Samsung is giving India a larger role in shaping the next phase of Galaxy AI, with engineers at its Noida and Bengaluru research and development (R&D) centres creating features that are increasingly influencing the company’s global AI strategy.
Following the launch of the Galaxy Z Fold8 Ultra, Galaxy Z Fold8 and Galaxy Z Flip8, Samsung said innovations developed around the needs of Indian users are now contributing to Galaxy AI experiences worldwide.
JB Park, President and CEO, Samsung Southwest Asia, said the company’s engineers in India study how consumers use technology and turn those insights into practical AI applications.
“By understanding how Indian consumers interact with technology, we identify opportunities to enhance their lifestyles, whether in financial management, smart home control or health alerts for the elderly. Those insights are being transformed into practical solutions that enrich everyday experiences,” he said.
One example is Pay Now, a new feature within ‘Now Brief’ that debuted on Samsung’s latest foldable smartphones and will be available exclusively to Indian consumers. The feature was developed by engineers at Samsung’s India R&D centres.
Park said, “Our R&D centres in Noida and Bengaluru have played a significant role in the launch and evolution of Galaxy AI. This includes developing innovations based on the unique needs of Indian consumers.”
Samsung said its investment in India also extends beyond expanding its engineering workforce. The company is working with reputed institutes, including the IITs, and multiple startups. Park said, “But more important than expanding our workforce is expanding our intellectual property. Any new technology that originates from India is especially important, and we believe the engineers in our R&D centres have that capability.”
He added, “India has one of the best engineering talent pools in the world, and we are very fortunate to have our two R&D centres here.”
Samsung also said AI adoption among Indian consumers is above the global average. “Indian consumers rank much higher in terms of AI adoption than the global average. Young Indian consumers are tech-savvy and like to explore technologies that are not yet widely available to others,” Park said.
This growing AI adoption is also supporting the expansion of India’s premium smartphone market. Samsung said Tier 2 and Tier 3 cities now account for nearly 65% of its flagship smartphone sales.
“We sell almost 65% of our flagship devices in Tier 2 and Tier 3 markets. Flagship sales are no longer limited to Tier 1 cities or the top 10 metros. We have seen this market growing in double digits, much faster than metros.”
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