Samsung Chief: How Indonesians Choose Smartphones Is Changing, AI as Important as Camera

The way people choose smartphones is changing. Whereas smartphone purchase decisions were previously determined largely by specifications such as camera quality or processor power, artificial intelligence (AI) is now assuming equal importance.

This shift is particularly evident in Indonesia. Harry Lee, President of Samsung Electronics Indonesia (SEIN), stated that user interest in AI features on smartphones has grown very rapidly over recent years. He made these remarks during an exclusive interview with Kompas.com on Wednesday, 11 March 2026.

According to Lee, this change became noticeable following Samsung’s launch of the Galaxy S24 in 2024, when Samsung introduced Galaxy AI as a core feature of its flagship phones. Since then, smartphone user behaviour in Indonesia has shifted noticeably.

“In Indonesia, our data shows a remarkable shift with AI adoption growing by 79 percent. Users have demonstrated that AI is as important as hardware,” said Lee, who has headed Samsung Indonesia since 2023.

This figure indicates that smartphone competition, particularly in the flagship segment, is no longer solely about specification numbers such as camera megapixels or processor speed. “This is no longer just about specifications you can read on paper, but rather the productivity and creativity you can experience,” explained Samsung Indonesia’s top executive.

In response to this shift, Samsung is now advancing its AI technology to the next stage, particularly through its Galaxy S26 line. Whereas previously AI on smartphones only functioned when users issued commands, Samsung now wants to create more proactive AI that assists users continuously.

“We are moving beyond application-based models towards a world of personal agents, where AI can understand user intent and assist in a more natural way,” Lee explained. Under this concept, AI on smartphones no longer merely answers questions like a chatbot. Instead, AI is designed as a digital assistant that can comprehend context and help complete various tasks.

Fundamentally, AI would not just wait for commands but could assist users more proactively. According to Lee, this represents the direction of smartphone technology development going forward.

“With the Galaxy S26, we want to bring technology to the next stage, where devices do not just receive commands but truly help users achieve their goals,” said Lee.