Samsung’s festive push will focus on consumer-first approach, ecosystem growth, and more

Samsung has just launched its next-generation devices at the Galaxy Event 2025. The new devices are Galaxy S25FE, Galaxy Buds 3FE and the flagship Galaxy Tab S11 series tablets. Now, the entire range of new devices comes ahead of the festival season and during the launch event, I got a change to speak to Aditya Babbar, Vice President, MX Business, Samsung India regarding the new products, company’s approach towards the entire ‘FE’ devices along the company’s strategy during to the upcoming festival season and how the company is planning to make the devices more accessible and affordable.  Speaking to Moneycontrol, Babbar highlighted that Samsung is placing its AI-first strategy at the center of its product portfolio, with a strong focus on consumer empowerment, accessibility, and ecosystem growth. He also mentioned that the company is aligning Galaxy AI with real-world needs while ensuring affordability during the upcoming festive season.

MC Tech Desk

September 10, 2025 / 21:57 IST

Samsung

Galaxy AI across devicesBabbar explained that Galaxy AI is not limited to smartphones but extends to tablets, wearables, and audio devices. The objective is to make AI part of everyday interactions, including communication, creativity, and gaming. He stressed that on-device AI plays a critical role by safeguarding user privacy and functioning without reliance on cloud connectivity. Partnership with GoogleSamsung continues to work with Google to bring AI-driven features like Circle to Search and Gemini integration. Babbar said these collaborations help expand cloud-based capabilities, while Samsung’s own focus remains on building powerful offline AI solutions to keep user control intact. Consumer-first designWhen asked about usability, Babbar said Galaxy AI features are designed to remain simple and accessible. He cited practical examples such as call translation, voice transcription, and photo editing—capabilities that enhance daily use cases without complicating the experience. “Consumers want technology that makes life easier, not harder,” he said, noting that Galaxy AI is embedded naturally in consumer journeys. Educating consumersSamsung is also prioritizing education around AI adoption. More than 20,000 retail outlets across India are equipped with Wi-Fi-enabled demo zones where consumers can experience Galaxy AI. The company has introduced a four-star symbol on devices and interfaces, helping consumers identify when AI can be activated. Babbar said this is particularly relevant in tier two and tier three markets where awareness is still growing. Festive accessibilityWith the festive season approaching, Samsung is focusing on making its products more accessible through affordability schemes. Babbar pointed to long-tenure EMIs, zero-down payment options, and bundled offers as key enablers for consumers to upgrade to premium Galaxy devices. “This season is not only about celebration but also about making technology more inclusive and reachable,” he said. He emphasized that Samsung’s aim is to democratize AI-powered features rather than restrict them to select devices or consumer groups.Ecosystem growthBabbar also underscored the importance of the wider Galaxy ecosystem. By ensuring seamless integration between smartphones, tablets, wearables, and audio products, Samsung hopes to create an environment where consumers can fully utilize AI-driven workflows. The company sees AI as a way to unify the ecosystem and deliver continuity across devices

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