Galaxy Unpacked 2025: Samsung's Galaxy S25 series promises private, personalized user experiences with AI tools

Samsung Electronic's latest venture into integrating AI into smartphones promises smarter, faster, and more personalized experiences for users.

Our Moon Hye-ryeon has the details on its next-generation Galaxy S25 series.

Imagine a phone that knows what you need before you do — that's what Samsung's latest smartphones promise to make a reality.

At its Unpacked conference on Wednesday in San Jose, California, Samsung Electronics announced its latest flagship Galaxy smartphones — the Galaxy S25 series.

The Galaxy S25, S25+, and S25 Ultra are all equipped with new AI tools unseen in their predecessors unveiled as the firm's first AI smartphones a year ago.

The new models will hit the shelves on February 7th in the same price range as the S24.

The new phones use Google's Gemini AI model alongside Samsung's in-house AI voice assistant Bixby, and Qualcomm's Snapdragon 8 Elite chips for on-device processing – meaning that you don't have to be connected to the internet to be able to use AI functions.

And these AI functions provide a key element in the S25 user experience: personalization.

"With the S25, users can enjoy a seamless experience where the AI agent and personalized AI features make life easier—just say what you need, and the phone will recommend and handle it for you."

For example, "Now Brief" is a new service that provides a morning feed catering to your personal preferences based on user data – such as displaying your schedule for the day from your mobile calendar.

"Now Bar" is something that leads on from the briefing, giving you timely updates throughout the day – such as giving you directions to your next meeting, or giving you a breakdown of the latest sports games you've missed based on what teams you follow.

And this is another reason why on-device processing is so crucial – because personal data used to tailor these functions will only be stored and processed on the phone.

While the new AI features are the main focal point of the new phones, the hardware also boasts some upgrades.

The new Ultra line has a 50-megapixel sensor on its ultra-wide rear camera in contrast to the S24's 12-megapixel sensor for better quality images and videos and also features a new, hardier screen.

The series overall has rounded corners with a reduced bezel for a bigger display, and there's an even thinner model to come – called the Galaxy S25 Edge.

This model was briefly previewed at the end of the Unpacked event, setting up competition in the skinny smartphone market, with Apple's ultrathin model expected to come later this year.

Moon Hye-ryeon, Arirang News.