Editor’s Note
- The launch of the Galaxy S26 series heralds a new direction for the AI phone era
- The Galaxy S26 series marks the beginning of a more proactive and adaptive AI era
- Adoption of Galaxy AI is increasing rapidly in Indonesia
- Galaxy AI is becoming more personal, following routines, and staying secure thanks to Samsung Knox
- AI in the S26 series enhances the capabilities of flagship cameras
- Long-term value for consumers: protection and system updates
The launch of the Galaxy S26 series heralds a new direction for the AI phone era
Mobile phone users in Indonesia are currently facing a dual challenge. On the one hand, there are many phones on the market, but the benefits are often difficult to distinguish because many phones offer similar premium specifications.
On the other hand, artificial intelligence (AI) is beginning to influence the way people use their phones daily, yet not all AI experiences feel consistent or seamlessly integrated into the daily workflow. Many users wonder: what are the real benefits of AI in phones, and does this technology really make everyday tasks easier?
This question is becoming increasingly relevant because AI does not operate in a vacuum. It interacts with the user context, from communication habits to productivity and creativity needs, making “trust” a crucial factor.
Users want AI that is practical and offers tangible benefits, while simultaneously maintaining control over their privacy and feeling safe using these features. Without a clear security foundation, increasingly personalized AI can actually cause concern rather than provide convenience.
Harry Lee, President of Samsung Electronics Indonesia, explained the direction Samsung is taking with the launch of the Galaxy S26 series. “Previously, app-based models evolved into a world of personalized assistants, where touch interactions are enhanced by seamless multimodal capabilities,” said Harry Lee.
He emphasized that the true value of AI lies in a smooth and intuitive experience, not just in specifications. “Although the quality and performance of a camera are often defined by a series of numbers on a specification sheet, the true value of AI lies in the seamless and intuitive experience it delivers,” he added.
For Samsung, the launch of the S26 series as an AI phone confirms that AI has now become a major factor in the mobile phone user experience, just as important as the previously dominant hardware aspects.
The Galaxy S26 series ushers in a more proactive and adaptive AI era
Harry Lee described the traditional smartphone experience as a manual interaction pattern, where users have to go through many steps to achieve their desired results.
Samsung’s goal with Galaxy AI is to eliminate these steps through more targeted assistance.
With the Galaxy S26 series, Samsung describes an increasingly proactive and adaptive AI experience, laying a strong foundation for the future of AI. “With the Galaxy S26 series, we are setting a new industry standard. This is the first step toward a future where technology shifts from simply receiving commands to providing targeted assistance,” said Harry Lee.
He added that this change makes users’ daily lives easier, as AI no longer simply waits for instructions but actively helps complete a series of tasks that previously had to be performed manually one by one.
Galaxy AI adoption is increasing rapidly in Indonesia
The growth in Galaxy AI usage in Indonesia—from 27% in 2024 to 79% in 2025—shows that AI is becoming increasingly integrated into daily activities and is no longer merely an incidental technology.
This strong increase in adoption also confirms that AI has become a highly sought-after part of the user experience, especially when the benefits are immediately noticeable in repetitive routines.
This trend is reflected in the most used features, which are generally closely related to information retrieval, contextual understanding, and writing assistance. According to internal Samsung data by the end of 2025, the three most used features in Indonesia were:
• Gemini: Used to support daily information and assistance needs, particularly when users require quick, context-relevant answers.
• Circle to Search (CTS): Simplifies the search process for everything users see on the screen, without having to switch apps or retype long search terms.
• Writing Help: Helps you draft and refine texts, making communication and productivity more efficient, both at work and in your daily activities.
For Samsung, this pattern shows that the AI technologies most quickly adopted by the public are those that reduce friction, minimize usage steps, and deliver immediately usable results.
At the ecosystem level, Samsung also reported that by 2026, it will have successfully delivered seamless AI experiences to more than 400 million users within the Galaxy ecosystem.
This achievement aligns with the company’s focus on providing integrated AI experiences across various devices and diverse use cases, while maintaining the principles of responsible and trustworthy AI.
Galaxy AI becomes more personal, follows routines, and remains secure thanks to Samsung Knox
Samsung emphasizes personalization as a key direction to make AI relevant in daily life. Harry Lee explained that AI has evolved from a simple tool that follows instructions into an assistant that can understand the user’s intent and work proactively. In the Galaxy S26 series, personalization is defined as the ability of AI to adapt to individual routines and daily contexts, making complex goals more achievable.
Samsung emphasized the use of features such as Now Nudge, which helps manage appointments, and Photo Assist, which enhances images based on user instructions. The primary focus is not on adding standalone functions, but rather on creating shorter, more natural workflows, allowing AI to intervene at the most appropriate moments.
As the primary security system, the company relies on Samsung Knox, a multi-layered security system that protects sensitive information from unauthorized access. Samsung employs Responsible AI and a privacy-oriented approach as mandatory frameworks.
This ensures that, as AI becomes more advanced, users retain full control and can use the technology with peace of mind.
AI in the S26 series enhances the capabilities of the flagship camera
Harry Lee also addressed Samsung’s vision regarding the close relationship between AI and hardware. “For us, AI is not a replacement for hardware, but rather a significant improvement to its capabilities,” says Harry Lee.
The focus is on the quality of the end result, even when users take photos or capture moments remotely, for example during concerts or major events.
With this approach, Samsung positions AI as an integral part of a more consistent camera experience, and not merely as an add-on. This narrative aligns with the AI phone concept Samsung aims to develop: AI seamlessly integrated into the device’s core functionality and offering tangible benefits across a wide range of real-world situations.
Long-term value for consumers: protection and system updates
Finally, Samsung also emphasizes the focus on long-term use as a selling point for its premium devices. The Galaxy S26 series comes with a global warranty, up to seven generations of OS updates, and seven years of security updates.
This warranty ensures that the device remains secure and relevant throughout its long usage cycle, as AI technology and digital services continue to evolve. ***obs
