Samsung kicked off its annual Galaxy Unpacked event with a promise to set a new standard for mobile AI with the launch of the Galaxy S25 Series.
According to Samsung President and Head of MX Business Dr. TM Roh, Galaxy S25 Series, including Galaxy S25, Galaxy S25+ and Galaxy S25 Ultra, will redefine mobile interaction with Galaxy AI and agents that are integrated at the system level.
“The platform will soon welcome developers and partners with a shared vision for an AI ecosystem that’s open, inclusive and limitless,” said Roh. “Our goal is to provide personalized experiences by integrating AI agent and multi-modal capabilities into every touchpoint of the interface, regardless of what agent or app you use.”
Read on for some of the highlights of Unpacked, including some of the features most relevant to business audiences:
3:48: Project Astra’s Screen Sharing and Live Video comes to Galaxy S25
Roh introduced a message from Demis Hassabis, co-founder and CEO of Google DeepMind, who discussed Samsung’s participation as a trusted testing partner in Project Astra. This is Google’s research exploring the future capabilities of a universal AI assistant that could help people in their everyday lives.
Two key features from Project Astra that have become part of Google’s Gemini app, Screen Sharing and Live Video streaming, will be introduced on the Galaxy S25 Series. That means, in the coming months, you’ll be able to ask Gemini to reason about the things you see, whether it’s on your phone or the world around you. For example, a customer shopping online for jeans might ask Gemini for details about sizing, so they get the right fit.
“Our partnership with Samsung will help shape the future of AI through new form factors, like glasses or headsets, to more agentic capabilities, like the ability to take actions on your behalf,” said Hassabis. “As our research advances, incredible new experiences will become possible.”
7:14: The Personal Data Engine
As AI becomes more powerful, it must also become more personal to deliver class-leading personalization, Roh said. However, that can’t come at the expense of losing control over your personal data.
That’s the thinking behind Samsung’s Personal Data Engine, which will allow Galaxy S25 users to enjoy tailored experiences while keeping their personal information secure on their device rather than the cloud. Personal data will also be protected by Knox Vault, Samsung’s enterprise-grade security technology, Roh added.
7:56: Customized chipset and NPU
The AI experiences in the Galaxy S25 Series are only possible thanks to incredible feats of software and hardware engineering. This includes a customized chipset with Samsung’s most powerful neural processing unit (NPU) for groundbreaking mobile AI experiences. This allows for best-in-class photography and editing as well.
“Everything you see here today marks the beginning of a new reality. A fundamental shift, not just in the technology we use, but in the lives we live and the things we do. Things you thought you could never do, but now you can,” Roh said.
12:45: Now Brief
Drew Blackard, Samsung’s vice president of product management, showed how Galaxy AI allows the Galaxy S25 Series to proactively share information tailored to users when it matters most, like how traffic is looking when you need to leave for your next meeting. This feature, dubbed Now Brief, is shown directly on the lock screen so you don’t have to toggle through multiple apps, while Now Bar can show sports scores and other simple updates.
16:00: One UI 7
Samsung’s goal is to deliver personalized AI suggestions tailored to your unique lifestyle, while ensuring your data remains private. This requires a new way of thinking about the design of the user experience. Blackard said that’s why One UI 7 has been seamlessly integrated into the core of the operating system so that Galaxy AI features work across multiple contexts.
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Your Galaxy S25 device will suggest Galaxy AI features to write content, summarize content or check the tone. It will even provide formatting options. Drawing Assist, meanwhile, will suggest photo edits or generate images for you to send back directly from your screen, without having to open any additional apps. With One UI 7 and Galaxy S25, you can even talk to your phone to navigate on-screen content or fine-tune your settings, like screen brightness.
22:07: Multi-modality with Google Gemini
Sissie Hsiao, vice president and general manager of Google Gemini Experiences, joined Unpacked to talk about how its Gemini app will now be accessible with a simple long press on the side button of your Galaxy S25 device.
“It can already think things through for you to inform actions across apps from YouTube and Google Maps to Gmail and Spotify,” she said. “And starting today, Gemini can also connect across Samsung apps, including Samsung Calendar, Notes, Reminder and Clock.”
Google will also be providing Galaxy S25 users six months of Gemini Advanced and 2TB of extra storage at no extra cost.
32:00: Custom Snapdragon processor
Kareen Stephens, senior marketing manager at Samsung Electronics America, went through some of the core specs for the Galaxy S25 Series, a custom version of Qualcomm’s Snapdragon 8 Elite system-on-a-chip, which is a first for Galaxy devices.
“This propels us into a new era, setting a new standard for speed and efficiency,” she said. “This is the engine behind Galaxy AI. Powered by a 40% stronger NPU, it runs advanced AI directly on device, minimizing reliance on cloud processing for faster and more seamless AI experiences.”
Overall, Samsung’s processor partnership with Qualcomm means Galaxy S25 users can expect 5X stronger performance.
47:18: Log Video and Audio Erase
Business users in almost every department are now often involved in content creation, whether it’s customer testimonials or product shots. Samsung Senior Manager of Smartphone Product Management Rachel Roberts showed how Galaxy S25 will make those tasks easier than ever thanks to Log Video. This allows you to capture a wider dynamic range with more detail, giving you maximum flexibility during the editing stage. It also offers smaller file sizes for easier shooting and editing. Audio Erase, meanwhile, can analyse and separate sounds, allowing you to amplify the main speaker’s voice in a crowd, for instance.
Tune in to the full replay for more details on updates to Samsung Health, SmartThings, sustainability efforts and much more — including a sneak peek at Galaxy S25 Edge.
Sign up for updates on Galaxy S25 Series, and enjoy exclusive volume pricing, bulk trade-in discounts, free shipping and more with a Samsung Business Account.
