Samsung Electronics is refining its Galaxy AI features to prioritise everyday usability and safety, influenced by consumer behaviour research and market trends, including India’s growing AI adoption.
Samsung Electronics is studying how people actually use artificial intelligence in daily life as it prepares the next phase of its Galaxy software strategy, according to a senior company executive. Jay Kim, Samsung Electronics corporate executive vice-president and head of customer experience in the mobile experience division, said the group wants AI to fade into the background so that routine tasks happen with less effort and less visible complexity.
Kim said Samsung is drawing on feedback from local markets and still learning how consumers adopt, react to and rely on AI features. That suggests the company is treating generative AI less as a headline feature and more as a product design problem: how to make it useful, easy to reach and safe enough for mainstream use. Samsung first introduced Galaxy AI on the Galaxy S24 range in 2024, initially framing the package around meaningful features, simple access and security.
The company has already seen strong take-up for tools built with Google, including Circle to Search, as well as Samsung’s own features such as Photo Assist, Creative Studio, Call Assist and Live Translate, Kim said at a media roundtable in London last month. Samsung has also been refining the interface to make AI less intimidating for users who may not know exactly what is happening behind the scenes, but still want the result of a task completed quickly.
The broader market appears to be moving in the same direction. CyberMedia Research said in a study released in July that generative AI has become part of regular smartphone use in India, with 71% of respondents using AI features several times a week. The report also found that AI now sits alongside performance and camera quality as a factor in buying decisions, based on a survey of more than 2,000 users aged 18 to 35 across eight Indian cities. That helps explain why Samsung is placing such emphasis on practical, everyday applications rather than abstract AI capability.
Samsung is also using India as a test bed for more localised functions. J B Park, Samsung Southwest Asia’s chief executive and president, said last month that the company plans to add AI features built specifically for Indian consumers in its next Galaxy smartphone. Samsung’s research and development teams in Noida and Bengaluru are studying consumer behaviour and are developing tools such as an AI-powered bill payment reminder that can spot recurring charges in email and warn users before they are due. The approach reflects Samsung’s wider push to extend Galaxy AI beyond smartphones, including into wearables, while keeping the experience tailored to how people actually live and work.
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