EE and Samsung have begun offering free artificial intelligence training sessions for consumers at the EE Studio in Westfield White City, London. The initiative, which started this week, is designed to demonstrate practical uses of AI features on Samsung’s latest smartphones. This program addresses research indicating that only 28 percent of people feel confident using AI in their daily lives.
Anyone who attends one of the sessions will receive a voucher worth £100. This voucher is valid for technology purchases of £150 or more through EE’s online store.
Program Structure and Content
The training sessions are conducted in small groups, hosted by Samsung product specialists. They focus on the Galaxy AI capabilities available on the recently released Samsung Galaxy S26 Ultra smartphone. Each session lasts approximately 20 minutes and can accommodate up to eight participants, allowing for hands-on guidance.
The masterclasses cover how AI can be applied to common smartphone tasks. These include enhancing photography, organizing notes, translating languages in real time, and refining online searches. A portion of the training is also dedicated to online safety practices when using AI-powered tools and applications.
Official Statements on the Initiative
Asif Aziz, Retail Director at EE, stated the program aims to bridge a knowledge gap. “AI is already being used every day by many customers, while others have yet to try it,” Aziz said. “These masterclasses are designed to show people how to use Galaxy AI and get the most out of the Samsung S26 Ultra.”
Annika Bizon, Vice President of Product and Marketing for Mobile Experience at Samsung UK and Ireland, emphasized the role of retail in education. “AI has huge potential to enhance everyday life, but without guidance it is easy for people to miss out on its full benefits,” Bizon commented. Samsung noted the partnership highlights how physical stores can help consumers understand and adopt new technology.
Broader Retail Strategy
This training forms a component of EE’s wider strategy to utilize its retail locations for customer education. The company intends for its stores to help customers extract more value from connected devices and services, moving beyond simple transactions to providing technological guidance.
Schedule and Logistics
The AI masterclasses are currently scheduled at the Westfield White City EE Studio. Sessions run Monday through Saturday at 11:00 AM, 1:00 PM, and 4:00 PM. On Sundays, sessions are available at 1:00 PM and 4:00 PM. Interested customers must book a place in advance through the official EE website.
Future Developments
The initial program is set to run at the specified Westfield location. Based on its reception and demand, EE and Samsung may evaluate the potential for expanding similar AI training initiatives to other retail stores in the future. The companies have not yet announced a definitive end date for the current series of sessions, suggesting the offering may continue for the foreseeable term.
Source: Mobile News
