Samsung is addressing both in two key ways: by designing Galaxy AI experiences with built-in security features that protect user data from the ground up, and by applying AI to strengthen mobile security and privacy protections. While both approaches are essential, building AI that handles data responsibly remains the most urgent priority.

Transparency and choice are the principles driving this work. That’s where Galaxy’s intuitive, easy-to-use privacy settings come in, helping you understand what data is used in AI processing, how it’s handled, and how you can control it. These protections empower you to make your own rules for your mobile experience — and to stay safe while you do.

Advanced Settings for Advanced AI

This freedom of choice comes into play for Galaxy AI experiences. With AI increasingly becoming a part of what we do, it’s only natural to want more control over how your personal data is used in relation to it. Enter Galaxy AI privacy features: a set of policies and protections that go above and beyond to make sure you’re informed and protected when using Galaxy AI.

One of the ways we champion user control is through our powerful suite of AI tools that can operate on-device, keeping your data securely in your hands. Whether you’re using communication tools like Live Translate and Interpreter to break down language barriers, or editing tools like Audio Eraser^[1] to stretch the limits of creativity, . These features offer a safe, responsive mobile experience that runs directly on your device, right at your fingertips — working alongside Galaxy AI’s privacy protections to give you greater visibility and control over your data.

Since launching Galaxy AI, our vision has been driven by a commitment to openness and user choice. That’s why we chose a hybrid approach, introducing a powerful combination of on-device and cloud-based AI. This ensures seamless usability and allows users to benefit from the full power of AI for even the most complex tasks. Advanced features such as Generative Edit^[2] offer on-device capabilities and also tap into cloud-based AI as needed for more processing-intensive edits. With Galaxy, all AI experiences are designed with your privacy in mind — even those that utilise remote servers. No matter what feature or what settings you choose, is never stored long-term or used for AI training — whether processed on-device or on the cloud. Plus, with Advanced Intelligence settings^[3], managing your privacy is as simple as tapping a button. You can even choose how your personal information is processed, including the option to disable online processing for AI features.

Privacy is the foundation of Galaxy AI, and thanks to our growing list of on-device AI features alongside powerful settings options, so is .

Intuitive Controls for Enhanced Visibility

In addition to AI-powered features, it’s critical that selecting privacy settings be easy and intuitive, no matter which mobile experience you choose. Galaxy’s Security and Privacy dashboard enables , including who sees it and how it is used, with a fool-proof interface. You can do it all — from viewing and updating app permissions, controls and data-sharing functions, to identifying which data could be at risk through intuitive safety status icons. With Permission Usage, you can even keep track of which apps may have recently accessed your data. This level of behind-the-curtain visibility across settings is unique to Galaxy, making it easier than ever to see how all Galaxy experiences are secured and built to function according to your preferences.

Another cornerstone of Galaxy privacy settings is Auto Blocker, a key feature that empowers you to secure your mobile devices without sacrificing usability. Auto Blocker protects your device by checking for malware and other security threats, while blocking malicious activity. It prevents unauthorised app installations, blocks commands and updates via USB, and mitigates zero click attacks with Message Guard.

For those looking for an even stronger line of defense against today’s cyber threats, Maximum Restrictions^[4] offers an additional suite of device protections. These added measures offer an extra layer of user control, giving you the choice to block 2G service and prevent data from being intercepted when connected to unsafe networks. They also prevent unintended automatic reconnection to certain Wi-Fi networks that may be less secure.

With Samsung Knox protection and privacy settings that are easy to understand, you hold the power to decide how your data is handled — whether shared or kept completely on-device. Looking ahead, Samsung will further advance AI-powered security technologies to make privacy protections smarter, more adaptive, and even more seamless. And as AI continues to evolve, Samsung remains committed to building secure experiences rooted in transparency and choice — now and in the future.

[1]Samsung account login required. Six types of sound can be detected; voices, music, wind, nature, crowd and noise. Results may vary depending on audio source and condition of the video.

[2]Generative Edit feature for Photo Assist requires a network connection and Samsung Account login.

[3]Availability may vary by device model, OS and/or market.

[4]Maximum Restrictions prevents automatic, unintended reconnection to less secure networks, which may include Open, Opportunistic Wireless Encryption (OWE) or Wired Equivalent Privacy (WEP). This protects users from device traffic that may be exposed or intercepted.

LONDON, United Kingdom – March 11, 2024 – Samsung Electronics Co., Ltd. today unveiled the Galaxy A55 5G and Galaxy A35 5G, two smartphones that demonstrate Samsung’s ongoing commitment to making the best of mobile innovations available to everyone. Both devices come with extensive security features such as Knox Vault, as well as new photography capabilities inspired by Samsung Galaxy’s flagship camera innovations and a stunning display that adjusts to users’ surroundings with Vision Booster.

“Our ambition is to bring the latest technologies to everyone,” said James Kitto, Vice President and Head of MX Division, Samsung UK and Ireland. “We’re really pleased to be opening up even more possibilities on our competitively priced Galaxy A series devices, including offering Samsung Knox Vault for the first time on this line-up, meaning that users can enjoy our outstanding mobile experiences with even more confidence and security.”

An Entertainment and Creativity Hub with Versatile Photography and Stunning Display

With enhanced Nightography, the Samsung Galaxy A55 5G takes clearer and more vibrant photos even in poor lighting conditions. That means every nighttime photo can reach epic new levels. Galaxy A55 5G’s advanced AI Image Signal Processing (ISP) produces stunning low-light images never seen before on Galaxy A series. It’s not just scenery that looks amazing. Night Portrait mode and 12-bit HDR video ensure the people in every image look great so that capturing memories with friends and family is never dependent on the perfect lighting.

Both Galaxy A55 5G and Galaxy A35 5G offer the incredible photography capabilities that Samsung Galaxy is renowned for, including features such as optical image stabilisation (OIS) and video digital image stabilisation (VDIS) that keep photos and videos crisp even when filming on the go.

The new devices also continue the Galaxy A series’ tradition of making fun and immersive mobile experiences accessible to all. Users can enjoy watching the latest shows or browsing social media with Super AMOLED displays, showing astonishing clarity in Full High Definition. They can also count on the 6.6-inch^[1] screen on both the Galaxy A55 5G and Galaxy A35 5G looking clear and bright in a range of light conditions thanks to Vision Booster. Users can also enjoy their content for longer with both devices supported by a 5000 mAh^[2] battery for two-day battery life^[3].

Democratising Samsung’s Most Powerful Security Innovations to Intelligently Protect More Customers for Longer

This year, Samsung is bringing one of its most innovative flagship security features, Samsung Knox Vault, to Galaxy A series users for the very first time, including on the new Galaxy A55 5G and Galaxy A35 5G. A hardware-based and tamper-resistant security solution, Samsung Knox Vault offers comprehensive protection against both hardware and software attacks by constructing a secure execution environment that is physically isolated from the system’s main processor and memory. It can help protect the most critical data on a device, including lock screen credentials, such as PIN codes, passwords and patterns. Samsung Knox Vault also protects device encryption keys, encrypting users’ private data stored in the device. Only a user who has the correct lock screen credentials can access their data, even if the device is lost or stolen.

The Samsung Galaxy A55 5G and Galaxy A35 5G are also secured by Samsung Knox, Samsung Galaxy’s multi-layer security platform. One of the most trusted security platforms in the world, Samsung Knox is designed to safeguard critical information and protect against vulnerabilities with end-to-end secure hardware, real-time threat detection and collaborative protection, taking a holistic approach across the entire Galaxy ecosystem.

For even more ways to stay protected, the Samsung Galaxy A series offers Auto Blocker, an opt-in package of additional security measures. When switched on, Auto Blocker can block app installations from unauthorised sources, provide app security checks to scan for potential malware and block potentially malicious commands and software installations to your device while connected by USB cable. New Galaxy A series users will also have access to Galaxy’s Security and Privacy Dashboard, making it easier than ever to see and control what is happening to their data and withdraw any permissions whenever they choose. They can also enjoy Private Sharing (part of Quick Share), which enables the secure and encrypted sharing of private files containing important personal or financial information. To ensure confidentiality, users can control the recipient’s access permissions and the file’s expiration date, while also choosing to limit screenshots or downloads.

The new Galaxy A series smartphones demonstrate Samsung’s commitment to ensure Galaxy devices remain secure and up-to-date for longer. With the Galaxy A55 5G and Galaxy A35 5G, users will continue to benefit from up to four generations of Android OS and One UI upgrades and five years of security updates, optimising the lifecycle of the devices by keeping them equipped with all the latest Galaxy and Android features.

Seamless Connection with the Ever-Expanding Samsung Galaxy Ecosystem

The Samsung Galaxy A55 5G and Galaxy A35 5G are fully compatible with the Galaxy ecosystem giving users a smooth and integrated experience across a range of Galaxy devices. Users can keep up with their fitness goals by connecting Galaxy Watch6 to their Galaxy A series smartphone. And, thanks to Auto Switch, incoming calls will be automatically switched to connected Galaxy Buds FE for enhanced convenience.

Availability

The Galaxy A55 5G and Galaxy A35 5G will be available in four colour options including, Awesome Ice Blue, Awesome Lemon, Awesome Lilac and Awesome Navy. Both will be available from 20^th March in operators, retailers and on samsung.com.

Samsung Galaxy A55 5G RRP:

• 8GB Memory + 128GB Storage, £439
• 8GB Memory + 256GB Storage, £489

Samsung Galaxy A35 5G RRP:

• 8GB Memory + 128GB Storage, £339
• 8GB Memory + 256GB Storage, £389

To find out more about the Samsung Galaxy A55 5G, Galaxy A35 5G and other Galaxy smartphones, please visit: Samsung Newsroom UK, Samsung Mobile Press and Samsung.com.

Specifications:

*All functionality, features, specifications and other product information provided in this document including, but not limited to, the benefits, design, pricing, components, performance, availability, and capabilities of the product are subject to change without notice.

[1] Measured diagonally, the screen size is 6.6-inch in the full rectangle and 6.4-inch with accounting for the rounded corners; actual viewable area is less due to the rounded corners and camera hole.

[2] Typical value tested under third-party laboratory conditions. 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 4,905mAh. Actual battery life may vary depending on network environment, usage patterns and other factors

[3] 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 2024. 01.11-2024.01.20 in UK with pre-release versions of SM-A556 under default setting using LTE and 5G Sub6 networks. NOT tested under 5Gmm Wave network.

Recently released on One UI 6 as part of Samsung Galaxy’s expanded arsenal of security and privacy innovations, Auto Blocker is an opt-in package of additional security measures that gives users more choice as they explore the customisations enabled by Samsung Galaxy’s open ecosystem.

Putting the Choice in Users’ Hands

“At Samsung we constantly strive to keep our users safe from security attacks, and with the introduction of Auto Blocker users can continue to enjoy the benefits of our open ecosystem, knowing that their mobile experience is secured,” said Dr. Seungwon Shin, EVP & Head of Security Team, Mobile eXperience Business at Samsung Electronics. “We always seek to empower our users to choose for themselves what best suits their needs – rather than us deciding on their behalf, and Auto Blocker is no exception to that.”

One of Auto Blocker’s features is the prevention of app installations from unauthorised sources,^[1] known as sideloading. There are many benefits to intentional sideloading, such as enhanced customisation and control over a device’s functionality. Those who love to safely sideload will experience no change as the feature is off by default. For those not in the habit of sideloading or extensive customisation, activating Auto Blocker can provide additional peace of mind by stalling the rise of social engineering attacks like voice phishing, where attackers could talk users into installing malicious software.

Auto Blocker has a range of additional controls, including turning on app security checks to help detect potential malware and prevent harmful commands and software installations by USB cable. This can help protect users in a situation where someone has physical access to their device, like when charging a phone at an airport.

With this feature also comes an update to Message Guard, which mitigates Zero Click attacks, or direct image messages hiding malicious code. Initially launched for messaging apps from Google and Samsung, it now can help protect users using popular third party apps. This way, users have greater choice over the apps they can safely use.

Pushing the Industry Forward with New Security Standards

Samsung sets the foundation for a safer, more secure mobile experience for Galaxy users, and Auto Blocker takes this one step further by combining industry-leading security standards with user choice to allow customers to control their device their way. As the latest feature to be added to Samsung’s suite of security and privacy innovations, Auto Blocker further optimises the mobile experience for users across the Galaxy ecosystem.

Auto Blocker is available now on Samsung Galaxy devices compatible with One UI 6.

For more information on One UI 6, please visit https://www.samsung.com/uk/one-ui/features/.

[1] Authorised sources include Google Play and Galaxy Store.