Galaxy AI Continues to Excite in Southeast Asia and Oceania

Four out of five non-Samsung users considering Samsung Galaxy smartphones for their next upgrade to try Galaxy AI

The top three Galaxy AI features used by consumers in Southeast Asia and Oceania

Samsung Electronics Co. Ltd today released findings from Samsung’s Consumer Marketing Insights Study on AI Perception^[1], which showed high awareness for Galaxy AI across the Southeast Asia and Oceania (SEAO) region, both for non-Samsung users and Samsung Galaxy users alike. Survey findings reveal that SEAO consumers recognise the potential of AI, which is driving interest for four in five non-Samsung users to upgrade to a Samsung Galaxy smartphone to try the latest Galaxy AI features. Among Samsung Galaxy users in SEAO, about two-thirds are using Galaxy AI, with the top-used features^[2] being Circle to Search, Chat Assist and Generative Edit.

Since the release of the Galaxy S24 series, which has introduced a new era of mobile AI experiences, Samsung has also enabled users to experience Galaxy AI on more devices through the One UI 6.1 update. As a global leader in technology innovation, Samsung is committed to enhancing consumer experiences through AI-powered solutions, and the growing popularity of Galaxy AI features reflects this dedication to user-centric design.

Galaxy AI enhances efficiency and productivity for users

In SEAO, AI is used most to speed up information retrieval and to enhance photo-editing capabilities. This ties in with how consumers are optimistic of the benefits of AI in enhancing efficiency and productivity, while also boosting their confidence and sense of empowerment. Likewise, Samsung Galaxy users in SEAO also expressed satisfaction with Galaxy AI capabilities that focused on efficiency and productivity, with the top three as follows:

• Circle to Search (92%): AI helps consumers find information faster by streamlining social media and internet interactions with a simple and intuitive gesture.
• Transcript Assist (90%): This feature enables users to easily transcribe meeting recordings and generate summaries and translations.
• Generative edit (89%): This feature enables users to easily resize, reposition or realign objects in photos to perfect a great shot.

Interest in Galaxy AI among non-Samsung users

Galaxy AI has transformed the mobile AI experience for consumers in SEAO and has introduced new possibilities to everyday life. In fact, four out of five non-Samsung users in the SEAO region would consider Samsung Galaxy smartphones for their next upgrade, and the top driving factors for this are the latest Galaxy AI features, as well as how relevant these features are to them as users. In particular, non-Samsung users in SEAO find Generative Edit, Circle to Search and Live Translate as the most appealing Galaxy AI features.

“We are thrilled by the positive reception and high adoption of Galaxy AI features by Samsung users across the SEAO region. Through the One UI 6.1 update, we are bringing Galaxy AI to more Galaxy devices, and providing powerful mobile AI experiences to as many users as we can.

As this study shows, Galaxy AI is generating interest and excitement beyond current Samsung users, and we are strongly committed to continue delivering AI-first experiences across our mobile devices to empower users and enrich their lives.

Consumers can look forward to new and innovative mobile AI experiences, as we further refine the Galaxy AI experience for our upcoming devices and Galaxy ecosystem,” said Carl Nordenberg, VP & Regional Head of Mobile Experience Business, Samsung Electronics Southeast Asia and Oceania.

^[1] The Samsung Consumer Market Insights’ AI Perception Study was conducted in May 2024, with a total of 2504 participants, aged 18 years old and above, from 8 countries in Southeast Asia & Oceania including Australia (300), Indonesia (328), Malaysia (304), New Zealand (299), Philippines (322), Singapore (308), Thailand (328) and Vietnam (315).

^[2] Refers to Galaxy AI features which Samsung Galaxy users indicated as using often, or from time to time.