Galaxy AI? No, it\u2019s all AI adoption across Southeast Asia<\/h2>\n
Did you know that the Southeast Asia region is much further ahead<\/u> when it comes to using generative AI? And that it\u2019s mostly the younger folks<\/u> doing so?<\/p>\n
In a rare interview with Samsung\u2019s top leadership executives, the Galaxy S26 Ultra makers revealed a whole other side to Southeast Asia and Oceania (SEAO) that exists ahead of the rest of the world.\u00a0<\/p>\n
According to Samsung\u2019s own data, 9 out 10 of youths in the region use mobile AI every day, with 7 out of 10 believing it can improve their quality of life.<\/p>\n
More stunning is that 67% of all Galaxy S25 series phones sold last year in the region were the Samsung Galaxy S25 Ultra model, which further emphasises the desire for high-performing devices next to cutting-edge usage of technology itself.\u00a0<\/p>\n (L to R): CU Kim, TM Roh, and Carl Nordenberg of Samsung give their take on the Southeast Asian and Oceania region.<\/p>\n Photo: HWZ<\/p>\n<\/figcaption><\/figure>\n Naturally, this led to Samsung having high expectations of the Galaxy S26 series in our markets. Its C-suite deemed it important enough to address the region\u2019s burning questions in a closed door group interview during February 2026\u2019s Unpacked launch. If you\u2019re a fan of Samsung, you might recognise who was was in the room with us:<\/p>\n Below are some of the responses on what Samsung thinks of Southeast Asia and its next steps for Galaxy AI and its mobile devices.<\/p>\n This interview was conducted in both Korean and English, and has been edited for clarity. There may be slight differences from the original recording.<\/i><\/p>\n<\/div>\n Q: What are some of Galaxy AI’s most requested features by SEA users, and what sort of AI demand do you see moving forward? What\u2019s your strategy in making Galaxy AI work with Samsung and non-Samsung, or non-phone products?<\/b><\/p>\n TM Roh<\/b>: Our surveys show that, in Southeast Asia, especially in Singapore, customers prefer Circle To Search and Photo Assist (generative AI photo-editing). We also found that over time, the percentage of customers using those AI tools continues to grow.<\/p>\n Samsung Galaxy S26 series (base, plus, and Ultra).<\/p>\n Photo: HWZ<\/p>\n<\/figcaption><\/figure>\n When we first launched Galaxy AI with the Galaxy S24 series<\/u> in 2024, we also announced our \u201cHybrid AI\u201d strategy. It\u2019s a combination of Samsung\u2019s AI technologies and its strategic partners, optimised for scenarios and customer choice. (Some of) These features are also used in Samsung TVs now, and (we think) the scope of its application will continue to grow.<\/p>\n Q: How can the technologies of Galaxy AI and the Galaxy S26 series make themselves relevant to users in our region?<\/b><\/p>\n CU Kim<\/b>: I would say the technological development on the Galaxy S26 series in the Southeast Asian market has two relevant points. One is the creator economy, and the other is our youth.\u00a0<\/p>\n In 2024, we had AI features on 200 million devices; by 2025, that number had grown to 400 million<\/u>. Come 2026, our goal is to increase this to 800 million Galaxy devices. Southeast Asia has the largest mobile-first population and the highest social media usage hours. In response to the explosively growing creator economy, we provide vastly improved Galaxy processors and camera performance, as well as strong AI capabilities to benefit these creators.<\/p>\n February 2026 Unpacked event.<\/p>\n Photo: HWZ<\/p>\n<\/figcaption><\/figure>\n In Southeast Asia, which also has the highest share of young generation users, we provide as many AI features as possible \u2013 Galaxy S series gets the premium features, while the Galaxy A series will also get the rest of the AI features, so that everyone will be able to access and utilise AI, democratising the AI capabilities to users across the region.<\/p>\n Q: With the rise in prices for hardware components affecting the final phone price, how is Samsung balancing \u201cAI for Everyone\u201d against the cost pressures of owning a Galaxy S handset, especially considering how important prices are to users in Southeast Asia?<\/b><\/p>\n TM Roh<\/b>: We are always striving to deliver the most meaningful innovations and experiences to Galaxy users, and that remains our overarching ambition. There has been some upper pressure on pricing because of the sharp spike in some of the components, against the exchange rates in some of the SEA regions. In consideration of these, we try to minimise the burden on consumers as much as possible, but some price increases in the region have been inevitable.<\/p>\n At the same time, we are working closely with our sales partners to less the burden on consumers as much as we can. Our goal is to minimise the total cost of ownership of a Galaxy user as much as possible. For example, we will continue to improve Galaxy AI features to enhance user experience, which is also why we offer seven years of software upgrades so users can keep using a Galaxy device for a longer time.<\/p>\n Samsung Galaxy S26 Ultra upgrades at a glance.<\/p>\n Photo: HWZ<\/p>\n<\/figcaption><\/figure>\n Another aspect is the strength of Galaxy AI itself, which can be rolled out to other Galaxy S series and select Galaxy A series handsets (if the hardware supports it). By doing so, we can continue to extend Galaxy AI to more devices, marking out one way to achieve \u201cAI for Everyone\u201d goal.<\/p>\n Carl<\/b>: One example of that is our Samsung Finance+ programme<\/u>, a global platform also available in our region across four markets (including Vietnam). This is a company-driven programme that enabled the financing of 3 million devices over the past 3 years, with a 75% approval rate (twice as high as the industry standard). We\u2019re going to continue driving this programme and work with partners in other markets to find ways to lessen the burden, making more devices more accessible to Southeast Asia and Oceania users.<\/p>\n \u201cIn Southeast Asia, especially in Singapore, customers prefer Circle To Search and Photo Assist (generative AI photo-editing). We also found that over time, the percentage of customers using those AI tools continue to grow\u201d.<\/p>\n TM Roh, \u00a0CEO, Head of Device eXperience Division, Samsung.<\/p>\n Q: We noticed that Samsung thinks it should not chase specifications for the sake of it, but inevitably, hardware updates have to happen. How does Samsung decide what to upgrade?<\/b><\/p>\n TM Roh<\/b>: For Galaxy AI to run smoothly, it needs to be backed up by strong hardware. That is one way on improving the excellence of Galaxy AI. As you saw at Galaxy S26 series\u2019 Unpacked announcement, to enable better utilisation of Galaxy AI capabilities, we have a customised AP (mobile processor) in addition to hardware like Samsung Knox Vault for the strongest protection of privacy and security.<\/p>\n In addition to AI capabilities, we have also embedded privacy functions onto the display itself, in the form of Privacy Display, the first technology of its type. We continue to innovate and differentiate our hardware in the direction of strengthening privacy.<\/p>\n Privacy Display announcement at Unpacked 2026.<\/p>\n Photo: HWZ<\/p>\n<\/figcaption><\/figure>\n To support the optimal operation and use of AI features, we will continue to develop hardware, software, and AI tools at the same time.<\/p>\n To answer your question directly, that depends on technological trends and consumer needs. But we are always ready with new capabilities and hardware, and will do so when we reach the desire for these upgrades.\u00a0<\/p>\n\n
Using AI in Southeast Asia<\/h3>\n
Balancing mobile AI superiority against rising costs<\/h3>\n
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