Several AI assistants are also active on the phones: Samsung's own software Bixby is still around and designed to help with device operation, while Google's Gemini is responsible for more general tasks. — Bloomberg
SAN JOSE: Every swipe you take, AI is there with you. That appears to be the theme for Samsung's latest generation of flagship smartphones.
Again emphasising a range of AI features, smartphone boss TM Roh at Samsung's latest Unpacked event said the South Korean tech giant wanted a phone that you can chat with, that can independently perform tasks for the user and is thus a helpful companion in everyday life.
AI features also shouldn't have to run through one app, like ChatGPT or Google Gemini.
One example: You should be able to tell an S25 to turn off the TV when you fall asleep. Sleep timers have been around for a long time. But when a wearable – initially probably Samsung's watch or fitness ring – actually detects that you've fallen asleep, it should turn off the TV.
We won't get a real impression of how well this and various other AI ideas work until the three new models are released in February. But it is already clear that Google will once again play a central role with its Gemini AI – and that Samsung is counting on app developers to make use of this approach.
Samsung is opening up its smartphones to so-called AI agents from other developers. These agents are programmes that can independently perform tasks on behalf of the user. Spotify and WhatsApp are on board at launch. This will allow you to do things like use a voice command to send someone a WhatsApp message with a list of upcoming concert dates.
Galaxy S25: ‘Morning Briefing’ from AI
Over time, the device should be able to personalise itself, for example, by adjusting to when users leave for work and which route they take. A so-called morning briefing then compiles information that AI thinks you might during the day. An evening briefing also summarises the events for the next day.
Several AI assistants are also active on the phones: Samsung's own software Bixby is still around and designed to help with device operation, while Google's Gemini is responsible for more general tasks.
The ‘Circle to Search’ feature, which allows you to trigger a Google search by circling something you see on your phone, has been improved. It now automatically recognises email addresses, phone numbers and web addresses.
A slightly different photo AI
In the age of smartphone photography, we have become accustomed to AI working in the background to improve images. The software in the S25 also identifies objects and textures to optimise their reproduction.
But AI can also try to make users better photographers.
You can ask Google's Gemini whether the composition of a photo could be improved or how to make the images more vibrant. The software responds conversationally. (Incidentally, the tip for vivid images was to choose a sunny day – or to adjust the contrast and saturation later if necessary.)
To whet users' appetite for AI, Google is offering a free six-month subscription to its Gemini Advanced subscription with the purchase of an S25. The subscription currently costs US$20 (RM88) per month.
A spatio-temporal filter for the cameras
The camera has also been upgraded with AI features. In video recordings, a spatio-temporal filter integrated into the chip architecture is designed to reduce image noise in low light by distinguishing between moving and stationary objects.
The audio eraser is designed to remove or reduce unwanted noise such as wind or the noise of a crowd in videos. The noise types can be made quieter individually and continuously.
The S25 Ultra now also has an ultra-wide-angle lens with a sensor that has 50 instead of the previous 12 megapixels. As a side effect, this should greatly improve macro shots.
Visually, however, there is little that sets the S25 apart from its predecessors, especially on the regular and plus varieties, and the bulk of new features come as software improvements that may also arrive on the S24 later.
Old price is new price
Samsung is leaving the sales price unchanged compared to its predecessor.
– Samsung Galaxy S25 with a screen diagonal of 6.2in from RM3,999.
– Samsung Galaxy S25+ with a screen diagonal of 6.7in from RM4,999.
– The top-of-the-range S25 Ultra model with a 6.9-inch display, more cameras and more features from RM5,999.
‘One more thing’ Samsung-style
Samsung's unveilings looked about to be over, but then things got really interesting again. Just as some people were leaving their seats, the giant screens suddenly lit up again, this time showing animations of a device's internals and the construction of a camera.
A name was also revealed: Galaxy S25 Edge. Samsung copied Apple's legendary ‘One more thing’ – albeit without saying the sentence.
Meanwhile, almost nothing is known about the Samsung Galaxy Edge itself, except that it should be thinner and lighter. How thin exactly? That was hard to say on the basis of the few devices that could only be seen from a distance of 1 metre.
In any case, it is clear that this phone will only two (not three or four) camera lenses. According to information from company-related circles, the S25 Edge should also be released in Europe in the second quarter.
Is Samsung trying to steal the show from its arch-rival Apple with this advance announcement? After all, a thinner and lighter version of the iPhone is also expected. According to media reports, it could be called the iPhone Air.
The event also offered a glimpse of the Android XR headset, which looks a bit like an Apple Vision Pro made of cheaper-looking materials. Again, the devices could only be seen from close up, and not in operation. – dpa/Tribune News Service
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