Samsung names no na as youngest Team Galaxy ambassadors amid AI push

Samsung Electronics Indonesia has officially welcomed Indonesian girl group no na as the youngest members of Team Galaxy, signalling the tech brand’s continued push into youth-centric marketing and AI-integrated storytelling.

The appointment was made at Samsung’s high-profile event, The First Galaxy AI Live Creation, held on 30 July at Spike AirDome, Jakarta. The launch introduced the Galaxy Z Fold7, Z Flip7, and the Galaxy Watch8 Series to the Indonesian market, but it was the cultural positioning - anchored by no na and a suite of homegrown creators - that underscored Samsung’s ambitions beyond product innovation.

“We’re proud to be part of Team Galaxy Samsung Indonesia. The first time we used the Galaxy Z Fold7 and Z Flip7, it instantly clicked - they’re light in the hand and powerful for everything we do,” said no na in a release. “Most importantly, both devices truly fit our lifestyles and personalities, both as individuals and as members of no na, with our unique, expressive characters and our love for looking catchy yet simple.”

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Backed by 88rising, no na is Indonesia’s first girl group to actively pursue the international stage. They debuted earlier this year with the single “Shoot”, quickly gaining attention among young listeners for their blend of ‘80s-inspired sounds, eye-catching visuals, and distinctly local flair.

Their inclusion reflects Samsung’s growing reliance on creative figures to narrate its AI evolution. As the line between lifestyle and technology blurs, brands are increasingly framing their devices as enablers of self-expression rather than just tools.

This time, the narrative was told through the lens of a ‘live creation’ experiment, bringing together musicians, actors, and entrepreneurs - all of whom integrated Galaxy AI and Gemini AI into their artistic and professional processes. Among the Team Galaxy participants were Reza Rahadian, Yura Yunita, Ariel Tatum, Arief Muhammad, Prilly Latuconsina, and Vidi Aldiano, each showcasing how Samsung’s hybrid AI is becoming a collaborator in daily life.

“Galaxy Z Fold7 makes the creative process independent, spontaneous, and honest. This’s how I unfold the power,” said Indonesian actor and director Reza Rahadian, who used the foldable to write poetry and develop the visual direction for his latest work.

Singer Yura Yunita highlighted the collaborative spark triggered by Gemini AI. “By discussing with Gemini Live, that inspiration turned into the idea for a song lyric, choreography, and stage concept. From this process, the theme for The First Galaxy AI Live Creation was born,” she explained.

That interplay between creativity and AI was consistent across Team Galaxy’s testimonials. From Vidi Aldiano’s fitness planning on the Galaxy Z Flip7’s FlexWindow to Ariel Tatum’s use of Gemini AI for outfit curation and screen sharing, Samsung painted a picture of AI as both muse and manager.

The company’s top brass leaned into this positioning during the event. “This smartphone doesn’t just showcase what we can do with it - it reveals what we truly need… becoming part of its user’s lifestyle,” said Harry Lee, president of Samsung Electronics Indonesia. “With hybrid AI integrated into this foldable phone… it helps us create, lead, and build new opportunities for the future.”

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