Samsung's Foldable AI Adoption Surges in Southeast Asia and Oceania
Event summary
- Sales of Samsung’s Galaxy Z7 series increased by 15% year-on-year in Southeast Asia and Oceania.
- AI usage among Galaxy Z Fold7 and Flip7 users rose from 84% to 96% between August 2025 and June 2026.
- Samsung introduced a new foldable form factor with the Galaxy Z8 series, available for pre-order now.
- Galaxy AI supports 22 languages, including Filipino, Indonesian, Thai, and Vietnamese.
The big picture
Samsung is capitalizing on the growing adoption of AI in mobile devices, particularly in Southeast Asia and Oceania, where smartphones serve as the primary gateway to AI. The company’s emphasis on localized experiences and system-level integration reflects broader industry trends toward personalized, frictionless AI interactions. With foldables becoming more mainstream, Samsung aims to solidify its position in a competitive market by offering diverse form factors tailored to different consumer needs.
What we're watching
- AI Relevance
- How Samsung’s focus on AI relevance over feature proliferation will impact user engagement and retention.
- Market Mainstreaming
- The pace at which foldables transition from niche to mainstream in Southeast Asia and Oceania.
- Platform Strategy
- Whether Samsung’s multi-agent AI platform can deliver a seamless experience across its ecosystem.
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