Galaxy S25 and the Rise of AI: Samsung’s Vision for a Smarter, More Personal Future
April 18, 2025Galaxy AI: How Samsung is Pioneering the Future of Mobile Intelligence with the Galaxy S25 Series
Artificial intelligence (AI) has rapidly shifted from a futuristic concept to an essential part of everyday life. As this technology becomes increasingly powerful and accessible, smartphones have emerged as the primary way people interact with AI. Samsung is at the forefront of this revolution with its Galaxy AI platform and the latest Galaxy S25 Series, aiming to enhance human connection rather than replace it.
In an exclusive Q&A, Carl Nordenberg, Head of the Mobile eXperience business unit at Samsung Southeast Asia and Oceania, shares insights on how AI is reshaping smartphones, what users expect, and how Samsung is navigating the future of intelligent mobile experiences.
Smartphones and the AI Revolution
“Generative AI is becoming the transformative technological development of our time,” Nordenberg says. “At Samsung, we believe smartphones are the key to experiencing this technology.”
With the launch of the Galaxy S24 Series, Samsung set a new benchmark for seamless AI integration in smartphones. One year later, AI has become deeply embedded in daily mobile experiences. The Galaxy S25 Series continues this momentum, using Galaxy AI to transform how users interact with technology — from creativity and communication to personalized assistance.
Evolving Consumer Expectations
Samsung’s research reveals five top priorities for smartphone users across Southeast Asia and Oceania:
- Advanced camera features
- Integrated AI capabilities
- Improved durability
- Long-lasting battery
- High-performance processing for AI and gaming
Nordenberg notes that AI has quickly climbed the list of consumer demands — a notable shift from just 18 months ago. “Integration is the key. Users don’t want a separate AI system; they want smarter, more intuitive versions of the features they already use.”
Personalized AI for Real-Life Routines
Personalization is central to Samsung’s Galaxy AI. With the Galaxy S25 Series, users can experience AI features that adapt to their unique behaviors and preferences.
One highlight is Now Brief 2, a smart information hub that delivers personalized updates — such as weather, traffic, and daily calendar — directly to the home screen via the Now Brief widget or Now Bar. As usage continues, the system learns and curates even more relevant content, from news summaries to birthday reminders.
Other features like Writing Assist recognize what’s on screen and provide contextual support, such as summarizing emails or messages without needing to switch apps. This deep level of personalization enhances everyday tasks while maintaining simplicity.
AI-Enhanced Photography Without Changing the Experience
Photography remains one of the most used and loved features on a smartphone. Samsung has focused on using AI to improve results without altering the photo-taking process.
The Galaxy S25 Series introduces the ProVisual Engine alongside the brand’s first 50MP ultra-wide-angle camera, enabling stunning landscape and group shots. AI features such as Object Eraser, Best Face, and Audio Eraser allow users to fine-tune images and videos — removing distractions or enhancing facial expressions — all with just a few taps.
“This approach enhances what users already do,” Nordenberg explains. “The AI works behind the scenes, giving users more creative control without making things complicated.”
Privacy, Security, and Trust
As AI becomes more personalized, concerns about privacy grow. Samsung addresses this with a commitment to transparency and control.
“Users must always know how their data is used and have the ability to manage it,” says Nordenberg. The Galaxy S25 Series includes the Personal Data Engine, which processes data on-device for privacy-conscious customization. Users also have the option to opt out of cloud-based AI processing.
Samsung’s Knox security platform is another cornerstone, now enhanced with Post-Quantum Cryptography (PQC) in Knox Matrix to protect cloud backups and sync data against future quantum threats.
“Our philosophy is simple,” Nordenberg says. “There is no privacy without security — and we’re staying ahead of threats, not reacting after they happen.”
The Future of Mobile AI
Looking ahead, Nordenberg sees AI becoming more multimodal, integrating across text, images, voice, and sensor data — and more democratized, bringing advanced tools to everyone through their smartphones.
Samsung continues to invest heavily in R&D and user engagement to ensure AI developments align with real needs. “The ultimate goal isn’t how smart the technology is,” he concludes, “but how much it empowers people.”
