Samsung Newsroom explored the devices’ capabilities across AI, camera, design and performance.

Awesome Intelligence: AI for Everyday Tasks

At the core of Galaxy A57 5G and Galaxy A37 5G is Awesome Intelligence^[1] — a suite of AI-powered features designed to simplify daily tasks.

One of the most notable additions is Voice Transcription, available on the Galaxy A Series for the first time. With the Voice Recorder app, users can record audio, convert speech to text and translate it across multiple languages^[2] — making it easier to review meetings, revisit lectures or organise recorded calls.

▲ Voice Transcription

Circle to Search with Google^[3], a Galaxy fan favourite feature, continues to expand and now allows multiple objects to be identified at once. For example, when users spot a look they love, information about each object — from tops to footwear — can be found in one search by simply circling an outfit on the screen.

AI Select^[4] suggests relevant actions based on on-screen content, such as creating GIFs, saving images or setting wallpapers. The feature is now accessible by long-pressing the Edge Panel.

▲ AI Select

Users can also move content seamlessly between apps. Multi-Window Drag & Drop, enhanced with AI Select, enables faster multitasking in apps like Samsung Browser and Samsung Notes. For example, images can be dragged directly into Samsung Notes and resized as needed.

▲ Multi-Window Drag & Drop

The enhanced Object Eraser^[5] removes unwanted elements with improved edge accuracy for clearer, more natural-looking images in fewer edits.

▲ Object Eraser

Camera: Clearer Shots from Day to Night

Photography remains central to the Galaxy A Series, with camera enhancements that deliver sharp, vivid results in both bright and low-light conditions.

▲ (From top to bottom) Photos taken at 1x and 0.6x zoom on Galaxy A57 5G

Both models feature a triple rear camera system for greater versatility. A 5MP macro camera captures detailed close-ups, revealing textures that might otherwise go unnoticed. The 12MP ultra-wide camera on Galaxy A57 5G enables broader shots, ideal for landscapes and group photos.

▲ Detailed close-ups taken with Galaxy A57 5G

Nightography^[6] has been enhanced to produce brighter, sharper images in low light with more natural colour. Improvements are noticeable in cityscapes and street scenes, where noise and distortion are often more visible.

▲ (From top to bottom) Night scene in Seoul with Nightography on Galaxy A57 5G and resulting image

Design: Slim, Light and Refined

The new Galaxy A Series features a refined design that balances sleekness with everyday usability.

Galaxy A57 5G introduces a slimmer, lighter form factor at 6.9 mm thick and 179 g — 0.5 mm thinner and 19 g lighter than its predecessor — making it easier to hold while remaining pocket-friendly.

▲ Galaxy A57 5G is lightweight and sleek

The triple-camera layout creates a cohesive look aligned with the Galaxy design language, enhancing overall polish and precision.

Display improvements further elevate the experience. Galaxy A57 5G features 1.5 mm bezels on the top and sides — reduced by 0.7 mm at the top and 0.5 mm on the sides — for a more immersive viewing experience without increasing device size.

▲ Galaxy A57 5G has narrower bezels for a more immersive viewing experience

Both models are available in two light and two dark colour options. Galaxy A57 5G comes in Awesome Navy, Awesome Gray, Awesome Icyblue and Awesome Lilac,^[7] while Galaxy A37 5G is offered in Awesome Lavender, Awesome Charcoal, Awesome Graygreen and Awesome White.^[8] A premium metal frame on Galaxy A57 5G completes the design, balancing durability and aesthetics.

▲ (From top to bottom) Galaxy A57 5G and Galaxy A37 5G in different colours

Performance: Faster, Smoother and Longer-Lasting

Performance remains a key part of the overall experience. With an upgraded CPU and GPU, Galaxy A57 5G delivers faster, smoother operation for streaming, editing and everyday use.^[9] A 13% larger vapor chamber^[10] helps keep the device cool, even during extended gaming or video recording.

A 5,000mAh battery^[11] supports up to two days of use^[12] on a single charge. Super Fast Charging 2.0 powers Galaxy A57 5G up to 60% in about 30 minutes, reducing downtime.

Galaxy A57 5G and Galaxy A37 5G take a user-centric approach, focusing on essential innovations across AI, camera, design and performance in a practical and accessible way.

From Awesome Intelligence to advanced camera capabilities, the new Galaxy A Series brings the latest innovations to more users. Samsung will continue to expand access to its mobile innovations, empowering more people around the world.

^[1] Samsung Account login may be required to use certain Samsung Intelligence Features. Samsung does not make any promises, assurances or guarantees as to the accuracy, completeness or reliability of the output provided by Intelligence Features. Availability of Awesome Intelligence features may vary depending on the region/country, OS/One UI version, device model, and phone carrier. Awesome Intelligence service may be limited for minors in certain regions with age restrictions over AI usage.

^[2] Translation into multiple languages is possible, but only one language can be translated at a time.

^[3] Circle to Search is a trademark of Google LLC. Available on select devices and internet connection required. Works on compatible apps and surfaces. Result may vary depending on visual matches. Check responses for accuracy.

^[4] Requires internet connection and Samsung Account login. Service availability may vary by country, language or device model. Availability of supported languages may vary. Certain languages may require language pack download. Galaxy AI Select download and installation may be required when launching the app for the first time.

^[5] Results may vary depending on shooting conditions including multiple subjects, being out of focus or moving subjects.

^[6] Results may vary depending on shooting conditions including multiple subjects, being out of focus or moving subjects.

^[7] Colour and model availability may vary depending on country, region or carrier.

^[8] Colour and model availability may vary depending on country, region or carrier.

^[9] Performance improvements shown compared to Galaxy A56 5G. Actual performance will depend on user environment, conditions and pre-installed software and applications.

^[10] Compared to the previous model. Actual performance will depend on user environment, conditions and pre-installed software and applications.

^[11] Typical value tested under third-party laboratory condition. Typical value is the estimated average value considering the deviation in battery capacity among the battery samples tested under IEC 61960 standard. Rated (minimum) capacity is 4,905 mAh. Actual battery life may vary depending on network environment, usage patterns and other factors.

^[12] Actual battery life varies by network environment, features and apps used, frequency of calls and messages, the number of times charged, and many other factors. Estimated against the average usage profile compiled by UX Connect Research. Independently assessed by UX Connect Research between 2026.01.08-2026.01.18 in UK with pre-release versions of SM-A576 under default setting using LTE and 5G Sub6 networks. NOT tested under 5G mmWave Network.

When Jacob Kiplimo storms past the finish line, he’s not just running on talent — he’s running on data. The Ugandan long-distance star and Team Galaxy athlete trains with Galaxy Watch8, which turns complex biometric data into valuable insights that shape his winning strategy.

This powerful combination of technology and talent has already reaped rewards. After securing a dominant win at the 2025 Chicago Marathon and shattering the half-marathon world record this March in Lisbon, the 25-year-old is now targeting success at the 2026 London Marathon.

Samsung Newsroom asked him to detail his data-driven training regime which embodies this year’s World Health Day slogan, “Together for health. Stand with science.”

With exclusive access to his Samsung Health metrics, we take an inside look into his gruelling training programme which has seen him cover over 100km in just one week. Discover how insights led him to adjust his training for optimal recovery and how even a “rest day” can include a 3km run.

Screenshots from Jacob Kiplimo’s Samsung Health app show his varied training routine, including light jogs and long-distance runs

Q. Congratulations on your recent world record at the 2026 Lisbon Half Marathon. What’s the secret to your success?

There’s no secret. It’s just about discipline. You have to work hard, be extremely focused, and manage your energy — knowing when to rest and when to push harder. But honestly, the most important part is that you have to really want what you’re working toward. I wouldn’t have broken the world record if I didn’t follow that formula.

Q. You finished second at the 2025 London Marathon and are now preparing to go one step further at this year’s event. What role has your Galaxy Watch8 played in your training?

My coach doesn’t live in Uganda, so my Galaxy Watch8 has basically become his personal assistant here. Even though he’s not with me, he can get real-time analysis and reports on my running form through the Running Analysis feature in Samsung Health. We track my heart rate and pay close attention to my pace for each kilometre. During the harder sessions, I also monitor the asymmetry readings to see if I’m overcompensating on one side so I can avoid strain. Contact time is another key aspect I keep an eye on, making small adjustments to my form to ensure every stride is as efficient as possible. I always try to improve my running economy, so these insights are incredibly helpful.

Q. Looking at your recent Samsung Health data, we can see some clear patterns in your training routine. Tell us about your regime.

Consistency is key, but athletes must not be obsessed with training. What many people don’t realise is that rest is equally as important as physical training. To compete at your best, you need to be able to maximise your energy, and the only way to do that is through consistent rest. But “rest” doesn’t always mean no training. A rest day can mean running 3km instead of 40km. You have to be consistent in what you’re doing, but you also need to listen to your body and know when to slow down. Technology can help a lot with this.

Jacob Kiplimo’s Samsung Health data from March 13–19 reveals how he ramps up his training routine throughout the week  

Q. Can you give us an example of how a specific insight from the Samsung Health app led you to adapt your training programme?

The decision to run 3km instead of 40km that I just mentioned was a true story. After experiencing some lingering soreness during a recent 24km run, I decided to turn what was intended to be a 40km run into a light 3km jog to ensure I could recover and have the stamina to get through 40km another day. The Samsung Health app was very helpful for me here. It kept me informed so I could allow my body to fully recover and prevent a potential injury or burnout.

Q. We’ve seen how a professional runner like yourself uses data to reach their goals. What advice would you give to someone who is just starting their running journey, and how can the Running Coach feature get them on the right track?

For beginners, it is very important to ease into things and be patient. You will build up stamina over time; it’s about knowing when to push yourself and when to stop. Not everyone has a personal coach with them to tailor a training plan. But the Running Coach feature provides customised programmes to help even beginners train for a marathon. It tells you exactly what you should be doing during a run, motivates you, and helps you improve. New runners are fortunate to have this fantastic technology which can guide them every step of the way. It’s also great for more experienced runners looking to take on a full marathon as it provides structured training programmes.

Q. On World Health Day, the message is “Together for health, stand with science.” How does this relate to your own philosophy?

Science helps me throughout my training. I don’t know where I would be without the ability to track data on my Galaxy Watch8. I use that science to shape my daily routine. Science and technology help me to perform at my best, and I believe it can do the same for anyone.

From a young runner in Uganda to a world-record holder, Jacob Kiplimo proves what happens when relentless dedication meets smart technology. Whether you are an elite athlete striving for the podium or someone taking your first steps towards a healthier lifestyle, Galaxy Watch8 provides actionable insights to help you build healthier habits and reach your goals.

The new Galaxy A57 5G and A37 5G are now available in Singapore, designed to help more Singaporeans do more with confidence.

To bring AI closer to everyday Singaporeans, particularly seniors who may feel less confident navigating new technology, Samsung will be conducting a series of activities designed to help the silver generation grow confidence in using Samsung’s Awesome Intelligence features found in the Galaxy A Series smartphones at their own pace in today’s AI-driven society.

Samsung seeks Awesome Ambassadors

From 10 April to 21 April 2026, Samsung is conducting an open call for Awesome Ambassadors.

Selected participants will receive the new Galaxy A57 5G device to trial^[1], experiencing Awesome Intelligence first-hand. As Awesome Ambassadors, they will also receive special invitations to bring their friends and family along to hands-on learning sessions at a Samsung Experience Store.

Learn more about Awesome Intelligence at ‘Kopi Talk’ and Samsung Live Space

On 2 May 2026, Samsung will also be hosting a one-day only Kopi Talk at the Samsung Experience Store in VivoCity to introduce the Galaxy A57 5G and A37 5G. The sessions aim to introduce intelligent features and tips on how users can get the most from the new Galaxy A Series device in an open, casual setting. More details on the Kopi Talk session can be found here.

Additionally, Samsung will also host special Live Space sessions between 14 to 30 April across seven Samsung Experience Stores^[2]. New Galaxy A Series owners or those interested in seeing how Awesome Intelligence works in everyday situations can gather tips and tricks on using AI features during these sessions. In addition, new Galaxy A57 5G and A37 5G owners can get on-site assistance with setting up their new device. Interested individuals can register for individual sessions here.

Awesome Intelligence on Galaxy A57 | A37 5G

Running on the latest One UI 8.5 and protected by Samsung Knox, the Galaxy A57 5G and Galaxy A37 5G are designed to deliver a secure and dependable smartphone experience, supporting everyday use with confidence and peace of mind.

Built with Awesome Intelligence^[3] at its core, both devices combine smart search and visual tools with enhanced camera capabilities, led by a 50MP main camera^[4], making it easy to capture, edit and enjoy everyday moments. Paired with long-term software and security support^[5], the latest Galaxy A Series brings together performance^[6], durability^[7] and ease of use, empowering users to stay productive, creative and connected with confidence.

Galaxy A57 | A37 5G Availability

General availability for Galaxy A57 5G and A37 5G will commence from 10 April 2026. Consumers will be able to purchase the devices here:

• Samsung Online Store
• Samsung Shop App
• Samsung Experience Stores
• Samsung Official Store in Lazada, Shopee, TikTok, iShopChangi
• Local telecommunication operators (Singtel, StarHub, M1) (Galaxy A57 5G is available at all three telecommunications operators, A37 5G is available only at Singtel and M1)
• Selected Consumer Electronics & IT online stores (Best Denki, Challenger, Courts, Gain City, Harvey Norman)
• ZYM Mobile
• Cinch

From 10 April to 6 May 2026, customers who purchase the Galaxy A57 5G or Galaxy A37 5G Awesome Essentials Set will enjoy^[8]:

• An e-voucher of up to $43^[9]
• 25W Power Adapter worth $38^[10]
• 1-year Samsung Care+ Screen Protect worth $28

Customers who purchase the Galaxy A57 5G or Galaxy 37 5G via Samsung Online Store, Samsung Shop app, Samsung Experience Stores, local telecommunication operators, major consumer electronics & IT stores will also receive up to $40 e-voucher^[11] or cashback.

The recommended retail prices for the Galaxy A57 | A37 5G are as follows:

* Exclusive to Samsung Online Store and Samsung Shop App

More information on the new Galaxy A57 | 37 5G is available here.

_{^[1] Terms and conditions apply.}

_{^[2] Live Space sessions will be held at Samsung Experience Stores located at Bedok Mall, Causeway Point, Compass One, Junction 8, Jurong Point, Westgate and Vivocity.}

_{^[3] Samsung Account login may be required to use certain Samsung Intelligence Features. Samsung does not make any promises, assurances or guarantees as to the accuracy, completeness or reliability of the output provided by Intelligence Features. Availability of Awesome intelligence features may vary depending on the region/country, OS/One UI version, device model, and phone carrier. Awesome Intelligence service may be limited for minors in certain regions with age restrictions over AI usage.}

_{^[4] 50 MP resolution is available on Galaxy A57 5G and A37 5G’s rear Wide-angle camera only.}

_{^[5] Six generations of Android OS and One UI upgrades, six years of security updates. Availability and timing of Android OS upgrades and security updates may vary by device model and market.}

_{^[6] Compared to the previous model. Actual performance will depend on user environment, conditions and pre-installed software and applications.}

_{^[7] Galaxy A57 5G and A37 5G are rated as IP68. Based on lab test conditions for submersion in up to 1.5 meters of freshwater for up to 30 minutes. Not recommended for beach or pool use. Water and dust resistance of the device is not permanent and may diminish over time due to normal wear and tear.}

_{^[8] This Promo is valid from 10 April 2026 12:00AM to 6 May 2026 11:59PM  While stocks last. The products under this Promo may vary by retail outlet / platform. Each customer will be entitled to: (i) (a) S$43 off via e-voucher for each Samsung Galaxy A57 5G 12+512GB smartphone; or (b) S$33 off via e-voucher for each Samsung Galaxy A57 5G 12+256GB smartphone; or (c) S$23 off via e-voucher for each Samsung Galaxy A37 5G 8+256GB smartphone,  (ii) (if a Samsung Galaxy A57 5G or Galaxy A37 5G Series smartphone is purchased hereunder) a free 25W Power Adapter (without cable) worth S$38; and (iii) (if a Samsung Galaxy A57 5G or Galaxy A37 5G Series smartphone is purchased hereunder) one-year Samsung Care+ Screen Protect worth S$28. Not stackable with other promotions.Samsung reserves the right to amend these Terms and Conditions and/or amend or withdraw this Promo at any time without prior notice and without assigning any reasons. Images simulated for illustrative purposes only.}

_{^[9] Up to $43 e-voucher for Samsung Experience Store purchases, up to $33 e-voucher for Samsung Online Store / Samsung Shop App purchases}

_{^[10]Does not come with cable.}

_{^[11]E-voucher worth up to $40 is valid for purchase of selected Galaxy Tablets, Watches, Buds and accessories together with Galaxy A57 | A37 5G only.}

_{^[12] Actual user-accessible internal memory is less than specified total memory due to storage of the operating system, the software used to operate device features, and other built-in applications, and may vary after software updates/upgrades.}

If you thought smartphone innovation has peaked, think again. At Galaxy Unpacked 2026, Samsung introduced the new Galaxy S26 Series, setting the tone for what many are calling the era of truly intelligent, AI-powered phones. The excitement didn’t just stay on ground — it was captured, dissected, and reimagined through the lenses of our creators and media friends from Southeast Asia and Oceania (SEAO) who joined us in San Francisco.

For a full rundown on Samsung’s enhanced Galaxy AI, exciting features of the new devices, and how they help users accomplish more with less effort, check out @adamlob0’s interview with Carl Nordenberg, VP & Regional Head of the Mobile eXperience Business.

Unpacked energy, from San Francisco to SEAO

From Vietnam, the Schannel team breaks down and demonstrates how the brand-new feature works.

Adding to that, @chill_with_dan shares her first impressions on how you can customise the level of privacy to your needs. Thanks to an intelligent pixel-level layer, the display helps control what people around you can see, giving users a new sense of confidence when viewing sensitive information on their phones.

These are just some of the standout moments from Unpacked 2026. If you’d like to see more, you can check out the full replay of Unpacked here!

That’s where Samsung Care+ comes in. Not only does it preserve the future resale value of your device, it provides peace of mind today and lasting value tomorrow.

Flexible Choices

Whether users require unlimited out-of-warranty repair coverage (for drops, spills, mechanical breakdowns & screen repairs etc.) with SC+ Premium, up to 2 out-of-warranty repairs over 2 years with SC+ Screen Care, or just screen protection with SC+ Screen Protect, there is a right product for everyone.

Users can further benefit from enhanced flexibility with monthly subscription option, exclusively available on Samsung.com/sg – stay protected for as long as you remain care subscribed to Samsung Care+.

Samsung Care+ includes unlimited repairs for drops, spills, mechanical breakdowns, and $0 cracked screen repairs under the SC+ Premium plan^[3]. For users prioritising long-term performance and reliability, Samsung Care+’s extended warranty provides confidence well beyond the standard warranty period.

For users seeking more cost-efficient protection plans, there’s also SC+ Screen Care and SC+ Screen Protect. An illustrative table of benefits of each Samsung Care+ plan is included below^[4].

Professional Service Without the Hassle

Protection is only valuable if you can access it when needed. That is what matters most. Samsung Care+ delivers service designed to provide expert care in a simple, accessible way.

Even the purchase process is designed to be seamless. You can choose to buy it along with your new device, or within 60 days of purchase. You can choose to do it online at Samsung.com, at a nearby Samsung Experience Store or through your Galaxy device’s itself via the Settings menu.

Once your Samsung Care+ plan is purchased, in addition to the added peace of mind, you’ll also enjoy convenience should your Galaxy smartphone or tablet require any professional attention with free device pick-up and drop-off, in addition to onsite repairs^[5].

And here’s something people often overlook until they are traveling: your device goes everywhere with you, so your protection should too. Samsung Care+ provides comprehensive coverage both at home and abroad without travel restrictions^[6]. Seoul. London. Los Angeles. Barcelona. Wherever life takes you, Samsung Care+ is there for you.

Peace of Mind, And Long-Lasting Value

The Galaxy S26 Series is engineered to simplify the tasks you do on your phone through its most user-friendly Galaxy AI experiences. Samsung Care+ ensures it keeps doing that – delivering the peace of mind to enjoy your device to the fullest anywhere, anytime while maintaining its value over time.

For more information on Samsung Care+, please visit www.samsung.com/sg/offer/samsung-care-plus/mobile/.

^[1] SQ Magazine, “Smartphone Statistics 2026: Powerful Insights,” updated 18 February 2026. Available at: https://sqmagazine.co.uk/smartphone-statistics/

^[2] The Straits Times, “Singapore start-up on a green mission to keep mobile phones in use for longer”, updated 15 June 2025. Available at https://www.straitstimes.com/tech/spore-start-up-on-a-mission-to-keep-phones-in-use-for-longer-cites-e-waste-concerns 

^[3] Unlimited $0 cracked screen repair only applies for Samsung Care+ Premium plans. For approved repairs, unlimited claims are covered up to the MSRP value of the device. Same-day screen repair may be available for eligible devices in select areas, subject to claim approval time, parts availability, and technician scheduling. Repair eligibility is subject to change, and additional restrictions, limitations, model exclusions and service fees may apply. Please refer to the plan Terms and Conditions for full details.

^[4] For more details on available Samsung Care+ plans, including model inclusions and exclusions along with detailed FAQs, please visit https://www.samsung.com/sg/offer/samsung-care-plus/mobile/.

^[5] Limited to one-time for Samsung Care+ (12-months), two-times for Samsung Care+ (24-months), three-times for Monthly Subscription, and unlimited for Samsung Care+ Premium. Pick-up and Drop-off service is applicable to both smartphones and tablets. Onsite repairs are subjected to parts availability.

^[6] Global repair services subject to repair availability.

Innovation is often measured by what we can see – larger screens, thinner frames, or more vibrant displays. However, the most profound shifts occur when the technology itself begins to disappear.

We are stepping into an era where technology should feel like an extension of intent rather than a tool we must learn and manage. In short, we are moving away from digital complexity towards everyday convenience.

For over a decade, the smartphone experience has been defined by touch-based navigation. People all over the world have become accustomed to tapping on screens and managing fragmented applications to complete simple tasks. For this era to close, mobile experiences must become more proactive and adaptive, understanding context and providing assistance the moment it is needed.

With the all-new Galaxy S26 Series, the next chapter begins here. The path forward is not about adding more apps, but instead about creating an invisible architecture that enables easier daily living.

SEAO is Primed for an AI Revolution

Southeast Asia and Oceania (SEAO) represents one of the most dynamic, mobile-first digital economies in the world. Google’s recent e-Conomy SEA 2025 report^[1] highlights a powerful base of 200 million new users that have come online over the last decade across Southeast Asia. With three in five people now shopping online, and over 60% of all payments being made digitally, the region’s digital fluency has driven a surge in interest towards artificial intelligence (AI), at three times the global average.

This momentum is equally profound across Oceania, where AI has moved rapidly from a concept to a core business driver. In New Zealand, a significant 91% of businesses report efficiency improvements from AI, with half also citing positive financial impact^[2]. Australian businesses are mirroring this shift as well; with 40% of SMEs currently adopting AI^[3] and agreeing that AI offers a competitive edge and compelling use cases that can transform their operations.

The launch of the Galaxy S24 Series two years ago marked the transition from smartphone to a new era of AI phones. Today, for the millions across the diverse SEAO region — from hyper-connected urban hubs to rapidly developing tech frontiers — the phone has become more than a tool, and instead the primary platform for navigating life.

As our region accelerates its adoption of AI, true advancement is achieved when everyday use is powered by seamless anticipation of needs. For instance, the Galaxy S26 Ultra features Samsung’s most intuitive and user-friendly AI experience to date. Features like Now Nudge^[4] provide proactive and relevant context-aware suggestions, while Now Brief^[5] surfaces timely reminders for important events. The reliable delivery of these experiences requires a foundation of customised hardware, such as the Snapdragon® 8 Elite Gen 5, which is designed for high-speed on-device performance on the Galaxy S26 Ultra. Sitting quietly beneath the interface, this hardware orchestrates how intelligence understands context to enable intuitive workflows.

The Power of Open Intelligence

To harness these advancements without forcing people to learn entirely new interfaces, technology demands a deeply integrated approach. We understand that customers prefer having a choice in the tools they use, so Galaxy S26 Ultra also comes with a choice of agents^[6] to help users complete tasks more easily with a single button press or voice prompt. As we see it, the future lies in an open ecosystem of AI-powered features that users can embrace with confidence—knowing their personal data is secure while enjoying the benefits of a multi-agent experience that is backed by Samsung’s commitment to collaborative protection.

Crucially, this AI transformation cannot be reserved for a select few. We are committed to the democratisation of mobile AI, targeting an expansion to over 800 million users globally in 2026. True progress is only achieved when advanced capabilities reach the masses, ensuring broad availability to all.

Trust as the Foundation

With increased power comes a heightened need for trust. As both consumers and organisations scale their AI usage, a multi-agent approach must be built on the principle that access to personal information is strictly limited to the specific task at hand. AI experiences on Galaxy are protected at every level, with personalisation, transparency, and user choice guiding every step.

Security is not merely a feature, but a foundational element of our AI infrastructure that users can customise through granular privacy settings, opt-in security features, and intuitive dashboards designed to enable true control and transparency. For instance, the Privacy Display^[7] on the Galaxy S26 Ultra introduces a new form of personal protection. Integrated directly into the display hardware, it controls how the screen’s pixels disperse light, limiting visibility from side, top, and bottom angles when activated so users can preserve privacy when needed.

Meanwhile, Samsung Knox ensures that personal data remains protected on the device and is shared only when required. On the Galaxy S26 Series, the Personal Data Engine (PDE) enables context-aware AI experiences by processing data locally. To keep this process safe, Knox Enhanced Encrypted Protection (KEEP) encrypts the data of each app. Furthermore, Knox Vault adds a physical layer of protection by isolating sensitive data inside its own secure hardware. This system-wide approach combines hardware and software to keep personal information protected.

By equipping our flagship devices with up to seven generations of Android OS and One UI upgrades^[8], along with seven years of security updates, we provide consumers with the confidence that their hardware investments will remain secure over time.

The Blueprint for an Intelligent Future

The diverse and rapidly growing digital economies of the SEAO region have created an ideal environment for AI adoption and growth. The launch of our latest flagship line-up is more than an iterative hardware update; it is the deployment of mobile infrastructure required to meet this moment.

By balancing specialised hardware with a collaborative software philosophy, we are laying the foundation for a future where digital experiences become easier and more intuitive, fundamentally making life better for every user in the region.

_{^[1] Google, Temasek and Bain, e-Conomy SEA 2025}

_{^[2] AI in Action: Key Findings from New Zealand’s Third AI Productivity Report – AI Forum}

_{^[3] Australian Department of Industry, Science and Resources – National Artificial Intelligence Centre (NAIC): AI adoption in Australian businesses 2024 Q4.}

_{^[4] Now Nudge feature requires a Samsung Account login. Available functions and features may vary by country, region and language. Text message prompts currently available with Samsung Messages and certain third-party messaging apps including Google Messages and Google Chat. Based on availability at the time of product launch. May change without notice. Share photos in Now Nudge works by analysing available image content. Accuracy of results is not guaranteed.}

_{^[5] Now Brief feature requires Samsung Account login. Service availability may vary by country, language, device model, apps. Some features may require a network connection. The description of photos provided by moments may not align with the user’s intent. Notifications must be switched on to be used as the recalled data. Recalled data available from supported app notifications, Messages, Gmail and Samsung Wallet and data collected from Gmail is only applicable if the user consents to Personal Data Intelligence’s Gmail read permission. Recalled data for reservation details only available from reservation confirmation messages.} 

_{^[6] Availability may vary by region/country and language.}

_{^[7] Privacy Display feature controls the screen’s viewing range to limit peripheral vision. Some changes in image quality may occur outside the viewing range. When activated, some information may still be visible to others depending on the viewing environment, such as angle or brightness. Caution is advised when exposing sensitive information}

_{^[8] Availability and timing of Android OS upgrades and security updates may vary by device model and market}

Beyond technology, it is also important that a comprehensive security ecosystem is supported by allowing users granular choice on how they choose to protect their data, as well as working alongside like-minded partners to foster a safe digital environment.

Starting from 27 March 2026, the Samsung Galaxy Store in Singapore will implement Age Assurance measures, with users required to verify their age in order to access age-restricted apps and features. This is in line with IMDA’s guidelines to ensure younger users are protected and are only able to access content appropriate for their age. Samsung Electronics Singapore wholeheartedly supports this initiative, an important step to foster a safer digital environment for our younger users.

You can learn more about Samsung’s efforts in creating a trusted Galaxy experience in the infographic below.

Browse Seamlessly from Mobile to PC

Samsung Browser for Windows bridges the gap between devices, allowing users to seamlessly continue browsing as they move between mobile and PC. Beyond simple synchronisation of bookmarks and browsing history, users can pick up exactly where they left off.

For instance, users can continue exploring the same webpage when moving between mobile and PC, creating a more seamless cross-device experience^[1].

With Samsung Pass integration, users can securely store personal information and sign in to websites or autofill profiles with ease.^[3]

▲ Samsung Pass securely autofills login credentials and personal information across devices.

A New Way to Experience the Web with Agentic AI

Samsung is introducing a new AI-powered assistant built into Samsung Browser that brings agentic AI directly into the browsing experience in partnership with Perplexity. Samsung Browser is designed to understand natural language and the context of the page users are viewing, as well as activity across tabs, making it easier to explore content and take action.^[4] This new layer of intelligence does more than answer questions about the webpage, enabling users to manage tabs, navigate browsing history and stay productive without ever leaving the browser.

• Intelligent Content Understanding and Comprehensive Response: Samsung Browser understands the specific context of the webpage users are currently viewing to provide more relevant and optimised solutions. For instance, while planning a trip to Seoul, users can ask the browser to create a four-day travel plan based on the page currently in view. Samsung Browser analyses the content and generates a structured plan that can be easily organized and customized in the user’s preferred format.

• A Faster, Smarter Way to Search: Powered by advanced natural language understanding, Samsung Browser enables users to browse the web with speed and efficiency. Users can now get the right information instantly without manually sifting through countless webpages. Furthermore, Samsung Browser extends this intelligence to video content; by understanding the context within a video, it can find the specific part users are looking for and start playback from that exact moment.

• Retrieving the Right Page from Browsing History: Instead of relying on keywords or dates, users can search their browsing history using natural language to find things like the smartwatch they were looking at last week.

• Multi-tab Context Awareness: Users no longer need to click through multiple tabs to compare information. Samsung Browser can summarise and compare content across multiple tabs all at once. This makes it easy to get key insights from different sources in a single view.

Availability

Samsung Browser for Windows will be available on devices running Windows 11 and Windows 10 (version 1809 and above). Agentic AI features in Samsung Browser on both Windows and Android^[5] are currently supported in South Korea and the United States, with expansion to additional markets expected in the future. Users can learn more about Samsung Browser at browser.samsung.com.

_{^[1] This feature requires the latest version of Samsung Account. Samsung Continuity Service or Galaxy Connect app needs to be installed on the PC. It is currently available on Galaxy Book 3, 4, 5, and 6 series. Availability will be extended to additional devices in the future.}

_{^[2] All sequences in this article are shortened and simulated for illustrative purposes.}

_{^[3] The available functions, features, and compatible applications for Samsung Pass may vary by country due to differing regulatory and legal environments. The Autofill function supports sign-in information (ID/PW) and personal information (Address, Card).}

_{^[4] Available functions and features may vary by country, region, and language. The number of search queries may be subject to limitations. Accuracy of results is not guaranteed.}

_{^[5] Agentic AI features of Samsung Browser for Android requires a network connection and Samsung Account login. Service available in Samsung Browser v29.0.4 and above.}

The feature will begin rolling out from 23 March^[1], starting in Korea and expanding to more regions including Europe, Hong Kong, Japan, Latin America, North America, Southeast Asia, and Taiwan. AirDrop support^[2] will initially be available on the Galaxy S26 Series, with expansion to additional devices to be announced at a later date.

_{^[1] Availability and timing may vary by market.}

_{^[2] The ‘Share with Apple devices’ feature is turned on by default.}

Samsung Electronics has announced a global partnership with “BTS WORLD TOUR ‘ARIRANG’”, unveiling a new concert experience powered by Galaxy mobile technology that brings artists and the audience closer together.

BTS and ARMY have built a cultural movement that brings everyone together to celebrate self-expression and connection through music. This has resulted in global impact that fosters authentic shared experiences — values that resonate deeply with Samsung’s Galaxy brand philosophy. By harnessing the power of music and technology, Samsung and the ‘BTS WORLD TOUR ‘ARIRANG’’ are empowering people to capture special moments and share them with the world.

“Samsung believes that technology enriches everyday experiences,” said Stephanie Choi, EVP and Head of the Mobile Marketing Centre, Mobile eXperience (MX) Business at Samsung Electronics. “Through this collaboration, Galaxy will serve as a bridge connecting artists and the audience, enabling people to experience concert moments more meaningfully, and preserve and share those memories for longer.”

Building on Galaxy’s vision of meaningful, connected experiences, Samsung is reimagining the traditional concert viewing experience by enabling the audience to emotionally engage with artists and their performances in more immersive ways. In particular, the Galaxy S26 Ultra’s camera captures memorable moments from live performances, allowing the audience around the world to relive and share the experience, bringing the energy and emotion of the concert into their everyday lives.

“Fans are at the heart of everything we do, shaping our music and journey together with us,” said Lee Jae-sang, CEO of HYBE. “Through this partnership with Samsung Electronics, we hope fans can experience concerts more vividly and create lasting memories.”

“BTS WORLD TOUR ‘ARIRANG’” will begin in Goyang, South Korea, and continue in major cities around the world throughout 2027. As part of the world tour, BTS THE CITY ARIRANG SEOUL is taking place in Seoul from 20 March to 19 April, including a range of Galaxy-powered immersive experiences to major landmarks across the city.

Fans can explore the Galaxy S26 Series through interactive activities, including a stamp rally at Samsung’s Gangnam store and creating self-made stickers using the Galaxy AI-powered Creative Studio. Participants who complete the activities are eligible to receive prizes, including limited-edition ‘BTS THE CITY ARIRANG SEOUL’ merchandise.

Following Seoul, “BTS THE CITY” will expand to other tour stops. Samsung will take part in the entire “BTS THE CITY” journey, driving innovation that encourages fans to express themselves, capture meaningful moments and expand everyday experiences with Galaxy.