LONDON, UK – July 24, 2026 — Artificial intelligence (AI) is becoming increasingly integrated into everyday mobile experiences across Southeast Asia and Oceania, with Samsung reporting a significant rise in AI usage among users of its seventh-generation Galaxy foldable devices.
Following the launch of the latest Galaxy Z series at Galaxy Unpacked in London, Samsung leaders met with media from across the region to discuss evolving consumer expectations and the next phase of mobile AI. Won-Joon Choi, President and COO of Samsung Electronics’ Mobile eXperience (MX) Business and Head of R&D Office, CU Kim, President & CEO of Samsung Electronics Southeast Asia and Oceania, and Carl Nordenberg, VP & Regional Head of the Mobile eXperience Business for Southeast Asia and Oceania, shared insights into how AI is moving from something consumers experiment with to technology that is increasingly embedded in daily life.
According to CU Kim, sales of the Galaxy Z7 Series have increased by almost 15% year-on-year compared with the previous generation, highlighting continued consumer interest in foldable experiences across Southeast Asia and Oceania.
AI engagement has also grown considerably among Galaxy foldable users in the region. Samsung revealed that AI usage among Galaxy Z Fold7 and Galaxy Z Flip7 users increased from 84% in August 2025 to 96% in June 2026. Among the most frequently used AI-powered features are Circle to Search, Now Brief and Photo Assist, reflecting how consumers are incorporating AI into practical everyday tasks.
CU Kim highlighted that the next phase of AI will focus less on simply adding more features and more on delivering greater relevance to users. As Galaxy AI expands across mobile devices, Samsung appliances and other connected screens, the company aims to create experiences that can better understand users’ needs and become increasingly personalised over time.
Supporting its regional approach, Galaxy AI currently supports 22 languages, including Filipino, Indonesian, Thai and Vietnamese. Samsung said this reflects its focus on delivering more localised AI experiences across the diverse Southeast Asian and Oceanian markets.
The discussion also highlighted the continuing importance of smartphones in the region’s AI adoption. CU Kim noted that mobile phones remain the primary gateway to AI for consumers, positioning smartphones as an important platform for accessing and integrating AI into everyday activities.
Looking ahead, Won-Joon Choi said the value of AI will increasingly depend on its ability to reduce friction in the background while giving users greater flexibility and choice. Samsung is therefore developing Galaxy AI as a platform that can support multiple AI agents working together, allowing users to select the right AI experience for different situations.
Building on the foundation established with the Galaxy S26 series, Samsung said the upcoming Galaxy Z8 series and One UI 9 will deliver a more enhanced agentic AI experience through deeper system-level integration and more intuitive controls. Multiple AI agents will be designed to work across apps, services and device features, providing users with greater flexibility in how they interact with AI.
Samsung is also continuing to expand its foldable portfolio to accommodate different lifestyles and user needs. With the eighth generation of its foldable devices, the company aims to broaden the role of foldables across productivity, content creation and self-expression, while further integrating AI into the overall mobile experience.
In Malaysia, the Galaxy Z Fold8 Ultra, Galaxy Z Fold8, Galaxy Z Flip8, Galaxy Watch Ultra2 and Galaxy Watch9 are available for pre-order, with limited-time launch offers. From 22 July to 13 August 2026, customers can enjoy launch rewards worth up to RM1,950, including an exclusive rebate of up to RM800, an instant bank rebate of RM500 with selected bank cards, Samsung Reward Points Booster worth up to RM400 for Samsung Members, and a RM250 Samsung Reservation+ Voucher.
Customers who pre-order the Galaxy Watch Ultra2 can also receive a premium adventure pack, alongside rebates and offers worth up to RM1,056 and a complimentary two-month subscription to Strava.