Roh Tae-moon, head of the mobile business division at Samsung Electronics Co., introduces the new Galaxy S25 smartphones during the Unpacked event at the SAP Center in San Jose, California, on Jan. 22, 2025, in this photo provided by the company. (Image courtesy of Yonhap)
SEOUL, March 19 (Korea Bizwire) — Samsung Electronics announced plans to accelerate the integration of artificial intelligence (AI) features into its budget-friendly Galaxy A series by the end of this month, positioning itself against Apple’s expected entry into the lower-priced smartphone market.
Speaking at the company’s 56th annual general shareholders’ meeting held in Suwon on Wednesday, Roh Tae-moon, head of Samsung’s Mobile eXperience (MX) Division, addressed questions about Apple’s rumored iPhone 16e, a more affordable model set to launch later this year.
“AI competitiveness is a key differentiator for Samsung Galaxy,” Roh said. “We are expanding AI applications from flagship devices to budget models, and by the end of this month, we will officially launch our AI platform ‘Awesome Intelligence’ in the Galaxy A series.”
At MWC25 in Barcelona earlier this month, Samsung showcased its new Galaxy A56 5G and Galaxy A36 5G, both equipped with Awesome Intelligence — an AI suite designed to deliver seamless integration across apps and more intuitive user experiences.
Samsung Electronics’ new smartphones, the Galaxy A56 5G and Galaxy A36 5G, unveiled at the Mobile World Congress (MWC) 2025, the world’s largest mobile communications trade show, which opened on March 3 (local time) in Barcelona, Spain. (Photo courtesy of Samsung Electronics)
Roh emphasized Samsung’s commitment to developing personalized AI solutions, powered by its Personal Data Engine, to tailor features to individual users.
Addressing Samsung’s challenges in China, where its smartphone market share has remained below 1%, Roh acknowledged the fierce competition and rapid evolution of mobile services and content in the region. “Our strategy for China focuses on the premium market,” he said, adding that enhanced AI features and local partnerships will be key to increasing market share.
Samsung’s push to democratize AI capabilities across its product lines reflects a broader industry trend, as global tech giants race to integrate generative AI and personalized intelligence into both flagship and mass-market devices.
Kevin Lee (kevinlee@koreabizwire.com)
