Majority of Filipinos believe AI enhances creativity and efficiency for communication, Samsung PH study shows 

6 in 10 Filipinos are inclined to purchase a smartphone and home appliances with AI features

Samsung has been at the forefront of AI innovation since the introduction of Galaxy AI and continues to lead with the launch of the Galaxy S25 series this January, empowering users with smarter and more intuitive experiences.

A recent consumer and market insights study by Samsung Electronics, which surveyed over 2600 consumers in Southeast Asia, found that Filipinos are motivated to purchase smartphones and digital home appliances with AI features, driven by a strong enthusiasm for technology that drives convenience and efficiency in daily life.

Filipinos on AI usage

Filipino consumers generally have a positive outlook on AI, appreciating its potential to boost efficiency and drive innovation. Filipinos use AI mainly for writing, language translation, and problem-solving, underscoring a focus on effective communication and productivity booster for school and office work.

The study found that 44% of PH users utilize AI for writing versus 32% for the rest of SEA, while 42% of PH consumers also use it for language translation and 39% for problem solving, which are also higher than the other SEA countries. Filipinos also use AI for creative tasks like music composition, graphic design, photography/videography, and cooking inspiration. 

Creativity and experience is a common AI activity theme among Filipinos with 48% using it for photo editing and 42% for both entertainment and new idea generation. The focus on quickly finding information is also important to Filipinos with 41% using AI for this purpose.

Specific to AI features on their mobile phones, users in the Philippines are likewise drawn to those that enhance productivity and creativity, including improved search, AI-assisted photo editing (such as removal of unwanted elements) and summarizing articles. These preferences highlight a demand for tools that simplify tasks and enrich the overall mobile experience. 

The Galaxy S25 series continues to cater to Filipinos’ growing interest in AI with its suite of Galaxy AI features designed for both productivity and creativity. It also features multimodal AI agents that interpret text, speech, images, and videos for intuitive interactions. 

For smarter and more efficient workflows, the improved Circle to Search enables quick searches, including music identification and translation, while seamless action across apps enhances multitasking. AI Select suggests relevant functions to streamline tasks, Browsing Assist and Notes Assist simplify research and organization, and Now Brief delivers concise summaries to keep users informed instantly. 

Meanwhile, for creative pursuits, Portrait Studio and Drawing Assist empower users to produce stunning visuals with ease.

Highlighting the growing relevance and familiarity of AI for Filipinos, 2 in 3 Filipinos are motivated to purchase smartphones and digital home appliances with AI features, driven by a strong enthusiasm for tech that enhances convenience and efficiency in daily life.

“Early this year, we unveiled in CES our focus of making AI an ‘Everyday, Everywhere’ experience, enabling people to experience a more personal and empowering world through our connected home appliances. And very recently, we also launched the Galaxy S25 series, which sets a new standard as a true AI companion with our most natural and context-aware mobile experience yet. All these reinforces Samsung’s leadership in the AI field and our commitment to making the benefits of AI more accessible to Filipinos,” shared Jun Guevara, Head of Mobile Experience, Samsung Electronics Philippines.

Supporting the Galaxy S25 series’ robust AI features is the Snapdragon® 8 Elite chipset for notable advancements in AI processing, graphics rendering, and gaming performance making these phones your true AI companion. 

Interested users can purchase the Galaxy S25 series now and save up to Php 8,000 when they trade in their old device until March 31, 2025. To learn more and purchase the Galaxy S25 series, one can go visit any Samsung Experience Store and authorized stores, or go to https://www.samsung.com/ph/smartphones/galaxy-s25-ultra/buy/.

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