Samsung is pushing AI into the mainstream with its new Galaxy A57 5G and A37 5G, announced today. The Korean electronics giant is betting that budget-conscious consumers want the same AI capabilities found in flagship phones - just at a fraction of the price. With features like Voice Transcription and Circle to Search with Google, Samsung's calling this democratization of AI through what it dubs "Awesome Intelligence."
Samsung just made its biggest play yet to bring AI features out of the flagship tier. The company unveiled the Galaxy A57 5G and Galaxy A37 5G today, packing them with AI tools that until recently were exclusive to premium devices. It's a clear signal that the AI race is moving beyond the high end.
At the heart of both phones sits what Samsung calls "Awesome Intelligence" - a suite of AI features designed to handle everyday tasks. The standout addition is Voice Transcription, making its debut on the Galaxy A series. Users can record audio through the Voice Recorder app, convert speech to text, and translate across multiple languages. It's the kind of feature that was once limited to flagship Galaxy S models.
Circle to Search with Google, already a fan favorite on premium devices, gets an upgrade here. The feature now identifies multiple objects simultaneously. Spot an outfit you like? Circle it, and the phone pulls up information on everything from the shirt to the shoes in one search. Samsung is also introducing AI Select, which suggests contextual actions like creating GIFs or setting wallpapers based on what's currently on screen.
The camera system aims to compete above its weight class. Both models pack a triple rear camera setup - a 5MP macro lens for close-ups and a 12MP ultra-wide on the A57 5G for landscape shots. Samsung's Nightography feature, typically associated with its flagship line, has been enhanced here to produce brighter, sharper low-light images with more natural color rendering. The company says improvements are most noticeable in cityscapes and street photography.
On the design front, Samsung went slim. The Galaxy A57 5G measures just 6.9mm thick and weighs 179g - that's 0.5mm thinner and 19g lighter than its predecessor. The bezels got trimmed too: 1.5mm on the top and sides, reduced by 0.7mm at the top and 0.5mm on the sides. It's a subtle change, but one that makes the 6.5-inch display feel more immersive without adding bulk.
Performance upgrades include a beefed-up CPU and GPU, though Samsung didn't specify exact chipset details in today's announcement. What the company did tout: a 13% larger vapor chamber for better thermal management during gaming or extended video recording. The 5,000mAh battery promises up to two days of use according to testing by UX Connect Research, with Super Fast Charging 2.0 hitting 60% in roughly 30 minutes.
Color options aim for broad appeal. The A57 5G comes in Awesome Navy, Awesome Gray, Awesome Icyblue, and Awesome Lilac. The A37 5G gets Awesome Lavender, Awesome Charcoal, Awesome Graygreen, and Awesome White. Both feature what Samsung describes as a premium metal frame, aligning with the company's broader Galaxy design language.
The Object Eraser tool, another AI-powered feature, removes unwanted elements from photos with what Samsung claims is improved edge accuracy. Multi-Window Drag & Drop, enhanced by AI Select, lets users move content between apps more fluidly - dragging images directly into Samsung Notes and resizing on the fly.
What's notable here isn't just the spec sheet. It's Samsung's strategy. By pushing AI features down to the mid-range A series, the company is making a calculated bet that consumers across price tiers want intelligence baked into their devices. It's also a competitive move against Chinese manufacturers like Xiaomi and Oppo, who've been aggressive in the mid-range segment.
Pricing and exact availability weren't disclosed in today's announcement, but the Galaxy A series typically slots in between $300-$500 depending on region and storage configuration. Samsung noted that feature availability may vary by market, particularly for AI functions that require Samsung Account login.
The devices run on what's likely One UI 7 based on Android 14 or 15, though Samsung didn't confirm version details. What the company did emphasize: these phones represent a "user-centric approach" focused on practical AI implementation rather than flashy but rarely-used features.
For Google, the partnership on Circle to Search continues to deepen, extending the feature's reach to millions more users. For Samsung, it's another step in its mission to make AI ubiquitous across its entire mobile lineup - not just the Ultra models.
Samsung's latest A-series launch signals a broader industry shift - AI is no longer a premium-only selling point. By bringing features like Voice Transcription and enhanced Circle to Search to mid-range devices, Samsung is forcing competitors to follow suit or risk losing relevance in the world's largest smartphone segment. For consumers, it means flagship-caliber intelligence without the flagship price tag. For the industry, it's another indicator that AI differentiation is becoming table stakes across all price tiers.
![[Interview] The Future of Screen Experiences, Part ①: Inside Samsung’s Micro RGB TV, Setting a New Standard for Next-Generation Displays](/cdn-cgi/image/width=828,quality=75,format=auto,fit=cover/https://charming-card-d91ad3487b.media.strapiapp.com/Samsung_T_Vs_and_Displays_Micro_RGB_TV_100_BT_2020_Micro_RGB_Color_Booster_Pro_AI_Soccer_Mode_Pro_Interview_main1_6448e09a2c.jpg)
![[Infographic] Samsung AI Appliances Deliver Inclusive Experiences Through Enhanced Accessibility Features](/cdn-cgi/image/width=128,quality=75,format=auto,fit=cover/https://charming-card-d91ad3487b.media.strapiapp.com/file_e6b7515270.png)
