Samsung's Response to "Grounded" AI Needs

The use of smartphones among the younger generation is no longer limited to communication. These devices have shifted roles to become essential mediums for working, expressing oneself, and instantly capturing creative ideas.

In response to this trend shift, smartphone manufacturers are competing to integrate artificial intelligence (AI) technology into their products.

However, amid this race for specifications, President of Samsung Electronics Indonesia, Harry Lee, highlights a crucial point often overlooked: the relevance of AI features to users’ daily lives.

“The best technology is not the most advanced, but the most relevant, and that is what we realise through Awesome Intelligence,” stated Harry Lee in his official remarks on Wednesday (22/4/2026).

This philosophy underpins Samsung’s design of its latest mid-range phone line, namely the Galaxy A57 5G and Galaxy A37 5G.

Here is how this approach is applied to these two latest Galaxy A series devices.

To facilitate the needs of users with high work rhythms and mobility, Samsung introduces the Galaxy A57 5G.

Its main focus lies in AI integration to support work efficiency. Samsung embeds several intelligent features centred on practical productivity, one of which is Voice Transcription.

For the first time in the Galaxy A line, users can convert audio recordings into text and translate them simultaneously. According to Samsung, this feature can even operate offline (without an internet connection).

Additionally, there are AI visual and text assistance tools such as Circle to Search, AI Select, and Read Aloud. This AI experience is supported by an operating system that enables Seamless Action Across Apps.

Meanwhile, the Galaxy A37 5G model is positioned for users who focus more on visual creation.

Samsung terms the current trend among the younger generation as extended creativity, where ideas flow quickly and require devices that are agile in summarising and processing them.