Samsung unveils flagship smartphones, complete with upgrades to AI 'companion'
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Samsung has launched its latest line of flagship smartphones, boasting enhanced AI tools that the company claims make the technology more of a "companion". The Korean tech giant confirmed that the new Galaxy S25, S25+ and S25 Ultra will hit the shelves on February 7. Central to these new devices is a significant upgrade to Samsung's Galaxy AI features – including new capabilities to swiftly operate across various apps to perform tasks and the in-built AI's improved understanding of the context of what a user is viewing on their phone at any given moment.
One industry expert noted that the company was "doubling down" on the technology and had made "clever enhancements" to lure more consumers to upgrade or switch to Samsung. AI tools have become a crucial battleground in the smartphone market, with Samsung first launching its tools in January last year, followed by Google, Apple and others later in the year. As part of its most recent updates, Samsung stated that users will be able to make more complex and multi-layered requests – for instance, asking the built-in Google Gemini AI assistant to find a football team’s fixtures online and then add them to a user’s calendar – in a single command using text or their voice.
Samsung has a close partnership with Google is reaping innovative rewards; leveraging Android OS, their smartphones will boast superior AI capabilities across Samsung and Google apps as well as third-party favourites like Spotify. The S25 series introduces the "Circle to Search" feature, now updated to recognise contact details right off your screen.
