The Noida-based R&D unit has played a pivotal role across multiple advanced capabilities for Samsung, demonstrating the breadth of its contribution.

A call screening feature powered by AI can answer, transcribe, and filter calls, effectively acting as a personal assistant.

Samsung R&D Institute Noida has led in originating several features that became globally deployed, such as backup calling and direct voicemail, reflecting a strong influence from India on Samsung’s software roadmap.

An AI-powered Creative Studio tool was developed to generate and customize images from prompts, sketches, and reference visuals.

Noida’s AI-based image creation tools for Creative Studio support prompt-driven and sketch-driven generation, with multiple AI-focused IPs registered annually.

Samsung emphasizes ongoing ML/AI training for employees and operates an engineer exchange program with Korea to maintain a globally integrated team.

The Noida team contributed to Privacy Display technology to prevent onlookers from viewing a user’s screen.

SRI Noida collaborates with six Indian Institutes of Technology under MoUs and engages with top Indian startups to develop localized technology solutions.

Academic partnerships and startup collaborations in India help drive research and local service enhancements.

Direct voicemail originated from Indian consumer feedback and was piloted on the A-series before extending to the flagship S-series through collaboration between Noida and Suwon.

Backup calling uses the second SIM’s data to route calls and has become a standard feature across Samsung phones, including the Galaxy S26 series.

Privacy Display and AI-based call screening—capabilities that transcribe and filter calls—were developed by the Noida team.