Samsung’s Galaxy S25 Ultra Will Lead The Next Smartphone Revolution

Update, Tuesday Jan 21, 2025: This article has been updated with potential Galaxy AI features and an AI-based Android XR headset.

The Samsung Galaxy S25 Ultra will be the flagship handset for the company's Galaxy AI software. Following the launch at the upcoming Galaxy Unpacked event, the S25 family, including the powerful Galaxy S25 Ultra, will be the basis for the development and growth of Galaxy AI through 2025 and beyond.

It’s an opportunity for Samsung to take the initiative and determine the future of mobile artificial intelligence.

Samsung Galaxy AI And The Promotion Of The New World

Although Google used the launch of the Pixel 8 and Pixel 8 Pro in October 2023 as the signal to start the AI-powered smartphone revolution, Samsung’s simultaneous launch of the Galaxy S24 family and the introduction of Galaxy AI brought AI to the mainstream consumer. Kantar Research cited AI as a driving force behind sales in 2024, with nearly 1 in 4 consumers purchasing a Galaxy S24 handset on the strength of AI.

There are arguably two manufacturers that can have a significant impact on consumers and can directly change the direction of smartphone development. One is Samsung, the other is Apple. Apple still has to complete the roll-out of the first iteration of the awkwardly backronymed Apple Intelligence, and it is very much in catch-up mode compared to the entire Android platform, let alone Samsung.

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Meanwhile, Samsung is expected to announce a significant update to Galaxy AI at this week’s Galaxy Unpacked event. With 2025 stretching ahead, the South Korean company’s AI decisions will be considered the industry’s decisions. Through the Pixel family, Google has pointed out and demonstrated where it believes smartphone AI should go. Samsung is ready to rush down the new road and reap the benefits of defining the direction.

Samsung Galaxy AI And The Rising Tide

Samsung is not the only smartphone manufacturer innovating in the AI space. In 2024, every notable manufacturer brought their own flavor of artificial intelligence and generative AI to market. With each release, the principle of the AI smartphone became less of a novelty and more of an intrinsic part of a smartphone. Reporting on the rise of AI smartphones, IDC's Anthony Scarsella said, "GenAI-capable devices are locked and loaded and look to be the next big thing the industry has to offer consumers."

Last year, Galaxy AI launched into a relative vacuum. Consumers were unsure about AI, what it could deliver, and why there was a pressing need to have it on their phones. The rising tide of Android smartphones has answered those questions in the past twelve months. Galaxy AI in 2025 is not launching into a market filled with questions and anxiety; it is launching into a proven market where the questions have been answered, and the anxiety has given way to excitement.

That leaves Samsung more time and opportunity to push forward and innovate rather than working to establish a base.

How To Pay For Samsung Galaxy AI

Then there is, perhaps, the biggest question around AI in general and generative AI in particular. Who pays for it all?

AI smartphones have significant local components that allow on-device AI processing. Still, several popular and heavily advertised AI features rely on cloud-based servers to deliver fast and accurate results. Several of the heavy-duty media features fall into this category. Generative AI is relatively expensive to run, and when you scale that over tens of millions of devices, the bills add up.

Not every AI service is free. Google has bundled Gemini Advanced into its existing Google One subscription service; OpenAI’s ChatGPT Pro is curiously set at $200 a month because CEO Sam Altman "thought we would make some money”; and you have smaller AI-based companies, such as the music-focused SunoAI, that require subscriptions to unlock their full value.

The Rubicon has been crossed, although Galaxy AI remains a free service both on-device and in the cloud. That’s not to say that this will remain true in the future. Samsung’s small print in 2024 stated that "Fees may apply to certain AI features at the end of 2025.” As the most significant player in the global market, if Samsung decides to charge for Galaxy AI, it will legitimise the path for other hardware manufacturers to offer "AI as a Service” to their consumers, potentially moving to the same freemium model as many different services in the AI industry.

Samsung Galaxy AI And The Now Bar

Update, Monday Jan 20, 2025: More details on the artificial intelligence suite that will be part of the Galaxy S25 family have leaked ahead of the Galaxy Unpacked launch event on Wed, 22 Jan. The team at SamMobile have highlighted several features it expects to see:

"Some other Galaxy AI features that will debut with the Galaxy S25 have leaked earlier. Those features include Homework AI, Music Search, improved Routines, and YouTube Notes. The phones will also reportedly have Gemini AI integration for Now Bar, Samsung Calendar, Samsung Notes, and Samsung Reminder."

Some of these features have already been seen in the beta version of OneUI7, Samung’s flavour of Android and the core operating system of the Galaxy range. Samsung laid out some of the Now Bar just before Christmas 2024:

One defining element of One UI 7 is Now Bar, which gives personalization a new meaning by seamlessly integrating your everyday actions and most-used apps into your lock screen. It’s where you’ll control your entertainment, time your next personal best workout, get directions to your next meeting or start communicating in other languages.

At the time, it was not clear what AI would be used for the Now Bar. It looks like Google’s Gemini AI will play an important and visible part. If that’s the case, Samsung will offer support for Google’s AI system and promote the tight integration of its Galaxy S handsets with the latest AI software.

Samsung Galaxy AI And Android XR

Update, Tuesday Jan 21, 2025: With the Galaxy S25 family and Galaxy Ai heavily trailed ahead of Samsung’s Galaxy Unpacked event scheduled for Wednesday, 22 Jan, are there any surprises left? Could the South Korean company pull off its version of “One More Thing”?

January’s Galaxy Unpacked in 2024 ended with the introduction of a new wearable, the Galaxy Ring. While it didn’t receive a full launch until the summer, nor did its close ties with Galaxy Ai become apparent until then, it did grab the headlines. In 2025, Samsung could be preparing a similar surprise to welcome in 2025.

Business Korea is reporting on the potential launch of Project Moohan, an Android XR headset. Developed in partnership with Google and Qualcomm, this would rival the headline-catching Apple Vision Pro launched by Tim Cook and Apple in the summer of 2023:

“[The headset is] a dedicated XR device platform jointly developed by Samsung Electronics, Google, and Qualcomm. This collaboration aims to address the wearability and content issues that have plagued previous XR devices. Additionally, Project Moohan will feature Google's generative AI service, Gemini, which is expected to enhance the user experience significantly."

Final Thoughts On Samsung’s AI Plans

Samsung took the lead in 2024 by introducing the Galaxy S24 as an AI smartphone. That paid off with increased sales and consumer awareness, the ability to define the market's growth, and the ability to set the tone for the cost of AI to consumers. With the launch of the Galaxy S25 family, Galaxy AI can take a giant leap forward that will again define the current make to the benefit of Samsung.

Last year, Samsung had a first-mover advantage with consumers and made the most of it. Now, it has a chance to extend that lead and have a material impact on how AI will be integrated, accepted, and paid for.