LONDON, U.K. – May 15, 2025: Samsung Electronics celebrated Global Accessibility Awareness Day this year with a week of accessibility events and workshops in the U.K. The company’s third edition of Accessibility Festival Week was brought to a close with a groundbreaking pilot event at St Paul’s Cathedral in London, aimed at bringing customers, partners and employees together, through a unique sound experience.

In collaboration with hearing-aid provider, GN, and Ampetronic, Samsung showcased Auracast technology to attendees wearing Galaxy Buds3 Pro or GN hearing aids, which allows a single device to broadcast to multiple receivers, to embark on a unique journey of shared listening. Audio of this experience was broadcasted using Auracast microphones and transmitters directly into participants’ Galaxy Buds3 Pro or GN hearing aids, eliminating background noise to enhance clarity.

Auracast & LE Audio

Introduced in 2022 by the Bluetooth Special Interest Group (SIG), Low Energy (LE) Audio is an updated standard for Bluetooth technology. It enables more power-efficient and higher-quality wireless transmission of audio from a broadcasting device such as a smartphone, to a receiver such as earbuds.

Auracast is a feature of LE Audio that allows broadcasting from an audio source to multiple audio receivers, including earbuds and hearing aids, turning phones or TV’s into a radio station. It revolutionises audio experiences by enabling multiple devices to connect to a single audio source, fostering an inclusive listening environment. It also enhances audio clarity by reducing background noise, making it ideal for echo-prone venues like cathedrals and museums. Additionally, Auracast offers personalised sound settings, ensuring that users can tailor audio to their preferences and hearing needs, whether enjoying an audio tour or watching TV at home.

Samsung has led efforts to ensure LE Audio compatibility for mobile devices and hearing aids. Since 2022, the company has been pushing for the expansion of LE Audio, introducing 360 Audio Recording and later adopting Auracast through the Buds2 Pro software update.

Samsung’s commitment to hearing accessibility

Among other areas, Samsung’s mission to redefine hearing accessibility has led to an unprecedented collaboration between mobile technology and hearing-aid innovation. With Auracast, Samsung bridges the gap between consumer audio and hearing devices, crafting a seamless, intelligent, and connected listening experience.

• Beyond Personal Audio: Now, both Galaxy Buds and hearing-aid users can tune into the same audio simultaneously, without limitations.
• Beyond Phones: When moving from your smartphone to TV, or from public to private spaces, sound stays with you—with no need to manually pair your device to each new transmitter. Anyone nearby can tune in freely to a shared audio stream, just like joining a public Wi-Fi.
• Beyond Boundaries: Whether at a stadium, airport or cafe, personalised audio is accessible in any setting.

Accessibility Festival Week

Ahead of bringing this vision to life at St Paul’s Cathedral, Samsung hosted its third annual Accessibility Festival Week (AFW) in London. The festival aims to reinforce the company’s commitment to accessibility and foster collaboration across departments and regions. Participants joined a host of activities,  including ‘Inspiration Tours’ exploring inclusive design practices at Samsung KX and Google’s Discovery Centre. Staff were invited to attend a number of accessibility workshops, and this was followed by a keynote session led by Simon Sung, President and CEO of Samsung Electronics Europe, and Jinsoo Kim, Head of the Samsung Accessibility Committee, who shared the company’s accessibility strategy and vision for inclusive innovation.

A recent study by Samsung UK and OnePoll revealed that over two-thirds (68%) of UK adults with disabilities feel excluded from products and services due to accessibility issues, highlighting a significant gap in mainstream brands’ efforts to cater to diverse needs. 80% of respondents believe brands are missing out by neglecting inclusive design, while 72% have abandoned purchases due to inaccessible design.

Speaking on this week’s activity of events, Charlotte Grant, Head of People Experience, Samsung UK, said: “At Samsung, we are proud of our ongoing commitment to increasing the accessibility of experiences through our innovation and we were delighted to partner with GN and Ampetronic to showcase Auracast at St Paul’s Cathedral. It was fantastic to take people through a innovative experience with inclusive technology  and a great way to end our Accessibility Festival Week in the UK. We are committed to directly involving our customers and employees in our decision-making by taking on their feedback to improve our products and services, and help support our mission to inspire a culture of inclusive design across our organisation, into our products and beyond.”

To read more about Samsung’s commitment to accessibility, please visit: Accessibility | Samsung UK

About GN

GN brings people closer through our leading intelligent hearing, audio, video, and gaming solutions. Inspired by people and driven by innovation, we deliver technologies that enhance the senses of hearing and sight. We help people with hearing loss overcome real-life challenges, improve communication and collaboration for businesses, and provide great experiences for audio and gaming enthusiasts.

GN was founded more than 150 years ago with a vision to connect the world. Today, inspired by our strong heritage, GN touches more lives than ever with our unique expertise and the broadest portfolio of products and services in our history – bringing people closer to what is important to them.

We market our solutions with the brands Jabra, ReSound, SteelSeries, Beltone, Interton, BlueParrott, Danavox, and FalCom in 100 countries. Founded in 1869, GN Group employs more than 7,000 people and is listed on Nasdaq Copenhagen (GN.CO).

Visit GN.com and connect with us on LinkedIn, Facebook and  X.

And now, with the rollout of One UI 7, you can access the most convenient and intelligent audio with Galaxy Buds3 and Buds3 Pro. Easily change sound settings on the quick settings panel and have your preferences applied to specific apps, all for your convenience. Plus, users can enjoy the more accessible, personalised audio experience enabled by Adapt sound feature.

Let’s take a closer look at how the Galaxy Buds3 series can enhance and transform your everyday soundscape.

New Features for Advanced Customisation and Convenient Control

Adjust Sound Settings with More Convenience   

Fine-tuning your audio should be quick and easy so you can enjoy whatever you’re listening to anytime, anywhere. Galaxy Buds3 series makes the job much simpler with One UI 7, eliminating the need to separately access the Galaxy Wearable app on your smartphone each time you want to adjust the settings for your device. Now for the first time, conveniently adjust volume, noise control, and sound settings all from your device’s quick settings panel for a hassle-free listening experience.

How to Adjust Buds Setting on Quick settings panel

1. Open Quick settings panel on your connected smartphone
2. Touch and hold the Volume slider in the panel
3. Tap which setting you would like to change

Personalise Sound Settings for Specific Apps

Sound setting preferences often vary by the app you’re using. For instance, when listening to music you may prefer the bass turned high, but when watching a movie, you prefer a more immersive 360-degree sound experience. With App sound settings, you no longer need to adjust sound settings each time you visit an app. Simply set your sound preferences for individual apps^[2] once via quick settings panel, and the Galaxy Buds3 series will automatically apply them whenever the app starts playing media. A first-of-its-kind feature, this capability delivers a more seamless daily audio routine, tailored to your liking.

How to Use App sound settings

1. Open Quick settings panel on your connected smartphone
2. Touch the Earbuds icon in the media panel or touch and hold the Volume slider above the media panel
3. Tap on the sound setting you would like to adjust for the application that is being played.

Tailored Sound for Personal Hearing Needs

One UI 7 expands ambient sound capabilities even further with the updated Adapt sound feature^[3], allowing you to curate the personalised sound experience with clearer and more accurate sound when on calls or watching videos so you don’t miss a line of dialogue. The advanced hearing test helps you create your own sound profile unique to you, or if you’re pressed for time, simply choose from three preset profiles based on your age groups.

How to Enable Adapt sound 1

1. Open the Galaxy Wearable app on your connected smartphone
2. Tap on Earbuds settings
3. Tap on Accessibility
4. Tap on Adapt sound
5. Choose among three preset profiles or do Hearing test

How to Enable Adapt sound 2

1. Open the Galaxy Wearable app on your connected smartphone
2. Tap on Sound quality and effects
3. Tap on Adapt sound
4. Choose among three preset profiles or do Hearing test

An Intelligent Audio Experience for All

With the power of Galaxy AI, the Galaxy Buds3 series not only offers greater convenience, but supports enhanced communication with features that eliminate language barriers and enrich sound regardless of how you wear your earbuds or your environment, for more intelligently tailored moments.

Seamless Communication in 20 Languages

With Interpreter^[4] in Listening mode, language barriers are no longer an obstacle. Whether listening to a lecture in a foreign language or having a conversation with someone in another language, Interpreter in Listening Mode allows you to hear the translation directly through your Galaxy Buds plugged into your ears without needing to look at your smartphone. Now, you can focus solely on the conversation and engage with others face-to-face.

Using Interpreter in Listening mode

1. Open the Interpreter app on your connected smartphone
2. Place the earbuds in your ears
3. Tap on Listening mode on the left side
4. Select your desired language
5. Tap on the microphone icon to start the translation
6. Tap on the microphone icon again to stop the translation
7. Pause, resume the translation using the Buds’ pinch control

Intelligently Optimised Sound, Anytime, Anywhere

Regardless of how you choose to wear your earbuds, the microphones in the Galaxy Buds3 series analyse both internal and external sound in real time to apply the optimal sound and Active Noise Cancellation (ANC) through Adaptive EQ and Adaptive ANC for each user.

What’s more, Galaxy Buds3 Pro can intelligently optimize sound in any environment. You can still enjoy your music fully when walking at a park, with Adaptive Noise Control constantly analysing surrounding sound and automatically adjusting the optimal level of noise without you needing to make any manual adjustments. Siren Detect and Voice Detect^[5] automatically recognizes emergency siren or your voice and raises the ambient sound, allowing you to stay aware of your surroundings or focus your attention on your conversation.

How to Enable Adaptive Noise Control

1. Open the Galaxy Wearable app on your connected smartphone
2. Tap on Adaptive

How to Enable Siren Detect

1. Open the Galaxy Wearable app on your connected smartphone
2. Tap on Auto switch to ambient sound
3. Select Siren detect

How to Enable Voice Detect

1. Open the Galaxy Wearable app on your connected smartphone
2. Tap on Auto switch to ambient sound
3. Select Voice detect

Sound Innovation for Everyone

With the launch of the Galaxy S25 series, Samsung has set a new standard for mobile AI, introducing a true AI companion that offers the most natural and effortless interactions between you and your world. As these intuitive and intelligent capabilities spread across the Galaxy ecosystem, the Galaxy Buds series will remain at the forefront of sound innovation — unlocking immersive and convenient audio experience for all.

[1] Galaxy AI features will be provided for free until the end of 2025 on supported Samsung Galaxy devices. Different terms may apply for AI features provided by third parties.

[2] Availability of functions may vary by apps. Some functional widgets may require a network connection and/or Samsung Account login.

[3] Adapt Sound feature is available on Samsung Galaxy Buds3 Pro only.

[4] Interpreter requires Samsung Account login. Certain languages may require language pack download. Service availability may vary by language. Accuracy of results is not guaranteed. Audio interpretation is only available when wearing Buds and connected to a Samsung Galaxy smartphone. Interpreter feature is not directly provided by Buds themselves.

[5] Adaptive Noise Control, Voice Detect and Siren Detect features are only available on Samsung Galaxy Buds3Pro. Adaptive Noise Control, Voice Detect and Siren Detect are all off by default.

Whatever the personality type, from tech enthusiasts to fitness fanatics, trendsetters and home lovers, Samsung has the perfect gift to suit everyone and can beautifully wrap your tech gifts for you at Samsung KX. This year’s gift guide is packed full of award-winning tech to help give loved ones a Christmas to remember. 

For the trendsetter…

Samsung Galaxy Z Flip6 

The Galaxy Z Flip6 is the perfect gift for the trendsetter in your life. It’s the most compact Samsung smartphone to date with a new floating design that’s slim, sleek and sure to make a lasting impression. Users will always be photoshoot-ready thanks to the pro-level 50MP camera lens and FlexCam to ensure you capture your best angle. Galaxy AIi features like Photo Assist also means that you can move, delete or resize objects from your photos – the power is in your hands.  

Available in Crafted Black, White, Peach, Blue, Yellow, Mint and Silver Shadow.  

…and the ultimate accessory  

Flipsuit Case for Z Flip6 

Personalise your Galaxy Z Flip6 in a fun, fresh way. Flipsuit Case can be customised with a digital skin thanks to interchangeable design cards. When you slip in a new Flipsuit Card into your case, your FlexWindow changes accordingly to match your phone’s new look.  

For the budding photographer 

Galaxy S24 FE 

Galaxy S24 FE is the perfect entry point into the Galaxy S24 Series. Like the Galaxy Z Flip6, it also features a 50MP camera with ProVisual Engine, so you can capture brighter, richer photos and videos in enhanced detail. Packed with Galaxy AI1 smarts, Galaxy S24 FE unleashes new levels of creativity. Photo Assist features can be used to edit, enhance, resize and auto-fill the background of your photos in the touch of a button, meaning that every shot can be just the way you like it.  

Available in Graphite, Blue, Mint, Yellow. 

For the fitness fanatic 

Galaxy Ring  

Introducing a new era in fitness tracking: the Galaxy Ring. Its sleek, concave design is so comfortable you’ll forget it’s there. Durable and water-resistant, it’s perfect for all-day wear, with a battery that will see you through a whole week between chargesii. Three built-in sensors can monitor your health around the clock, and Galaxy AIiii analyses data to provide personalised health and sleep tips for better days and better nights. 

Galaxy Watch7 & Galaxy Watch Ultra  

RRP £289 and £599, respectively  

The Galaxy Watch7 is the perfect wellness companion. Bringing a whole new way to manage your day-to-day health, the lucky receiver will be impressed by its next-gen BioActive Sensor, which closely tracks fitness performance, and Galaxy AI3 provides the insights, guiding them to push their limits. 

If you are really looking to spoil the fitness buff in your life, the Galaxy Watch Ultra takes tracking to another level. Built to push boundaries, the Galaxy Watch Ultra can withstand tough heat, altitude and water pressure conditions, and has the longest batterchroy life within the Galaxy Watch line-up.  

Galaxy Watch 7 is available in Green and Cream with sizes 40MM and 44MM, and Galaxy Watch Ultra is available in Titanium Grey, Titanium Silver and Titanium White with size 47MM.  

For the music lover  

Galaxy Buds3 Pro  

The new Galaxy Buds3 Pro are perfect for music lovers. Take your listening experience to the next level with Galaxy AI-boosted Noise Control and real-time language interpretationiv, you can stay in your groove for hours. With just the touch of a button and simple gestures, you can conveniently control your phone whilst on the move.  

Galaxy Buds3 Pro is available in Silver and White.  

For the busy creative 

Galaxy Book4 Edge  

Amazingly slim and lightweight, the Galaxy Book4 Edge is an ultra-portable productivity tool. With cutting-edge AI performance powered by Microsoft Copilot+, this laptop will ensure high-speed productivity wherever you are. With Recallv and Circle to Search with Googlevi, users can problem solve, translate phrases and recall documents in a flash.  

For the home lover  

Music Frame Smart Speaker  

For the home lover who seeks stylish technology, the Music Frame Smart Speaker is the perfect gift. Designed to look just like a picture frame and blend beautifully with your home, it includes a wireless smart speaker, so you don’t need to choose between aesthetics and great sound. The perfect place to display all your best memories, the speaker also wirelessly connects to your TV and smart speaker for room-filling sound to impress the whole family. 

Samsung The Frame 4K QLED TV  

Designed to fit beautifully in your home, The Frame looks just like a picture frame – fitting perfectly into any style space. Its ground-breaking Matte Display absorbs reflections for a glare-free viewing experiencevii, no matter how bright of a room you put it in. For when you’re not watching TV, transform The Frame into a piece of art with Art Mode. What’s more, its QLED display makes for a naturally bright and colourful picture – perfect for watching sport and your favourite movies.  

For the film buff 

Samsung The Freestyle 2nd Projector 

A portable projector which can display screen size from 30” to 100”. Its easily adjustable and working on both walls and ceilings – perfect for watching your #1 TV show in any space. The Freestyle produces a clear and sharp picture every time – just turn it on and let The Freestyle work its magic. 360-degree sound also makes for immersive viewing wherever you watch, and it also has a Gaming Hub for those who like to game on the go – no console required.  

For the gaming enthusiast 

Odyssey G8 OLED Smart Gaming Monitor  

The perfect gift for gaming enthusiasts is the Odyssey OLED Smart Gaming Monitor, packed with features to deliver the sharpest and smartest gaming experience yet. Content literally springs to life whilst you’re in action with the 4K OLED screen; dive into the shadows with purer black levels and focus without distraction thanks to OLED Glare Free technology.  

Gift wrapping at Samsung KX 

Head down to our experience store in King’s Cross to enjoy festive hot drinks and get custom complimentary wrapping for unforgettable tech gifts. You can also personalise your Music Frame with photos printed and inserted in-store. See you this Christmas! 

Gift big with Christmas cashback offers on Samsung.com 

On Samsung.com, from 4th-22nd December, customers can claim up to £250 on selected mobile products, and up to a whopping £500 on selected home electronics. Full terms and conditions apply. Visit  Christmas Cashback | Deals & Promotions | Samsung UK for more details. 

Samsung Newsroom met with Helen Nam and Donggi Kim from the Wearable Product Planning Group, Mobile eXperience Business at Samsung Electronics, to learn about what went into creating the new Galaxy Buds3 and Buds3 Pro.

▲ (From left) Helen Nam and Donggi Kim

Creating a Comfortable Fit Using 3D Ear Data and AI

 Q. What was your biggest concern when planning the Galaxy Buds3 series?

Nam: For the Galaxy Buds3 series, we had an internal goal of planning the new products from scratch — instead of improving previous versions. Fit is the most important factor for the Galaxy Buds series since an ergonomic fit is the foundation of premium sound quality and convenience. Because the human ear is as unique as a fingerprint, we conducted extensive research on ear shapes and collected a variety of 3D ear data. Based on our findings, we were able to come up with a new design boasting a more secure fit.

▲ Helen Nam explains the planning process behind the new Galaxy Buds3 series.

Q. How has Galaxy AI affected planning the Galaxy Buds3 series?

Kim: We aimed to deliver a personalized listening experience to every individual with AI. When users wear the Galaxy Buds3 series, the Active Noise Canceling (ANC) feature and sound are optimized based on AI-powered algorithms that analyze real-time differences in sound through internal and external microphones. Galaxy AI seamlessly completes the wearability and functionality of the new exterior design.

▲ Donggi Kim introduces the Galaxy Buds3 series’ AI features.

Nam: Thanks to Galaxy AI, the communication experience offered by the Galaxy Buds3 series has significantly improved. More specifically, call quality has been enhanced as AI technology can restore the caller’s voice in various noise environments. Also, Listening Mode can be utilized in the Interpreter feature when connected to a Galaxy smartphone.^[1]

Superior Sound Quality Meets Optimal Usability

Q. What was the most memorable part of the planning process?

Kim: We visited various speaker stores and listened to different types of speakers to gain insights into sound quality. In addition, we attended in-depth seminars on sound led by a renowned audio professor and employed various methods to achieve sophisticated, ultra-high-fidelity audio. We’re pleased that our efforts have been rewarded by positive feedback from users who appreciate the Galaxy Buds3 Pro’s balanced sounds ranging from bass to treble.

Nam: Conducting consumer evaluations during the early stages of production was memorable. According to our research, many users wanted detailed control over sound and noise cancellation — which is why we added a custom feature that allows users to fine-tune the equalizer (EQ) and noise control to suit their tastes. Reflecting the user feedback collected at the beginning of product development was very meaningful to us. Also, I would like to thank the developers for their active support throughout this entire journey.

▲ (From left) Helen Nam and Donggi Kim share insights into the development of the Galaxy Buds3 series.

▲ (From left) The Galaxy Buds3 Pro and the Galaxy Buds3

Q. What is your favorite feature of the Galaxy Buds3 series?

Nam: I would like to highlight Voice Command — a feature that lets users control their Galaxy Buds3 series with their voice, eliminating the need to touch their smartphone or earbuds. When users’ hands are busy washing dishes or taking out the garbage, they can adjust volume, change music or even answer calls with a simple voice command. Every feature in the Galaxy Buds3 series has been thoughtfully designed to cater to various user scenarios.

Tuning Into the Future of Sound Innovation

Q. In one word or sentence, how would you describe the new Galaxy Buds3 series?

Kim: For me, the project is the combination of my passion and profession. As an audiophile with a keen interest in audio products, I made sure the Galaxy Buds3 series delivers the best performance. The Galaxy Buds3 series is a product I can wholeheartedly recommend to anyone.

Nam: I would say it is like a “vitamin.” From planning to launch, I felt energized during every stage of the Galaxy Buds3 series’ development. I hope that users also immerse themselves in this new world of sound and acquire vitality with the Galaxy Buds3 Pro.

 Q. What’s next for the Galaxy Buds series?

Nam: We want to develop the Galaxy Buds series into a product that leverages AI to better understand individuals. Beyond delivering perfect sound tailored to each user, we hope the device can offer user-optimized solutions across various areas including interpretation.

Kim: Sound innovation is a never-ending journey. We are constantly collaborating with developers to elevate the richness and authenticity of sound. We appreciate the continued support and interest from our users.

▲ (From left) Donggi Kim and Helen Nam pose for a photo with the latest Galaxy Buds3 series.

The Galaxy Buds3 series marked a significant milestone in the history of Galaxy Buds with a new design and powerful AI capabilities. Samsung looks forward to how the Galaxy Buds will continue to deliver refined audio experiences and enriched sound.

[1] Interpreter Listening Mode is available on Galaxy Z Fold6, Z Flip6 and all Galaxy Buds series.