Samsung: The Future of AI Is About Understanding People, Not Just Being Smarter
Ahead of its upcoming Galaxy Unpacked 2026 event, Samsung Electronics has shared its vision for the future of artificial intelligence through an editorial by CEO and President TM Roh. Rather than focusing solely on more powerful AI models, Samsung believes the next wave of innovation will come from AI that understands users and delivers more personalised experiences.
According to Roh, history has shown that transformative technologies succeed when they become part of everyday life. Just as electricity, the internet and smartphones became indispensable through practical applications, AI’s real impact will come from how naturally it integrates into daily routines.
Samsung sees AI moving into an “agentic” era, where it can proactively assist users while still leaving final decisions in their hands. To achieve this, AI must first understand individual habits, preferences and context.
The company says its connected ecosystem of Galaxy smartphones, tablets, smartwatches, TVs and smart home devices provides the foundation for these personalised experiences. By combining insights across multiple devices, Samsung aims to deliver more intelligent assistance, from health tracking and scheduling to everyday productivity.
Samsung also emphasised that openness and security remain central to its AI strategy. Through the SmartThings ecosystem and partnerships with other technology providers, the company plans to build an open AI platform, while Samsung Knox continues to protect user data across connected devices. Sensitive information will remain on-device whenever possible, giving users greater privacy and control over how AI operates.
Looking ahead, Samsung believes new hardware such as foldable smartphones and future wearable devices will further enhance AI experiences by providing more flexible ways to interact with intelligent services.
The company will showcase its latest AI innovations during Galaxy Unpacked 2026, taking place in London on 22 July 2026. The event will be streamed live at 9:00 PM (Malaysia Time) via Samsung’s official online channels.
Malaysian customers can also register their interest in Samsung’s upcoming Galaxy devices between 8 and 22 July 2026 for a chance to win prizes worth up to RM62,944, along with an additional RM120 e-voucher upon successful registration.
Samsung is also offering a Reservation+ Voucher promotion from 8 to 24 July 2026, allowing customers to purchase a RM250 voucher for RM50, redeemable towards the company’s next-generation Galaxy foldable smartphones.
