Samsung Electronics has unveiled the new Samsung Galaxy A57 5G and Samsung Galaxy A37 5G, expanding its Galaxy A series lineup with a strong focus on artificial intelligence, performance, and durability. The launch signals Samsung’s continued push to democratise AI by making advanced mobile capabilities accessible to more users, including in Kenya.
The two devices introduce enhanced “Awesome Intelligence”, Samsung’s AI suite built into the latest One UI 8.5. This brings practical, everyday tools designed to improve productivity, creativity, and usability without requiring technical expertise.
Evelyn Munene, Head of Product and Marketing at Samsung Electronics East Africa, stated that the new Galaxy A series reflects the company’s commitment to expanding AI access, noting that the devices are designed to deliver reliable everyday performance while accelerating AI adoption across more users.
AI powered features designed for everyday productivity
The Galaxy A57 5G and A37 5G integrate a range of AI driven tools aimed at simplifying routine tasks. A key addition is voice transcription within the Voice Recorder app, enabling users to convert recordings, calls, and voicemails into text for easier reference and sharing.
The upgraded AI Select feature allows users to extract text or generate content directly from on screen elements with a long press, while drag and drop functionality improves multitasking across apps such as Samsung Notes and the photo editor.
Samsung has also enhanced its AI ecosystem with deeper integration of Bixby and Google Gemini, enabling more natural voice commands and complex task execution across both native and third party applications.
For search functionality, Circle to Search now supports multi object recognition, allowing users to identify several items within a single image simultaneously.
Improved camera system with AI enhancement
Both smartphones feature a triple camera setup led by a 50MP main sensor, supported by AI powered image processing and an upgraded image signal processor. The result is sharper images, improved colour balance, and better low light performance.
Samsung’s Nightography enhancements ensure clearer photos and videos in dim conditions, while the Galaxy A57 5G adds faster shutter speeds and improved noise reduction for more detailed shots.
AI based scene optimisation and subject recognition enhance portrait photography by preserving natural skin tones and improving background separation. Additional tools such as Object Eraser, Best Face, Filters, and Auto Trim streamline photo and video editing directly on the device.
Performance, battery life and display upgrades
The Galaxy A57 5G delivers upgraded CPU, GPU and NPU performance, making it suitable for streaming, gaming, and multitasking. It features a 5,000mAh battery capable of lasting up to two days under typical use, with fast charging delivering up to 60 percent charge in approximately 30 minutes.
A larger vapor cooling chamber helps maintain performance during extended use, while both devices feature a bright Super AMOLED Plus display with Vision Booster for improved visibility in different lighting conditions.
Despite the performance upgrades, Samsung has maintained a slim and lightweight design, complemented by a refined aesthetic and reduced bezels.
Durability, security and long term software support
Both devices are rated IP68 for water and dust resistance, making them suitable for everyday environments. Samsung has also committed to up to six generations of Android and One UI upgrades, alongside six years of security updates, positioning the devices as long term investments.
Security is reinforced through Samsung Knox Vault, a hardware based protection system that safeguards sensitive data. Additional features include a Security and Privacy Dashboard, Auto Blocker, Theft Protection, and the new Private Album for securing personal media.
Availability and pricing in Kenya
The Galaxy A57 5G and A37 5G are now available across Samsung Experience Stores and authorised retailers nationwide.
Pricing is set at KES 68,300 for the Galaxy A57 5G 8GB plus 256GB variant and KES 60,900 for the 8GB plus 128GB option. The Galaxy A37 5G is priced at KES 60,200 for the 8GB plus 256GB model and KES 49,000 for the 6GB plus 128GB version.
The devices are offered in multiple colour options, while Samsung Care Plus is available as an optional protection plan to safeguard device value over time.
Outlook for the mid range smartphone market
With the introduction of AI driven features, extended software support, and improved hardware, Samsung is strengthening its position in the competitive mid range smartphone segment. The Galaxy A57 5G, in particular, stands out as a performance focused device that blends AI functionality with practical everyday usability, appealing to both content creators and general consumers seeking longevity and value.
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