Samsung’s Vision for AI: Empowering Everyday Life and Business Across Southeast Asia and Oceania

A Conversation with President & CEO of Samsung SEAO – AI Strategy and Next Steps

Date: 09/09/2025

Artificial intelligence is no longer a novelty for Samsung. The company has integrated intelligent connectivity into its devices for over ten years, focusing on delivering practical benefits through technology and innovation. Earlier this year at CES 2025, Samsung introduced its “AI for All” vision, aiming to empower users at every interaction point. CU Kim, President and CEO of Samsung Southeast Asia & Oceania (SEAO), shares insights on how Samsung approaches AI in one of the most diverse and fast-changing regions.

Samsung’s Approach to AI in Southeast Asia & Oceania

Samsung’s strategy centers on making AI accessible and valuable to users across all price ranges and technical skills. Currently, 77% of SEAO users with Galaxy AI-enabled devices engage with a variety of AI features. These features are available not only on flagship models but also on previous flagships, FE, Tab Series, and even the affordable A Series.

Examples include “Circle to Search with Google” and “Best Face,” which helps select the best expressions from motion photos involving multiple people. The focus is on solving real-world problems. For instance, AI-powered translation breaks down language barriers in a region known for its linguistic diversity. Moreover, many AI features operate on-device, ensuring functionality without constant internet access, which is crucial given the varying network quality across SEAO.

Beyond mobile, Samsung extends AI to its ecosystem of devices and appliances. The SmartThings platform connects these devices to create personalized smart homes that learn from user habits and routines, enabling greater control and convenience.

How AI Is Transforming SEAO

Consumers increasingly expect efficiency, simplicity, and seamless experiences. Samsung’s internal data shows that AI features like the AI ProVisual Engine and Enhanced Search on the Galaxy S25 Series are highly valued by both Samsung and non-Samsung users. In home entertainment, AI-enhanced OLED and Neo QLED TVs offer personalized viewing experiences that appeal to today’s tech-savvy consumers.

Youth in the region are especially enthusiastic about AI. A recent survey found that 90% of Southeast Asian youths already use AI tools in daily life—for learning, creativity, staying informed, or contributing to their communities. While 65% believe AI will create new jobs, they also recognize some roles may disappear, prompting many to acquire AI skills proactively.

AI’s Role in Samsung’s Business Growth Strategy in SEAO

The region’s growing digital infrastructure presents opportunities for businesses to adopt AI solutions without legacy system constraints. Samsung offers AI-powered digital tools through platforms like SmartThings Pro to help companies improve operational efficiency and customer experiences.

This B2B platform supports various industries, from hospitality—offering personalized and sustainable guest experiences—to commercial facilities that require remote management of devices across multiple locations. Samsung also emphasizes collaboration, working closely with partners to develop AI solutions that meet specific needs.

For example, Samsung recently launched the Digital Lighthouse School program in Indonesia, equipping over 2,500 students with Galaxy Tab S and A Series devices to enhance learning experiences.

Looking Ahead: What’s Next for Samsung’s AI Innovations

Samsung is excited about innovations that empower communities and individual passions. The Galaxy S25 Series offers an enhanced mobile gaming experience with console-quality visuals, powered by the Snapdragon 8 Elite for Galaxy processor. Samsung’s partnership with Moonton Games to host the first-ever MLBB Campus Series tournament supports the next generation of esports players through the Galaxy Gaming Academy.

In daily living, Samsung focuses on building intelligent environments that anticipate user needs. For instance, Samsung Health and SmartThings can optimize sleep by adjusting temperature and humidity based on personal patterns and environmental factors.

Samsung’s commitment to accessibility, personalization, and security ensures AI acts as a trusted companion. Devices like the Galaxy Z Fold7, Galaxy Z Flip7, and 2025 Bespoke AI home appliances with SmartThings continue this mission.

The future of AI, according to Samsung, is about enhancing human abilities rather than replacing them. The company looks forward to advancing this vision alongside communities throughout Southeast Asia and Oceania.