Samsung leaders met with media from Southeast Asia and Oceania after launching the new Galaxy Z series at the Galaxy Unpacked event in London. They discussed how AI is changing from an experimental technology to a part of daily life.
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 discussed changing consumer expectations in the region and what comes next for mobile AI experiences.
As Samsung introduced a new type of phone this year, CU Kim stated that sales of the Galaxy Z7 Series grew by nearly 15% compared to last year, showing more people in Southeast Asia and Oceania are interested in foldable phones.
CU Kim also mentioned that the use of AI is rising in these regions, with AI usage among Galaxy Z Fold7 and Galaxy Z Flip7 users increasing from 84% in August 2025 to 96% in June 2026. He pointed out that people frequently use AI for everyday tasks, with features like Circle to Search, Now Brief, and Photo Assist being some of the most popular.
CU Kim said “The next phase of AI will not be about more features. It is about relevance”, emphasizing that as AI works across the various Galaxy mobile devices and other Samsung appliances and screens, it will be able to better understand user needs and become more helpful and personalized over time.
Galaxy AI supports 22 languages, including Filipino, Indonesian, Thai, and Vietnamese, showing Samsung’s commitment to localized experiences. The discussion emphasized how AI is transforming interactions with mobile devices, highlighting that mobile phones are key to accessing AI in this region. Won-Joon Choi noted that the future value of mobile AI will depend on its ability to reduce background friction while enhancing user flexibility and choice.
“From a consumer’s perspective, there is no single AI that’s right for everyone. We want users to have the flexibility to use the right one at the right time, and that’s why we’re building Galaxy AI as a platform, with multiple AI agents working together to deliver the most seamless experience,” he added.
The Galaxy Z8 series and One UI 9 will improve the AI experience by working better with the Galaxy S26 series. Users will have easier controls and multiple agents that work together across apps and devices, giving them more options for interacting with AI.
Looking ahead, Won-Joon Choi shares that Samsung’s foldable portfolio is evolving to meet more lifestyles and needs. “Since we launched this category in 2019, we’ve studied closely how consumers interact with their foldables. Our broader, more diverse portfolio lets us better meet each user’s needs, and we are excited about what that will bring to Southeast Asia and Oceania,” he said. The Galaxy Z8 series will give users more ways to experience AI across productivity, content, creation and self-expression.
Through this 8th generation of foldables, Samsung is moving the category into its next chapter, one where foldables are no longer a niche choice, but a mainstream mobile experience that more consumers can confidently choose as part of their everyday lives.
The new Galaxy Z Fold8 Ultra, Galaxy Z Fold8, Galaxy Z Flip8, Galaxy Watch Ultra2 and Galaxy Watch9 devices are now available for pre-order in Malaysia, with exclusive offers available for a limited time.
From 22 July to 13 August 2026, customers can enjoy a suite of exclusive launch rewards worth up to RM1,950! , This includes an exclusive rebate worth up to RM800, an instant bank rebate of RM500 when paying with selected bank cards a Samsung Reward Points Booster worth up to RM400 for Samsung Members and a RM250 Samsung Reservation+ Voucher.
Samsung Galaxy Z Fold8 Ultra: https://www.samsung.com/my/smartphones/galaxy-z-fold8-ultra/buy
Samsung Galaxy Z Fold8: https://www.samsung.com/my/smartphones/galaxy-z-fold8/buy/
Samsung Galaxy Z Flip8: https://www.samsung.com/my/smartphones/galaxy-z-flip8/buy/
Next, customers who pre-order the Galaxy Watch Ultra2, will receive a premium adventure pack comprising essentials to take your fitness journey to the next level. They will also enjoy various rebates and offers of up to RM1,056, and a 2-month complimentary subscription to Strava.
Samsung Galaxy Watch Ultra 2: https://www.samsung.com/my/watches/galaxy-watch-ultra2/buy/
Samsung Galaxy Watch9: https://www.samsung.com/my/watches/galaxy-watch9/buy/