As suspected certain One Ui features will be exclusive to the S25 series, apparently the Now Brief relies on Samsung's personal Data Engine and requires a powerful NPU as this is not a cloud based function.
Translation of the important parts Samsung Indonesian article with the Head of Research/Development at Samsung Mobile Experience.
Q1: How did Samsung develop the UX and One UI, especially regarding the small details that resonate deeply with users, and what was the overall development process like?
The One UI development process is very collaborative. There is a customer experience team that focuses on planning. This team actively identifies new trends by gathering insights from users and the market, then conveys these insights as needs to our development team. Based on these insights , we develop One UI, ensuring that the user interface (UI) is in line with user expectations and future trends. This planning process also starts long before, even for the next version of the UI.
In addition, Samsung uses a Beta program, where users can try early versions of the product and provide feedback . This is very important because we value user feedback and strive to incorporate it into the final version.
Meanwhile, for One UI 7, we took a slightly different approach. Usually, UI updates are done every year. However, for this version, we wanted to make a big breakthrough, which required careful planning since two to three years before the project started. We wanted to create something more impactful, and this longer preparation time allowed us to make significant improvements.
This comprehensive process ensures that every feature, even the seemingly small ones, is truly tailored to the user's needs and provides an optimal experience.
Q2: When it comes to AI, there are many concerns about the security of using user data. How does Samsung address this security issue, and what steps is the company taking to strengthen it?
Privacy is very important to us. That's why we offer on-device processing features . Sensitive information, like call history, is processed directly on the device to maintain privacy. We also provide cloud - based processing options for less sensitive things, like creativity. Users can choose whether to use on-device or cloud processing . We always maintain privacy and will continue to strengthen this feature in the future.
Android offers better productivity and creativity. Despite being an open OS, we have the Knox security solution that protects down to the hardware chip level . With guaranteed security and open infrastructure, we can offer more convenient features without sacrificing security. This makes Android superior in supporting creativity and productivity.
Q3: How does Samsung view the current development of AI, and what are the biggest challenges in delivering AI features like those on the Galaxy S25 Series?
AI has come a long way in recent years, especially since the advent of Large Language Models (LLMs). However, I think we are still in the early stages of leveraging AI to provide broad benefits for everyone. Through mobile devices like the Galaxy S25, we are working to make AI accessible and easy for everyone to use in their daily activities.
The biggest challenge in bringing AI features like multitasking across apps and multimodal search to mobile platforms is platform stability and seamless integration between apps. We worked closely with Google from the beginning of development to ensure that Google and Samsung apps work seamlessly across platforms . This process involved developing APIs and SDKs alongside platform development , which took a lot of time and effort from our team.
But what is most rewarding is seeing how this AI can provide personal value to users, allowing them to live easier, more productive, and more enjoyable lives. I look forward to continuing to innovate with our team to develop products that are not only cutting-edge, but also relevant and useful to users around the world.
Q4: What are Samsung’s challenges in developing AI features, collaboration with Google, and plans related to Gemini and Galaxy AI? What are the goals of the multimodal concept and integration with third-party platforms? Is Samsung open to collaboration with local Indonesian developers?
Galaxy AI is a platform that encompasses all AI features on Samsung devices, both developed by us and integrated from partners like Google. We focus on making these AI experiences easy for everyone to use, even without special training. Through our collaboration with Google, we aim to ensure that the apps people use work seamlessly—whether for communication, creativity, or productivity—by leveraging AI to simplify these processes.
When it comes to multimodality, we want AI to be able to process a variety of inputs , not just voice or text, but also video, and provide relevant results based on context. We are working hard to align these technologies so that applications work seamlessly with each other, whether they are developed by us or by third parties.
For local Indonesian developers, we are always open to innovation. Currently, we have supported Indonesian through features such as Interpreter and Live Translate, and we continue to strive to improve this experience. In the future, we also want to expand our collaboration with local developers, and for that, we continue to explore the possibility of providing access to APIs or SDKs so that they can innovate further.
Q5: How big a role does the NPU and GPU play in the Galaxy S25 AI features? Are the AI features exclusive to the Galaxy S25 Series or are they also available on previous models? What features rely on the new hardware and will Galaxy AI be available on more affordable devices?
AI features on Samsung devices are divided between those that rely on hardware and those that don’t. AI features that utilize on-device processing, such as the personal data engine , really require advanced chipsets and hardware like those found on the Galaxy S25 Series with Snapdragon 8 Elite.
This feature requires powerful processing to deliver an optimal experience. In contrast, features like Circle to Search can run on older devices, as they rely more on cloud- based services that are less demanding on device performance. For more affordable devices, we continue to review user needs and provide cloud-based AI features that can be used across devices, without requiring advanced hardware. However, for deeper on-device AI experiences, such as the personal data engine , more powerful hardware is needed , such as the Galaxy S25 Series. We strive to provide the best features according to the device's capabilities and user needs.
https://news.samsung.com/id/samsung-ungkap-rahasia-di-balik-inovasi-ux-keamanan-dan-ai-di-galaxy
I do not work for Samsung or make Samsung Products but provide independent advice and valuable contributions.
