EE and Samsung have launched a series of free, bookable AI training sessions at the EE Studio in Westfield White City, with daily classes running through early April.
The sessions centre on the practical use of consumer AI tools in an in-store programme led by Samsung specialists. Attendees also receive a voucher for qualifying purchases through EE's online store.
The programme comes as public confidence in AI remains limited. Government research cited by the companies found that 28% of people feel confident using AI tools in their daily lives, a figure that increasingly serves as a reference point for retailers and technology suppliers trying to turn interest in AI into everyday use.
In-store sessions
The masterclasses run in small groups of up to eight people. Each session lasts 20 minutes and is open to anyone who books a slot at the flagship EE Studio store in Westfield White City.
Participants get a guided introduction to Galaxy AI features on Samsung's Galaxy S26 Ultra. The sessions cover tools Samsung promotes for photography, note-taking, translation and online search, as well as guidance on staying safe online when using them.
Samsung specialists lead the classes, with staff available for more personalised support during demonstrations. The format reflects a broader shift in high street technology retail towards guided experiences and short workshops, rather than purely transactional visits.
The sessions form part of EE's wider retail focus on educating customers about connected devices. EE has expanded its in-store proposition in recent years, including larger "Studio" formats that focus on product demos and expert advice.
Voucher offer
Anyone attending a session receives a GBP £100 voucher, redeemable on technology purchases of GBP £150 or more from EE online.
The offer links training attendance to sales and directs customers to EE's eCommerce channel. It also positions the AI demonstrations within a broader upgrade-and-accessory-buying moment, as operators and manufacturers target consumers considering new handset cycles and connected devices. EE gave examples of how the voucher could be used, including towards a Samsung tablet when the minimum spend is met.
Easter theme
Alongside general AI training, the programme includes an Easter-themed element during a set window, focused on using AI-assisted photo editing and design tools to create greeting cards.
Participants can take photos, enhance them using Galaxy AI, and add decorative elements such as seasonal motifs. These sessions fall within the store's wider schedule of daily workshops.
Retail strategy
The partnership highlights how mobile operators and handset makers are using retail staff and in-store specialists to drive product engagement. It also signals a shift in AI messaging from feature announcements to hands-on demonstrations, especially as many consumer AI tools are accessed through default smartphone apps.
For network operators, in-store education is also a way to differentiate beyond coverage and pricing. EE has been investing in retail formats that emphasise demonstrations, advice and services alongside device sales.
Asif Aziz, Retail Director at EE, said the sessions are intended to address differences in consumer readiness to use AI tools.
"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. It's that gap we're hoping to address with these masterclasses, and why I'm delighted to have a partner like Samsung come in to show everyone, from beginner to early adopter, how to use Galaxy AI and get the most out of the new Samsung S26 Ultra on the UK's best network."
Samsung framed the initiative around everyday use and safety.
"AI has a huge potential to enhance our everyday lives, but without guidance, it's easy to miss out on its full potential. We are proud to partner with EE to empower people to use AI safely and confidently, thanks to guidance from Samsung and EE experts," said Bizon.
The sessions run Monday to Saturday at 11am, 1pm and 4pm, and on Sundays at 1pm and 4pm, at the EE Studio in Westfield White City.