"Premium" device owners are the biggest users of Galaxy AI

Alex Choros - Managing Editor + Group Telco Editor

Last updated 04 February 2025

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.

$58 Small Plan

65GB data
Vodafone 5G Network in selected areas with 5G devices
36 mths device payments
Deal: Save $600 on this device when you stay connected for 36mths + Incl. $13/mth off plan fees for first 12 months. T&Cs apply

$72.74/mth

Min. cost $1,643.76

Out of stock

$72.74/mth

(plan + phone)

Min. cost $1,643.76

Out of stock

$84 Essential Upfront Mobile Plan

180GB data
Telstra 5G Network in selected areas with 5G devices
36 mths device payments
Deal: Get $10 off for first 12 months on new Upfront Essential Mobile Plan. New services only. Ends 05.10.26

$118.41/mth

Min. cost $1,672.76

Link not supplied

$118.41/mth

(plan + phone)

Min. cost $1,672.76

Link not supplied

#1	Vodafone	Vodafone $58 Small Plan 65GB data Vodafone 5G Network in selected areas with 5G devices 36 mths device payments Deal: Save $700 on this device when you stay connected for 36mths + Incl. $13/mth off plan fees for first 12 months. T&Cs apply $78.30/mth Min. cost $1,944 Out of stock	$78.30/mth (plan + phone) Min. cost $1,944	Out of stock
#2	Optus	Optus $60 Optus Choice Plus Plan 100GB data Optus 5G in selected areas (exc NT) with a 5G device 36 mths device payments Deal: $39/mth and 100GB/mth for first 12 months, then 60GB/mth and $60/mth or as notified. New services. Ends 12.11.26. Terms apply. $91.74/mth Min. cost $1,937.64 Out of stock	$91.74/mth (plan + phone) Min. cost $1,937.64	Out of stock

$58 Small Plan

65GB data
Vodafone 5G Network in selected areas with 5G devices
36 mths device payments
Deal: Save $800 on this device when you stay connected for 36mths + Incl. $13/mth off plan fees for first 12 months. T&Cs apply

$88.02/mth

Min. cost $2,394

Out of Stock

$88.02/mth

(plan + phone)

Min. cost $2,394

Out of Stock

$60 Optus Choice Plus Plan

100GB data
Optus 5G in selected areas (exc NT) with a 5G device
36 mths device payments
Deal: $39/mth and 100GB/mth for first 12 months, then 60GB/mth and $60/mth or as notified. New services. Ends 12.11.26. Terms apply.

$104.24/mth

Min. cost $2,387.64

Go to Site

$104.24/mth

(plan + phone)

Min. cost $2,387.64

Go to Site

$84 Essential Upfront Mobile Plan

180GB data
Telstra 5G Network in selected areas with 5G devices
36 mths device payments
Deal: Get $10 off for first 12 months on new Upfront Essential Mobile Plan. New services only. Ends 05.10.26

$139.25/mth

Min. cost $2,423

Link not supplied

$139.25/mth

(plan + phone)

Min. cost $2,423

Link not supplied

Looking for a new NBN plan?

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Alex Choros

Managing Editor + Group Telco Editor | X | Instagram | Threads | LinkedIn

Alex Choros is the Managing Editor of WhistleOut Australia and an award-winning journalist. He's been writing about consumer technology for over a decade and is an expert on the Australian telco sector, to the point where he knows far too many phone and internet plans by heart. In addition to leading the WhistleOut editorial team, Alex is responsible for ruining the office Sonos with his troubled taste in music.

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