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Samsung's Ryan Mule breaks down the Galaxy A57 and A37 for Kenya — AI features, Nightography, Knox security, Circle to Search 3.0 and why mid-range has been redefined
The conversation around mid-range smartphones in Kenya has shifted. Not incrementally — but fundamentally. With the Galaxy A37 and A57, Samsung is not offering a compromise on the flagship experience. It is offering a deliberate, curated version of it.
We sat down with Ryan Mule, Product Marketing Manager at Samsung Electronics East Africa, to get the unfiltered answers behind the devices that headlined Galaxy Hangout at The Monaco Lounge.
A: At Samsung, we continue to focus on innovation and continuous improvement for all, as we envision our products as tools for enriching people's lives. With the new A37 and A57, we continue to redefine what a mid-high-end smartphone is — through devices that feature an increasingly premium and durable build, with top-end software and AI experiences that are partly democratised from our higher-end flagships. This allows us to deliver new innovations down the chain to Kenyan consumers in an increasingly inclusive manner. The A37 and A57 allow Samsung Kenya fans who may not be able to venture into flagship price points an opportunity to experience parts of our flagship experience at a more affordable price point.
A: We have in the past year looked closely at not only the content and media consumption trends across African markets but also taken note of the growth of content creation especially among the Gen Z and even part of the millennial demographic. The AI optimisation tools built into the A37 and A57 camera support such creators by enabling the capturing and post-editing of content in real time and in a much easier way before they even think of loading up their content on third-party apps for editing.
The A37 and A57 cameras have been refined further this year to deliver the best in night-time photography and videography, ensuring that creators do not lose details or clarity in photos or videos in night-time or dark conditions. AI tools such as the Object Eraser — deemed one of the best in the market and a trickle-down from the S-Series — enables creators to edit objects or people out of photos with ease. AI-powered edit suggestions help creators make quick edits on the fly. With the Auto Trim feature on the A57, creators can quickly edit and trim down longer videos as the AI picks out key highlights and stitches them together into a shorter, more impactful clip.
With the new Circle to Search 3.0, a fashion content creator can now search the look and style of a particular celebrity by simply circling an online image of them — it will identify each piece of clothing and pull out web links where individual items can be found. With this suite of AI capabilities and more, the A37 and A57 basically enable the content creator to go live with their content faster — and in the world of content creation, the faster the content goes up, the more potential it has to deliver impact and results.
A: The current electronics market in 2026 has been affected on a global scale by shortages in memory chips, and as a result prices for electronics ranging from smartphones, laptops and gaming consoles have increased. It is currently less a factor of currency conversions but more of the current macro factors such as global memory shortages that have affected the industry's supply chains.
The Galaxy A57 heavily delivers features and an experience that meets and even exceeds the asking price — you are getting a near-flagship experience at a lower price than the nearest S flagships such as the S25FE and S26 base model. Additionally, with a new A57 you are getting the latest One UI software, the latest suite of AI features including Samsung's own Awesome Intelligence and Bixby, Google's Gemini, and a new AI addition — Perplexity, which is now built into the Samsung browser. To further boost customer value, Samsung offers a 24-month warranty, Samsung Care+ for discounted device repair in case of accidental damage, and the longest operating system and security software update support of any brand currently — up to six years of OS updates and six years of security software updates.
A: Kenyan urban culture is well known for having a vibrant night life, and many of us find ourselves in situations where we want to capture and seal those memorable moments at night-time events such as concerts, festivals, or even simply that fun dinner with friends or a loved one at an indoor or outdoor restaurant with less favourable lighting.
The A57 and A37 are built for such moments. They excel at Nightography by combining upgraded 50MP main sensors, Optical Image Stabilisation, faster shutter speeds to capture moving subjects at night with less motion blur, and advanced AI multi-frame processing for the best images and video at night. Together, these features absorb more light, reduce visual noise and sharpen details in low-light environments.
A: The passing down of some of these AI capabilities that launched with the S-Line flagships is less a matter of commercial risk but rather a commendable push towards AI experience inclusivity down the product range. While there are some AI features trickling down to the A range from the S range, it is important to note that the bulk of the AI feature sets still sit in the higher S tier.
By introducing specific ones such as the Object Eraser, we are strategically choosing the AI features from the higher tier that we believe will matter most to the demographic of young content creators seeking practical tools for their creative use cases. Additionally, for non-content creators seeking a high-end Samsung device with AI features to boost their busy lifestyle and productivity, we have also cascaded down voice and call transcription from the S-Line into the A57 and A37. By democratising a selection of AI features into the A57 and A37, we are able to provide a stronger product and value proposition to the Kenyan consumer who we deem to be aspirational and seeking the latest in technology.
A: Samsung has a long history of creating smart devices with the highest built-in security standards, driven by our Samsung Knox security platform that is built into all Samsung smartphones and tablets — securing both the hardware and software layers with high-grade encryption standards and threat mitigations. It protects against hacking, malware and data theft through hardware isolation via Knox Vault, secure system booting and real-time kernel protection, securing data from the moment the device powers on.
The A57 and A37 include EAL5+ certified Knox Vault, which physically separates and isolates your most sensitive credentials — PINs, passwords, face unlocks and financial data — from the main operating system. Even if hackers compromise the main Android OS, they cannot access the encrypted data locked in the vault.
A: Our 24-month warranty has been a longstanding value proposition for our smartphone and tablet customers across East Africa, providing them with timely hardware and software service and repair support. Our network of authorised service centres is extensive and customers can find the service centre closest to them using our service centre locator at samsung.com/africa — simply by typing the name of their town or city, such as Kisumu, Mombasa or Nairobi.
Samsung Care+ is a second value addition that complements the 24-month warranty — providing customers with discounted repair costs for accidental damages such as screen breakage, claimable once within the first year of the 24-month warranty period. To find out if your device is covered and the associated discounted repair costs, visit samsung.com/africa/careplus.
A: With the proliferation of AI into smart devices, there is the risk of bloating AI features into the consumer's experience with the added risk of a majority of the features not being used. At Samsung, we have been leading with the implementation of AI features into our mobile devices even before AI on smartphones became mainstream. In 2017 we had already rolled out Bixby on flagship devices — a virtual assistant with base-level AI architecture that included Bixby Vision, which could identify items through the camera, a feature that many are now more recently experiencing via platforms like Gemini Live.
By 2024, Samsung was one of the leading OEMs with its own on-device AI platform — Galaxy AI — which has now evolved significantly and is further complemented by Google's Gemini through our strong global partnership, an improved Bixby and now Perplexity, for a full AI suite. As we have innovated progressively, we have defined rather than followed the trend of AI on a mobile device, and we have come to learn what AI features work and matter most for consumers. With the models launching in 2026 — including the A57 and A37 — we have prioritised making our AI features more user-friendly with more practical usability that simplifies and enhances productivity, and the speed and efficiency of doing things on your smartphone, while unlocking new levels of creativity.
The Samsung Galaxy A57 and A37 are available now at Samsung Experience Stores and authorised retailers across Kenya. For more information visit samsung.com/africa
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