The rapid rise and popularity of AI technology has had many companies racing to jump on the wagon. Yet for Samsung, AI is not new. We have been building intelligent connectivity into our devices for over a decade, as part of our continuous efforts to deliver deep and meaningful benefits to users through our technology and innovation. Having unveiled our “AI for All” vision at CES 2025 earlier this year, Samsung is on a mission to empower users through AI at every touchpoint.
We recently sat down with CU Kim, President and CEO of Southeast Asia & Oceania (SEAO), at Samsung Electronics, to discuss Samsung’s distinctive approach to AI in one of the world’s most diverse and dynamic regions. What emerges is a picture of innovation grounded in a deep understanding and vision of AI’s role in creating impactful, personal everyday experiences.
Q: How would you describe Samsung's approach to AI in Southeast Asia and Oceania region?
A: We’re focused on democratizing AI so that it delivers genuine value to consumers across different price points, regardless of their level of technical literacy. Today, 77% of SEAO users of Galaxy AI-powered devices are using our variety of Galaxy AI features, which are available not just on our latest flagship models, but also on previous flagship models, FE and Tab series . Users of our affordable A series range can also enjoy AI features such as Circle to Search with Google and Best Face which selects and combines the best expressions for up to five people from a motion photo for a perfect shot.
What sets our approach apart is how we're integrating AI to solve real challenges that consumers face. Take communication, for instance. Our translation features, which break down language barriers, is a useful tool to navigate our region’s incredible linguistic diversity. Our on-device Galaxy AI features can also operate independently without requiring constant cloud connectivity – providing a reliable experience for SEAO users regardless of varying network infrastructure across the region.
Looking beyond mobile, we are extending this intelligence to our entire ecosystem of devices and appliances. Home AI learns from your habits and routines to develop a hyper-personalized smart home experience for you. This is underpinned by SmartThings, our smart home platform that connects and creates truly intelligent homes so you can have full control over your living space.
Q: How do you see AI transforming the landscape across Southeast Asia and Oceania?
A: With AI technology, consumers today have higher expectations of their day-to-day experiences whether in terms of efficiency, seamlessness and ease of use. For example, internal data is showing that AI capabilities such as the AI ProVisual Engine and Enhanced Search capabilities were the most sought-after AI features on our Galaxy S25 series among both Samsung and non-Samsung users. Even in households, consumers are looking out for smart features and functions when considering TV purchases , such as our latest line-up of OLED and Neo QLED TVs, which deliver a personalized and advanced viewing experience through its AI features.
In our region, we are deeply passionate about creating new possibilities for the next generation who are embracing AI with remarkable enthusiasm, optimism, and even a touch of resilience. In fact, based on a recent survey we conducted , a staggering 9 out of 10 youths in Southeast Asia are already incorporating AI tools and services into their day to day, whether for learning, creative tasks, staying informed, or more altruistic purposes like driving positive change in their communities. And while 65% of youth believe that AI will create new job opportunities, they are likewise cognizant that some jobs will inevitably disappear – further taking concrete steps to learn more about AI and develop AI-related skills.
Q: For businesses and organizations, how will AI shape Samsung's growth strategy in the SEAO region?
A: The opportunities for businesses and organizations to tap into and benefit from AI in our region are tremendous. With SEAO's rapidly developing digital infrastructure, businesses here are uniquely positioned to leapfrog legacy systems and implement AI-driven solutions from the ground up.
We want to bring our best AI-powered digital solutions to business partners. Through initiatives like SmartThings Pro, we are enabling businesses to create intelligent environments that enhance operational efficiency and customer experiences. This B2B platform is set to transform new categories and industries – for example, providing personalized and sustainable hospitality experiences to hotel guests; or enabling the remote management of displays and devices across multiple buildings in commercial facilities, from shopping malls to educational institutions.
That said, a key element of our B2B strategy is not just our technology, it’s our openness to foster close partnerships to create customized AI solutions that deliver meaningful outcomes. In Indonesia, we recently launched the Samsung Digital Lighthouse School program together with two schools, Al Muslim Bekasi and Salman Al Farisi Bandung, to enhance the learning experiences of over 2,500 students through the Galaxy Tab S and A Series.
Q: What excites you the most about upcoming innovations and what’s next for Samsung?
A: I'm particularly excited to see how our innovations empower communities to elevate passions. Gaming enthusiasts for example, will love the transformed mobile gaming experience on the Galaxy S25 series, with console-quality visuals enabled by features like ProScaler and advanced Ray Tracing, powered by the Snapdragon 8 Elite for Galaxy processor.
Gaming is very important to us at Samsung, and we have partnered with Moonton Games to bring the first-ever MLBB Campus Series tournament to student gamers in SEA. This is part of Samsung’s Galaxy Gaming Academy efforts to champion the next generation of esports players.
When it comes to everyday living, we have moved beyond simple device control to creating intelligent environments that anticipate needs. Samsung Health and SmartThings can optimize sleep environments by automatically adjusting temperature and humidity based on users’ sleep patterns and the environmental conditions they live in.
By maintaining our focus on accessibility, personalization and security, we’re working to ensure that AI becomes a trusted companion that empowers instead of complicating daily life. Our upcoming innovations like the new Galaxy S25 Edge smartphone and the Bespoke AI home appliances with SmartThings, for example, will continue to embody this commitment. The future of AI is not about replacing human capability but enhancing them. At Samsung, we are privileged to be building that future together with the communities across SEAO in time to come.
To learn more about Galaxy AI, please visit https://www.samsung.com/my/galaxy-ai/.
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