Samsung has emerged as a leader in integrating artificial intelligence into mobile devices, heavily investing in this technology. Their partnership with Google has played a crucial role in advancing AI within their products. The introduction of the Galaxy S25 series signals Samsung’s commitment to this innovative path, as outlined by Carl Nordenberg, the head of Samsung MX for Southeast Asia and Oceania. During a recent Q&A, he shared insights into the company’s future vision for mobile AI.

Nordenberg expressed pride in Samsung’s pioneering role in this AI revolution, starting with the Galaxy S24 series in 2024. He emphasized that AI has transitioned from a futuristic concept to an essential feature in smartphones, enhancing their functionality across various device categories. According to Nordenberg, consumers now prioritize advanced camera features, integrated AI capabilities, durability, long-lasting battery life, and high-performance processing for AI and gaming when choosing a smartphone. A key aspect of Samsung’s vision for mobile AI is personalization.

AI will learn about users’ preferences and usage patterns, offering tailored features and suggestions. An example of this is the Now Brief feature on the Galaxy S25, which adapts to user behavior over time to provide relevant tips and shortcuts. Nordenberg also addressed the role of AI in photography. He explained that Samsung aims to seamlessly integrate AI features like Object Eraser and Best Face into the photo-taking process without altering the user experience fundamentally.

Instead, these innovations enhance user control over the final images or videos. Concerns about privacy also surfaced during the discussion. Nordenberg assured users that Samsung prioritizes transparency and offers control over data collection. Users can opt out of cloud processing, although this may limit the functionality of certain AI features.

He highlighted Samsung’s goal of providing flexible privacy settings tailored to individual preferences. Looking ahead, Nordenberg envisions a future where mobile AI evolves to handle various input types and offers real-time features. He believes that democratizing AI access will empower a broader audience, making advanced capabilities available to everyone through their smartphones.