[Econ & Biz] Galaxy Unpacked 2025: Personalized AI at the core of Samsung's S25 strategy

Samsung Electronics' Unpacked conference took place on Wednesday, local time, in San Jose, California.

There, the tech giant unveiled its latest flagship smartphones the Galaxy S25 series with AI technology taking center stage.

For a closer look, our business correspondent Moon Hye-ryeon joins us here.

Hye-ryeon, tell us more about what's new.

Well, Jung-min, I went to take a look at the new phones for myself in Gangnam today, and here's what I saw.

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.

They 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" and "Now Bar" is a new service that provides a morning feed catering to your personal preferences based on user data, as well as giving you 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.

With many using mobile phones to search the web, Gemini's search tool enables users to look up information from their own images and even videos.

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.

Are there any other new reveals from Samsung Electronics alongside their new phones?

Well, Jung-min, there's actually a new monthly service that they're launching called the "New Galaxy Club."

Subscribers can choose between a 12-month or 24-month plan, and effectively purchase the latest Galaxy smartphone at half the upfront cost.

Last month, Samsung entered the appliance subscription market with its AI products by introducing the "AI Subscription Club" service.

I asked an expert about why Samsung Electronics might feel the need to launch such a service like this alongside its newest model, and here's what he said.

"As data builds up, they can provide a variety of services powered by tailored AI and large language models. In the long term, they can use the smartphone's AI chip to deliver personalized services in real-time, and apply AI in specific areas to their needs."

You mentioned earlier that Samsung Electronics is entering the ultrathin smartphone market alongside Apple — with the S25 series in general, where do they stand in terms of the competition out there?

The smartphone industry right now is extremely competitive — not just between Samsung Electronics and Apple with the biggest portions of the pie, but Chinese companies too.

Both Apple and Samsung Electronics saw a decline in shipments last year, according to data from the International Data Corporation — while Chinese smartphone maker Xiaomi experienced the fastest growth with a more than 15 percent increase.

But Samsung stands out with its diverse lineup of devices, positioning it to integrate AI across phones, cars, and home appliances seamlessly.

"This is the only company in the world that has it all. Looking ahead to the AI era, if collaboration across the board becomes the norm and personalized AI services based on data become a part of everyday life, I think Samsung is in an incredibly strong position."

Thank you for your report, Hye-ryeon.

Thank you for having me.