By Sandeep Budki
If phone makers are to be believed, artificial intelligence (AI) is going to change how we use our mobile devices. Despite numerous AI-powered features like Circle to Search, Live Translate, Note Assist etc, arriving on our phones, consumer engagement remains limited. Many users struggle with discoverability and confidence in AI’s practical benefits. Recognising this lacunae, Samsung has rolled out an aggressive strategy not just to expand AI features across its product lineup, it is integrating them directly into its device interfaces. Features such as long-press activation for the Gemini Assistant and multi-modal interactions are designed to simplify user engagement.
The South Korean firm aims to create more touchpoints for users to engage with the Samsung AI ecosystem. According to JB Park, president and CEO of Samsung Southwest Asia, AI will soon expand across different price segments. “AI on smartphones will go across price categories and step-by- step it will go down the ladder,” he said.
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Samsung is focusing on making AI an intuitive part of the smartphone experience. “Last year, we ushered in a new era of mobile AI with the Galaxy AI platform and the S24 series. Galaxy S25 builds on this foundation, incorporating on-device AI processing for improved response times and privacy,” Park said, adding that by processing AI tasks locally, Samsung aims to reduce latency while enhancing security.
India is a key market for Samsung’s AI development, both in terms of consumer adoption and R&D. The company operates its largest R&D centre outside South Korea in Bengaluru, alongside facilities in Noida and Delhi. “Our R&D teams have played a key role in shaping Galaxy AI,” Park said.
Samsung is also expanding its retail presence in Tier-II and Tier-III cities. The company believes exposure to AI-driven technologies in experience stores will drive adoption among first-time users.
Hardware is another critical factor in unlocking AI’s full potential in smartphones. Alex Katouzian, group general manager, Mobile, Compute & XR (MCX) at Qualcomm Technologies, emphasised the importance of hardware development in AI evolution. “AI enhances device capabilities, but its potential is constrained without corresponding hardware development,” he said.
Katouzian pointed to AI-driven photography enhancements, such as improved low-light performance and background blur, which rely on advanced image signal processors (ISPs). “If hardware isn’t advancing, both the user experience and energy efficiency will plateau,” he added.
Later this year, Samsung plans to expand AI integration across a wider range of devices, including mid-range smartphones and wearables. The company is developing new AI-driven tools that will improve personalisation and productivity. “The future of innovation in smartphones lies not in hardware alone but in software, user interface, and AI,” Park said.