Samsung Electronics - University of London: "AI Frequent Use Doubled in Half a Year"

Galaxy AI Briefing Held in San Jose, US
Samsung and University College London: "Frequent AI Usage Rises from 16% to 27%"
Vice President Kim Junghyun of Samsung Highlights Integrated AI Platform

Research conducted by Samsung Electronics and University College London revealed that the number of people who regularly use artificial intelligence (AI) has nearly doubled in the past six months.

On the 23rd (local time), Kim Jeong-hyun, Vice President and Head of the CX Office of Samsung Electronics' MX Division, is presenting at the 'Galaxy AI Briefing' held in San Jose, California, USA. Photo by Samsung Electronics

At the Galaxy AI briefing held on the 23rd (local time) in San Jose, California, Kim Jung-hyun, Vice President and Head of the CX Office at Samsung Electronics MX Division, stated, "Since last July, the number of people who frequently use AI has approximately doubled."

According to the research by Samsung Electronics and the Goldsmiths Business Research Institute at University College London, the proportion of users who frequently use mobile AI reached 27% this month, nearly double the 16% recorded six months ago in July. The study was conducted across 10 countries, including South Korea and the United States.

In South Korea, user acceptance of mobile AI exceeded the overall average. The primary purpose of AI usage was productivity enhancement at 52%, followed by creativity improvement (42%) and communication skills enhancement (41%).

The reasons for feeling distant from AI adoption included ▲lack of AI functions suited to one's daily life (56%) ▲complex usage methods (85%) ▲concerns about personal information leakage (90%).

Vice President Kim referred to the research results, saying, "We are developing AI based on consumer demand." He emphasized that Samsung Electronics is pursuing four key elements: △multimodal AI agents (AI assistants capable of processing various types of information) △integrated AI platforms △personalized AI △security.

He particularly stressed the importance of the integrated AI platform. The goal is to create a foundation where AI functions across the entire mobile activity spectrum, not limited to AI used within individual apps.

On the 21st (local time), at the Galaxy Unpacked 2025 pre-briefing held in San Jose, California, USA, a Samsung Electronics official demonstrated AI features using the Galaxy S25 Ultra. The Samsung Electronics official took a photo of a menu in French, uploaded it to Gemini, and requested recommendations for three dishes under $50. Photo by Seoyul Hwang chestnut@

Vice President Kim cited the AI features of the 'Galaxy S25,' unveiled at this Unpacked event, as an example. He explained, "Samsung Electronics' new AI structure handles multiple apps simultaneously. For instance, when looking at a menu in French and saying, 'Translate this, summarize it, and recommend options within $50,' previously, translation and summarization had to be done in separate apps, but under the integrated platform, all these tasks can be handled at once."

He also shared his outlook on the era of AI phones beyond smartphones. Kim said, "Just as there was a quantum leap in technology when moving from feature phones to smartphones, the same will happen this time."

However, he added that since we are currently at a stage where hurdles must be overcome to transition to AI phones, cooperation among various stakeholders in terms of hardware and platforms is necessary. Kim stated, "Leaders understand that they must invest manpower and resources to drive change, and Samsung Electronics is preparing proactively." He continued, "In the AI phone era, the way smartphones are used will change, and consumers' efficiency and productivity will increase. That time will come soon."