Samsung has redefined its identity in East Africa, positioning itself not just as a smartphone manufacturer but as a pioneer of AI-driven experiences designed to solve real-world challenges, according to Ryan Mule, Product Manager, Mobile Experience Division at Samsung Electronics East Africa.
Speaking on the brand’s evolution in 2026, Mule said Samsung’s approach is anchored on what it calls “Meaningful Innovation,” with a strong focus on making advanced technology practical and accessible. From students in Nairobi using Galaxy AI to translate academic research to businesses in Dar es Salaam securing sensitive data, Samsung sees itself as the link between human potential and the region’s digital future.
The company says the mobile industry has moved beyond the era of “smart” devices into a phase where smartphones function as AI platforms. This shift has transformed devices from reactive tools into proactive companions. Samsung has increasingly shifted AI processing from the cloud onto the device itself, enabling smartphones to understand context in real time. This, Mule noted, enhances everyday use cases such as photography that adapts instantly to unique environments, as well as workplace applications like AI-generated meeting summaries that free teams to focus on strategy rather than administration.
Central to Samsung’s strategy in the region is the “democratization of AI.” Mule explained that this means ensuring AI is not limited to premium devices or niche users. By integrating custom Neural Processing Units (NPUs) across its lineup, including mid-range models, Samsung is enabling advanced AI tasks without performance compromise. Features such as Circle to Search, Live Translate and Transcript Assist are now available across the Galaxy A, Z and S series, expanding access to AI tools that support cross-border trade, productivity and everyday information needs.
For businesses, Samsung says its AI platform is increasingly becoming a digital assistant that enhances operational efficiency. Through Galaxy AI, enterprises can benefit from real-time translation for international collaboration, automated workflows that learn user behavior, and intelligent performance and battery optimization. Creative teams are also able to produce and edit professional-quality content on the move, reducing dependence on costly external hardware and supporting more agile operations.
As AI adoption grows, Samsung has emphasized security as a core pillar of its ecosystem. Mule said Samsung Knox, the company’s military-grade security platform, protects data from the hardware chip level through to the cloud. With a strong focus on on-device AI processing, sensitive information remains on the user’s device. This is reinforced by Knox Matrix, which creates a trusted network across Samsung devices, and a Privacy Dashboard that gives users full visibility and control over how their data is used.
Looking ahead, Samsung envisions the smartphone evolving into a proactive life companion. Future devices, Mule said, will anticipate user needs by understanding context, such as managing notifications during high-pressure meetings or automatically summarizing missed communications. The smartphone is expected to become the central hub connecting work, home and personal health through a single intelligent interface.
As anticipation builds, Samsung has confirmed that East African consumers can expect major announcements in the first quarter of the year. Mule revealed that the company is preparing for its next Galaxy Unpacked event in February, where it will unveil the next evolution of the Galaxy S-series. He said the upcoming launch will further push the boundaries of on-device AI, with enhanced privacy features, increased processing power for creators and a design that reflects the intelligence of the software within.
“It’s not just a new phone,” Mule said. “It’s the next chapter of the AI revolution, and it starts here.”
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