring and protection across enterprise device fleets.

Working together with partners, Samsung is addressing key challenges in multiple areas — securing mobile devices, minimising damage from potential attacks and empowering employees to work efficiently and effectively without security concerns getting in their way.

Holistic Security for Enhanced Privacy

We’re constantly innovating, refining and developing Samsung Knox solutions in order to bring our customers enhanced control, greater transparency and better protection against cyber threats.

By embodying Zero Trust as a core pillar of Samsung Knox, every measure is being taken to help secure mobile devices and data. At the same time, Samsung is breaking new ground with first-to-market solutions by constantly keeping a pulse on the ever-changing threat landscape.

As threats become increasingly complex with AI and hyperconnectivity taking centre stage, security and privacy are more important now than ever before. Today’s business landscape is constantly being threatened by an increasing volume of cyberattacks that aim to exploit IT vulnerabilities, with mobile devices and other endpoints quickly becoming prime targets.

That’s why Samsung is working with market-leading companies to provide security solutions that work seamlessly with existing infrastructure, offering true end-to-end protection. These collaborative solutions are a testament to our commitment to not only adhere to industry standards but to also drive their continued development when it comes to Zero Trust endpoint security. This is just the beginning.

To learn more about Samsung Knox’s approach to mobile security, visit samsungknox.com.

_{^[1] The Hacker News, “10 Critical Endpoint Security Tips You Should Know,” April 26, 2024 (reporting IDC data)}

_{^[2] Cisco Secure Access, Microsoft Intune and Microsoft Sentinel are third-party solutions and paid offerings.}

_{^[3] Knox Asset Intelligence is a paid offering available through Knox Suite Plans.}

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 R&D, product development, operations and user experience.

We first introduced Galaxy AI to the world back in 2024 and we have reinforced our AI leadership in 2025 as we delivered an even broader vision of living with AI. In addition to democratisation, 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 create a more unified and personal experience across mobile, visual display, home appliances, and services with our “Companion to AI Living” Vision.

What excited audiences at CES 2026 was how Samsung’s displays, such as the 130-inch Micro RGB, are merging hardware excellence and visual intelligence to create a true entertainment companion for homes. For instance, Samsung’s Vision AI Companion (VAC) uses AI technology to recommend what to watch and even what music to listen to.

Lastly, we introduced our long-term vision for intelligent care driven by Samsung’s integrated device ecosystem. I am truly excited about how we can redefine care from a reactive need to proactive opportunity. We will strive to promote healthier lives by delivering helpful features across AI, phones, appliances, wearables and other connected devices.

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 fuelled 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 organisations 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 characterised 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.

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.

At Samsung, we strive for continuous growth and improvement, while also recognising the importance of empowering the next generation to drive its 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 such technologies’ 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 is concerning, what follows is 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 with skills that empower them to co-create meaningful change at scale.

Inspiring Collective Innovation through Human-Centred AI

In the vibrant Southeast Asia & Oceania (SEAO) region, we are already seeing the next generation embracing AI’s potential, not just to shape careers, but also to drive meaningful social change^[2]. These insights align with the UNDP findings that show two-thirds of respondents anticipating the usage of AI in education, health or work within the next year^[1].

At Samsung, initiatives like Solve for Tomorrow (SFT), our global flagship corporate social responsibility (CSR) programme, embodies the United Nations’ (UN) call for building an economy where people leverage AI rather than compete against it^[1]. 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 Utilising 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 deployment^[1]. Through programmes like SFT, we ensure that young innovators remain at the centre of technological solutions, and not just as passive recipients.

Investing in the Leaders of Tomorrow

Today, we are also seeing the democratisation of AI underway. Our own youth survey on AI reveals that 9 in 10 youths in SEAO are using AI daily, with the UNDP also reporting similar findings, indicating that 1 in 5 survey respondents are already utilising AI^[1].

Notably, the UNDP highlights that 70% of people in low- and medium-HDI countries expect AI to increase their productivity^[1]. At the same time, our youth survey on AI also highlights that 78% of youths in SEAO are using AI for learning^[2]. 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 programme 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)^[3], 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.

In Thailand, our decade-long partnership with the Office of the Vocational Education Commission through the Dual Vocational Education (DVE) programme empowers vocational students with real-world experience and future-ready capabilities. By combining classroom learning with on-the-job training, the programme 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.

_{^[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 AI – Samsung Newsroom Singapore}

_{^[3] Samsung Innovation Campus (SIC) is not available in Singapore.}

[Mobile AI Adoption Rate] More than 70% of Galaxy users are leveraging AI tools

For more than a decade, the bar phone was the epitome of smartphones, providing us with a gateway to embrace digital lives. Over time, these devices have significantly grown and evolved, embodying considerable changes in both form and function.

Today, we stand at an inflection point. At Samsung, we are not just witnessing the next evolution of mobile; we are leading it, driven by a fundamental belief that technology should adapt to the nuances of how we live, work and play, no matter how big or small.

Our latest foldable devices mark the unfolding of a new era, with devices like the new Galaxy Z Fold7 and Flip7 as the definitive next steps in mobile computing. Defined by youthful dynamism, a mobile-first economy, and burgeoning creator culture, Southeast Asia and Oceania (SEAO) is the perfect incubator for technology that breaks from convention. More importantly, we see tremendous opportunity in this region to empower a fundamental and lasting shift in user behaviour, driven by a form factor that mirrors the different ebbs and flows of modern life.

A new form factor for new behaviours

Our journey began back in 1996, when we declared the “Year of Design Revolution”. This laid the foundation for the human-centred design ethos that continues to evolve to this day: that technology must not only help us do more, but inspire us to be more. This philosophy of putting users at the centre of design underpins Samsung’s product portfolio, including the foldable category, and we are witnessing a transformation firsthand across SEAO, where two distinct new behaviours have emerged.

First, devices like the Galaxy Z Flip Series have become a vibrant statement of personal style and a catalyst for creative expression. In the hands of a new generation of creators from SEAO, it is a useful compact companion that supports their creative social commitments. We see users across the region using Flex Mode to prop the device up, freeing their hands to interact with their audience. They are filming vlogs and unique social content, while engaging with their communities with a form factor that empowers them with more flexibility and freedom. In the new Galaxy Z Flip7, an expansive 4.1-inch edge-to-edge FlexWindow enhances convenience and comfort when typing messages and the Now Brief feature is now also newly available on the FlexWindow to easily provide personalised updates like event reminders, music recommendations, and fitness summaries.

Meanwhile, the Galaxy Z Fold Series is redefining productivity for a mobile-first generation of professionals and entrepreneurs. In a region known for its hustle, the Galaxy Z Fold transforms from a phone into an expansive workspace, taking users from convenience to genuine competitive advantage in an instant. This is made possible by our relentless engineering breakthroughs, from our industry-leading durable hinge design, to the continuous refinement of our vibrant, immersive foldable displays. The new Galaxy Z Fold7 is the thinnest and lightest addition to the Series. With a 200 MP high-resolution camera, best-in-class processor, and Galaxy AI optimised for its flexible format and expansive screen, the device unlocks new levels of efficiency and delivers premium performance and experiences.

An intelligent canvas for a connected future

We introduced Galaxy AI in the Galaxy S24 Series, defining a new era of mobile AI innovation. Since then, we have continued to develop its capabilities, and have seen more than 70% of Galaxy S25 Series users leverage a suite of Samsung and Google AI tools. We are driving the future of personalised, multimodal AI and the unique architecture of a foldable is the perfect vehicle for this. With the latest One UI 8 update, our software now integrates a large-screen optimised interface with multimodal capabilities, offering experiences we couldn’t have imagined up until just a few years ago.

The Galaxy Z Fold Series comes with capabilities that understand the context displayed onscreen, so you can get things done with maximised efficiency and productivity. For example, with screen sharing or camera sharing on Gemini Live, users can simply show Gemini what they are looking at and ask questions to get instant insights. Meanwhile, the combination of advanced hardware with an AI-powered ProVisual Engine offers Galaxy Z Fold7 users pro-grade camera experiences in a foldable.

As we continue to drive AI innovation, our vision is for ambient intelligence to seamlessly be integrated into daily life such that it becomes second nature. We want to build a future where your devices become much smarter and can anticipate, perceive and work in the background to help make life more effortless.

Our unwavering confidence in the unfolding future

Our journey with foldable innovation has taken us from bold concept to a thriving, mainstream category in the premium segment, and our confidence in its future has never been stronger, because we see its impact every day in the hands of our users, as well as through engagement with our passionate community on platforms like Samsung Members, where we co-create the future of the mobile experience.

For Samsung, the foldable form factor is another testament to our unwavering commitment to innovation that enriches lives. We are proud to be leading this charge, and excited to see how consumers in SEAO continue to use this technology to shape their own futures. The next chapter of mobile is not just coming; it is unfolding before our very eyes.

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

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

Q: How would you describe Samsung’s approach to AI in SEAO?

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

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

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

Q: How do you see AI transforming the landscape across SEAO?

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

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

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

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

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

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

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

A: I’m particularly excited to see how our innovations empower communities to elevate passions. Gaming enthusiasts for example, will love the transformed mobile gaming experience on the Galaxy S25 Series, with console-quality visuals enabled by features like ProScaler^[7] and advanced Ray Tracing, powered by the Snapdragon 8 Elite for Galaxy^[8] processor.

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

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

By maintaining our focus on accessibility, personalisation and security, we’re working to ensure that AI becomes a trusted companion that empowers instead of complicating daily life. Our recently launched innovations like the Galaxy Z Fold7 and Galaxy Z Flip7, and 2025 Bespoke AI home appliances with SmartThings, for example, will continue to embody this commitment. The future of AI is not about replacing human capability but enhancing them. At Samsung, we are privileged to be building that future together with the communities across SEAO in time to come.

^[1]_{Availability and features may vary by market and/or model.}

^[2]_{Availability and features may vary by market and/or model.}

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

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

^[5]_{Based on the Samsung SEAO 2024 TV Awareness Study.} 

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

^[7] _{ProScaler feature is supported on Galaxy S25+ and Ultra models. Image quality can be enhanced up to QHD+, depending on the screen resolution setting of the device.}

^[8] _{Snapdragon branded products are products of Qualcomm Technologies, Inc. and/or its subsidiaries.}

How small is a nanometer? If you can fathom just how small a nanometer is, then you might come close to being able to visualise how Samsung engineers have managed to pioneer a revolution in displays through cadmium-free quantum dot technology.

Quantum dots are semiconductor particles that have transformed how we experience color and light on our TV screens, and over the years, Samsung has paved the way for commercialisation to bring quantum dot technology to the forefront of its TV range. This includes the brand’s QLED and OLED range, which delivers the highest level of colour accuracy and brightness.

If you own a Samsung QLED or OLED TV, you might already have experienced a better, brighter visual experience. Powered by quantum dot technology, Samsung’s premium range of TVs are great for gamers, sports fans, and entertainment aficionados who love an immersive viewing experience of their favourite content.

The journey toward the democratisation of quantum dot TVs has come with a remarkable challenge: not only to offer high-quality experience to consumers, but also to ensure user safety. In this conversation with Yohan Zondak, Head of Visual Display, Samsung Southeast Asia and Oceania, we take a closer look at the scientific breakthroughs, the challenges, as well as the future of this groundbreaking technology that has redefined what is possible for home entertainment.

Q:         Tell us more about Samsung’s journey to cadmium-free quantum dot technology.

A:         Quantum dot technology made waves in the beginning, thanks to the technology enabling superior colour reproduction and contrast. However, the technology at the time required the use of cadmium composites. This was a grave issue as cadmium is one of ten substances that are strictly regulated under the Restriction of Hazardous Substances (RoHS) Directive, which intends to limit the amount of hazardous chemicals in electronics. Simply put, cadmium is a toxic material that is harmful to both human health and the environment.

We then asked ourselves this question: How might we achieve the exceptional colour performance that quantum dots can bring, but without using cadmium altogether?

This took some effort, but in 2014, we successfully patented the world’s first cadmium-free quantum dot material using indium phosphide as a viable alternative in quantum dot displays that could deliver comparable performance as compared to cadmium composites.

This breakthrough did take a significant amount of effort to realise, as indium phosphide composites is chemically less stable than cadmium composites. This required the innovation of specialised polymer materials for the quantum dot film, as well as new stabilisation techniques to ensure that these cadmium-free quantum dots could withstand sufficient temperatures and light exposure without degradation.

Most significant was the overall environmental impact of this discovery. By removing cadmium from the picture for our QLED TVs, we managed to eliminate the potential use of a toxic substance from millions of homes, while still delivering the vivid colours and brightness consumers expect.

Q:         What should consumers look for in genuine quantum dot technology?

A:         In Samsung’s QLED TVs, quantum dots function as the core material that converts or emits light. This makes the quantum dots a necessary part of how the display works. However, as Samsung’s QLED technology has gained recognition for its superior picture quality, we’ve also observed the term “QLED” adopted as a marketing label across the industry and hope to help consumers gain a better understanding of what a genuine QLED TV should deliver.

There are three things that consumers should look out for in authentic quantum dot displays.

First is the total amount of quantum dot content—Samsung’s QLED TVs contain a large amount of actual quantum dot material, well above the minimum threshold to bring about meaningful colour enhancement qualities in red and green.

Second is the presence of specialised quantum dot optical components, which separate the colour-determining part from the LED backlight. This is what allows us to achieve both colour accuracy and brightness levels of up to 2,000 nits in our displays. The quality of this quantum dot film also plays a key role in enabling rich colour expressions as well as impacting both the performance and lifespan of the quantum dot TV.

Third, is the absence of cadmium. Samsung has invested significantly in developing safer quantum dot TVs without compromising visual performance. To date, we have secured around 150 patents for our cadmium-free quantum dot technology.

Q:         What is Samsung’s approach to consumer trust and authenticity in its QLED offerings?

A:         Maintaining consumer trust begins with transparency. We have clearly defined what makes a genuine quantum dot display. In this case, a quantum dot display is one that uses quantum dots for photoconversion or photoemission as its core display technology. We want our customers to understand what they are buying.

To ensure authenticity, we look to rigorous third-party validation. For example, our cadmium-free quantum dot technology is certified by SGS, a global leader in testing and certification. We also adhere to Common Criteria certification that assesses the security integrity of IT products; our Knox security platform is integrated into our 2024 TV lineup, has received this certification for ten consecutive years.

In addition, when the Nature Nanotechnology scientific journal surveyed world-renowned experts about what they would consider a proper product based on nanotechnology back in 2019, the consensus pointed to quantum dot-enhanced displays. In summary, the same QLED TVs that Samsung have made.

We believe consumers deserve both exceptional performance and peace of mind. That is why we have invested in developing not just better displays, but safer ones too. By eliminating harmful substances like cadmium, as well as integrating advanced security through Samsung Knox, we demonstrate that premium performance does not have to come with compromises.

Q:         How is Samsung’s QLED technology evolving to meet new demands in home entertainment?

A:         The ongoing evolution of quantum dot technology for entertainment is due to its core strengths of precise colour reproduction, high brightness, and remarkable energy efficiency. These factors are increasingly important as the content that we consume becomes more sophisticated.

One of the development pathways that we are looking at involves electroluminescent quantum dots, where the quantum dots themselves convert electrical energy directly into light, which has the potential to bring display technology to the nano-level.

Today, we are already integrating AI capabilities with our display technology to enhance the viewing experience. Samsung Vision AI enables your Samsung TV to deliver exceptional enhancements in picture and sound quality, for example. On-device AI picture and sound technologies analyse content and environmental factors in real-time, dynamically adjusting visuals and audio for an optimised experience.

At the end of the day, our goal is to make viewers feel like they are immersed in the content, rather than consuming it through a medium. With each evolution of our quantum dot technology and other displays, we get closer to this vision becoming reality.

This approach has been instrumental in enabling us to lead the global TV market for 19 consecutive years since 2006, with our QLED TVs commanding half of the market share in their category.