Samsung Electronics has confirmed that its next Galaxy Unpacked event will take place on July 22 in London, where the technology company is widely expected to unveil a new generation of foldable smartphones alongside updates to its artificial intelligence platform.
The launch event will be streamed live through Samsung’s official website, Samsung Newsroom and the company’s YouTube channel at 2 p.m. BST, which is 5 p.m. in the UAE.
Although Samsung has not officially announced the products scheduled for launch, the event invitation carries the tagline “A New Shape Unfolds,” signaling the arrival of new Galaxy foldable devices. Industry analysts expect the company to introduce updated Galaxy Z Fold models, which Samsung has recently hinted at on social media, along with a refreshed Galaxy Watch lineup.
This year’s Galaxy Unpacked event is expected to place artificial intelligence at the center of Samsung’s strategy rather than focusing solely on new hardware.
In a statement released ahead of the event, Samsung Electronics President and Chief Executive Officer TM Roh outlined the company’s vision for the next stage of AI, describing it as technology designed to understand users and work naturally across multiple connected devices.
Roh said AI should move beyond simply responding to commands and instead become an intelligent assistant capable of helping users complete everyday tasks while leaving final decisions in human hands.
According to Samsung, Galaxy AI is being developed to operate across smartphones, tablets, smartwatches, televisions and connected home appliances. The company believes devices that users interact with daily can provide valuable context to deliver more personalized experiences.
Roh said smartphones, wearable devices and home appliances serve as key points where AI can learn user preferences related to work, health, movement and daily routines. He added that these interactions are essential to building trust between users and AI systems.
Foldable smartphones are expected to play a major role in that vision. Samsung believes larger flexible displays provide additional space for multitasking, content editing, document summarization and AI-powered productivity features while remaining portable.
Roh also highlighted improvements in Samsung’s latest foldable designs, saying newer models have become thinner, lighter and more immersive than previous generations.
Privacy and security remain central to Samsung’s AI plans. The company said Samsung Knox will continue protecting Galaxy devices and the data shared between connected products as AI services become increasingly personalized.
The emphasis on security comes as technology companies face growing scrutiny over how artificial intelligence collects, processes and safeguards personal information.
For consumers in the UAE and other global markets, the July 22 event is expected to provide the first official look at Samsung’s latest AI-powered devices before regional pre-orders begin.
The Galaxy Unpacked showcase will also offer investors and industry observers insight into Samsung’s strategy as competition intensifies in both the foldable smartphone segment and the rapidly expanding market for artificial intelligence-powered consumer electronics.
