Samsung’s bet to bring it to all its cell phones

Won-Joon Choi, president and chief operating officer of Samsung Electronics’ Mobile eXperience business, said the company adjusted its priorities to prevent AI will be confined to the most expensive range. The main challenge, he explained, was not to increase power, but to convert algorithmic sophistication into simple and useful solutions for a massive user base.

“81% of mobile users recognized practical value in AI, but 85% felt it was still difficult to take full advantage of it,” according to Choi. These figures guided an internal redesign focused on three axes that defined the current strategy: reach, transparency and trust as pillars of mass adoption.

The manager explained that the company promoted a transversal design approach throughout the Galaxy line. The premise was that the system will work for the individual and not the other way around. The simplification of interfaces, contextual automation and hybrid processing between device and cloud marked this operational shift.

“For Samsung, AI generated technological inclusion and accessibility,” Choi summarized. At the same time, he maintained that the true evolution occurred when technical sophistication simultaneously reached users of different income levels. The company deployed this architecture in key markets with special attention to Latin America.

In Latin America, explains Choi, retention exceeds 80% and confirms that, when renewing equipment, the majority remains in the Galaxy ecosystem. This loyalty drives volume and explains the progress of S26, leveraged by year-on-year growth of 13%. Premium demand is consolidated with the Ultra models, which make up 65% of the series and show a preference for innovation and experience.

At the same time, the region leads the global adoption of mobile AI: almost 90% of S25 users use intelligent functions and form a base of 50 million users. 99% recognize concrete benefits, from time savings to improvements in image and translation. Thus, technology stops presenting itself as a promise and is installed as an everyday tool that redefines productivity.

The executive pointed out that Samsung sought to strengthen its leadership in smartphones through AI open and collaborativesupported by strategic alliances to expand experience beyond closed developments. This architecture, he maintained, allowed us to differentiate ourselves in a scenario where Chinese manufacturers accelerated innovation, expanded their portfolio and put pressure on them with scale and competitive prices.

In addition, he noted that, despite competitive pressure and the loss of share in some segments, investment in innovation strengthened Samsung’s position. The strategy prioritized the user experience and integrating advanced functions with tangible value, with the objective of maintaining relevance against competitors that expanded their global presence and accelerated their advancement in multiple categories.

For his part, HS JO, President and CEO of Samsung Latin America, analyzed the performance of the most disruptive bets in the portfolio. He admitted that the Galaxy S25 Edge, 5.8 millimeters thick, had lower sales compared to other ranges. The team prioritized an ultra-thin and light profile, a decision that involved concessions in autonomy compared to traditional premium models.

The executive indicated that the launch of a successor is not included in the immediate planning. “Many of the advances in architecture, especially those linked to thickness reduction and dimension optimization, were incorporated into the new S26 series, where these improvements were integrated with structural adjustments aimed at balancing design and performance.”

The model debuted before Apple introduced its ultra-thin alternative, although the segment demonstrated less traction than traditional variants within both companies.

There was also no confirmation about a new version of the TriFold phone, whose price was around $3,000 and offered two hinges with an expandable tablet-type format. HS JO hinted that development continued in parallel with market research, as the firm explored wider variants of the standard Galaxy Z Fold.

On the technological front, the Galaxy S26 Ultra introduced an integrated privacy screen that reduced side visibility by selectively disabling pixels. The feature was activated per app and protected pop-up notifications. The concept emerged three or four years ago and required an additional cycle of refinement.

HS JO explained that the technology was initially planned for the S25 Ultra, but faced technical obstacles that delayed its implementation. The project advanced together with Samsung Display during three formal years of development. For now it remained exclusive to the top model, although it could be expanded when the production process matures.

The company also advanced a next-generation S Pen, designed to minimize historical trade-offs between pen integration and panel quality. Management maintained that the accessory maintained a strategic role within the Ultra ecosystem, as a productivity differential, in a proposal that articulated specialized hardware with contextual intelligence capabilities.

The interview made it clear that Samsung struck a balance between experimentation and commercial prudence. While it deepened investments in intelligent processing and differential design, it cautiously gauged the market’s response to disruptive proposals. The vision shared in San Francisco outlined a company that opted for inclusive innovation without losing financial discipline.