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, the Galaxy S25 series, including the Galaxy S25, Galaxy S25+ and Galaxy S25 Ultra, will redefine mobile interaction with Galaxy AI and agents that are system-level. are connected.

“The platform will soon welcome developers and partners with a shared vision for an AI ecosystem that is open, inclusive and limitless,” said Roh. “Our goal is to deliver personalized experiences by integrating AI agent and multimodal capabilities into every touchpoint of the interface, regardless of which agent or app you use.”

Read on for some highlights from Unpacked, including some of the features most relevant to business audiences:

2 Astras

3:48: Project Astra’s screen sharing and live video comes to Galaxy S25.

Roh introduced a message from Google DeepMind co-founder and CEO Damis Hassabis, who discussed Samsung’s participation as a trusted testing partner in Project Astra. This is Google research that explores the future potential of a universal AI assistant that can help people in their daily lives.

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Two key Project Astra features that have become part of Google’s Gemini app, screen sharing and live video streaming, will be introduced on the Galaxy S25 series. This means that in the coming months, you’ll be able to ask Gemini for reasons about the things you see, whether it’s on your phone or the world around you. For example, a customer shopping for jeans online can ask Gemini for sizing details, 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, with more agentic capabilities, like the ability to take actions on your behalf,” Hasabis said. “As our research progresses, incredible new experiments will become possible.”

3 Personal data

7:14: Personal Data Engine

As AI becomes more powerful, it must also become more personal to provide a class-leading personality, Roh said. However, this may not come at the cost 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 stored on their device instead of in the cloud. Personal data will also be protected by Knox Vault, Samsung’s enterprise-grade security technology, Roh added.

4 Customized chipset and NPU

7:56: Custom chipset and NPU

The AI ​​experiences in the Galaxy S25 series are only possible thanks to incredible feats of software and hardware engineering. It includes a custom chipset with Samsung’s most powerful Neural Processing Unit (NPU) for the most advanced mobile AI experiences. It also allows for best-in-class photography and editing.

“What you see here today is the beginning of a new reality. A fundamental change, not just in the technology we use, but in our lives and the things we do. The things you thought That you never could, but now you can,” Roh said.

5 Now Brief

12:45: Short now

Drew Blackard, vice president of product management at Samsung, showed how Galaxy AI allows the Galaxy S25 series to proactively share information tailored to users when it matters most, such as when you What does the traffic look like if you need to leave for your next meeting? Called Now Brief, the feature is displayed directly on the lock screen so you don’t have to toggle through multiple apps, while the Now Bar can show sports scores and other handy updates.

6 One UI 7

16:00: A UI 7

Samsung aims to provide personalized AI suggestions tailored to your unique lifestyle, while ensuring your data remains private. This requires a new way of thinking about user experience design. That’s why One UI 7 is seamlessly integrated into the core operating system so that Galaxy AI features can work in multiple contexts, Blackard said.

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Your Galaxy S25 device will suggest Galaxy AI features to write content, summarize content or check tones. It will also provide formatting options. Meanwhile, Drawing Assist will suggest photo edits or create images to send back directly from your screen without you having to open an additional app. With One UI 7 and the Galaxy S25, you can also speak to your phone to navigate on-screen content or adjust your settings like screen brightness.

7 Google Gemini

22:07: Multimodality with Google Gemini

Sissie Hsiao, vice president and general manager of Google Gemini Experiences, joined Unpacked to talk about how its Gemini app is now accessible with a simple long press on the side button on your Galaxy S25 device. Will be.

“It can already think of actions for you across apps, from YouTube and Google Maps to Gmail and Spotify,” he said. “And starting today, Gemini can also connect to all Samsung apps, including Samsung Calendar, Notes, Reminders and Clock.”

Google will also offer Galaxy S25 users six months of Gemini Advance and 2TB of additional storage at no extra cost.

8 Snapdragon

32:00: Custom Snapdragon processor

Kareen Stephens, senior marketing manager at Samsung Electronics America, looked at some of the key features for the Galaxy S25 series, a customized version of a chip on Qualcomm’s Snapdragon 8 Elite system, a first for Galaxy devices.

“It takes us into a new era, setting a new standard for speed and performance,” he said. “It’s the engine behind Galaxy AI. Powered by a 40% stronger NPU, it runs advanced AI directly on the device, reducing reliance on cloud processing for faster and more seamless AI experiences.”

Overall, Samsung’s processor partnership with Qualcomm means that Galaxy S25 users can expect 5X stronger performance.

9 camera

47:18: Delete log video and audio.

Business users in almost every sector are now often involved in content creation, whether it’s customer testimonials or product shots. Rachel Roberts, Samsung’s senior manager of smartphone product management, showed how the Galaxy S25 will make these tasks easier than ever thanks to log video. This allows you to capture a wider dynamic range with more detail, giving you greater flexibility during the editing phase. It also offers smaller file sizes for easier shooting and editing. Audio Arrays, meanwhile, can analyze and separate sounds, allowing you to amplify the main speaker’s volume in a crowd, for example.

Watch the full replay for more details on updates to Samsung Health, SmartThings, sustainability efforts and more – including a sneak peek at the Galaxy S25 Edge.

Sign up for Updates on the Galaxy S25 seriesand enjoy exclusive volume pricing, bulk trade-in discounts, free shipping and more with one Samsung Business Account.



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