Samsung Explores Vibe Coding for Future Galaxy Phones

As Samsung continues to integrate artificial intelligence (AI) into its Galaxy smartphone experience, the company is evaluating the potential of “vibe coding” as a way to allow users greater customization of their devices. This exploration comes as Samsung positions its latest devices, like the Galaxy S26 series, as “AI phones” rather than traditional smartphones.

What is Vibe Coding?

Vibe coding is a relatively new trend that empowers users with limited or no coding knowledge to create personalized digital experiences. It leverages AI models to generate custom applications and user interface (UI) elements, offering a pathway to tailor technology to individual needs without requiring traditional programming skills. TechRadar reports that Samsung sees the appeal of allowing users to customize both apps and the overall user experience (UX).

Samsung’s Perspective

Won-Joon Choi, Samsung’s head of mobile experience, stated the company is “looking into” vibe coding, recognizing its potential to “customise your smartphone experience in new ways, not just your apps but your UX.” This vision includes enabling users to “adjust their favorite apps or make something customized to their needs” with the assistance of AI.

AI-Focused Developments at Samsung

Samsung’s recent Galaxy S26 series launch highlighted a shift towards AI-driven features. Upgrades focused on AI software, including new tools like Now Nudge and an expanded Audio Eraser, alongside a 39% improvement in the Neural Processing Unit (NPU) – the processor responsible for on-device AI tasks. The company is also integrating AI models like Perplexity as alternatives to existing assistants, signaling a broader commitment to AI-powered personalization.

The Rise of AI-Assisted Development

The interest in vibe coding aligns with a broader trend of AI tools assisting both novice and professional developers. Google is now recommending specific AI models to aid in Android app development, further demonstrating the growing role of AI in the software creation process.

Recent Leadership Changes at Samsung

Samsung has recently undergone leadership changes within its mobile division. In March 2025, Choi Won-joon was promoted to president of the Mobile eXperience (MX) Division, following his success in advancing AI smartphone technology since December 2022. Chosun reports that Choi worked closely with TM Roh, the former president, to push forward AI smartphone technology. TM Roh has transitioned to the role of Acting Head of the Device eXperience (DX) Division, while Won-joon Choi also became the Chief Operating Officer (COO) of the MX Business. Samsung Newsroom

Choi’s promotion comes after his work on the successful Samsung Galaxy S24 and S25 series smartphones. SammyFans also notes that Choi confirmed the Galaxy S26 series will not include MagSafe-style magnets, continuing the current approach of requiring specific cases for enhanced charging features.