The rapid advancement of technology and artificial intelligence (AI) has led to significant transformations across various industries.
From how products are developed and innovated to how businesses approach sustainability and respond to evolving consumer expectations, the pace of change is unprecedented.
As AI becomes increasingly embedded in everyday products and services, both established and emerging players face a critical choice: adapt and lead this transformation or risk being left behind
Shafi Alam, Senior Director and Head of the Direct-to-Consumer and Corporate Marketing Division at Samsung Gulf Electronics, shares insights into how Samsung is navigating this rapidly evolving landscape.
He explains how the company is integrating AI into its ecosystem, responding to shifting consumer behaviors, and redefining its marketing and product strategies to remain ahead of the curve.
CONSUMER BEHAVIOR AND EXPECTATIONS
Alam says consumer behavior has changed significantly, not just within one specific industry, but a broad shift is observed, from the way consumers search for product information, to their shopping habits, and completing purchases.
“One of the most transformative moments in recent years was COVID-19. It drastically altered how people interact with brands, with many switching to online channels. But they didn’t stay there entirely,” Alam explains.
“What’s happening now is a blend: consumers may discover a product online, but then go offline to experience it, and ultimately choose to purchase through either channel, depending on what suits their journey.”
Alam also highlights the increasingly personalized nature of consumer behavior, citing a recent study that found 40 to 45% of consumers are active online, yet each follows a distinct and individual path.
“For companies like ours, that means we must tailor every interaction and be present wherever the customer is. That’s the key trend we’re observing right now.”
He points to the rapid growth of AI over the past 18 months as a significant shift in how people engage with information. Rather than simply searching, users now seek immediate, direct answers.
“Previously, they may have used Google or other search engines. Now, they’re turning to tools like Gemini or other generative AI platforms to get what they need. So as brands, we need to be present on those platforms, offering relevant, meaningful answers and support throughout the customer journey.”
Alam discusses Samsung’s direct-to-consumer (DTC) strategy, emphasizing its role within today’s omnichannel landscape. He notes that Samsung meets customers wherever they are—offline through branded stores and retail partners, and online via platforms like Amazon and noon, with Samsung.com as the core of its DTC approach.
The site offers detailed product information, innovation stories, and Live Commerce sessions that explain product value in a more engaging, accessible format. Customers also benefit from live expert support, personalized recommendations, and added perks like Samsung Rewards
AI AND PERSONALIZATION
Alam delves into how Samsung translates product innovation into a personalized experience for the consumer.
“We’re integrating AI into all our hardware products—meaningful devices that people use every day. And this isn’t limited to mobile phones. We’re embedding AI into home appliances, TVs, monitors, air conditioners—essentially every device we make.
Samsung televisions now feature Vision AI, which was recently launched in the region, while home appliances are powered by Bespoke AI. Refrigerators, for instance, can suggest recipes based on the available ingredients, and users can even check the contents remotely.
Through the SmartThings AI platform, users can control and optimize their entire home environment. It connects all Samsung devices, analyzes user behavior, and provides personalized recommendations to enhance comfort and efficiency.
“This is where our legacy of innovation merges with AI to create intelligent, user-centric experiences—transforming how people interact with technology in their everyday lives.”
SMART HOME EXPERIENCES
Alam notes that Smart homes have been around for many years, but were always seen as a niche—largely because of barriers like complexity and high costs.
He delves into Samsung’s SmartThings specifically, explaining that initially, it drew attention out of curiosity, especially following the launch of its AI capabilities. Now, the platform goes beyond manual input by learning user behavior and offering proactive suggestions for device control and optimization.
“With Samsung’s SmartThings, we’ve removed those barriers. Many of our flagship products, such as our TVs and appliances like the Family Hub refrigerator, come with Smart Hub built-in. If you already own one of these devices and have the SmartThings app on your phone, you’re essentially ready to build your smart home,” he states.
The tech is also not limited to Samsung products, with built-in compatibility for over 300 brands and more than 8,000 r-enabled products. It enables features like automated temperature settings, lighting adjustments, and curtain control based on usage patterns, transforming into a habit-forming, AI-driven system that personalizes the smart home experience.
“This is how we move beyond novelty. It’s no longer just a cool feature—it becomes something users rely on and get used to in their daily lives.”
AI CONCERNS
Alam delves into a glaring concern for many consumers, which is privacy, where companies must ensure that the data consumers share with their AI assistants is secure.
Samsung builds trust through enterprise-grade, military-level security embedded across its SmartThings and AI ecosystem.
“Having been in this business for a long time, we fully understand the importance of user data. The information customers share is crucial to them—and to us. That’s why security is at the core of our entire SmartThings and AI ecosystem.”
Many connected devices are protected by blockchain-enabled systems and Samsung’s proprietary Knox Vault solution, which encrypts and secures personal data across all devices.
“Not all data processing relies on external servers. A lot of our AI functionality is on-device, which means your data doesn’t always leave your hardware. This hybrid approach—combining on-device and server-based AI—allows us to offer both speed and security.”
THE SUSTAINABILITY FACTOR
Sustainability is a key part of Samsung’s strategy, especially in enhancing customer service and convenience.Samsung’s doorstep trade-in service allows customers to order a new device, have it delivered, and schedule a pickup for their old one after transferring their data, making the process seamless.
“This applies not only to phones but also to TVs and home appliances. And for older appliances that can’t be resold, we provide free recycling. Many people don’t know what to do with large outdated items—so we take care of that, too.”
Energy efficiency is critical in the region, where consumers are becoming increasingly aware of their energy consumption.
“Our devices are now AI Energy Mode-enabled, meaning they can optimize energy consumption based on user behavior. They also provide real-time insights into energy usage, broken down by device, which allows users to make informed decisions and take control of their consumption.”
THE FUTURE OF INNOVATION
Alam discusses the trends he sees shaping the future, noting that the central role in the smart home ecosystem may gradually shift from mobile phones to smart TVs or other appliances.
He talks of the likelihood of younger generations adopting this technology, noting that despite common assumptions, Gen Z is already engaging with home appliances and is expected to embrace more of the tech in the future.
“Our products are smart, AI-powered, and designed to complement their lifestyle. That makes them appealing even to younger consumers who value seamless, tech-enabled experiences.”
Looking ahead, Alam expresses enthusiasm for Samsung’s upcoming foldable launch, calling it a potential game changer in the category.
“Samsung is proud to be the pioneer of that category. We’ve seen strong year-on-year growth, and in fact, we’re expecting over 50% growth in foldables this year alone. There’s a loyalty that develops with this form factor, and we’re committed to nurturing and growing that space further.”
A year from now, he expects to have deeper insights into how consumers are using Samsung’s AI-powered devices.
“Right now, we’re still in a phase of learning and adapting. By next year, I believe our product lineup will be even more refined and personalized, based on real-world usage.”
“It won’t just be about launching cool features—it’ll be about making sure those features are truly embedded into people’s everyday lives. We’ll move past the ‘curiosity’ phase into real, habitual adoption.”
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