Australian Samsung users with a Galaxy S Ultra or Galaxy Z Fold series phone are the most likely to use AI features, according to Samsung Australia's Head of Mobile, Eric Chou.
Speaking to WhistleOut at the local launch for the Galaxy S25 series, Chou said 80% of Australians who own a Samsung device with Galaxy AI use it at least once per month, but usage varied by model.
"What's interesting is that the more premium the device - for example, the Ultra, the Fold - the higher the AI usage," said Chou. "[With] the FE, which also has some of the AI features being cascaded, the usage is lower".
Similarly, Chou noted that Galaxy S series owners use Galaxy AI more than Galaxy A series owners.
While Chou says the Fold continues to increase in popularity in Australia, he described Ultra users as Samsung's most loyal customers.
"[Ultra] has the highest loyalty and also the shortest refresh rate," said Chou. "Customers who already have an Ultra tend to have a refresh rate of less than two years. They continue to come back because they are demanding the latest and best from Samsung."
Chou also said potential buyers who experience Galaxy AI in a store are more likely to consider buying a Samsung phone.
"In any of the stores where there are Galaxy AI is being demonstrated, people who have actually seen the AI being demonstrated have a vast improvement in their sort of consideration and purchase intent."
If you're thinking about picking up a Galaxy S25, compare the cheapest plans for each model below. We're looking at 512GB variants, as they're currently available for the same price as 256GB models.
These are the most popular NBN 50 plans with WhistleOut users this week:
Alex Choros
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