Samsung has confirmed that its next Galaxy Unpacked event will take place on July 22 in London, where the company is expected to introduce its latest Galaxy devices while placing artificial intelligence at the center of its product strategy.
The event will be streamed live through Samsung’s official platforms, including Samsung.com, Samsung Newsroom, and the company’s YouTube channel. Although Samsung has not officially revealed the devices set to debut, the invitation’s tagline, “A New Shape Unfolds,” strongly suggests the launch of next-generation Galaxy foldable smartphones.
Industry reports indicate that Samsung could unveil new Galaxy Z Fold models alongside an updated Galaxy Watch lineup, further expanding its connected ecosystem of AI-powered devices.
Ahead of the event, Samsung Electronics President and CEO TM Roh shared the company’s vision for the future of artificial intelligence, emphasizing that AI should focus on understanding users rather than simply providing answers.
According to Roh, the next generation of AI will move beyond traditional chatbots into an “agentic” era, where intelligent systems can proactively assist users while leaving the final decisions in human hands. He argued that for AI to act effectively, it must first understand a person’s habits, preferences, and daily routines.
Samsung’s long-term strategy is to integrate Galaxy AI across smartphones, tablets, smartwatches, televisions, and connected home appliances. By allowing these devices to work together, the company aims to create more personalized experiences based on how users communicate, work, travel, exercise, and manage their homes.
Roh explained that the most valuable AI experiences will come from devices people use every day because these products naturally gather the context needed to deliver smarter and more relevant assistance. This approach positions AI as an invisible layer operating across Samsung’s ecosystem rather than as a standalone feature.
Foldable smartphones are expected to play a key role in this strategy. According to Roh, larger and more flexible displays provide additional space for AI-powered multitasking, content creation, document summarization, and productivity features. He also noted that Samsung’s latest foldable devices have become thinner, lighter, and more immersive, making them better suited for everyday use.
Privacy and security remain central to Samsung’s AI vision. Roh emphasized that users should retain full control over their personal information as AI becomes increasingly integrated into daily life. He highlighted Samsung Knox as the company’s security platform designed to protect Galaxy devices, user data, and interactions across connected products.
The upcoming Galaxy Unpacked event is expected to provide a closer look at Samsung’s next generation of AI-powered hardware and software. Alongside new foldable smartphones and wearable devices, the event is likely to showcase how the company plans to make artificial intelligence a more intuitive and personalized part of the Galaxy experience.
