
Samsung unpacked its latest array of the Samsung Galaxy S25 series which features the Galaxy S25 Ultra, Galaxy S25 Plus and the Galaxy S25.
The series solidifies a step forward for smartphones as it ushers in smartphones that really are smart. Thanks to modified AI tweaks, such as multimodal AI agents, the Galaxy S25 series took a first step in changing the way users interacted with their smartphone.
Here are three things we appreciated about the latest series during their global launch Samsung Unpacked on Wednesday.

Multimodal AI
Samsung introduced groundbreaking advancement in AI by introducing a series that was more context aware. The multimodal AI means the series can interpret text, speech, images and videos, allowing for natural interactions between smartphone and user.
Better Circle to search feature: For instance, the “Circle to Search” feature enhances user convenience by quickly recognizing information like phone numbers, emails, and URLs, enabling users to take immediate action, such as making a call or visiting a website.
This seamless integration extends to the Gemini AI assistant, which performs cross-platform actions across Samsung, Google, and third-party apps with a single command.
A more personalized experiences with solid privacy protection
The Galaxy S25 series is powered by the Personal Data Engine, which securely analyzes user data on-device to deliver tailored AI-driven experiences.
Features like “Now Brief” proactively suggest daily activities, and “AI Select” simplifies event planning by connecting actions such as adding an invitation directly to the calendar.
These capabilities are supported by enhanced security features like Knox Vault and post-quantum cryptography, ensuring user data remains private and secure even in an era of evolving cyber threats. Samsung’s commitment to personalization and privacy demonstrates how AI can elevate smartphone experiences while prioritizing user trust.

AI performance and Battery effeciency
Powered by the custom Snapdragon® 8 Elite for Galaxy chipset, the S25 series achieves a 40% boost in NPU performance, enabling faster and more efficient on-device AI processing.
This chipset powers complex AI tasks like Generative Edit and ProScaler, which enhance image quality and AI-driven camera features.
The advanced thermal management system ensures that intensive AI operations, such as real-time video editing or gaming, run smoothly without overheating. The devices incorporate recycled cobalt batteries and improved energy efficiency, providing longer-lasting power while supporting sustainability efforts.
“The greatest innovations are a reflection of their users, which is why we evolved Galaxy AI to help everyone interact with their devices more naturally and effortlessly while trusting that their privacy is secured,” said TM Roh, President and Head of Mobile eXperience Business at Samsung Electronics.
“Galaxy S25 series opens the door to an AI-integrated OS that fundamentally shifts how we use technology and how we live our lives.”
