Mumbai: Samsung’s Research & Development centre in Noida (SRI-Noida) has made significant contribution in the development of AI features for the Galaxy S26 series, Samsung’s flagship smartphone launched earlier this year.
“We started working on AI around three years ago. For Galaxy S26, we developed the Now Nudge and Now Brief features in close collaboration with the Suwon R&D office in South Korea,” said Kyungyun Roo, Managing Director of SRI-Noida.
Now Nudge provides proactive and relevant context-aware suggestions, while Now Brief surfaces timely reminders for important events. Some of the other AI features co-developed by SRI-Noida engineers for the Galaxy S26 series smartphone are Creative Studio, Call Screening and Direct Voicemail.
Creative Studio helps users create images, transform photos, design stickers, and make wallpapers on the S26 series, while Call Screening is like a personal assistant – AI can answer, transcribe and filter calls.
“The Direct Voicemail feature was developed basis feedback from Indian customers. We developed it for the Galaxy A series first and this year, it debuted on the flagship Galaxy S26 series also,” Roo said.
Established in 2007, SRI-Noida’s key focus areas include AI, technical development and service development related to smartphones, tablets and wearables. Roo said the opinion and feedback of Indian consumers are important and play a meaningful role in the development of new features, such as the Privacy Display that debuted on the Galaxy S26 Ultra and has become immensely popular since then.
“In India, many OTPs come, and the traditional film used on top of the display blocks all the things. But our new Privacy Display only enables the notification area so it is quite beneficial for Indian users. I live in India, and so many OTPs come, and the OTPs are filtered well,” Roo said.
Learning and development is a priority for all SRI-Noida employees, who have been trained in Machine Learning and AI, thanks to a tie-up with top IITs.
“We also have an engineer exchange programme with South Korea through which some of our engineers go there and some of the South Korean engineers come here. We collaborate closely as a global one team,” Roo added.
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