EE and Samsung to Deliver Free AI Training Sessions

Why It Matters

The program combines consumer education with a purchase incentive, driving foot traffic, boosting device adoption, and strengthening EE’s position as a value‑added retailer in the competitive AI‑enabled tech market.

Key Takeaways

• EE and Samsung offer free AI masterclasses
• Sessions run daily until 5 April at Westfield
• Participants receive £100 voucher for EE purchases
• Classes teach Galaxy AI on Samsung S26 Ultra
• Targeting low AI confidence; up to 8 participants

Pulse Analysis

EE’s decision to team up with Samsung reflects a growing trend among telecom retailers to become experiential hubs, not just points of sale. By hosting free, bookable AI masterclasses at its flagship Westfield studio, EE positions itself as a trusted advisor for the increasingly AI‑enabled household. The sessions showcase the Galaxy AI suite on the newly launched Samsung S26 Ultra, giving participants a hands‑on glimpse of features such as AI‑driven photography, real‑time translation, and smart note‑taking. This approach leverages the physical store to drive foot traffic while reinforcing the EE brand as the UK’s best network.

Consumer confidence in AI remains low; a recent UK survey found only 28 % feel comfortable using AI tools daily. EE and Samsung’s initiative directly addresses this gap, offering 20‑minute, small‑group workshops that combine technical guidance with safety tips. The format—up to eight attendees per session—mirrors the boutique training model popular in the tech‑retail sector, where personalized support drives higher conversion rates. By coupling education with a £100 voucher redeemable on purchases of £150 or more, the program incentivizes immediate spend, turning learning into a sales catalyst.

The partnership also serves Samsung’s product rollout strategy, accelerating adoption of the S26 Ultra’s AI capabilities in a competitive premium‑phone market. For EE, the voucher program and the Easter‑themed creative activities create a seasonal hook that can boost average order value and reinforce brand loyalty. If successful, the model could be replicated across other EE studios and with additional OEMs, expanding the ecosystem of AI‑savvy consumers. In the longer term, such retailer‑driven education may become a standard component of go‑to‑market plans for AI‑centric hardware.