Across Southeast Asia and Oceania, consumers are using AI to communicate, create content, find information, improve productivity, and manage daily tasks. As these experiences are increasingly supported by the devices and services people already use, the conversation is moving beyond individual features. People are starting to ask how AI can become more useful, more accessible, and more seamless in daily life.

This is the second article in a two-part Q&A series with Carl Nordenberg, Vice President and Regional Head of mobile eXperience Business, Samsung Southeast Asia & Oceania. In part 2, he discusses the rapidly evolving AI landscape and why Samsung believes the future will be defined by choice, openness, and experiences built around users’ needs.

Q: With multiple AI systems available, how should users know which AI they should use?

Carl Nordenberg: There isn’t one “correct” AI model. It depends on the user, the situation, and the task at hand.

Our goal is to provide the best AI experience possible. Different AI models have different strengths and since we launched Galaxy S26 earlier this year, we’ve offered users a variety of trusted AI agents to rely on. For example, users might activate Bixby as a conversational device agent, and choose an alternative agent for search and discovery.

Instead of only relying on one AI agent, we are focused on enabling multiple agents to work seamlessly across apps, services, and features, so that users can enjoy more natural and personalized experiences.

 Q: What is Samsung’s long-term vision for Galaxy AI?

Carl Nordenberg: Our strategy is to remain open to collaborating with companies that can provide the best AI experiences for our customers, while also developing our own AI technologies and solutions.

One important area of focus for Samsung is localization. Regions like Southeast Asia and Oceania are incredibly diverse and we are committed to expanding language support and providing enhanced AI experiences that are genuinely useful in local contexts.

The AI landscape will continue to evolve, which is why we’re building Galaxy AI as a platform. Ultimately, the vision for Galaxy AI is to integrate the right capabilities – both from Samsung and our partners – to deliver seamless and differentiated experiences to our users. Starting with the Galaxy Z8 series, we’re moving beyond just adding AI features on top of the OS but building deeper system-level foundation with the engines, policies and intelligence needed for agents, apps and services to work together.

Q: Five years from now, what do you hope consumers think of when they hear “Galaxy AI”?

Carl Nordenberg: Five years from now, we’d like consumers to associate Galaxy AI with the best AI experience available, not just on mobile phones, but across the broader Samsung ecosystem.

Samsung has an advantage with our ecosystem where users can interact with AI across multiple different touchpoints. From mobile phones and watches, to tablets, televisions, and other smart home appliances, each device captures different signals about who the user is and what they need.

For example, your phone may recognize events in your calendar, and know when you have a busy schedule, while your watch understands your sleep and activity patterns. Working together with other connected devices, AI can surface the right information at the right times to help you manage your day more easily.

Q: What will the next phase of mobile AI look like for consumers?

Carl Nordenberg: I don’t think the next phase of mobile AI will be defined by one assistant, one model or one breakthrough feature. It will be defined by how naturally AI fits into everyday life. For Samsung, that means staying open, working with the best partners and giving users choice, while keeping the user experience simple. Different AI systems will continue to have different strengths. The value comes from making those strengths available in ways that feel seamless, useful, and relevant for each individual.

That is particularly important in Southeast Asia and Oceania, where people use mobile technology across so many parts of their lives, from work and communication to entertainment and creativity.

The future of AI will depend not only on what the technology can do, but on how naturally it supports what people already want to do.

In that sense, the most meaningful AI may be the one you notice the least: it understands your context, helps at the right moment, and makes your everyday tasks easier.

Keywords: AI-powered productivity, Mobile AI experiences, Choice, Openness, AI Agents

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