Samsung: The Future of Galaxy AI Is About Smarter, More Personal Experiences
July 25, 2026Following the launch of the new Galaxy Z series at Galaxy Unpacked in London, Samsung executives shared their vision for the future of artificial intelligence, highlighting how Galaxy AI is evolving from a collection of useful tools into an intelligent companion that becomes part of everyday life.
The media briefing featured Won-Joon Choi, President and COO of Samsung Electronics’ Mobile eXperience (MX) Business and Head of R&D Office, CU Kim, President and CEO of Samsung Electronics Southeast Asia and Oceania, and Carl Nordenberg, Vice President and Regional Head of the Mobile eXperience Business for Southeast Asia and Oceania.
The discussion focused on changing consumer expectations, the growing adoption of Galaxy AI across the region, and Samsung’s long-term vision for mobile AI.
Foldables Continue to Gain Momentum
Samsung revealed that consumer interest in foldable smartphones continues to grow across Southeast Asia and Oceania.
According to CU Kim, sales of the Galaxy Z7 series increased by almost 15% compared with the previous generation, demonstrating the growing demand for foldable devices in the region.
He also noted that the adoption of Galaxy AI has risen significantly among Galaxy Z Fold7 and Galaxy Z Flip7 users, with AI becoming part of daily routines rather than simply an experimental feature.
Among the most popular Galaxy AI features are Circle to Search, Now Brief, and Photo Assist, which help users complete everyday tasks more efficiently.
“The next phase of AI will not be about adding more features. It will be about delivering experiences that are more relevant and personalised,” said CU Kim.
He explained that as Galaxy AI becomes more deeply connected across Galaxy smartphones, wearables, home appliances and TVs, it will better understand each user’s habits and provide smarter assistance throughout the day.
Samsung also highlighted its commitment to localising Galaxy AI, which currently supports 22 languages, including Filipino, Indonesian, Thai and Vietnamese, making AI more accessible across Southeast Asia.
AI Should Work Quietly in the Background
Speaking about the future of mobile AI, Won-Joon Choi said successful AI should reduce complexity rather than add to it.
Instead of relying on a single AI assistant, Samsung is developing Galaxy AI as an open platform that allows multiple AI agents to work together, giving users greater flexibility while automatically selecting the most appropriate AI experience for different tasks.
“From a consumer’s perspective, there is no single AI that’s right for everyone. We want users to have the flexibility to use the right AI at the right time,” he said.
Samsung believes future AI experiences should feel more natural by quietly working in the background while allowing users to remain in control.
Foldables Built for More People
Samsung also shared its continued commitment to expanding the foldable smartphone category.
Since introducing its first foldable smartphone, the company has studied how users interact with foldable devices to better understand different lifestyles and usage habits.
With the introduction of the Galaxy Z Fold8 Ultra, Galaxy Z Fold8 and Galaxy Z Flip8, Samsung now offers a broader range of foldable devices designed to meet different needs, whether for productivity, entertainment, content creation or self-expression.
According to Won-Joon Choi, Samsung believes foldable smartphones have moved beyond being a niche product and are becoming a mainstream choice for consumers seeking more versatile mobile experiences.
Pre-Orders Now Open in Malaysia
The new Galaxy Z Fold8 Ultra, Galaxy Z Fold8, Galaxy Z Flip8, Galaxy Watch Ultra2 and Galaxy Watch9 are now available for pre-order in Malaysia.
To celebrate the launch, Samsung Malaysia is offering a range of exclusive promotional rewards for a limited time. Customers who purchase eligible devices during the promotional period can enjoy benefits including exclusive device rebates, instant savings with selected bank cards, Samsung Rewards Points Booster for Samsung Members, and a Samsung Reservation+ Voucher. These offers are available until 13 August 2026.
