Welcome to the Next Era of Intelligent Devices

By CU Kim, President & CEO for Samsung Electronics Southeast Asia and Oceania

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.