Samsung took the wraps off of a litany of new devices on Wednesday during its Unpacked event in Paris, France. Not only did the company show off its latest foldable smartphones, the Android-powered (GOOG, GOOGL) Z Fold 6 and Z Flip 6, and its next-generation smartwatches, the Galaxy Watch 7 and Galaxy Watch Ultra, it also launched its highly anticipated Galaxy Ring.

But the star of the show was the company’s Galaxy AI platform. A suite of software products the company initially launched with its Galaxy S24 line of smartphones earlier this year, Galaxy AI includes a number of generative AI capabilities that touch on everything from Samsung’s health and fitness apps to its photo, productivity, and web browser offerings.

The strategy is clear: Samsung is banking on its AI efforts, which include some of Google’s AI magic, to help power its device sales going forward. But the company’s longtime nemesis, Apple (AAPL), is just months away from launching its own AI software, which could sway Samsung users to the iPhone’s side.

The AI era

Samsung’s latest devices are certainly impressive. I’m a fan of both of its foldables, and its smartwatches are some of the most capable around. Adding in its Galaxy Ring could give Samsung a nice foothold in a still relatively small market. But the company is clearly focused on ensuring that its AI capabilities are front and center alongside each of its new products.

Samsung has demonstrated how Galaxy AI fits into the Galaxy Ring, Watch 7, and Watch Ultra thanks to the addition of the company’s new Energy Score feature. The company says the software uses Galaxy AI to help calculate how you’ve slept, how much exercise you’ve gotten recently, and more to provide you with a numerical representation of your overall fitness level that you can use to better understand why you might be more tired or energetic on certain days.

It’s also shown off its conversation mode feature, which lets you have a conversation with someone speaking a different language by turning the Fold's and Flip’s covers and main screens into digital whiteboards that display what you and the person you’re chatting with are saying in your own languages. The app also reads the translated text out loud.

Samsung has similarly brought generative AI features to its photos app, allowing you to do things like draw sunglasses on a person in an image and automatically generate and place realistic-looking glasses on the subject’s face. Samsung also uses some of Google’s AI capabilities, adding the company’s Gemini software and assistant to its devices.