Samsung Electronics is studying how consumers use artificial intelligence in their daily lives as the company looks to shape the next generation of AI-powered smartphone experiences around real-world behaviour rather than adding features in isolation.
The company is collecting feedback from local markets to understand how consumers are adopting, responding to and interacting with AI. The findings are expected to influence how Samsung develops and improves AI capabilities across future Galaxy devices.
Jay Kim, Corporate Executive Vice President and Head of the Customer Experience Office at Samsung Electronics’ Mobile eXperience division, said the company remains at an early stage in understanding how AI can provide meaningful benefits to consumers in everyday situations.
Samsung’s broader goal is to make AI operate more seamlessly in the background, allowing users to complete tasks without having to focus on the technology powering the experience.
The approach builds on Galaxy AI, which Samsung introduced with the Galaxy S24 series in 2024. The company has focused its mobile AI strategy around three principles: making features meaningful, easy to access and safe for consumers.
Samsung has since expanded AI capabilities across its smartphone portfolio, combining its own features with technology developed through partnerships, including its collaboration with Google.
Gemini-powered Circle to Search is among the AI features seeing significant adoption, according to the company. Samsung’s own tools, including Photo Assist, Creative Studio, Call Assist and Live Translate, have also gained traction among users.
Kim said Samsung continues to refine its user interface and user experience to reduce friction around AI adoption. The company is examining how consumers interact with individual capabilities and using those insights to improve future experiences.
The strategy comes as smartphone makers increasingly compete on AI integration. Generative and multimodal AI have become prominent features across premium devices, shifting competition from hardware specifications alone towards software that can understand context, process different forms of information and assist users across applications.
For Samsung, consumer behaviour is also becoming part of how it plans to differentiate its AI offering. Rather than relying on a single set of features across markets, the company is studying local user personas to identify use cases relevant to different regions.
India is expected to play a role in that localisation strategy. Samsung Southwest Asia President and CEO J B Park said last month that the company plans to introduce AI features developed specifically for Indian consumers in its next Galaxy smartphone.
Samsung’s research and development teams in Noida and Bengaluru are studying Indian consumer behaviour and developing locally relevant AI capabilities.
One example under development is an AI-powered bill payment reminder. The feature is designed to identify recurring bills from a user’s emails and provide reminders before payment deadlines, addressing a specific everyday use case rather than functioning as a general-purpose AI tool.
The work also reflects a broader evolution in Samsung’s mobile AI strategy. The company has increasingly described smartphones as a personal access point for agentic AI, where systems can understand context and assist users more proactively.
Samsung has not disclosed which additional consumer insights will translate into future commercial features or when they will become available.
Its current research, however, signals a move towards measuring AI adoption through practical usage and local consumer needs as the smartphone industry searches for applications that can make artificial intelligence a more routine part of the mobile experience.