Samsung's Fadi Abu Shamat Discusses AI-Driven Enhancements in Mobile Technology

Fadi Abu Shamat, Senior Director and Head of the Mobile eXperience Division at Samsung Gulf Electronics, discusses the advancements in Samsung’s AI from its launch with the Galaxy S24 series in January to its recent deployment across the new Z series and latest wearables.

Shamat explains 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 driven by a platform or service approach rather than being product-centric.

We launched it in late January with our flagship Samsung Galaxy S24 family and have since extended support to previous generations, including the Galaxy S22 and S23. Our goal was to make AI accessible to everyone, not just a select few, by making it a mainstream feature.

AI plays a vital role in modern life, enhancing productivity and daily media consumption. According to our CEO, 2024 is just the beginning of our AI journey, with more advancements to come. All our future devices will support AI in increasingly sophisticated ways.

With our recent launch, AI is now 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, offering personalised health insights by connecting data from various devices like watches and phones.

You mentioned that AI integration will extend to more Samsung devices. When can we expect this to happen?

This launch already includes a full suite of devices. Our foldables, watches, and earbuds now fully integrate and communicate with each other while maintaining consumer privacy, which is crucial for us.

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

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

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

I believe that competition in AI is both welcome and necessary. AI should be a staple in everyone’s life, not confined to certain products or industries. More market players drive innovation and creativity.

Our journey at Samsung hasn’t been easy. We’ve 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 years, leading to what we offer today in 2024.

We continuously learn and adapt. For example, 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 strategy drives 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 vapor 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?

1. 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.
2. 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.
3. Gaming: Gaming remains a significant category. Our Fold 6 and Flip 6, equipped with the Snapdragon 8 Gen 3 Mobile Platform for Galaxy and vapor 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.

News Source: Gulf Business