Samsung believes its Galaxy AI on the S25 series is poised to change how we interact with our smartphones. It’s not about flashy features, but a seamless integration of AI that simplifies daily life. Annika Bizon, Samsung’s senior director of marketing and omnichannel in the U.K. and Ireland, shared with MaagX how Galaxy AI is designed to “give people back time and make people’s lives easier.”
Annika Bizon, Samsung’s senior director of marketing and omnichannel in the U.K. and IrelandAnnika Bizon at Samsung. Image: Samsung
Bizon highlighted the growing adoption of Galaxy AI, stating, “We’ve taken people on this AI journey and I’m loving the fact people are using it.” A report commissioned by Samsung from Symmetry research supports this, revealing that frequent mobile AI users report a significantly higher quality of life compared to infrequent users. With millions of users globally, Samsung emphasizes its commitment to making AI accessible across its devices.
Beyond Features: An AI-Powered Experience
The S25 marks a shift towards an “assistant-first” approach, where AI operates seamlessly in the background. This is exemplified by the Now Brief feature, which doesn’t explicitly present itself as AI, but rather as a core functionality of the phone. It’s a move away from feature-driven interactions toward an experience-driven approach.
The Samsung Galaxy S25 Ultra with the Galaxy AI screen.The Samsung Galaxy S25 Ultra showcasing Galaxy AI. Image: Andy Boxall / MaagX
Bizon emphasized the Now Brief’s ability to consolidate information and streamline daily tasks. From optimizing your day based on sleep data from the Galaxy Ring to providing real-time travel updates and reminders, the Now Brief aims to anticipate your needs and take care of life’s administrative details. These insights are further condensed into helpful snippets on the Now Bar, located on the S25’s lock screen.
Seamless Integration: AI That Disappears
Unlike many AI tools that constantly remind you of their presence, Galaxy AI on the S25 aims for seamless integration. The goal is to make AI so intuitive that it fades into the background, powering useful functionalities without drawing attention to itself.
The Samsung Galaxy S25 UltraNow Brief on the Samsung Galaxy S25 Ultra. Image: Andy Boxall / MaagX
Kadesh Beckford, Samsung U.K.’s smartphone specialist product manager, highlighted a new Routine feature that connects the S25 with the Galaxy Watch and Samsung TV. This feature uses AI to detect sleep patterns and automatically turn off the TV, showcasing the potential of AI to enhance everyday experiences without explicit user interaction.
Personalized AI: Learning Your Habits
While the Now Brief offers immediate benefits by consolidating existing phone data, its true potential lies in its ability to learn and adapt to individual user patterns. Bizon assured that the setup process is simple and intuitive, allowing the AI to quickly learn your habits and personalize its assistance.
The Samsung Galaxy S25, Galaxy S25 Plus, and Galaxy S25 Ultra.The Samsung Galaxy S25 Series. Image: Andy Boxall / MaagX
A New Standard for Mobile AI?
Samsung believes Galaxy AI on the S25 represents a significant advancement in mobile technology, comparable to the leap from print encyclopedias to the internet. Bizon expressed excitement about the potential of Galaxy AI to simplify lives and set a new standard for mobile AI.
Samsung Galaxy S25 Plus and Galaxy S25 Ultra.Samsung Galaxy S25 Plus and Ultra. Image: Andy Boxall / MaagX
The success of Samsung’s ambitious plan hinges on the Now Brief’s ability to deliver on its promise of convenience and simplification. If the S25’s AI smarts live up to the hype, it could indeed mark a turning point in how we interact with our smartphones. The Galaxy S25 series was revealed at Samsung’s Galaxy Unpacked event in San Jose, California, and is set for release on February 7, 2025.
