From Smart Devices to AI Platforms: Samsung’s Vision for the Future of Mobile

The Smartphone as an AI Platform

Q:  Samsung has been a household name in East Africa for decades. In the context of 2026, how do you define the brand today?

A:  At Samsung, we are more than just a device manufacturer; we are a pioneer of experiences. Our DNA is rooted in Meaningful Innovation. In East Africa, this means creating technology that doesn’t just look impressive on a spec sheet, but solves real-world challenges. Whether it’s a student in Nairobi using Galaxy AI to translate academic research, or a business in Dar es Salaam securing its data, we serve as the bridge between human potential and the digital future. Samsung is the brand that brings the future into the palm of your hand—today.

Q: We’ve moved past the era of “smart” phones into the era of AI platforms. How has this evolution changed the way we use our devices?

A.  The shift has been profound. We’ve moved from reactive technology—where the phone waits for instructions—to proactive intelligence. Initially, AI was largely cloud-based. Today, Samsung has brought AI on-device. This evolution means your smartphone now understands context. It’s no longer just about a better camera; it’s about a camera that recognizes the lighting of a Serengeti sunset and adjusts in real time. In the business world, it’s the shift from manual note-taking to AI-driven summaries that allow teams to focus on strategy rather than administration.

Q:  Samsung often speaks about “democratizing AI.” What does this look like in practice for the East African market?

A: Democratization means AI is not a luxury for the few—it’s a tool for the many. We achieve this through two key approaches. First, our custom-built NPUs (Neural Processing Units) are integrated across our device lineup, ensuring even mid-range smartphones can handle complex AI tasks smoothly. Second, we embed AI into features people use every day. Tools like Circle to Search, which enables instant information access without switching apps; Live Translate, which breaks language barriers for cross-border trade; and Transcript Assist, which turns lengthy meetings into actionable insights.
By extending these features to the Galaxy A-series alongside the Z and S-series, we are ensuring advanced computing power is accessible to a vibrant and growing population of digital natives across East Africa.

Q: How is Samsung’s AI platform specifically enhancing operational efficiency for businesses?

A: Efficiency is the currency of success for the modern East African enterprise, and Samsung’s AI platform functions as a sophisticated digital assistant designed to empower users at every level. Through Galaxy AI, we enable seamless communication via real-time translation for international collaboration, while driving operational excellence through automated workflows that learn user behaviour to optimise performance and battery life.
We’re also democratizing creativity by equipping teams with high-quality tools to generate and edit professional content on the move—reducing dependence on expensive external hardware and ensuring businesses remain agile, productive, and connected from anywhere.

Q: As AI becomes more integrated, data privacy is a major concern. How does Samsung Knox protect this AI-driven ecosystem?

A:  Security has always been a foundational pillar at Samsung, not an afterthought. This is anchored by Samsung Knox, our military-grade security platform that delivers end-to-end protection from the hardware chip level to the cloud. In an AI-driven era where data is a user’s most valuable asset, Knox ensures sensitive information is processed on-device, meaning it never has to leave the phone.
This protection is further strengthened by Knox Matrix, which creates a “web of trust” across a user’s entire Samsung ecosystem to proactively neutralize threats. Meanwhile, our Privacy Dashboard gives users full transparency and control over their data. By allowing users to choose how their information is used for AI modeling, we ensure innovation and collaboration never come at the expense of personal privacy.

Q: Looking ahead, how will the role of the smartphone change as AI continues to mature?

A: We are moving toward a future where the smartphone is no longer just a tool, but a proactive life companion. Very soon, devices will anticipate needs rather than wait for input. Imagine a phone that recognizes you’re in a high-pressure meeting and automatically silences non-urgent notifications while drafting summaries of missed calls.
We see the smartphone becoming the central operating system of a user’s digital life—seamlessly connecting home, work, and personal health through a single intelligent interface that learns and evolves with you every day.

Q: With these advancements in mind, what can Samsung fans in East Africa look forward to in the first quarter of the year?

A: At Samsung, we never stand still. While our current lineup has already redefined the mobile experience, we are preparing for our next Galaxy Unpacked milestone. This February, we invite customers to look closely as we unveil the next evolution of the Galaxy S-series.

Without revealing too much, what’s coming will push the boundaries of on-device AI even further—introducing more advanced privacy features, unprecedented processing power for creators, and a design that feels as intelligent as the software inside it. It’s not just a new phone; it’s the next chapter of the AI revolution, and it begins this February.

Credit: Ryan Mule, Product Manager, Mobile Experience Division, Samsung Electronics East Africa