“Success is not in the advanced level, but in the technological value to bring to users”
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by triluzy5
In a discussion with Samsung Newsroom, Carl Nordenberg – Vice President of Samsung’s mobile experience in Southeast Asia and Oceania – shared Samsung’s AI strategy during the digital transformation. Samsung aims to make artificial intelligence a seamless part of the user’s digital life, while maintaining the principle of respect for privacy and security.
Smartphones are the main bridge of the new generation
Answering the question of the role of smartphone in AI wave, Mr. Carl Nordenberg said:
“Whoever creates birth is becoming a revolutionary technological turning point of the era. In Samsung, we believe that smartphones will be the main bridge to help people approach and experience the power of this technology.”
Vietnamese is proud to be one of the first 13 languages supported by the Galaxy AI when this platform first launched in January 2024 on the Galaxy S24 series
Who does the user expect in whom?
A internal survey that Samsung conducted in January $ 2025 in eight countries in the region showed that today users are interested in the camera today, the ability to integrate AI, durability, battery and performance.
“Only 18 months ago, who almost did not appear in the list of smartphone users,” Mr. Nordenberg shared. “Now it has become a key factor.”
Perform verbal applications – one of the most prominent Galaxy AI features of Samsung
According to him, “The important keyword is ‘integration’ – users do not expect a new and separate technology, but a seamless upgrade for what they used to use. “ Who will gradually become a flexible, understanding, personalized assistant and support every daily needs without making users feel confused.
Personalization: The key for anyone to promote the role of true assistant
For Samsung, personalization is not only a feature – it is a philosophy of development. “In Southeast Asia and Oceania, the intersection of many different cultures, cannot apply a stereotyped approach to all,” Mr. Nordenberg explained.
“We believe that technology must be able to learn from each person’s separate behaviors and interests, to create experiences to be ‘shoemaker’ for each individual.”
NOW Brief feature on Galaxy S25
In addition, the Writing Assist feature helps AI analyze and summarize email content, messages right on the screen – a typical example for the ability to support smart without interrupting the experience.
Tools like Object Eraser, Best Face or Audio Eraser allows users to delete objects, choose the most beautiful face in group photos or implant video noise – all after just a few simple steps.
Galaxy AI is designed with high levels of control. Users can choose to turn on/off each feature, limit the AI access data and prioritize local processing on the device through Personal Data Engine.
AI future mobile: universal and multimodal
“We are only touching the iceberg’s part of the ice name,” Mr. Nordenberg said. He said who is developing in a multimodal manner – capable of handling simultaneous text, images, voice and sensor data.
At the same time, the process of democratization AI will help to popularize technology to more people. “The capabilities that have required expensive equipment, can now easily access just through the phone.”
