Samsung’s Fadi Abu Shamat on how AI is enhancing mobile experiences

In an interview with Gulf Business, Fadi Abu Shamat, senior director and head of Mobile eXperience division at Samsung Gulf Electronics, delves into the evolution of Samsung’s AI, from its initial launch with the Galaxy S24 series in January to its recent roll-out across the new Z series and latest wearables.

Shamat tells us what consumers can expect from Galaxy AI, a platform-driven service designed to enhance productivity and daily life, and the key trends shaping mobile experiences in the region

 Tell us about the evolution of Samsung AI, from its launch in January with the Galaxy S24 series to its roll-out across the new Z series.

Galaxy AI is not product-driven but rather a platform or service-driven offering.

When we first introduced it in late January with our flagship Samsung Galaxy S24 family, we began rolling it out to previous generations, including the Galaxy S22 and S23. All these models now support AI. This approach was intentional; we wanted AI to be mainstream and accessible to everyone, not just an exclusive feature for a select few.

AI is a fundamental aspect of modern life, enhancing productivity and how people consume media and data daily. Galaxy AI is just the beginning. As our CEO often says, 2024 is just the start of our AI journey, with much more to come. All our upcoming devices will support AI in even more advanced ways.

With our recent launch, AI is integrated across all new devices, including the Galaxy Fold 6, Flip 6, Buds3, Buds3 Pro, Watch Ultra, Watch 7 and Galaxy Ring. These devices form an AI ecosystem. For instance, in the health vertical, your watch now records steps and calorie intake, while your phone tracks dietary habits. AI connects these data points, providing advice like adjusting your diet or suggesting activity changes based on your routines. This level of personalisation is what we aim to offer our consumers.

Read: Samsung AI – Galaxy Z Fold6, Flip6 take foldables into the future

You mentioned that we will increasingly see AI integration across other Samsung devices, when do you see this rolling out?

As I mentioned, this launch already includes a full suite of devices. The foldables are part of our smartphone category, the watches are part of our wearables, and the buds are part of our hearables. These three categories now fully integrate and communicate with each other, all while maintaining consumer privacy, which is crucial for us.

We adopted a hybrid approach, allowing customers to keep data ‘on device’ if they prefer privacy or use the cloud for additional power and processing.

Our goal is to improve our customers’ lives with these integrated devices. For example, the AI-integrated earbuds now offer a more seamless translation experience, utilising Live Translate from the S24. The Buds3 can act as mics for different environments, providing live translations directly to your ears, all powered by AI.

What sets Samsung apart and gives you the edge over your competitors in this region and globally?

First, I genuinely believe that competition in AI is welcome and necessary. AI should be a staple in everyone’s life, not just within certain products or industries. The more players in the market, the more innovation and creativity are driven.

As with any new technology, many will start and falter. At Samsung, our journey hasn’t been easy. We conducted extensive research and development, listening to consumers worldwide, especially in our region, to understand how AI can complement their lives. This feedback has driven our product integration and development over the past few years, leading to what people see today in 2024.

We continuously learn and adapt. For instance, Galaxy AI initially did not support Arabic or Hindi, but we quickly added these languages based on consumer feedback. Now, 16 languages are supported, with plans to reach 20 by the end of Q4 2024. Our commitment is to keep developing, learning and adjusting.

What is the strategy driving your business in this region, and how do you see it evolving?

We are witnessing significant changes in consumer behaviour, especially in the UAE and the Gulf region. Localisation is crucial – understanding and catering to local habits and needs while maintaining a global perspective. For example, we introduced Arabic and Hindi language support and a vapour chamber for cooling on the Flip6 to address unique regional weather conditions.

Our strategy involves balancing global market demands with localised needs, ensuring all our markets receive the best products and experiences.

As AI becomes more integrated into all Samsung products, from smartphones to home appliances, you’ll see even greater coherence and customization tailored to individual needs.

What are three key trends you’re excited about, and how can Samsung leverage them?

Health awareness: Consumers are increasingly aware of their health, from calorie intake to activity levels. Our watches, for example, are the only medically certified devices to measure sleep apnea and blood pressure. They also feature unique sensors for dietary habits, providing a comprehensive energy score based on heart rate, calorie burn and AGEs (advanced glycation end products) levels.

Productivity enhancements: AI is boosting productivity with features like Live Translate, Live Summarize, and advanced photo editing. These tools help users stay productive on the go.

Gaming: Gaming remains a significant category. Our Fold 6 and Flip 6, equipped with the Snapdragon 8 Gen 3 Mobile Platform for Galaxy and vapour cooling, are designed to handle demanding gaming experiences. The larger, improved displays provide an excellent gaming environment.

Which markets are key for you in the Gulf, and how did you perform in the first half of the year?

In the GCC, the UAE is our crown jewel, followed by Kuwait, Qatar, Oman and Bahrain in terms of sales volume. The first half of the year has been very successful, with double-digit growth in our flagship segment, thanks to our R&D, product designers, and the efforts of our team and partners.

Our goal for 2024 is to continue this aggressive growth, particularly in the high-end segment, making it a year of change and AI integration.