Samsung is preparing to make AI more useful in everyday smartphone use by developing features specifically for Indian consumers. India-specific AI
The company is studying how people use AI in daily life, while its research teams in India work on tools designed around local needs.
Samsung Studies How Consumers Use AI
“The company wants AI to work quietly in the background rather than make users think about the technology itself.”
said Jay Kim, Corporate Executive Vice President and Head of the Customer Experience Office at Samsung Electronics’ Mobile eXperience (MX) Division.
Samsung is still in the early stages of understanding how consumers use AI in their daily routines. The company is using feedback from different markets to shape future smartphone experiences.
Samsung launched Galaxy AI with the Galaxy S24, focusing on practical features, ease of use and safety. The company developed the experience through consumer research and in partnership with Google. Gemini-powered tools such as Circle to Search have emerged as popular features.
Samsung’s own AI tools, including Photo Assist, Creative Studio, Call Assist and Live Translate, have also seen strong adoption.
Also Read: Samsung Plans Floating AI Data Centres on Ships as Demand for Computing Power Surges
India R&D Teams Build Localised AI
Samsung is now giving its India research and development (R&D) centres in Noida and Bengaluru a larger role in developing AI features for local users.
J B Park, Samsung Southwest Asia’s Chief Executive Officer and President, confirmed that India-specific AI features will be introduced with the company’s next Galaxy smartphones.
The teams are studying the behaviour and needs of Indian consumers to identify where AI can offer practical help. One example under development is an AI-powered bill payment reminder. The feature could identify recurring bills from emails and alert users before their payment deadlines.
The move is aimed at giving Samsung a more distinct AI proposition in a smartphone market where many brands are increasingly offering similar AI-powered tools.
For Samsung, the next phase of Galaxy AI may be less about adding more headline features and more about making AI genuinely useful in everyday Indian routines. Local features such as bill reminders could give the company a clearer edge if they solve problems users already face rather than simply adding another AI label to the smartphone.
Samarjit Kaur is a journalist and communications professional covering technology & emerging digital trends. With a focus on clarity and context, she reports on developments shaping industries and governance. When not reporting, she chooses to plug-in and relax on her playlists and plan her next bucket-list trips!
