Samsung has propelled smartphone innovation to new heights with the Galaxy S25 series, a device that integrates artificial intelligence (AI) more deeply than ever before.
Packed with features designed to enhance user experience, streamline daily tasks, and push mobile photography to professional levels, the new series sets a fresh benchmark in mobile AI technology.
Samsung described the Galaxy S25 series as a transformative leap in smartphone intelligence, stating that the AI-powered system enhances user experience through an interface that adapts to individual needs, making tasks easier and more natural.
“The Galaxy S25 series has set a new standard of mobile AI innovation through an AI OS we built from the ground up… Thanks to One UI 7 and its integrated AI agents, users can effortlessly enjoy a more personalized, intuitive and natural mobile experience than ever before.”
AI-powered photography: Redefining smartphone cameras
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One of the standout features of the Galaxy S25 series is its AI-enhanced camera system, which simplifies photography while delivering high-quality results.
The device introduces tools such as Auto Trim, which automatically selects key moments from video footage to create instant highlights, and ProScaler, an intelligent upscaling feature that refines image clarity.
According to Samsung, the new processor in the Galaxy S25 series enables better motion analysis, reducing noise in photos and videos while improving focus on both moving and stationary objects.
“Based on a powerful processor, Galaxy S25 analyzes movement and time to reduce noise more effectively. This integration allows detecting both moving and static objects with greater precision, ensuring sharper, cleaner footage in any scenario.”
The Galaxy S25 Ultra further enhances photography by upgrading its ultrawide camera sensor from 12MP to 50MP, allowing for more detailed and expansive shots.
Personalised assistance with Now Briefs
The series introduces Now Briefs, a feature that provides users with real-time updates tailored to their daily activities.
This includes reminders for calendar events, personalised music recommendations on Spotify, and health insights for those using compatible Samsung wearables.
Samsung stated that Now Briefs is designed to keep users informed without requiring manual input, ensuring that key information is readily accessible throughout the day.
“This feature makes sure that you are always ahead and in charge of your personal daily activities without confusion or missing out," Samsung stated.
Circle to search: A new way to explore
The Circle to Search feature revolutionises how users look up information on their phones.
Instead of typing queries manually, users can simply circle an object or text on their screen using a finger or S Pen to trigger a search.
Samsung explained that this feature is integrated across multiple applications, allowing users to access relevant search results without switching apps.
“A distinctive feature enables you to swiftly search the internet for items of interest in an image or text without changing applications or typing out your search query. Simply use your finger or an S Pen to encircle the item or text of interest, and it will automatically trigger a search. This feature functions on all applications that permit screen capture," Samsung said.
On-device AI processing for privacy and security
Privacy remains a core focus of the Galaxy S25 series, with AI processing handled on-device to limit unnecessary cloud data transmission.
This ensures that user data is analysed locally while maintaining security and personalisation.
Samsung noted that on-device AI allows for personalised experiences without compromising user privacy, as it processes data without sending it to external servers.
“On Galaxy S25, the Personal Data Engine powers personalized AI features by safely analyzing your data on-device to deliver highly tailored experiences that reflect your preferences and usage patterns," Samsung described.
Gemini assistant replaces Bixby
Samsung has replaced Bixby with Gemini, a new virtual assistant designed to streamline user interactions across Samsung and third-party apps.
Gemini can be activated with a press of the side button, making it easier to control applications such as Google Maps, Gmail, Spotify, and even Samsung’s own Calendar and Reminder apps.
Samsung explained that Gemini is capable of handling tasks across different apps, offering a more integrated experience than its predecessor.
“A simple press of the side button activates Gemini, allowing users to interact seamlessly with Samsung, Google, or third-party apps like Spotify. Gemini can already help you to complete tasks across apps on your phone like YouTube, Google Maps, Gmail and Spotify. Starting today, Gemini can also help you take actions across Samsung apps on your Galaxy S25 phone, including Samsung Calendar, Notes, Reminder and Clock.”
AI-driven display enhancements
Samsung has also improved the display experience with ProScaler, an AI-powered feature that enhances image scaling without increasing power consumption.
Available on the Galaxy S25+ and S25 Ultra, this tool ensures clearer and sharper visuals for a more immersive viewing experience.
According to Samsung, ProScaler improves image quality by up to 40 per cent while maintaining battery efficiency.
“AI upscaling boosts image quality for a crisp viewing experience, meaning you can take all the shots you want without having to worry about quality thanks to ProScaler. Your social feeds will look epic with the Galaxy S25 series next-level AI camera set up."
"The Next Gen ProVisual Engine brings AI smarts to filming and shooting for stunning results, without the hard work. It automatically adjusts natural skin tones, textures, and true-to-life colours, so you and your friends will look better than ever in selfies and group shoots," Samsung added.
Conclusion
With its cutting-edge AI features and hardware advancements, the Samsung Galaxy S25 series cements its position as a leading choice for users seeking both innovation and convenience in a smartphone.
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