EE and Samsung are launching a series of free AI training sessions at the EE Studio in Westfield White City, running throughout March and into early April 2026. This initiative aims to enhance customer confidence in using AI tools, as only 28 percent of people currently feel adept at integrating AI into their daily lives.
The masterclasses, part of EE’s commitment to supporting customers with connected technology, will provide participants with hands-on experience using Galaxy AI tools for various applications, including photography, note-taking, translation, and online searching. Each session will last 20 minutes and accommodate small groups of up to eight people, ensuring personalized attention from Samsung specialists.
As an added incentive, attendees will receive a £100 voucher for technology purchases of £150 or more from EE online, encouraging further engagement with the brand. The sessions are scheduled to run daily until April 5, 2026, with specific Easter-themed creative uses of AI explored from March 30 to April 4.
Masterclass sessions will be held Monday to Saturday at 11am, 1pm, and 4pm, and on Sundays at 1pm and 4pm. This structured approach allows for flexible participation, catering to a variety of schedules.
Asif Aziz from EE noted, “For many of us, AI has already earned a place on the home screen and is being used every day, while others have yet to try it out.” This sentiment reflects the ongoing challenge of bridging the gap between those who are comfortable with technology and those who are not.
Annika Bizon emphasized the importance of guidance in utilizing AI, stating, “AI has a huge potential to enhance our everyday lives, but without guidance, it’s easy to miss out on its full potential.” This highlights the need for educational initiatives like the current masterclasses.
Despite the positive outlook for these training sessions, it is worth noting that complaints about EE in the pay-TV sector have been the highest among providers, indicating areas where the company may need to improve customer satisfaction.
As the sessions progress, it will be interesting to see how they impact participants’ confidence in using AI tools and whether this initiative can help shift the perception of AI in everyday life.
Details remain unconfirmed regarding the long-term effects of these training sessions on customer engagement and satisfaction.