Galaxy AI was introduced earlier this year with the Galaxy S24 series. The suite brings a variety of features including but not limited to Chat Assist, Live Translate, Interpreter, and more. Perhaps the most noteworthy feature is Circle to Search, which is powered by Google's machine learning technology.
This feature makes it very easy for users to identify what they're looking at on the screen by simply drawing a circle around it, with Google doing the rest. This feature has only been available on flagship smartphones so far, as Samsung's AI features have yet to trickle down its lineup, but that changes today.
Samsung has announced that it's bringing Circle to Search to mid-range phones in the Galaxy A series and the Galaxy Tab S9 FE lineup. We had exclusively revealed earlier this month that Samsung is going to bring some AI features to the Galaxy A35 and the Galaxy A55 in particular, the latest premium mid-range phones in its lineup. The expansion tot he Galaxy Tab S9 FE series is just the cherry on top, as there's even S Pen support on these tablets, bringing an additional level of comfort to exercising this feature.
Circle to Search initially started out as a way to search Google quickly for things on the screen. You just had to long press the home button on a Samsung phone, wait for it to pop up, and then draw a circle around the subject you wish to look up information for.
Google will then take and run it through its AI and machine learning magic to provide relevant results. The capabilities have evolved considerably since this, with Circle to Search now being able to help with homework, provide full-page translations, and even scan QR codes. Samsung has worked with Google to bring the ability to handle more complex queries.
Out of all the Galaxy AI features that Samsung has released this year, Circle to Search is by far the one all of us here at SamMobile use regularly. The integration is solid and the feature works very well, making it a breeze to search for new things that we may come across, as it merely takes a few seconds to fire up Circle to Search and get cracking.
It's a genius move on Samsung's part to bring Circle to Search to its premium mid-range devices, particularly the Galaxy A34/A35 and Galaxy A54/A55. These devices routinely sell in bonkers numbers across the globe, and with tens of millions already out there, Samsung is giving millions more the chance to experience the power of mobile AI without having to upgrade their devices.
Not only will the Circle to Search feature make their devices more capable, but it's also going to give them a taste of what they're missing out on. Samsung is opening up their minds to the new possibilities that AI brings to smartphones, potentially in hopes of getting them to upgrade to its flagship models for a full AI smartphone experience.
It's likely that some may be enticed enough to buy flagship Samsung phones once they've got a taste of Circle to Search and are intrigued enough to give mobile AI a shot. Even if this doesn't encourage a widespread migration of mid-range phone owners to flagships, it does go a long way in making Samsung's phones stand out in a crowded field, where competition is tough and margins are razor thin.
A feature that finds its pedigree with some of the best Samsung phones making its way to the Galaxy A series and the Galaxy Tab S9 FE would make those device owners feel good about Samsung not just forgetting about them after selling them a budget device.
That's why this is such a genius move from Samsung. It earns the company goodwill and possibly new customers for its flagship phones. It's a win-win whichever way you slice it.
