The technology market continues to evolve rapidly in line with the advancement of the digital economy. In this wave of change, Samsung has emerged as a leader with a vision to make artificial intelligence (AI) the core of the mobile experience while strengthening the foldable phone category that is increasingly gaining ground among consumers.
In an exclusive interview with the media, Samsung executives shared their views on the direction of AI technology and foldable smartphones. Smartphones are now not just communication tools but also an essential component of daily life. The Q&A session also discussed the company’s strategies, challenges and future vision in facing an increasingly complex global market.
AI as the Foundation of the Future
Question: In a price-sensitive market like Malaysia, how does Samsung ensure that Galaxy AI remains accessible to consumers without relying on paid subscription restrictions?
Answer: We see Galaxy AI as the foundation of the mobile experience, not just an additional paid feature. Therefore, the core AI functionality will always remain free for all users so that they can enjoy this technology without any barriers.
At the same time, we understand that there is a segment of users who want a deeper experience. To meet these needs, there may be certain premium features offered for a fee in the future, depending entirely on market demand. Our main focus remains on ensuring universal access, so that every user can experience the benefits of Galaxy AI in their daily lives.
Question: What is the greatest value that Samsung AI brings to Southeast Asia and how does this technology adapt to local languages and cultures?
Answer: Southeast Asia is a unique region with a rapidly growing digital economy and a population at different technological levels. For us, this is not a challenge, but an opportunity to ensure that AI is relevant and close to users’ daily lives.
For this reason, we have established three R&D centers in Southeast Asia. Through these centers, we can better understand local needs and adapt the technology to be compatible with the culture, language and lifestyle of the people in the region. This approach ensures that the innovations developed are not only technically advanced, but also practical in the daily context of users.
In addition, Galaxy AI now supports 22 languages, including Filipino, Indonesian, Thai and Vietnamese. This multilingual support allows users to connect with the technology in a language they are comfortable using. In this way, we strive to make AI not only technically advanced, but also accessible and relevant to local cultures and needs.
Question: How does Samsung view investment in AI given the rising cost of materials and does the company prioritize affordable smartphones or AI-powered smartphones?
Answer: We recognize that rising cost of materials is an issue that affects the entire industry, including Samsung. However, we believe that AI will bring great value to the way users work, communicate and entertain. Therefore, investing in AI is not something we regret as it is seen as the foundation of the future of smartphones.
For us, this question should not be seen as a choice between affordable phones or AI-powered smartphones. Instead, our focus is on combining the two to ensure that AI technology is widely accessible while maintaining an affordable price. With this approach, we believe smartphones will continue to be an important tool that is relevant and meaningful in users’ daily lives.
Question: With the availability of various AI agents such as Bixby and Gemini, how should users make choices and what are the key roles that each agent plays?
Answer: We need to emphasize that there is no single AI agent that can be considered the “right answer” for all users as each has its own role that complements the overall experience. Bixby serves as the control center of the Galaxy ecosystem, allowing users to manage Samsung devices and services more seamlessly.
Perplexity focuses on search and analysis, helping users gain deeper insights. Meanwhile, Galaxy AI is being developed as a platform that supports multiple agents, offering a free experience and allowing users to make choices according to their needs and comfort.
Question: Is generative AI technology still in its early stages and just being overhyped? Or is it ready to change the way we interact with smartphones?
Answer: We acknowledge that generative AI technology is still in its early stages and faces many challenges. However, we see great potential to change the way users interact with smartphones. Through collaboration with Google, we are adapting the operating system and user interface to be more AI-friendly. Our vision for the future is the emergence of the AI Phone, a smartphone with a more natural user experience through voice and visuals, thus making the use smoother and more immersive.
Question: What security measures are in place to prevent misuse of AI content?
Answer: We emphasize responsibility and transparency as the foundation of every use of AI. All generated content will be watermarked as verification, thus helping to prevent misuse. At the same time, we are committed to ensuring that user privacy and security are preserved through comprehensive protection at the hardware and software levels. This approach reflects our ongoing efforts to provide AI experiences that are not only sophisticated, but also safe and trustworthy.
Question: Does Samsung see the future of AI beyond smartphones, such as smartwatches or smart glasses?
Answer: We see the direction of AI as being clear across the entire ecosystem. Currently, AI has been integrated into over 40 global applications, including 20 applications in Southeast Asia, reflecting our commitment to the widespread adoption of this technology. The potential future we envision is that AI is no longer limited to smartphones, but is also extended to other devices such as smartwatches and smart glasses. With this approach, we strive to ensure that AI becomes a comprehensive experience that connects multiple devices, making technology more relevant and closer to users’ daily lives.
Question: What is the long-term vision for Galaxy AI and how does it differ from other platforms?
Answer: Galaxy AI is being developed as an intelligent layer that combines on-device artificial intelligence, cloud-based support, and collaboration with partners such as Google Gemini. Unlike other platforms, our main focus is on our own innovations, especially in the areas of cameras and language support that are closer to the needs of users in the region. Within 5 years, our vision is to make Galaxy AI known as the best AI experience on a smartphone, not only in terms of technology but also in terms of compatibility with users’ daily lives.
The Evolution of Foldable Smartphones
Question: Samsung has just introduced a new form factor. What is the main purpose of this form factor, and will it be the future direction of the foldable smartphone category?
Answer: We believe that each form factor has its own role to play in meeting different needs of users. The Fold, for example, offers a larger screen for productivity and multitasking, while the Flip features a compact design that is easy to carry anywhere. The Fold 8 focuses on media and gaming experiences, while the Ultra comes with more unique productivity features.
For us, no one form factor will dominate the market. Instead, this diverse portfolio allows each user to choose the experience that best suits their lifestyle. In Southeast Asia and Oceania including Australia, the population in this region prioritizes the use of mobile devices. Therefore, this new form factor is very relevant as it supports activities such as streaming, browsing and content creation that are increasingly becoming a part of daily life.
Question: Are foldable devices suitable for business and enterprise use?
Answer: Foldable devices are indeed suitable for business use because they combine productivity and security as the main foundations. From a productivity perspective, Galaxy AI is able to understand the user's context and make daily tasks easier. The foldable screen gives you the freedom to do multiple tasks at the same time, such as opening multiple applications for meetings, data analysis or project management. From a security perspective, data protection is a priority with an enterprise-grade security system that ensures sensitive information is always secure.
Question: What are the main factors that drive consumers to choose foldable devices over other phones?
Answer: Our strategy is not just to introduce new technology, but to ensure that it is truly integrated into consumers' daily lives. Statistics show that Galaxy Fold 7 recorded 32% of choices, Flip 7 by 37%, while in Southeast Asia and Oceania (including Australia), the adoption rate is almost 40%.
Consumers choose foldable smartphones due to several key factors, including a large screen that supports productivity, high-quality cameras for content creation, and a compact design that is easy to carry anywhere. We believe that the true advantages of foldable devices can only be felt when consumers try them for themselves. Through such experience, they will more clearly see how foldable smartphones can offer added value that conventional smartphones do not have.
Conclusion
Samsung emphasizes that AI is the foundation of the future, not just a technological addition. Foldable smartphones with Galaxy AI are developed to meet various consumer needs, whether productivity, entertainment, self-expression or security. With a comprehensive strategy and a growing ecosystem, Samsung is positioning Southeast Asia as a center of technology growth. This reflects their commitment to making innovation not only globally relevant but close to the culture and lifestyle of the people in this region.
