Foldables + AI = Future: Samsung India Chief JB Park Talks Innovation and Edge Over Rivals

In the ever-evolving world of smartphone innovation, Samsung remains committed to staying not just ahead, but ahead with purpose. Leading this charge in India is JB Park, President and CEO of Samsung Southwest Asia, who has been vocal about the company’s ambitions—especially in the foldable phone segment. Speaking on the sidelines of the latest Galaxy Unpacked event, Park offered a glimpse into Samsung’s evolving strategy, where big screens, artificial intelligence, and bold design are central pillars.

Samsung’s Foldables: Not Just a Trend, But a Long-Term Bet

Samsung has been the pioneer in the foldable phone segment, launching its first Galaxy Fold in 2019. Over the years, the foldable portfolio has evolved significantly—technologically and commercially. With the Galaxy Z Fold6 and Z Flip6, launched recently, Park says Samsung has moved well beyond experimentation into a zone of confident innovation.

“The perception has shifted. Foldables aren’t just flashy gadgets anymore; they’re becoming mainstream,” Park says. “This year, we expect foldables to contribute a major share to our premium smartphone sales in India.”

AI as the Game-Changer

Foldables are only one half of the story. The other half—and perhaps the more transformative element—is artificial intelligence. Samsung’s latest foldables are equipped with Galaxy AI, a suite of intelligent features designed to enhance productivity, communication, creativity, and personalization.

“Anything bigger on screen, with AI, I think we have a better story or advantage,” Park says, emphasizing that the combination of screen real estate and smart capabilities is where Samsung sees its strategic edge. For instance, using AI on the Galaxy Z Fold’s large inner screen to transcribe notes, summarize documents, or run live translations while multitasking—these are features Park believes truly differentiate Samsung in the AI phone race.

India’s Appetite for Innovation

India remains a critical market for Samsung—not just for sales, but for product development and testing. The company’s R&D centers in Noida and Bengaluru play a key role in building and refining AI experiences tailored for Indian users.

“India has evolved from being a price-sensitive market to a value-sensitive market,” Park explains. “Indian consumers today are more willing to invest in innovation as long as it adds real value to their lives—be it camera, battery life, or intelligent experiences.”

Samsung’s recent data shows that premium and ultra-premium smartphones are seeing double-digit growth in India, and foldables form a crucial chunk of this growth trajectory. Park is optimistic that this trend will only accelerate with the rising digital lifestyle of Indian consumers.

Foldables vs. Flat Screens: The Differentiator

A large part of Samsung’s strategy rests on redefining what a smartphone can be. While rivals continue to release powerful bar-shaped phones, Park believes the future lies in versatile form factors.

“Flat phones have plateaued in terms of experience. Foldables bring in that ‘wow’ factor while delivering utility,” he asserts.

With the Galaxy Z Fold6, for example, users can view presentations, write notes with the S Pen, and run multiple apps simultaneously on a 7.6-inch screen—all while folding the phone to fit in their pockets. The Flip6, on the other hand, appeals to the style-conscious demographic with a compact fold and personalized outer screen widgets.

AI That Listens, Learns, and Adapts

Beyond productivity, Samsung’s AI is increasingly integrated into everyday interactions. Features like Live Translate, Chat Assist, and Transcript Assist are making their way into Samsung’s One UI, customized for foldable usability.

Park points out that their AI works on-device as well, meaning faster response times and enhanced privacy—a critical issue in today’s data-driven world. “We are giving users the power of AI without compromising their data,” he adds.

Moreover, the AI experience is deeply integrated across Samsung’s ecosystem, including wearables, TVs, and appliances, giving users a seamless digital lifestyle.

Challenges and Competitors

While Samsung may have the early-mover advantage in foldables, competition is heating up. Chinese brands like Huawei, Oppo, and OnePlus have introduced foldable models, often at more aggressive price points.

But Park remains confident. “We don’t chase trends—we build them. Foldables are the culmination of years of R&D, durability testing, and user feedback. Our advantage is maturity and scale.”

He also noted Samsung’s unparalleled vertical integration—ranging from chipset design to AMOLED displays and batteries—as another reason why competitors have a steep hill to climb.

Retail and After-Sales Experience

One area where Samsung is doubling down in India is retail engagement. Park acknowledges that foldables are still a tactile experience—users want to touch and try before buying. Samsung has scaled up its experience zones and premium stores to let customers explore foldables firsthand.

“Once they hold it, they want it,” he smiles. “That tactile ‘flip’ or ‘unfold’ moment is where we win hearts.”

Samsung has also introduced upgraded care packages, free screen replacements, and buyback schemes to make the ownership journey smoother—addressing one of the biggest concerns around foldables: durability and cost of repair.

What’s Next: AI-First Future

Looking ahead, JB Park hints that Samsung will lean even more into AI—not just as a feature but as a foundation. Future devices, he suggests, could be designed with AI as the starting point: how users speak, type, search, shop, and even shoot photos will evolve in the AI era.

“AI will define what’s possible. And with bigger screens, better performance, and an ecosystem-first approach, we’re best positioned to lead,” he concludes.

 A Foldable, AI-Powered Future

Samsung’s vision for smartphones isn’t limited to what fits in your pocket—it’s about what fits into your evolving life. With JB Park at the helm in India, the company is crafting a narrative where hardware elegance meets AI intelligence. In a market as dynamic as India, foldables with AI might just be the next big leap—and Samsung, it seems, is ready to take it.