Samsung CEO TM Roh says AI must be understood by consumers before the Galaxy Unpacked.
Samsung has officially confirmed that its next Galaxy Unpacked event will take place on July 22 in London.
The event will be broadcast live on Samsung.com, Samsung Newsroom and Samsung’s YouTube channel at 2pm BST, which is 5pm in the UAE.
While Samsung hasn’t named the devices yet, its invitations carry the tagline “A New Shape Unfolds,” hinting at new foldable Galaxy products. Industry reports suggest that the company could unveil its next Galaxy Z Fold models, which Samsung recently teased on social media, possibly alongside a new Galaxy Watch lineup.
This year, however, Samsung isn’t making Unpacked as just another hardware launch. In a recent statement, Samsung Electronics president and CEO TM Roh argued that the next phase of artificial intelligence will not be defined by raw intelligence alone.
“AI doesn’t need to think more than you. It needs to understand you,” Roh wrote, laying out Samsung’s case for AI working on phones, tablets, watches, TVs and connected home devices.
“AI no longer simply responds. It’s entering an agentic era,” Roh added, “acting on our behalf while the final decision is made by the person.” But to work for someone, he must first know them.”
The message here is that Samsung wants Galaxy AI to feel more like a chatbot and an invisible layer in everyday devices. Roh pointed to phones, watches and home appliances as key entry points for AI, with each device adding context to how people live, work, sleep and move.
“That’s where AI meets people,” Roh said. “Entry points are where AI understands a person and builds trust. The best AI experiences will come from devices that know the user best.”
This vision also explains why foldables are central to Samsung’s AI pitch. Large flexible screens give users more room to multitask, edit, summarize and work with AI tools on the go. Roh said that foldables “open up a big stage”, emphasizing that the new models have become thinner, lighter and more immersive.
The privacy angle is also important. Consumers should be in control as AI becomes more personal, the CEO said, adding that Samsung Knox is designed to protect Galaxy devices and the connections between them.
For UAE consumers, the July 22 event could offer a first look at Samsung’s next big AI-powered device before regional pre-orders begin.
The post CEO TM Roh of Samsung says that AI should understand consumers before Galaxy Unpacked appeared first on Daily Pakistan English News.
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