Samsung Galaxy S25 Interview: Galaxy AI Advances Into 2025

Ahead of Galaxy Unpacked, the launch of the Galaxy S25 family and the reveal of the next generation of Galaxy AI, I sat down with Annika Bizon, Senior Director of Marketing and Omnichannel, and Head of Ireland – MX Division) and Kadesh Beckford (Smartphone Specialist Product Manager) to talk about Samsung's new hardware and partnership, updating Galaxy AI for 2025, and the real-world impact.

Samsung Galaxy S25 And Qualcomm

This year, Samsung has made the decision to use Qualcomm's SnapDragon chipset across the entire range, in contrast to previous years when several variants used Samsung's own Exynos chipsets. Developers from Samsung and Qualcomm have worked together on an exclusive chipset; the 8 Elite For Samsung.

"We needed that cross-collaboration, "said Bizon. "Directly working with them enables us to literally bring the most powerful mobile processor to market."

Key design features that the partnership has enhanced include the larger vapor chamber to handle the extra heat generated under load while still offering a slimmer form factor compared to last year's models. The high levels of integration allow for increased security of the device and user data through Samsung's Knox security framework.

With a seven-year support window for software updates and security patches, Samsung Knox needs to be fit for purpose not just today, but into the future. "It's not just where the market needs to be, we're also looking to the future," said Bizon. "We've added in security software like auto blocker and theft protection. We know that a number of phones, get snatched and stolen. So, by the nature of the phone being pulled away from me, it will automatically lock the phone, and the security software on the phone means I can track my phone down as the person that stole it can't turn it off."

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Samsung Galaxy S25 And Galaxy AI Upgrades

Samsung is clear that AI plays a critical role in the Galaxy S25 family, with more visible artificial intelligence tools sitting alongside less obvious but just as flexible AI options.

While the current AI buzz is around generative AI, that broad term covers many aspects of Galaxy AI. Large language modules are a specific form of AI. Samsung has its own large language model that resides in the handset and can run in offline mode, keeping user data on the device. This powers the text generation tools, including the ability to summarise web pages or help guide you on replies or help get you started writing on a subject.

Users are likely most comfortable with AI used in photo editing. With the increased performance available to every S25 users, that no longer needs to be sent to the cloud. "Because now we can process edits on the actual device completely. It's a lot faster and as your device, obviously learns how you use it."

Samsung Galaxy S25 And Galaxy AI Profiles

All that said, there are reasons you may want to let the personal profile built up by Galaxy AI into the cloud.

If everything stays on your phone, and your phone is lost, stolen, or broken, you don't want all the training data about yourself to be lost alongside the hardware, which is why it is possible to back up yourself to the cloud.

"On the device, we have a brand new personal data engine,” Beckford explains. "if you've lost your device and you have logged on to your Samsung account... it will then be reverted back onto your new device. The granular details will be like a carbon copy of the personal data engine has learned on your previous S25."

Samsung hopes to make much of this AI as seamless as possible by having it drive the experience but not call itself out as an AI feature. Much of that is going to come from the Now Bar. This global interface talks to Samsung's Android apps, many significant applications from Google, and several third-party apps. Pulling and processing data from multiple sources gives you a better idea of both your routines and upcoming events. With that, it can offer you what is happening and what should be happening 'now'.

"For example, there has been an accident on the M25," says Beckford. "Your Now Bar... [will] alert you and let you know when you need to leave in case there's anything unforeseen that has happened. That's where Galaxy AI just amplifies your life. "

Samsung Galaxy S25 And 2025

2024 saw Samsung grab pole position in the AI Smartphone race, with the pairing of the Galaxy S24 and Galaxy AI delivering the lion’s share of the market to the South Korean company. With the Galaxy S25 and the next-generation Galaxy AI, it hopes to do the same. The building blocks have been renewed, now to see if the market is as hungry for AI in general and Galaxy AI in particular during 2025.