Samsung unveiled its new flagship smartphones with artificial intelligence more tightly integrated into the devices and capable of taking on more complex tasks.
The S25 series, which includes the S25, S25+ and S25 Ultra, brings multimodal AI agents that can interpret text, speech, images and video to the Galaxy phones, allowing the technology to access different apps and carry out multi-step tasks at a user’s request.
The new user interface, UI7, brings upgrades to Google’s Circle to Search making it faster and more contextual, with the ability to register numbers, email and web addresses on screen so you can call or email with one tap.
“This is genuinely a monumental step forward in what a phone can do for you. This is a personal assistant in your pocket,” said Annika Bizon, who is senior marketing and omnichannel director at Samsung Electronics UK & Ireland, and head of MX Ireland for the tech giant. “What it’s doing is bringing together seamlessly all the apps that are on your phone to perform complex tasks, done by a simple command.”
Among the additions to the new system is the Now Brief, which offers suggestions accessible via the Now Bar. Samsung also uses its security software, Knox Vault, to secure personalised data and keep it private.
Around 200 million Samsung devices globally are compatible with Galaxy AI, with half a million devices in Ireland, Samsung said.
“We’ve really taken big steps to bring AI to everyone; we did that through circle to search and live translate as our hero features,” said Ms Bizon.
The new phones are built on a customised Snapdragon 8 chipset to bring more processing power on the device for the AI. Samsung uses its Personal Data Engine to personalise AI features, analysing your data on the device to reflect preferences and usage patterns unique to users.
“We believe that you can’t have good quality data or privacy without security,” said Ms Bizon. “So we go beyond industry standards. We are already building into the S25 post-quantum enhanced data protection.”
The new series of smartphones also includes the usual camera upgrades, with a 50 megapixel ultrawide camera, and improvements to low-light performance that analyses movement and time to reduce noise.
The S25 Ultra includes the new generation of Corning’s antireflective, scratch resistant ceramic coating, Gorilla Armour 2, on the flagship device’s front display.
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