Samsung and e& UAE Forge AI-Driven Digital Transformation Partnership

Samsung Gulf Electronics has signed a groundbreaking Memorandum of Understanding (MoU) with e& UAE, the telecom arm of global technology group e&, at The Mobile World Congress in Barcelona, Spain. This collaboration sets the stage for a strategic partnership focused on leveraging artificial intelligence (AI) to improve customer experiences and drive digital transformation across the UAE.

The agreement will foster several initiatives, including AI-powered connectivity solutions, exclusive device launches, advanced eSIM capabilities, and integrated smart home experiences. Both companies aim to cement their commitment to technological innovation in the region through these efforts.

DooHee Lee, President of Samsung Gulf Electronics, remarked, “This strategic alliance marks a major step in transforming how customers interact with technology daily. By combining Samsung’s device innovation with e& UAE’s seamless connectivity, we’re creating a powerful ecosystem that delivers unparalleled value to consumers across the UAE.”

Khaled ElKhouly, CCO of e& UAE, added, “Our collaboration with Samsung underscores our shared commitment to delivering world-class digital experiences. As an AI-powered telco, we’re combining Samsung’s advanced devices with our connectivity solutions to create an ecosystem that will set new standards for smart living, connectivity, and entertainment in the region.”

Key initiatives in the collaboration include the development of next-generation AI-powered connectivity solutions tailored for Samsung devices, enhanced with integrated AI applications. Customers will benefit from innovative value-added services such as Smile and Go Learning, as well as full integration of Samsung Care+ across all device categories. Additionally, the eSIM experience will be streamlined with new number transfer functionality and push notifications, simplifying the migration process between devices.