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.

The new Galaxy S Series is coming – built to simplify everyday interactions, inspire confidence and make Galaxy AI feel seamlessly integrated from the moment it’s in your hand.

On 26 February 2026, Samsung Electronics will host Galaxy Unpacked in San Francisco. Join us as we unveil Samsung’s newest Galaxy innovations – marking a new phase in the era of AI as intelligence becomes truly personal and adaptive.

The event will be streamed live from 26 February 2026, 2:00AM SGT, on Samsung.com/sg/, Samsung Singapore Newsroom, and Samsung’s YouTube channel.

Galaxy fans and interested consumers can register their interest via this site and receive the following exclusive limited time deals:

• S$38 e-voucher off your next Galaxy
• 50% off your 2nd CHAGEE cup^[1]
• S$88 FairPrice e-Vouchers (288 winners)
• Galaxy Everyday Pro Set, which includes the latest Galaxy Buds and the Galaxy Watch Ultra (3 winners)

While stocks last. Terms & Conditions apply^[2].

Stay tuned and make sure to register your interest at samsung.com/sg/unpacked to get all upcoming teasers, trailers, updates, and access to exclusive benefits ahead of Galaxy Unpacked February 2026.

video:
 

_{^[1] The CHAGEE vouchers will be limited to the first 100,000 redemptions / claims on a first-come-first-served basis. Once fully redeemed / claimed, the CHAGEE vouchers will no longer be available, even if the Promo Period has not ended. Each CHAGEE voucher may be claimed / activated in the CHAGEE mobile app within one (1) months from the date such CHAGEE voucher is issued to the Eligible Customer. Once claimed / activated in the CHAGEE mobile app, each CHAGEE voucher shall be valid for redemption for two (2) weeks from the date of such claim / activation, after which it shall automatically expire. CHAGEE vouchers are only applicable on BO·YA Jasmine Green Milk Tea, White Peach Oolong Milk Tea, or Da Hong Pao Milk Tea purchases, redeemable from Mondays – Thursdays only. CHAGEE vouchers are not exchangeable for cash or other items, in full or in part. CHAGEE vouchers are subject to CHAGEE’s in-app terms and conditions, and any additional terms and conditions imposed by CHAGEE (including, but not limited to, outlet availability, exclusions and operating hours).}

_{^[2] The Promo is valid from 11 Feb 2026, 7:00 a.m., to 26 Feb 2026, 1:59 a.m. While stocks last. T&Cs apply. Full T&Cs can be found at samsung.com/sg/unpacked}

Over the last decade, smartphones have undergone a remarkable transformation – becoming more powerful and intelligent than ever before. As the advent of mobile AI has raised the bar for what these devices can achieve, so has our expectation for peak performance. Integrating AI has fundamentally reshaped mobile experiences, turning smartphones from convenient tools into indispensable companions for connection, creativity and productivity. As our reliance on these devices grows, so do our expectations for them to be portable and lightweight without sacrificing power and innovation.

We’re constantly striving to understand our users’ evolving needs, innovating to bring them what they’re looking for. By pushing the boundaries of mobile technology, we’re going beyond what users expect and opening up new possibilities. The latest addition to the Galaxy S Series is both a powerful AI companion and an engineering marvel, merging flagship-level performance with superior portability.

This is more than a slim smartphone. Every curve, contour and component reflects a breakthrough in precise engineering to create a premium experience worthy of the S Series name. The Galaxy S25 Edge not only sets a new standard for what you can achieve with your smartphone, but it also unlocks a new era of growth for the mobile industry.

As the newest edition to the Galaxy S25 Series, Galaxy S25 Edge embodies the ultimate camera experience – and then takes it one step further with mobile AI that empowers users to reach new creative realms in every aspect of mobile photography, from capturing to editing and sharing. Despite its slim form, Galaxy S25 Edge’s 200MP wide lens continues Galaxy’s iconic camera experience, delivering pro-grade capabilities to intuitively capture the world around you. And thanks to Galaxy AI, the camera transforms into a smart lens that helps recognise what matters to create new memories.

Join us online on 13 May, 8AM SGT, as we introduce the next evolution of Galaxy. Discover how Galaxy engineers have built on years of innovation and visionary thinking shaped by you to reimagine everything you expect from a smartphone.

For more than a decade, people all over the world have consistently enhanced their productivity and creativity by turning to Galaxy smartphones. Chief among them, the Galaxy S Ultra series, which is built on a legacy of innovation of our Galaxy Note series, has become synonymous with boundless creativity and is loved by countless Galaxy fans.

With its incredible power, expansive screen and iconic S Pen, Galaxy S Ultra is renowned for helping people seamlessly follow their inspirations or capture ideas – even without unlocking the phone and digging for a note-taking app.

Creativity Like Never Before

Last year, Samsung introduced Galaxy AI, ushering a new era of mobile experiences. This ground-breaking technology helped the Galaxy S Ultra series evolve into an even more indispensable tool for maximising creative freedom. And now, your creativity is about to reach new heights.

Sketch to Image, now integrated into Drawing assist, is now evolving. Utilising more than a single input, like drawing with S Pen or your finger, it is becoming a multimodal experience. Now you can breathe life into your ideas by sketching them, writing out a description of the image you want with text, or using the voice command to say what to draw. If you can envision it, Galaxy AI can help you create it.

Let’s say you want to really let your imagination run wild. You can draw a cat using S Pen and then, with multimodal Galaxy AI, you can type “spacesuit” to put your cat in a space suit and visualise it in outer space. Or maybe you’re thinking about your dream home. Using S Pen, you make a quick drawing of the façade. But maybe you’re not sure where you want your dream home to be. Simply type some possible locations, like “by the beach” or “in the mountains” and Drawing assist will help you see your future home in a new light.

From Note to Ultra and Beyond

This level of creative freedom is built on a legacy of innovation that began in 2011, when we introduced the Galaxy Note to redefine what was creatively possible on a smartphone. That power and spirit of innovation lives on through the Galaxy S Ultra series, and it continues to evolve with Galaxy AI.

With One UI 7, Samsung’s first integrated AI platform, your phone will become a true AI companion that understands natural language through text and speech, as well as images. It will be a new standard of multimodal mobile AI that enables incredible creativity. But this is just a preview. Tune into Galaxy Unpacked on 23 January 2025, 2:00 a.m. (Singapore Time), to see how the next Galaxy S series can truly unleash your creativity.The event will be streamed live on  Samsung.com, Samsung Newsroom, and Samsung’s YouTube channel.

On 23 January 2025, 2:00AM Singapore time, Samsung Electronics will host Unpacked in San Jose. Join us as we unveil a new chapter in mobile AI – premium Galaxy innovations that bring seamless convenience into every moment of your life. The event will be streamed live on  Samsung.com,  Samsung Newsroom, and Samsung’s YouTube channel.

Galaxy fans and interested consumers can register their interest via this site and receive an exclusive e-voucher worth $88 for use from 23 January 2025 on samsung.com. They can also stand the chance to be one of 500 winners of a $50 CASETiFY gift card valid till 13 February 2025. Terms and conditions apply.

Consumers who are interested in subscribing to the next Galaxy smartphone can also register their interest via the Cinch Online Store to receive an $88 e-voucher for use when pre-order commences.

Stay tuned and make sure to visit news.samsung.com/sg for all upcoming teasers, trailers and updates ahead of Unpacked 2025.

Samsung Electronics Co., Ltd. today unveiled its new “AI for All” vision at CES® 2025, with the focus of making AI an “Everyday, Everywhere” experience. Building on a decade of connected home leadership, Samsung is leveraging the power of AI to bring intelligence to every day, enabling people to experience a more personal, impactful and empowering world.

Jong-Hee (JH) Han, Vice Chairman, CEO and Head of Samsung’s Device eXperience (DX) Division, opened Samsung’s CES 2025 press conference by introducing the company’s roadmap for Home AI, a plan for redefining the meaning of home by providing truly personalised services across all intelligent, connected devices. This strategy, alongside Samsung’s innovations in AI-powered devices across mobile, home appliances and visual display, is a testament to Samsung’s longstanding commitment to human-centric innovation and brings the power of AI to everyday experiences to make life better for all.

“I’m proud of how we have introduced new technologies and intelligence to the home, connected key devices and set the standard for the home of the future,” Vice Chairman Han said. “This year at CES, we are reinforcing our commitment to delivering personalised experiences through our widespread implementation of AI and we will continue this journey of AI leadership in the home and beyond, not just for the next decade, but for the next century.”

Elevating Everyday Experiences With Home AI

Later in the press conference, Jonathan Gabrio, Head of the Connected Experience Center at Samsung Electronics America, expanded on Samsung’s Home AI vision, underscoring the company’s commitment to integrating AI across the entire connected experience to cater to diverse lifestyles. From single person households to multi-generational families under one roof, Home AI learns from habits and adapts to individual routines for a hyper-personalised smart home experience.

Security and Privacy are at the heart of Samsung’s strategy for Home AI. Samsung recognises that as users introduce more connected devices into their homes and AI becomes more personal, it must also protect users’ privacy. To meet these evolving needs, the company has extended its security capabilities. Now, Samsung Knox Matrix protects home appliances along with mobile devices and TVs with its signature blockchain technology, ensuring that connected devices are working together to protect the user’s home, data and each other from digital threats. With Knox Matrix Dashboard, a transparent privacy control, Samsung offers simplified security management across the entire connected home. As information syncs across devices, Knox Matrix’s Credential Sync ensures that data can only be encrypted or decrypted from the user’s devices, and Samsung Knox Vault adds another layer of protection, keeping sensitive information like passwords or PINs isolated in a secure location.

Samsung’s One UI provides an integrated software experience across all connected Samsung devices, enhancing interoperability, empowering users with AI-based features and providing software updates for up to seven years.

Underpinning it all is SmartThings, Samsung’s smart home platform that brings intelligent connectivity to hundreds of millions of users around the world. With Samsung’s belief in open innovation and partnership as a foundation, SmartThings is being equipped with the latest AI technology to streamline and personalise the smart home experience for complete convenience. SmartThings Ambient Sensing intuitively understands the user’s environment and situational context by analysing even human movements and ambient sounds through connected devices within the home, thereby enabling those devices to intelligently and seamlessly respond and adapt to daily routines.

Bixby Voice, an enhanced AI voice assistant, will be integrated to increase usability. The assistant has been trained so that it can recognise individual voices and respond to commands in a way that works best for each user.

Another way SmartThings simplifies everyday life is with Flex Connect, Samsung’s energy demand response program which incentivises customers to enroll their devices with SmartThings and use SmartThings Energy. Users can decrease strain on local electricity grids and receive rewards in the form of Samsung Rewards points. In 2025, the program will be expanded from New York and California to select regions in Texas, helping address critical grid needs in the state.

These Home AI updates free up time previously spent on home management, allowing users to focus on what matters most and explore new passions. Samsung’s new Galaxy Book5 Pro and Galaxy Book5 360 are AI PCs built to boost productivity with Intel® Core Ultra Processors (Series 2) and enhance creativity with features like AI Select and Samsung Studio. AI Select works to make browsing a breeze, while Samsung Studio lets users edit across their Galaxy smartphone, tablet or PC wherever inspiration strikes, at home or on the go. Powered by the NPU, Photo Remaster upscales low-resolution photos into high-quality visuals, while Storage Share lets users directly access the files on their smartphone from their PC, avoiding the process of downloading.

With productivity comes proactivity, too. When AI and Samsung Health combine, users are empowered to take control of their health and wellness. With AI-driven health insights gathered on the Galaxy Ring and Galaxy Watch, Samsung is helping users make sense of their data and arrive at more informed decisions about their well-being. These new capabilities will further improve the overall experience of Samsung Health, which stands apart as an end-to-end health solution that integrates the entire home seamlessly.

Seamless Entertainment in the AI Era

Samsung’s latest screen experiences, powered by Samsung Vision AI, bring unexpected joy to users’ days through unparalleled personalisation and exciting new features. The AI Screen experience infuses intelligence into TVs, bringing Generative Wallpaper, Live Translate and Click to Search to users. At the forefront of this technology is the Neo QLED 8K, which provides the most advanced viewing experiences though AI features like 8K AI Upscaling Pro, Auto HDR Remastering Pro and Color Booster Pro — all of which work behind the scenes to intelligently enhance picture quality. Plus, The Frame’s art experience is expanding, allowing all Samsung QLEDs to come with a digital collection of over 3,000 art pieces, making it so that they can turn any room into a personal gallery.

Samsung’s commitment to its Screens Everywhere strategy is reflected in new display options for its appliances, including its new refrigerators with 9″ AI Home displays and other devices with 7″ screens. Consumers will be able to enjoy heightened functionality — including various entertainment services, AI features such as AI Vision Inside and direct access to the online grocery service Instacart — on a broader range of products.

Taking AI Everywhere

Beyond the home, Samsung’s AI innovations are set to transform new categories and industries with SmartThings Pro. Created to bring the same AI-powered digital solutions to business partners as SmartThings offers consumers, SmartThings Pro is a B2B solution spanning multi-residential homes to retail spaces, hotels, schools and more. Since its launch last June, SmartThings Pro provides businesses with integrations to better understand energy usage, proactively identify devices with maintenance needs and offer comprehensive control of connected solutions. Samsung is working with partners to create an innovative platform, Future Innovation Technology (FIT), for larger businesses and buildings to set automated climate controls that save energy and reduce electricity costs.

The company is also working with Samsung Heavy Industries on a new SmartThings collaboration that uses the Matter connectivity standard to connect with compatible ships. SmartThings for Ships offers a Pre-Sailing Mode, which allows captains and crews to automate when the engine starts and turn on settings for temperature and lights, saving time and energy. Meanwhile, Care Mode provides a complete view of a ship’s power, AC systems and smoke alarms, while Protection Mode constantly monitors for — and will alert captain and crew to — any abnormal activity.

Additionally, Samsung is expanding its SmartThings and automotive integrations in a new partnership with Hyundai Motor Group to bring SmartThings to Hyundai EVs. With the expanded ecosystem, users can now use SmartThings Find to easily locate their parked car, even in crowded parking lots. With the power of Home AI, SmartThings can make recommendations on when to recharge EVs based on schedules and rates. And if there is a neighborhood power outage, it will automatically activate Battery Backup Mode, which works alongside AI Energy Mode to extend the battery energy to power home essentials.

In the Automotive space, Samsung and its subsidiary Harman continue their promise to transform the in-car experience with new products that bring contextual awareness into the cabin. Leveraging Samsung’s expertise in UX and AI, HARMAN’s new in-vehicle avatar acts as an intelligent digital copilot that works with Harman products like Ready Care and Ready Vision to anticipate needs while drivers focus on the road.

Empowering the Next Generation

Finally, Inhee Chung, Vice President of the Corporate Sustainability Center, underscored how Samsung’s AI for All vision is rooted in the brand’s commitment to harness the power of advanced technology for a better, more inclusive world. Samsung is introducing diverse and enhanced accessibility features through its AI-powered devices and services, starting with the ability to automatically sync accessibility features across home appliances from a smartphone.

From the first half of this year, Bixby will automatically have connected devices display text in high contrast or provide a voice guide for family members with low vision, all by simply recognising their voice. For those with low vision, AI is improving Audio Subtitles by lowering foreign language audio and reading out the subtitles in the language of the user’s choosing.

Chung also discussed how initiatives like Samsung Solve for Tomorrow, Samsung Innovation Campus and the company’s work with the United Nations Development Programme (UNDP) are enabling the next generation of innovators. Today, Samsung Solve for Tomorrow challenges more than 2.6 million students across 66 countries to use STEM to address challenges in their community. In particular, during the Paris 2024 Olympic Games last year, Samsung and the International Olympic Committee (IOC) launched a digital community “Together for Tomorrow, Enabling People” and appointed top 10 teams from global Solve for Tomorrow as community ambassadors. Meanwhile, Samsung Innovation Campus has helped prepare nearly 180,000 young people across 33 countries for the workforce through training on emerging technologies like AI, IoT and big data.

In a video message, Achim Steiner, UNDP Administrator, joined VP Chung to share an update on Samsung and UNDP’s partnership to harness the power of technology for good. Since its initiation five years ago, the Samsung Global Goals app has raised over $20 million thanks to nearly 300 million users who are using a Galaxy smartphone, tablet or watch. Plus, Samsung and UNDP’s joint work through the Generation17 initiative continues to inspire extraordinary young leaders around the world who are mobilising their communities to advance the Global Goals.

A few weeks ago, we launched the One UI 7 beta program. It marked the start of a new era with the first AI-integrated operating system, a true AI platform that vastly improves mobile experiences for users through unprecedented personalisation.

Galaxy’s approach to AI personalisation, from our launch of the first AI phone to our continuous innovation of on-device AI, is to never compromise on privacy. We know you want the benefits of mobile AI that truly understands you. You want a phone, tailored to your lifestyle, that adds to what you can do while removing everyday barriers – all with no risk of personal information being misused.

In anticipation of the next standard-setting Galaxy S series smartphones, we’re giving Galaxy users greater peace of mind alongside greater personalisation. That’s why we’ve created the Personal Data Engine, a powerful privacy advancement that ensures on-device, cross-app personal data protection.

Personalised data is stored in a secure space, carefully safeguarded by an encryption key that’s managed by Knox Vault. That’s the same trusted platform used to secure the most sensitive information on your smartphone, such as your biometric data. And as an added layer of protection, post-quantum cryptography future-proofs the security of your data against rising quantum computing threats.

Now Brief illustration^[1]

On this fortified foundation of privacy, we’re opening up more possibilities for mobile experiences tailored to your life, only with Galaxy.

One defining element of One UI 7 is Now Bar, which gives personalisation a new meaning by seamlessly integrating your everyday actions and most-used apps into your lock screen. It’s where you’ll control your entertainment, time your next personal best workout, get directions to your next meeting, or start communicating in other languages.

Now Bar will also be an access point for the most comprehensively insightful experiences ever on Galaxy. Now your phone won’t just ping you, it will power your lifestyle.

Imagine you’re packing for a trip from Seoul, Korea, to San Jose, California. While you get ready, your phone offers a prompt to create a folder of your essential apps for quicker access. So you don’t miss your flight, it lets you know when it’s time to leave for the airport. It even provides a curated travel playlist to set the mood for your long flight.

With a single swipe, you can access the weather forecast – no need to search or check various apps. Throughout your trip, your phone captures the magic of each moment, and as each day winds down, it helps you relive the highlights.

Morning and night, Galaxy AI will keep you both informed and inspired with actionable tips and recommendations^[2] uniquely tailored to your life. Game-changing personalisation with privacy you can always trust. This is the next evolution of Galaxy AI.

^[1] Actual UX/UI may vary.

^[2] Some features may require Samsung Account login. Service availability may vary by country, language, device model, apps.

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.

Experience the epic in everyday life like never before.

On 18 January 2024 (SGT), Samsung Electronics will unveil the latest premium Galaxy innovations, providing an all-new mobile experience powered by AI. The Unpacked event will be streamed live on Samsung.com/sg/unpacked, beginning at 2AM SGT.

Register your interest in the next Galaxy device

Register now and receive an exclusive e-voucher worth $88, and stand a chance to win a trip to Seoul for 2 on Business Class (worth $6,000) when you pre-order with your e-voucher. T&Cs apply.

Stay tuned to the Samsung Newsroom for all the upcoming teasers, trailers, and news about Galaxy Unpacked 2024.

During a recent visit to Vietnam, TM Roh, President and Head of Mobile eXperience (MX) Business at Samsung Electronics shared his thoughts on the state of the mobile industry, expressing confidence that continuous innovation and creation of unique experiences will be key in reinforcing Samsung’s leadership position.

Despite the current economic climate, global sales of the Galaxy S23 series have been highly positive. TM Roh believes that this was made possible with the coming together of several new mobile innovations developed based on consumer feedback, which sets a new standard in premium smartphone experiences. This includes the advanced camera features in the Galaxy S23 series smartphones, represented by Nightography; smooth gaming experience backed by the devices’ powerful performance; convenient, easy-to-use One UI 5.1; the use of environmentally friendly recycled materials in the Galaxy S23 series and optimization of third-party apps through open collaborations with global partners.

He reiterated that more than ever, consumers are now placing reliability on the top of their list of must-haves. TM Roh said, “Our consumers are looking for more reliable products, reliable brands, and premium high-end products that can provide a good experience.”

Three-pronged Approach to Lead in the Mobile Market

Noting that this user preference trend would be one for the long term, he laid out a three-pronged approach that Samsung is taking to effectively respond to challenges in the mobile market, and at the same time, pave the way for Samsung to reinforce its position as a market leader:

• Enabling New Experiences and Possibilities: Samsung is focusing its efforts on enabling consumers with new experiences and possibilities through their innovative line-up of Galaxy products by continuously creating and providing new innovations and experiences not just in hardware innovations, but also in software and AI, that only Samsung can provide.

For example, Samsung not only pioneered the folding smartphone category but also took foldables mainstream, with the product category growing in popularity globally. This focus on premium experiences is also being driven by features such as the large screen experience on the Galaxy Z Fold series, the enhanced pocketability and selfie experience on the Galaxy Z Flip series, as well as the excellent Nightography and camera capabilities of the Galaxy S23 series, made possible through innovations in AI technology.

• A Galaxy for Everyone: As smartphones are now a part of our everyday lives, there are still many consumers who have yet to own a smartphone. As such, Samsung wants to make Galaxy devices more accessible to all, therefore Samsung has monthly instalments plans and student discount to help more users to live their best lives.

• Premium Quality: With Samsung’s flagship mobile devices at the core of this strategy, Samsung is focused on continuously improving the product quality of all Galaxy devices, ensuring that they deliver not just on the user experience, but also in empowering consumers to work better the way they want to.

Delivering Great Mobile Experiences for All

“At the MX Business in Samsung Electronics, our goal is to provide a great experience to meet the needs of consumers, both now and in the future, through products of various segments,” emphasized TM Roh.

Guided by a firm understanding of the needs and preferences of consumers from different regions and segments, we want to ensure that we are delivering various quality mobile experiences that consumers want. This is especially important in the diverse markets of the Southeast Asia and Oceania region.

“For consumers who are looking for premium smartphones, we offer the Galaxy S series and foldable Galaxy Z Series devices. For those looking for something more affordable yet be able to enjoy mobile experiences powered by 5G connectivity, we have the Galaxy A series,” he explained.

Innovating for the Future

Looking ahead, TM Roh said that consumers across Southeast Asia and Oceania and globally are increasingly expecting a more seamless device experience, centered on the ubiquitous smartphone.

He cites the Galaxy ecosystem, with smartphones, wearables, and tablets, as an example of this unmatched, continued experience that can simplify consumers’ lives.  “We’ve strengthened our entire multi-device experience to allow Galaxy devices to better connect with our TV line and home appliances such as air conditioners, and refrigerators. This is one of our biggest strengths that differentiates the Galaxy ecosystem from competitors. We will continue to build a more powerful and seamless multi-device experience, including strengthening localization efforts to optimize how technology can blend into the everyday for our users through our SmartThings platform.”

TM Roh believes that there is still much potential to innovate in the mobile market across many areas. The innovation of form factors, such as foldables, will enrich the whole ecosystem, driving the development of third-party apps and new user experiences and that continue to redefine the limits of what a mobile device can do.

He also mentioned how the partnership with Google and Qualcomm, announced at Galaxy Unpacked 2023, will explore new possibilities for extended reality (XR) applications, while the creation of new AI-powered services and content, or intelligent in-vehicle experiences and even smarter home appliances, will also contribute towards smartphone innovation in the years to come.

“We will be kept busy bringing new innovations to our consumers. The whole smartphone and mobile industry will continue to evolve and grow in the future.”