'Each smartphone design opens up different AI experiences'

The smartphone market is currently diverse with traditional bar phones, horizontal and vertical folding screen phones... Mr. Carl Nordenberg, Vice President and Head of Mobile Experience Department for Southeast Asia and Oceania at Samsung, shared about new forms of mobile devices that are reshaping the way people interact with technology.

- Which user group does Samsung target in Southeast Asia and Oceania with its folding screen device?

- We have led and shaped the foldable device category for 7 generations since launching the first version in 2019. This period of time has helped us deeply understand the activities that users love most on foldable screen products.

Southeast Asia and Oceania prioritize mobility very high. Users of folding screen devices spend a lot of time on social networks, online videos and gaming, in addition to their need for productivity and AI experience. Therefore, the latest generation of folding smartphones is designed based on different needs: Galaxy Z Fold8 with a 4:3 main screen brings a better experience when entertaining, reading and enjoying content; Galaxy Z Fold8 Ultra 8-inch main screen for those who want to get multitasking done; while the Galaxy Z Flip8 is aimed at those who prioritize portability.

Of course, no smartphone design is suitable for all users. Our goal is to provide choice based on how they want to use the device. As AI evolves, different form factors open up new possibilities for AI experiences ranging from productivity to creativity.

Durability is also one of the areas Samsung learned the most when developing its foldable screen device portfolio. On the new Galaxy Z, we introduced Flex Titanium technology that takes advantage of advances in structure and materials, increasing durability and reducing the visibility of creases. However, technical innovation is only meaningful when it meets daily use needs. To suit real-life usage conditions, Samsung has conducted more than 100 reliability validation tests, such as drop tests, repeated folding, pressure, humidity and dust... to help better understand how the device operates in different conditions and identify potential problems.

- You said designs open up different AI experiences, so how is Galaxy AI optimized for each design?

- That's what makes folding screen devices especially interesting. AI should not simply be the same experience superimposed on a different sized product. Folding screens could offer more ways to interact with AI, exploiting what this technology has to offer.

For example, on the Z Fold8 Ultra with One UI 9, the larger screen and split-screen capability make the device useful for tasks related to productivity and multitasking, such as accessing Now Nudge, monitoring the progress of Automation while other content remains visible on the screen.

On the Z Fold8, the platform takes advantage of both the 10:16 external screen and the 4:3 main screen to help users receive, create and interact with content depending on whether the device is open or folded. As for Z Flip8, AI experiences like Now Brief can be accessed directly from FlexWindow, helping to receive useful information promptly, without needing to open the phone.

From a business perspective, the Ultra version helps optimize workflow when taking on tasks like a tablet. They can communicate, review documents, work across multiple applications, and access a lot of information at the same time in one device.

The combination of portability and more workspace is one of the big benefits when it comes to productivity that the folding form factor provides. We design based on different usage needs and priorities, providing an optimal AI experience for users.

- Many people are interested in folding screen phones but have not switched to using them. In your opinion, what reasons will motivate them to switch?

- Folding screen devices have come very far, at least based on the 7 generations of smartphones we have developed. When first launched in the category, folding phones were considered only for those who are passionate about technology and pioneers in new product experiences. With each generation, we innovate to make them thinner, lighter, more durable, stronger and more useful.

An encouraging sign is that users are starting to be more open to this product line. In fact, in Southeast Asia and Oceania, once using a folding screen, many people choose to continue using it. The Galaxy Z8 series is being well received in the region with pre-orders reaching a record high, with the Fold8 and Fold8 Ultra alone being nearly 60% higher than the Galaxy Z Fold7.

Those developments reflect how Samsung has brought folding screen smartphones into a popular category through innovation each generation. It also shows what distinctive formative innovation can do for humans, from productivity and entertainment to mobility and creativity.

For Samsung, the lesson is clear: the best mobile experiences are not just determined by specifications or design, they are shaped by people, their habits, priorities and the different ways they use their smartphones in a day.

- Given the diversity of AI today, how should users choose and exploit it on smartphones?

- There is no "correct" AI model. That depends on the user, the situation, and the task to be performed. Each AI model has different strengths.

Instead of relying on a single agent, the focus should be on enabling multiple agents to work seamlessly across apps, services, and features, creating a more natural and personalized experience. From that observation, Samsung has provided many AI agents to users since the Galaxy S26 series earlier this year. For example, with Galaxy AI, they can activate Bixby to ask and select other agents for searching and discovering information.

- In your opinion, what will mobile AI bring to users in the next stage?

- I don't think the next phase of mobile AI will be defined by a single assistant, model or breakthrough feature. It will be defined by how naturally AI integrates into everyday life.

For us, that means staying open, working with the best partners and giving users choice, while keeping the experience simple. As I said, AI systems have different strengths, the value will lie in bringing those strengths to users in a way that is seamless, useful and tailored to each individual.

This is especially important in Southeast Asia and Oceania, where people use mobile technology in many aspects of their lives, from work and communication to entertainment and creativity.

The future of AI will depend not only on what the technology can do, but also on how naturally the technology supports the things humans want to do. In that sense, the most meaningful AI may be the one you notice the least: understanding your usage context, providing timely support, and making tasks easier.

- Samsung's long-term vision for Galaxy AI?

- One of the areas we particularly focus on is localization. For example, regions like Southeast Asia and Oceania have great diversity, so we have expanded language support and functionality according to local contexts.

AI will continue to develop, so Galaxy AI is built with the vision of becoming a platform, combining appropriate technologies to make the experience seamless and different.

Samsung has an ecosystem advantage, where users can interact with AI through many touch points, from smartphones and smartwatches to tablets, TVs and smart home appliances. Each device can record different signals about users and needs. When coordinated, AI can provide the right information at the right time for easier management.

Bao Lam