Samsung Electronics on Tuesday launched its latest mid-range smartphones, the Galaxy A57 5G and Galaxy A37 5G, as it pushes to expand artificial intelligence features and premium capabilities to a broader base of users at more affordable price points.
The new Galaxy A series devices introduce enhanced “Awesome Intelligence,” Samsung’s suite of AI-powered tools, alongside upgrades in camera performance, processing power and durability. The move underscores the company’s strategy to democratize AI across its smartphone lineup beyond flagship devices.
“The new Galaxy A series reflects our continued commitment to AI democratization by bringing the latest innovations to more Galaxy users,” said Evelyn Munene, Head of Product and Marketing, Mobile eXperience (MX) Division at Samsung Electronics East Africa.
The devices run on Samsung’s One UI 8.5 and include features such as voice transcription within the Voice Recorder app, AI-powered content selection, and improved photo editing tools like Object Eraser. The Galaxy A57 5G also introduces “Best Face” for optimized group photos and Auto Trim for video editing.
Both models feature a triple-camera system anchored by a 50-megapixel main sensor, with improved low-light photography capabilities branded as Nightography. Samsung said the A57 5G offers enhanced image processing and faster shutter speeds for clearer shots in challenging conditions.
The company is also integrating deeper AI functionality through its upgraded Bixby assistant and Google’s Gemini, enabling more natural voice commands and cross-app task execution.
In terms of performance, the Galaxy A57 5G comes with upgraded CPU, GPU and neural processing capabilities, alongside a 5,000mAh battery that Samsung says can last up to two days. The device also supports fast charging and improved heat management for sustained usage.
Both phones are rated IP68 for water and dust resistance and feature Super AMOLED displays with slimmer bezels for improved viewing experiences.
Samsung is offering up to six generations of Android OS and One UI upgrades, along with six years of security updates, positioning the devices as long-term options in the competitive mid-range segment.
In Kenya, the Galaxy A57 5G is priced at KES 68,300 for the 8GB/256GB variant and KES 60,900 for the 8GB/128GB model. The Galaxy A37 5G will retail at KES 60,200 for the 8GB/256GB version and KES 49,000 for the 6GB/128GB option. The devices are available through Samsung Experience Stores and authorized dealers nationwide.
Samsung did not disclose sales targets but said the new lineup is aimed at strengthening its presence in emerging markets, where demand for feature-rich yet affordable smartphones continues to grow.