“Travel plans are often scattered across confirmations, apps and messages, and that creates friction at the exact moments people need clarity,” said Woncheol Chai, EVP and Head of Digital Wallet Team, Mobile eXperience (MX) Business at Samsung Electronics. “By bringing Trips to Samsung Wallet, we’re giving Galaxy users a single place to keep their trip details organised and stay one step ahead as their plans unfold.”

The new feature introduces a Trip timeline that brings all travel-related plans together in a single view, adding structure to busy itineraries and providing a smoother journey from start to finish. When users add eligible items to Samsung Wallet, Trips groups them together based on factors such as time and location, helping travellers keep itineraries in one place despite details coming from different sources.

Users can manage a range of travel-related experiences, including bookings such as hotels, flight itineraries, car rentals and excursions — as well as tickets for buses, trains, theme parks and sporting events. Trips also supports the ability to manually add itinerary items and include memos alongside saved items to capture key reminders, plans and notes throughout the journey.

Trips underscores Samsung’s ongoing commitment to evolving Samsung Wallet into a more helpful companion in everyday life. Over time, the company will continue to expand Samsung Wallet by adding new features and partner experiences, making it even easier for Samsung Galaxy users to access and manage the essentials they rely on, including while traveling.

Samsung Wallet provides peace of mind to users through protection from Samsung Knox, Samsung’s industry-leading security platform. Samsung Knox uses protections such as encryption and biometric authentication to help safeguard sensitive information, so only the device owner can access those data.

Samsung Wallet is built as an easy-to-use, secure platform that helps Galaxy users organise everyday essentials — from payment cards to boarding passes — in one mobile application. With a refined interface and seamless access, Samsung Wallet is designed to keep what users need within reach while supporting an open ecosystem through trusted partner integrations that expand user experiences over time.

Availability

Trips will be available in Samsung Wallet starting April 2026 on compatible Samsung Galaxy mobile phones[1] in Korea, the United States and the United Kingdom.

[1]  Applicable to all Samsung Galaxy mobile phones that are compatible with Samsung Wallet version 6.4.98 or higher in U.K.

Today, Samsung Electronics showcases its latest Bespoke AI kitchen appliances, bringing a vision for true home companions that work to eliminate the stress of daily chores to Europe. Held at Samsung’s AI Home in Milan, the event will showcase the latest innovations in high-end kitchen design, technology, materials and appliances.

Samsung unveils a new generation of appliances designed to reflect how kitchens are evolving across Europe, supporting how people cook, connect and manage everyday life at home. With Bespoke AI enabling better living, optimising performance and personalising experiences, Samsung’s high-standard appliances are also built to last.

Designed for Modern European Kitchens                                                                             

From managing busy households to making better use of open-plan spaces, these appliances are designed to support daily kitchen routines more efficiently. More information and key features include:

• Door Refrigerator with Full Metal Cooling: maintains stable temperatures to help keep food fresher for longer^[1], while AI Energy mode improves energy efficiency^[2]. The All-Around Cooling feature distributes cold air evenly throughout the fridge, while the Auto Open Door makes it easier to access fridge contents when hands are full.

• Extractor Induction Hob: brings cooking and ventilation together in a single appliance, removing the need for a separate hood. This makes it well-suited to open-plan spaces, while still delivering strong extraction performance.

• Bespoke AI Dishwasher: automatically adjusts water usage, temperature and cycle time based on each load, helping deliver consistent cleaning results, while improving efficiency, so much so, it is 20% more energy efficiency than the minimum A-Grade requirement on the ECO cycle^[3]. Its built-in design and Auto Open Door function also allows it to sit neatly within modern kitchen cabinetry.

In the living category, the latest products demonstrate how Samsung is extending intelligent, connected experiences across the entire home. The new line-up includes:

• A-65% Bespoke AI Washer: Consuming 65% less energy than the minimum energy efficiency requirements for a Class A rating in the European market^[4], this washer includes a 7” intuitive Smart Screen and the enhanced AI Wash+ which intelligently detects weight, soiling and more fabric types than before to adjust the amount of water and detergent to deliver optimal results.

• Jet Stick 85S/95S: With 250W and 280W of suction power respectively, the 85S/95S includes mop brush compatibility for added flexibility.

“The kitchen is the heart of many homes; it’s where we cook together, spend time together and eat together,” said Benjamin Braun, Chief Marketing Officer, Samsung Europe. “By incorporating AI improvements into well-established designs, we can conserve both time and energy, making daily life smoother and more integrated with modern lifestyles.”

Samsung’s The Brief in Milan

In Milan, Samsung showcased its broader vision for connected living through the SmartThings ecosystem. Attendees experienced the new appliances first-hand through product briefings, live demonstrations and interactive sessions.

In addition, CK Kim, Executive Vice President and Head of the Digital Appliances (DA) Business, hosted a briefing outlining Samsung’s vision for the home powered by Bespoke AI appliances that enhance everyday living through greater convenience, connectivity, and energy efficiency.

Benjamin Braun, Chief Marketing Officer of Samsung Europe, followed with the regional market strategy, introducing the “Home Companion” concept and emphasising intuitive, connected appliances designed to meet evolving needs for European consumers.

Across the range, advanced technology is paired with thoughtful, human-centric design, reinforcing Samsung’s commitment to innovation that feels both purposeful and personal.

‘Design is an Act of Love’ Exhibition

Alongside its latest product innovations, Samsung is also highlighting its design philosophy with an exhibition titled “Design is an Act of Love” at Milan Design Week. Immersive in nature, the exhibition will explore the Human Side of Tech through a dialogue between experimental concepts and the latest commercial products.

For more information on Samsung’s new Bespoke AI range, please visit https://www.samsung.com/uk/home-appliances/.

[1] When the AI precision cooling is activated, the refrigerator usage pattern is analyzed and the defrosting is initiated when the doors are not opened frequently to help minimize the refrigerator’s temperature fluctuations and ensures optimal performance. Actual results may vary depending on individual use.

[2]The test results are based on a comparison of the factory setting temperature when using AI Energy mode and without using AI Energy mode. Results may vary depending on the usage conditions and patterns.

[3]Based on Samsung internal testing, the DW90H/24 models are up to 20% more efficient than required to achieve the A energy efficiency class limit under Regulation (EU) No 2019/2014. 20% savings tested with the ECO cycle.

[4]Based on Samsung internal testing. The energy consumption of the WF90H/24 (9kg) model achieves an EEI of 18.2 (18.2kWh / 100 cycles), which is up to 65% more energy efficient compared to the minimum threshold for Class A (EEI 52 for 9kg models) under Regulation (EU) No 2019/2014. Results may vary depending on the usage environment. Energy ratings tested with the Eco 40–60 program.

Samsung Electronics Co., Ltd. today unveiled three new kitchen appliances — the Bespoke AI Single 1Door Fridge & Freezer, Bespoke AI Dishwasher and Extractor Induction Hob. Developed under a design philosophy that prioritises seamless integration and intelligent performance, the lineup brings enhancements across cooling, cooking, ventilation and dish care.

“With this lineup, we’re strengthening Samsung’s position in the premium kitchen by combining seamless design with purposeful intelligence,” said Hyoung Min Park, VP and Head of the Customer Experience Team for the Digital Appliances (DA) Business at Samsung Electronics. “From AI-driven cooling to adaptive dish care and integrated extraction, these appliances are engineered to respond to real usage patterns, helping people create kitchens that are both refined and responsive.”

Precision Cooling and Seamless Access for Modern Kitchens

Bespoke AI Single 1Door Fridge & Freezer offer flexible options to suit different storage needs. The two units can be used together as a coordinated pair or selected individually to expand refrigeration or freezing capacity as required.

They also emphasise usability and seamless design integration. Auto Open Door provides effortless access with a light touch.^[1] A built-in touch sensor enables smooth opening, supported by a sensor light for improved visibility and an alert sound when activated. The refrigerator maintains a seamless, flat-front appearance without a handle that naturally aligns with surrounding cabinetry.

Additionally, the fridge introduces enhanced cooling functionality designed to improve freshness management. AI Precise Cooling on the SmartThings App^[2] automatically adjusts the defrost cycle to help maintain consistent internal conditions. The system analyses usage patterns and schedules defrosting to run when the doors are not opened frequently,^[3] helping reduce temperature fluctuations and preserve taste, texture and freshness of food over time.

Further, Metal Cooling independently supports temperature stability by retaining cold air and restoring internal temperatures more quickly after the door is opened. Compared with conventional models that have featured a half-sized metal duct on the rear wall, the new model incorporates a full metal duct design across both the rear wall and the door surface.^[4] This expanded structure lowers temperature changes and supports more stable cooling performance.

Energy Efficient Dishwashers With Intelligent Cleaning Performance

The Bespoke AI Dishwasher lineup is designed to address varying energy standards and lifestyle needs across global markets. The range includes A-20%,^[5] A-10%,^[6] A and even B-Grade models in Europe.^[7] For models with the extra energy savings than the Grade A energy rating, an Active Fan Dry system^[8] improves drying efficiency by enhancing internal air circulation and lowering rinse water temperature to reduce heating^[9] demand.

To accommodate different kitchen layouts, the product is available in Fully Built-In, Free-Standing, Semi Built-In and Built-Under types,^[10] supporting both integrated cabinetry environments and more traditional kitchen configurations. This enables flexible deployment according to regional requirements and consumer priorities.

Cleaning performance is driven by AI Wash,^[11] which uses a high-resolution turbidity sensor and machine learning algorithm to measure food particles at each stage of the cycle. Based on this analysis, the system automatically adjusts washing and rinsing times to effectively remove stubborn residue — without the need for pre-rinsing.

The upgraded,^[12] space-saving 3rd Rack Washing System further enhances flexibility by providing dedicated zones for cutlery, utensils and drinkware. The drinkware section accommodates up to six cups and is supported by six spinning nozzles for targeted spray coverage. This configuration improves loading efficiency and frees up space in other racks,^[13] enabling better overall organisation.

Durable Surface and High-Efficiency Ventilation in One Integrated Appliance

The Extractor Induction Hob integrates the induction cooktop and extractor hood into a single appliance. This makes it particularly suitable for open-plan kitchens and island installations where installing a conventional hood may be challenging. By capturing steam and odors^[14] at the source, it helps maintain cleaner air while preserving the openness of modern kitchen spaces.

Even with cooking and ventilation combined in a single unit, it preserves the distinct performance strengths of both functions. Its cooking surface incorporates Samsung’s Anti-Scratch Glass with a Mohs hardness rating of 8,^[15] helping resist visible scratches^[16] that arise during everyday use. A superhydrophobic coating reduces residue buildup to support easier cleaning, while the matte finish reinforces a refined, modern aesthetic suited to contemporary interiors.

Beyond surface durability, cooking flexibility is also enhanced by Flex Zone Plus, a wide, open cooking area designed to accommodate multiple or larger cookware at the same time. Featuring denser heating^[17] elements for more even heat distribution, it supports a variety of cookware shapes and sizes, including longer or oversized dishes.^[18] The surface automatically detects^[19] the position and size of cookware to activate heating precisely where needed, helping ensure consistent cooking performance.

Ventilation performance is equally impressive. In Boost mode, suction of up to 720 m³/h^[20] effectively captures steam, smoke and odors at the source. Despite its strong airflow capability, the system achieves A+ energy efficiency,^[21] balancing performance with energy-conscious operation. By integrating cooking and ventilation into one appliance, the Extractor Induction Hob removes the need for a separate hood and supports a more open, streamlined kitchen layout.

Maintenance is simplified through a dishwasher-safe Easy Clean Grease Filter. The stainless-steel filter^[22] delivers A-grade 95% filtration efficiency^[23] to capture oil and grease, while an integrated charcoal filter helps reduce odors and gases. Together, these elements sustain consistent ventilation performance with minimal upkeep.

[1]Door opening angle may vary depending on installation and actual usage conditions. Automatic door-closing functionality is not supported.

[2]Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[3]When the AI precision cooling is activated, the refrigerator usage pattern is analysed and the defrosting is initiated when the doors are not opened frequently to help minimise the refrigerator’s temperature fluctuations and ensures optimal performance. Actual results may vary depending on individual use.

[4] Full Metal cooling is applied to chosen models.

[5]Available on DW******3**** model. Based on Samsung internal testing, this DW90H/24 model is 20% more efficient than required to achieve the A energy efficiency class limit under Regulation (EU) No 2019/2014. 20% savings tested with the ECO cycle.

[6]Available on DW******1**** model. Based on Samsung internal testing, this DW90H/24 model is 10% more efficient than required to achieve the A energy efficiency class limit under Regulation (EU) No 2019/2014. 10% savings tested with the ECO cycle.

[7]Based on EU energy standards; actual ratings may vary depending on local energy regulations.

[8]Available on A-20% and A-10% energy grade model: DW******{1,3}****

[9] When using Active Fan Dry the drying time may increase, because the rinsing water temperature is lower.

[10]Available types may vary by region.

[11]Based on an AI-created algorithm. Actual results may vary depending on individual use.

[12] Compared to Samsung conventional two rack dishwashers.

[13]Available on DW90H** models.

[14]Odor reduction performance was evaluated by measuring MEK concentration before and after operation under controlled test conditions: a 22±2㎥ chamber, 30-minute test duration, using MEK (methyl ethyl ketone) as the odor substance, analysed by GC-FID.

[15]Based on testing by Intertek of the Mohs hardness rating in accordance with ASTM C1895: General ceramic glass = 5, Samsung Anti-Scratch Glass = 8. For comparison, Diamond = 10, Masonry drill bit = 8, Iron nail = 6.

[16]Based on testing by Samsung in accordance with ASTM G133-95, compared to a Samsung model with conventional glass. Results provided to and interpreted by Intertek. The test involves scratching on the cooktop with a stainless steel ball, with a 6mm diameter and made of SUS304 material, back and forth 10 times with increasing pressure (MPa), and then checking the surface with both the naked eye and a microscope to determine when a scratch is visible.

[17]Compared to single-zone of the same product

[18]Flex Zone Plus’ area can accommodate cookware of up to 36.5×21 cm. Standard diameter for pans commonly found in Europe is 16-24cm.

[19]Minimum detectable diameter of the bottom of cookware is 14cm.

[20]Applicable to Boost mode only. Boost mode operates for up to 5 minutes and then automatically reverts to the previous setting.

[21] Energy Efficiency Grade A+ according to EU Regulation No. 65/1024

[22]Washable grease filters can be cleaned and reused. Charcoal filters need to be replaced when they reach the end of their lifespan. (Replacement is recommended approximately every 6 months.)

[23]Test method: According to the EN 61591 standard, the test is conducted by operating at the 9th fan speed(600 m³/h) for 30 minutes, followed by an additional 10 minutes of hood operation only, to measure the absorption efficiency of the grease filter components (Wg).

Samsung Electronics proudly presents a new art collection in Samsung Art Store, created in partnership with the Maria Prymachenko Family Foundation.

Now, the artist’s masterpieces will grace the homes of owners of The Frame and Neo QLED TVs.

Maria Prymachenko is one of Ukraine’s most celebrated artists – a visionary whose work transcends time, rooted in imagination, nature, and love.

Her mission was to make the world a better place – and she did so through her art.

In her paintings, fantastic beasts roam, magical flowers bloom, birds spread their wings, and goodness always triumphs over evil. Her works preserve the memory of her ancestors, the voice of tradition,   and a profound belief that even in dark times, the world can remain full of light.

Today, her paintings are exhibited in leading museums around the world – and thanks to Samsung Art Store, anyone can now enjoy them right at home^[1].

Maria Prymachenko Art Collection in Samsung Art Store

The collection features some of the artist’s most renowned works, showcasing the many facets of her distinctive style.

My Home, My Truth

The Dove Spread Her Wings, Wishing Peace on Earth

Ukrainian Art Goes Global

The arrival of Maria Prymachenko’s works in Samsung Art Store marks a significant cultural milestone.

Now, alongside masterpieces by Van Gogh, Monet, Dalí, and Basquiat, millions of users worldwide can discover Ukrainian art.

“It’s a great honor for us that Maria Prymachenko’s artworks are now part of the global art community within Samsung Art Store. This is not only recognition of her artistic genius but also an important step toward promoting Ukrainian culture on the world stage,” said Samsung Electronics Ukraine.

“The mission of the Maria Prymachenko Family Foundation is to preserve and spread the artist’s legacy. Collaboration with Samsung allows us to open her unique world to millions of people in different countries. It’s another step toward making Ukrainian art heard among the most iconic names of the 20th century,” said the Prymachenko Family Foundation.

Samsung Art Store already brings together collections from the Metropolitan Museum of Art in New York, Tate in London, Prado Museum in Madrid, and Belvedere Museum in Vienna.

Now, Ukraine’s voice joins this global chorus – through the vibrant and soulful universe of Maria Prymachenko.

The Samsung Art Store app offers the perfect way to transform your TV and decorate your home with a masterpiece suited for any season, celebration, or mood.

You can choose from over 3,500 artworks by more than 800 artists, including a special collection of 12 works by Maria Prymachenko.

The Samsung Art Store is available on Neo QLED 8K, Neo QLED, QLED, and The Frame TVs, powered by Samsung Vision AI – a technology that enhances picture and sound quality using artificial intelligence, now available across Samsung’s 2025 TV lineup.

These models also feature new personalised options that elevate the viewing experience for movies, shows, and sports.

With this collection, Samsung offers more ways than ever to turn your screen into a personal art gallery.

The Maria Prymachenko collection is now available exclusively in the Samsung Art Store for all Samsung Art TV users worldwide.

[1] Art Store subscription and Samsung Account connection required to access full selection of artwork.

As the nation prepares for an exciting summer of sport, Samsung and ex-England football international Joe Cole are teaming up to offer UK pubs a tech upgrade. Through a national vote Samsung will be giving thousands of pounds worth of TV tech upgrades to pubs across the country so they can provide the ultimate viewing experience for their customers to enjoy.  

This is after 79% of UK pub landlords stated that a good TV is crucial to increasing their revenue during key sporting event such as those that are fast approaching this year. However, financial pressures and rising costs mean investment in high-quality viewing tech remains a challenge for them. Pub and bar closures have doubled during the past five years as operators battle increased running costs and taxes.^[1]

New research from Samsung confirms watching football at the pub remains a key part of British culture, with 4 in 10 (40%) Brits watching most major football tournaments at their local. A further 86% agreed that watching it together makes them feel part of a community.

This summer, UK pubs are therefore set to see a surge of football fans eager to watch the games, with 87% of landlords noting that major football tournaments are vital for increasing their revenue – reporting an average increase of £11,000 revenue per pub during these periods and an estimated additional £495m revenue across the UK pub industry as a whole.

For these football fans across the country a venue’s quality of tech is essential, as pub-goers increasingly prioritise those with premium TV screen to ensure that they don’t miss a moment – with 60% letting it dictate their choice of pub.

A third (33%) of landlords want to invest in a new TV and sound system but simply can’t afford it, with six years being the average time since landlords across the nation last upgraded their TV. This could cost pubs dearly, with 97% of Brits admitting they would leave a pub during a match if the TV was of poor quality.

In fact, the study also reveals that Brits consider the screen and audio set up the most important consideration when choosing a venue to watch sport (39%), food available (30%) and beers on tap (23%).

A huge 74% of Brits have stated their local or favourite pub needs a better TV in time for the summer of football. Samsung’s ‘Raise The Bar’ campaign offers a golden opportunity for venues to upgrade their tech in time for kick off, supporting venues in driving footfall and bringing communities together this summer. By providing brand new Samsung TVs fans it will ensure fans have the ultimate viewing experience so they don’t miss key moments and are able to watch everything perfectly whether its key tackles, VAR decisions or goals.

Backed by Joe Cole, the England legend is calling on the nation to rally behind their local pubs and nominate them to win the thousands of pounds worth of brand-new equipment. In addition to tech makeover, Samsung will support venues and pubs across the country with advertising support to drive footfall during a key period. Collectively, Samsung will be putting more than £50,000* towards local pubs and venues across the country, supporting communities across the nation.

Joe Cole said: “Local pubs are at the heart of our communities, especially when it comes to football. There’s nothing quite like watching a big game down the pub surrounded by mates and the atmosphere can make all the difference.

“Having a quality TV setup that you can trust is an important part of that experience as it keeps everyone in the moment. This initiative is about giving local pubs the tools they need to bring people together and create those unforgettable match day memories.”

Zeena Hill, Senior Marketing Director for Home Entertainment & Appliances at Samsung UK, said: “Local pubs and venues across the UK play a vital role in bringing communities together, especially during major sporting moments. At Samsung, we are focused on providing a high-quality viewing experience no matter where you are. We’re proud to be supporting communities across the UK and give them the opportunity to upgrade their technology to provide the best possible match day experience to their customers.

“Our aim is to help give this vital part of the hospitality sector a helping hand where it’s needed, all the while providing fans with a good reason to support their local to enjoy the exciting summer ahead, together.”

With a ‘squad’ of eleven being chosen from the customer voting process, 10 of those chosen will get their hands on a brand-new Samsung TV worth £3,000 alongside local marketing support from Samsung to help drive some football footfall and awareness. In the final stages of the campaign the squad of venues will be driving further voting to engage their local community. From this, one lucky venue will receive a transformative tech upgrade and pub makeover worth more than £10,000 including dedicated media support.

The initial vote opens at 8am today, Friday April 17, and will run until 5pm on Wednesday, May 20. To get behind pubs in need of support football fans should visit watchitonasamsung.com to nominate their local. A shortlist of eleven pubs and venues that have made it to the final stage will be unveiled on Thursday April 30, after which there will be the opportunity for fans to cast their vote for one final pub to benefit from a full tech makeover and support of a revamp. After the end of the voting period the winner and 10 runners up announced by Thursday, May 21, 2026.

Watching football together creates a sense of community and unforgettable shared memories, no matter the final score. There’s no better way to catch the game than on a Samsung TV, offering the most premium viewing experience for fans this summer.

[1] UHY, 23 March 2026

The newly introduced features in Samsung SmartThings Family Care service includes Care On Call, Care Insight, and Safe Patrol

Samsung Electronics Co., Ltd. today announced that it has updated its global smart home platform SmartThings to provide improved experiences that help users better care for their families and themselves in everyday life.

With the latest update, SmartThings has strengthened its Family Care service so users can better support parents they live apart from. It also integrates additional key SmartThings features into Now Brief, the personalised briefing service available on Galaxy mobile devices, to further enhance the convenience and comfort of the customer’s daily life. Samsung plans to roll out these new Now Brief capabilities to TVs and Family Hub refrigerators in phases.

“Samsung’s AI technology goes beyond everyday convenience to help users care for themselves and their families with greater peace of mind,” said Jaeyeon Jung, Executive Vice President and Head of the SmartThings Team, AI Platform Center, Samsung Electronics. “SmartThings will continue to strengthen its role as a platform that seamlessly connects customers’ daily lives with AI, and it will keep expanding differentiated services on an ongoing basis.”

Enhanced Family Care Makes It Easier To Check In on Loved Ones

Family Care connects SmartThings with a range of home appliances and mobile devices to provide notifications regarding the activities of users’ ageing parents and reminders for medication and hospital visits — as well as location-based alerts. With this update, the service enables even more thoughtful care.

Additionally, Samsung’s new Care on Call^[1] feature allows users to more closely check on the status of the care recipient through a simple phone call. When a caregiver using the service calls the care recipient, a floating pop-up that displays key information like the time of the first activity of the day, the most recent activity time and the local weather — all at a glance — appears before the call begins. This helps caregivers ask more meaningful check-in questions and respond accordingly.

SmartThings can also continuously monitor devices like air conditioners, air purifiers, dehumidifiers and humidifiers for indoor temperature, humidity and air quality. If unusual usage patterns are detected, the caregiver is immediately notified and can remotely control the relevant device.^[2]

Family Care has made the Safety Patrol feature — which utilises SmartThings to send a new Bespoke AI Jet Bot Steam Ultra to check various areas around the house — even more convenient. If the care recipient’s activity is not detected for a specified period of time, users receive a notification and the feature can be remotely activated if the caregiver needs to take action.^[3] Using a camera built into the robot vacuum, caregivers can view issues that might occur — such as a person lying incapacitated — and two-way communication through the built-in speaker and microphone allows them to act.

To further enhance the level of care provided to loved ones, the Care Insight feature been enhanced to provide even more actionable, long-term data within the Family Care service. It analyses factors like temperature and humidity levels, paying attention to whether they deviate from optimal ranges. It also tracks significant changes in activity levels and connected device usage compared to the previous week.

Expansion of Now Brief to TVs and Family Hub

Now Brief^[4] delivers a rich AI experience by integrating a broad range of key SmartThings services that help users stay informed about their daily lives, their family members and conditions inside and outside the home.

With the launch of the Galaxy S26 series, Now Brief will support Home Security, Family Care and Pet Care, in addition to existing features that include Home Insight, Energy and the Sleep Environment Report. Through Now Brief, users can access the useful information needed to care for themselves, their families and their homes at a glance.

Now Brief is set to deliver a consistent customised experience throughout the home,^[5] and will soon roll out in phases to TVs launched in 2024 or later, as well as Family Hub refrigerators launched in 2021 or later.

For added convenience, users will not need to manually launch Now Brief. If the feature is set up in advance, it will be automatically activated when they approach the TV, touch the Family Hub refrigerator screen or open and close the refrigerator door.

And now, whether at home or on the go, the expanded Now Brief helps users stay up to date by providing information such as home device status and energy usage, as well as the sleep status of the previous night, Home Security updates based on door locks, door sensors, and security mode, parents’ daily activity updates and dog-walking information.^[6]

The various features of SmartThings are now integrated into the Now Brief of Samsung Galaxy mobile phones, and users can also easily check this information on the TV screen.

[1]Care on Call is available on Galaxy smartphones running One UI 8.5 or later. Internet calls are not supported.

[2]Remote control is available when the caregiver has been set up to remotely control the care recipient’s devices.

[3]Remote control is available when the caregiver has been set up to remotely control the care recipient’s devices. Availability may vary depending on product, model and region.

[4]Samsung account login and network connection required.

[5] Availability may vary depending on product, model, region, and each product’s Over The Network (OTN) software update schedule.

[6]The relevant devices should be registered in SmartThings, and the service must be activated in the Life tab.

This initiative is part of a global rollout and reinforces Try Galaxy as an interactive demonstration tool, allowing users to explore Galaxy S26 innovations and discover Galaxy ecosystem features before making a purchase decision.

In the UK, Try Galaxy has already generated 2.75 million downloads, reflecting growing user interest in exploring Galaxy innovations before purchase.

Hands-on exploration of Galaxy S26 series features

With the update, Try Galaxy replicates the interface and key functionalities of the Galaxy S26 series through an interactive tour that simulates everyday scenarios.

The platform showcases how Galaxy AI supports tasks such as content creation, communication, and personalisation, enabling a clearer understanding of how these features can be used in daily life.

To further expand accessibility, the platform has been optimized to work across different browsing environments, including in-app and non-standard browsers. In these cases, access is provided through a preview featuring key highlights, ensuring availability even under limited compatibility conditions.

Among the features available for testing are:

• Privacy Display: limits viewing angles for enhanced privacy
• Nightography Video: improved video recording performance in low-light conditions
• Photo Assist with Galaxy AI: intelligent image editing directly in the Gallery
• Creative Studio: a dedicated space for exploring AI-powered creative tools

3D navigation and enhanced immersion

The Try Galaxy update now includes interactive 3D navigation for the Galaxy S26, Galaxy S26+, and Galaxy S26 Ultra, providing a more intuitive way to visualise devices and their features. Interactive widgets have also been added, expanding engagement possibilities, even on devices or browsers with limited support.

How to access Try Galaxy

Try Galaxy is available on compatible smartphones via the official website or QR code:

1. Visit the trygalaxy.com
2. Scan the available QR code
3. Follow the instructions to add the web app to your home screen and start exploring

Try Galaxy is optimised for the latest versions of Safari, Google Chrome, and Samsung Internet. Using an up-to-date browser improves accessibility and ensures the best preview experience.

[1] Try Galaxy is available on supported Android OS smartphones with the latest version of Samsung Internet or Chrome browser, and iPhone 8 and above with the latest version of Safari or Chrome browser. iPhone and Safari are trademarks of Apple Inc..

Samsung’s Global 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.

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 Grey, Awesome Icyblue and Awesome Lilac, while Galaxy A37 5G is offered in Awesome Lavender, Awesome Charcoal, Awesome Greygreen and Awesome White. A premium metal frame 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 upgraded CPU and GPU, Galaxy A57 5G delivers faster, smoother operation for streaming, editing and everyday use.^[7] A 13% larger vapor chamber^[8] helps keep the device cool, even during extended gaming or video recording.

A 5,000mAh battery^[9] supports up to two days of use^[10] on a single charge. Super Fast Charging 2.0 powers Galaxy A57 5G up to 60% in about 30 minutes, reducing downtime^[11].

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.Google Account login and network connection required Results for illustrative purposes only. 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. 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] Performance improvements shown compared to Galaxy A56 5G. Actual performance will depend on user environment, conditions and pre-installed software and applications.

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

[9] 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.

[10] 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.

[11] Charger sold separately

Sports broadcasting is evolving, bringing fans closer to the experience by moving cameras closer to the action. Samsung is driving this shift with the Galaxy camera system and its ability to operate at broadcast-level performance through the pairing of connectivity and mobility.

Earlier this year, Galaxy flagship device was used to stream Opening Ceremony of the Olympic Winter Games Milano Cortina 2026, where Samsung worked alongside Olympic Broadcasting Services (OBS) to embed Galaxy devices throughout the venue at one of the world’s largest sports stages.

The result was a new layer of visual storytelling, capturing dynamic perspectives that complemented traditional broadcast coverage. These capabilities extended to the Galaxy Unpacked 2026, showcasing its ability to deliver professional-grade video capture and transmission.

Now, Samsung is helping lead this transformation within skateboarding competitions by embedding Galaxy S26 Ultra directly into key course features — including rails, ledges and gaps — across the entire SLS 2026 season, fully scaling the Galaxy POV (point of view) first introduced at the 2026 SLS Sydney stop.

“Mobile innovation is opening new possibilities for how sports are captured and experienced,” said Joshua Cho, Executive Vice President and Head of the Visual Solution Team, Mobile eXperience (MX) Business at Samsung Electronics. “At Milano Cortina we demonstrated how Galaxy technology can complement traditional broadcast systems. With Street League Skateboarding, we’re bringing that same approach directly into the course with our newest, most advanced device camera, and using mobile POV to capture skateboarding from entirely new perspectives.”

Embedded throughout the course, the devices provide skater-level perspectives, offering angles that traditional broadcast systems often cannot capture. This footage feeds directly into the live production workflow, enabling near-instant replay and offering viewers a fresh visual experience that reflects the intensity of the sport itself.

From speed to the precision of every landing, skateboarding is defined by details that are often lost from a distance. With mobile cameras placed directly inside the course, Samsung is reimagining how the sport is experienced, bringing fans closer to each mid-air movement, board flip and landing. These new perspectives offer deeper insight into technique, timing and control, while strengthening the connection between fans, the sport and the athlete.

Featuring Samsung’s most advanced mobile imaging system to date, Galaxy S26 Ultra is designed to perform in fast-moving, unpredictable environments, much like the athletes themselves. It delivers professional-grade camera performance and high-quality footage across a wide range of shooting conditions with enhanced stabilisation, intelligent processing and the ability to maintain clarity in low-light or high-speed conditions. This allows it to operate alongside conventional cameras while maintaining clarity, stability and detail within spaces traditional broadcast cameras cannot easily access.

The placement of Galaxy S26 Ultra devices follows the rhythm and flow of each run, revealing the style, speed and precision of each trick from within the course itself. Galaxy features also extend the creative possibilities of production. Features such as Super Steady¹ with horizontal lock stabilisation help maintain smooth, level footage even during high-speed motion, while Instant Slow-Mo² with horizontal lock stabilisation help maintain smooth, level footage even during high-speed motion, while Instant Slow-Mo enables detailed replay of tricks as they happen. Together, these capabilities allow production teams to capture skateboarding with greater clarity, stability and proximity — showcasing the precision, style and technical skill behind every movement.

LOS ANGELES, CALIFORNIA – APRIL 04: <>during the Samsung and Street League Skateboarding’s Los Angeles Takeover at Ace Mission Studios on April 04, 2026 in Los Angeles, California. (Photo by Joe Scarnici/Getty Images for Samsung)

“Skateboarding is reaching more people than ever before, especially as the sport continues to grow on the global stage,” said Brett Clarke, Chief Revenue Officer at Thrill Sports, the parent company of Street League Skateboarding. “Collaborations like the one we have with Samsung help us evolve how the sport is shared with fans while staying true to the creativity and culture that define skateboarding.”

The debut of Galaxy S26 Ultra POV integration at the SLS DTLA Takeover signals where sports broadcasting is heading next. As the SLS Championship Tour continues, Samsung will continue exploring how mobile technology can evolve into versatile broadcast tools. Looking ahead to major global sporting events and the road to Los Angeles 2028, this shift suggests a future in which the boundary between smartphone camera and broadcast camera continues to disappear, bringing fans closer to the action.

About Street League Skateboarding

Since its inception in 2010, Street League Skateboarding (SLS) has propelled street skateboarding from a collection of independent standalone events to a renowned global series. As pioneers of street skateboarding’s premium qualification system and competition format, SLS offers an amateur-to-professional pathway and creates thrilling live events across the globe. The SLS Championship Tour is recognized as the world’s premier professional street skateboarding competition. Events take place on custom-built, one-of-a-kind, SLS-certified plazas in major cities around the world, with the best in the sport competing for the highest stakes. For more information, visit StreetLeague.com.

[1] Results may vary depending on editing method and/or shooting conditions

[2] Instant Slow-mo feature is available on Samsung Video Player and Samsung Gallery. May not be available on certain video file types. Accuracy of results not guaranteed.

As millions of Brits get ready to enjoy the Easter weekend, new research from Samsung finds the UK’s public spaces have become shared screens, exposing a stream of private content from personal photos to bank details.

Over half (57%) of Brits have admitted they have unintentionally looked at a stranger’s phone in public, while a further 26% admit curiosity has got the better of them, citing public transport as the most likely place to notice someone else’s screen (61%).

Samsung Electronics surveyed 1,000 Brits^[2] to support the launch of the Galaxy S26 Ultra, which introduces a world-first built-in Privacy Display on mobile. This new hardware-based technology keeps screen content visible only from the front to protect privacy from side angles, without compromising the viewing experience^[3].

With nearly half (61%) confident they can keep their phone use private in crowded places, the majority (59%) say it’s easy to view someone else’s screen in public, revealing a growing privacy perception gap. Despite more than a quarter (28%) ignoring or looking away immediately (27%), 7% admit to continuing to look discreetly.

From messages to money: what is at stake

Nearly half (49%) have felt someone was looking at their phone screen in public, but only 12% agree using a smartphone in public is a private activity. Consumers may know this risk already, but these new findings indicate that visible information is often unexpectedly personal.

And it’s not just harmless scrolling that’s on display – over one-third (40%) of Brits say they have seen personal content on a stranger’s phone in public – with 34% agreeing they have seen something they felt they should not have seen.

The most commonly spotted content includes:

• Personal Photos / camera roll – 37%
• Face or voice of someone on a video call – 33%
• Personal messages (e.g., from a partner/spouse) – 32%
• Social media notifications/profiles – 41%
• Online shopping – 20%
• Dating app notifications/profiles – 17%
• Banking balance or account details – 16%

These instances are rarely intentional, but they highlight just how easily sensitive information can be exposed everyday situations. Public transport remains the most common setting for these encounters (61%), followed by queues in shops and supermarkets (36%), and social spaces such as bars, restaurants and cafés (14%).

A growing shift towards protecting personal information

As awareness of screen visibility grows, Brits are beginning to change how, and when, they use their phones in public.

Over a third (38%) say they have avoided or delayed doing something on their phone in public because someone might see their screen. This rises significantly for more sensitive actions, with 65% avoiding banking, and over half delaying entering passcodes (52%) or reading private messages (52%).

When it comes to reacting in the moment,  nearly half (47%) of people report stopping using their phone altogether, while only 10% would take action and confront the person.

These changes reflect a wider shift in how people think about privacy, not just as something managed through device settings, but as something influenced by their surroundings.

Designing for privacy in public

With Privacy Display on Samsung Galaxy S26 Ultra, people have a new tool to protect their information alongside these sensible habits to keep their information private. Privacy has long been a focus for Samsung, and Privacy Display represents the latest step in helping people keep their personal information private in the moments that matter – backed up with seven years of security updates to keep that protection in place over time.

Benjamin Braun, Chief Marketing Officer at Samsung Europe, stated: “Your phone is one of the most personal things you own, housing your photos, your bank details, your messages and more. I use public transport almost every day, and the last thing I want is the person next to me seeing what’s on my screen. That’s why we built the Privacy Display into the Galaxy S26 Ultra, so what’s on your screen stays yours.”

[1] Requires manual activation in settings to function. Privacy Display feature is not AI-powered.

[2] Survey of 1,000 smartphone users in the UK, conducted by Censuswide.

[3] When activated, some information may still be visible to others depending on the viewing environment, such as the angle or brightness. Caution is advised when exposing sensitive information.