Agentic AI and Smart Glasses: Samsung Outlines the Future of Mobile Innovation
TL;DR: Samsung executives, including TM Roh, detailed their Galaxy S26 strategy for Southeast Asia, focusing on regional AI adoption, hardware improvements, and long-term value to offset price hikes. The briefing also highlighted the shift towards “Agentic AI” and its integration with future wearables like smart glasses.
Following the highly anticipated launch of the Galaxy S26 series, executives gathered to outline their strategic vision for the Southeast Asia and Oceania regions. The briefing offered a candid look into the company’s approach to artificial intelligence, hardware innovation, and the economic realities of smartphone pricing in 2026.
Leading the discussion was TM Roh, President & Head of Mobile eXperience at Samsung Electronics. Joining him in attendance were CU Kim, President and CEO of Samsung Electronics for Southeast Asia & Oceania (SEAO), and Carl Nordenberg, Vice President and Regional Head of Mobile eXperience Business, Samsung Electronics Southeast Asia and Oceania.
Roh emphasised that Southeast Asia is not only one of the most innovative markets globally but also the most receptive to AI technologies.
“According to a survey, nine out of ten young people in Southeast Asia use AI on their mobile phones every day, and seven out of ten use it for work or study,” Roh stated. “Such openness and enthusiasm show that these regions are indeed the ones that will be the centre of AI development.”
To cater to this massive demand, Samsung is heavily investing in localised research and development. Teams in Indonesia, Vietnam, and the Philippines are actively working to tailor Galaxy AI to regional languages and cultural contexts.
Empowering Creators and the Youth
CU Kim expanded on the region’s unique demographics, highlighting two key drivers for the Galaxy S26 in Southeast Asia: the booming creator economy and a highly active young generation.
With the region boasting a massive mobile-first population and high social media consumption, Kim revealed an ambitious goal to expand Galaxy AI to 800 million devices globally by the end of 2026. To achieve this, the company plans to democratise AI access by bringing these advanced features not only to the premium S series but also to the more affordable A series devices.
Addressing Price Hikes and Delivering Value
The briefing also tackled the inevitable questions surrounding device pricing. Recent spikes in component costs and fluctuating regional exchange rates have placed significant upward pressure on the retail price of the new Galaxy S26 series.
Roh acknowledged these challenges directly. He explained that while price increases in some regions were unavoidable, Samsung is working closely with sales partners to minimise the burden on consumers. The company is adopting a “Total Cost of Ownership” perspective to ensure buyers receive long-term value.
“Through seven years of OS upgrades and seven years of security updates, users can use their devices for longer periods,” Roh explained.
Adding to this, the executives highlighted the success of the Samsung Finance Plus programme, which boasts a 75% approval rate and has helped finance over three million devices in the region over the past three years. This initiative aims to keep premium devices accessible to a broader audience.
Hardware Driven by AI Demands
When asked about the philosophy behind hardware upgrades, Roh clarified that Samsung does not chase specifications just for the sake of numbers. Instead, hardware changes are strictly driven by the demands of advancing AI and user needs.
To ensure Galaxy AI runs smoothly, the Galaxy S26 Ultra features a customised mobile processor with vastly improved NPU performance. Furthermore, as AI becomes more integrated into daily life, Samsung is strengthening its dedicated security hardware, such as Knox Vault, to protect user privacy.
Camera technology also remains a massive priority, especially in the Southeast Asian market, where the creator economy is booming. Roh pointed out that the new Galaxy S26 Ultra features an upgraded F1.4 aperture capable of taking in 40% more light. When paired with the enhanced image processing block in the new chipset and the optimised Pro Visual Engine algorithm, the result is a significant leap in photo and video clarity.
The Future: Agentic AI and Smart Glasses
Looking ahead, Roh shared his vision for “Agentic AI”, which refers to artificial intelligence capable of taking autonomous actions on behalf of the user. While new form factors like AI glasses are emerging, Roh believes the smartphone will remain the undisputed command centre.
“Mobile phones have enough computing power and know users’ personal habits and scenarios well,” Roh noted. He explained that while AI glasses will help sense the surrounding environment, they will likely operate in tandem with the smartphone. The phone acts as the central hub, orchestrating a seamless, highly personalised experience across all connected devices.
The Samsung Galaxy S26 series is set for a staggered global rollout, with Malaysia, Singapore, Thailand, Vietnam, and Australia confirmed to be part of the highly anticipated first wave.
