Samsung pushes AI expansion to reach 400 million users by 2025

In September 2025, Samsung announced its strategy to expand its Galaxy AI user base to 400 million by the end of 2025. In recent discussions, Annika Bizon, Samsung UK's VP of Product and Marketing, highlighted the significant role artificial intelligence is playing in mobile technology, noting that over 200 million users currently engage with their Samsung Galaxy AI ecosystem. Furthermore, market research indicates that 910 million units of GenAI-capable smartphones are projected to ship by 2028. The discussions took place amid the unveiling of the new Galaxy S25 FE and Galaxy Tab S11 series, which focus on enhancing user experience through AI capabilities. Ewan Spence and Kadesh Beckford from Samsung also contributed insights emphasizing the advancements in hardware that support the enhanced AI experiences. The Galaxy Tab S11 Ultra, released alongside the Galaxy S25 FE, was noted for its impressive display and attributes that bridge the gap between traditional laptops and smartphones. With a notable 1600 nits display, the Tab S11 promises a high-quality viewing experience for both work and entertainment. Samsung's commitment to producing devices that offer the functionality of a laptop in a portable format is evident in their current product lineup. This innovative approach not only caters to user convenience but also aims to invigorate the tablet market, which has seen a year-on-year growth of 4.2%. As more consumers transition to using AI-enhanced devices, the importance of accessible technology becomes clear. The marketing strategy centers around showcasing the tangible benefits of AI, particularly for content creators who can make use of features such as the 12-megapixel front camera equipped with AI capabilities. Both Bizon and Beckford highlighted how the thinning design of the Galaxy S25 FE, paired with enhanced battery life and charging speed, is part of Samsung's design evolution to meet consumer preferences for sleek, effective devices. This push toward more mobile-oriented AI applications aims to foster a larger community of Galaxy users while driving revenue immediately through these flagship products. Moreover, the competitive landscape of smartphones and tablets emphasizes the necessity of aesthetically pleasing hardware designs alongside functional capabilities. Samsung's diverse range of Galaxy products is tailored to entice consumers seeking modern technology solutions, integrating AI to advance user interactivity and experience. As the tech industry evolves, the success of Samsung’s strategy could serve as a blueprint for fostering user engagement in an increasingly crowded mobile market.