Levis Ryan Macharia of Samsung explains how localized data from Nairobi informs global engineering in Suwon.
As artificial intelligence becomes embedded in everyday devices, the question is no longer whether consumers need AI but whether AI truly understands consumers.
In this conversation, Techfolio speaks with Levis Ryan Macharia, Digital Marketing Manager at Samsung Electronics East Africa, who oversees digital strategy across 13 markets. Ryan unpacks how Samsung approaches AI innovation from a human-first perspective, how consumer feedback travels from Nairobi to Suwon, and why data privacy remains central to product evolution.
Before launching AI-powered features in this market, what informs your strategy? How do you determine whether consumers actually need this innovation?
Our engineering and R&D are 100% grounded in consumer feedback. We don’t innovate in isolation. Every feature we develop is informed by how users are interacting with their devices what they use most, where they spend time, and what enhances their experience.
We collect insights in multiple ways. One major platform is Samsung Members, which allows us to build a direct community with Galaxy users. Beyond troubleshooting and accessing offers, it serves as a feedback engine. We’re preparing to roll out a broader Samsung Members community across Africa building on the success we’ve already seen in South Africa.
This community gives us real-time insight into what consumers value. That feedback doesn’t stay local it feeds directly back to our global headquarters in Suwon, influencing future feature development and product narratives.
When we talk about AI specifically, is there localized data that substantiates demand in markets like Kenya or East Africa? Or are case studies primarily global?
It’s important to clarify that while our innovations are global, our insights are deeply local.
We carefully analyze device usage patterns for example, which AI-powered tools are activated most frequently, which services users engage with, and how features improve productivity or creativity. However, due to strict data privacy standards, we cannot publicly share granular analytics.
When users accept terms and conditions on their devices, we take that trust seriously. Data is anonymized, aggregated, and handled responsibly. What I can confidently say is that every feature launched under Galaxy AI is based on real usage behavior, not assumptions.
Our innovation is human-first. If users in Nairobi, Kampala, or Dar es Salaam are leaning into certain functionalities — whether translation tools, photography enhancements, or productivity features — that signals direction for development.
Some consumers feel products are developed globally and simply distributed locally. How do you respond to that perception?
That’s a fair question and one we actively work to address.
While device architecture is global, consumer experience is highly contextual. Feedback from East Africa directly influences how features are refined and communicated in our markets. It also informs how we position those features in storytelling and marketing.
Innovation today isn’t about building technology for its own sake. It’s about solving real problems. If a feature doesn’t enhance daily life, productivity, creativity, or communication, it doesn’t last.
We pride ourselves on being pioneers, yes but pioneers with purpose. Innovation must reflect what people are asking for, or what they are naturally gravitating toward in their usage behavior.
So ultimately, does the consumer drive innovation?
Absolutely.
Every new feature we launch is rooted in how our audience interacts with their devices. If something is widely adopted, that signals value. If something isn’t, we rethink it.
AI, in our case, isn’t abstract. It’s embedded in everyday actions smarter photography, easier communication, enhanced productivity. These developments come from observing real human behavior.
Innovation should feel intuitive. And that only happens when you listen first.
