In a select media roundtable at Galaxy Unpacked in San Jose, California, where the company unveiled the new Galaxy S25 series, Roh spoke to Fortune India. He spoke about how the company will ensure that all AI-related data and information of users will not be used for training and advertising purposes.

This is a significant statement given a couple of developments from the world of AI. Firstly, it comes at a time when Samsung Electronics is waxing lyrical about their partnerships with Google and Qualcomm for their new S25 lineup and more. The Korean giant believes that the way forward is that of open collaboration with partners like Google for Gemini’s advanced AI capabilities and Qualcomm for a customised Snapdragon 8 Gen Elite chipset which can do a lot more when it comes to on-device processing power and camera performance. Secondly, just a few miles away from San Jose at Apple Park, Cupertino, Apple is rolling out new features to Apple Intelligence, its big AI bet which also relies partly on a partnership with OpenAI to make the magic happen.

The smartphone landscape is shifting. We're moving beyond the era of apps and fancy displays into a world dominated by artificial intelligence, where our devices anticipate our needs and interact with us in increasingly human-like ways. Samsung, with its new Galaxy S25 series, aims to be at the forefront of this transition, positioning its devices as "true AI companions." But as AI becomes more deeply integrated into our lives, a critical question arises: how can companies like Samsung balance the immense potential of AI with the paramount importance of user privacy?

Apple’s approach is a bit different though. For most on-device tasks within Apple’s ecosystem, Apple Intelligence does the job but if the prompt is a complex one, Siri can tap into ChatGPT’s expertise when helpful. This feature could also be used with visual inputs such as images, documents etc. ChatGPT is embedded into Apple’s Writing Tools as well. But, the tech giant has been very clear and transparent about what sort of privacy protections are built in for users who access ChatGPT on Apple devices — using Private Cloud Compute, user IP addresses are obscured, and OpenAI won’t store requests. ChatGPT’s data-use policies apply to users who choose to connect their accounts. While customers are still warming up to the idea of Apple Intelligence, the fine print is there for everyone to peruse and then take a call to opt in or opt-out.

That’s why, at Galaxy Unpacked, I was curious about how Samsung was addressing the elephant in the room -- the interplay between Samsung's own Galaxy AI and Google's Gemini, which in turn is deeply integrated into the operating system of S25 devices. In the spirit of openness (software and ecosystem-wise), what does this mean for the privacy and security of user data on these newly launched “AI companions”? Roh's response highlighted the delicate balancing act companies like Samsung face in this regard.

He emphasised, “We do realise that privacy comes first and that it is of the utmost importance. That is why we have embedded our privacy-first policy into the product and our various capabilities. For the AI-related data and information that is being used on the cloud, we will make sure that they will not be used for training and advertising purposes, meaning that it will be strictly limited to and used for individual purposes. We will also make sure that many more tasks can be processed on-device only, so as to quell concerns about privacy and security. For the consumers, we will make it very clear to the customers about what is on the device and what is on the cloud, so that they will also be able to make the choice between them.”

Roh's assurances are crucial because AI thrives on data, and the more personalised the experience, the more data is required. The challenge for tech companies lies in providing the rich, intuitive AI interactions users crave while simultaneously safeguarding their sensitive information. This is not just a technological challenge; it's a matter of trust and awareness. Consumers need to be convinced that their data is being handled responsibly, or they may be hesitant to fully embrace the AI-driven future that Samsung envisions.

The good news, though, is that Samsung's S24 lineup from last year was perhaps the best AI experience on a smartphone, and that was the year they announced Galaxy AI. It remains to be seen what this partnership with Google Gemini yields for the end consumer, but from what I gather from my limited time with the new S25 lineup, it is already a strong contender to become the best Android flagship of 2025. The AI? It's just the icing on the cake.