Samsung unveils flagship smartphones, complete with upgrades to AI 'companion'

'In galore ways, it’s becoming a pouch idiosyncratic adjunct for people, helping you negociate your to-do lists. The velocity astatine which it’s changing however we unrecorded is astonishing'

Samsung has launched its latest enactment of flagship smartphones, boasting enhanced AI tools that the institution claims marque the technology much of a "companion".

The Korean tech elephantine confirmed that the caller Galaxy S25, S25+ and S25 Ultra volition deed the shelves connected February 7. Central to these caller devices is simply a important upgrade to Samsung's Galaxy AI features – including caller capabilities to swiftly run crossed assorted apps to execute tasks and the in-built AI's improved knowing of the discourse of what a idiosyncratic is viewing connected their telephone astatine immoderate fixed moment.

One manufacture adept noted that the institution was "doubling down" connected the exertion and had made "clever enhancements" to lure much consumers to upgrade oregon power to Samsung.

AI tools person go a important battleground successful the smartphone market, with Samsung archetypal launching its tools successful January past year, followed by Google, Apple and others aboriginal successful the year. As portion of its astir caller updates, Samsung stated that users volition beryllium capable to marque much analyzable and multi-layered requests – for instance, asking the built-in Google Gemini AI adjunct to find a shot team’s fixtures online and past adhd them to a user’s calendar – successful a azygous bid utilizing substance oregon their voice.

Samsung has a adjacent concern with Google is reaping innovative rewards; leveraging Android OS, their smartphones volition boast superior AI capabilities crossed Samsung and Google apps arsenic good arsenic third-party favourites similar Spotify. The S25 bid introduces the "Circle to Search" feature, present updated to recognise interaction details close disconnected your screen.

In addition, Samsung has introduced caller context-driven features called the Now Brief and Now Bar to the S25 series, which proactively gives users summaries, updates and app suggestions based connected their usage and habits passim the day.

Annika Bizon from Samsung UK, said: "Modern beingness is hard. Balancing enactment and location is incredibly overwhelming, and we’re each looking for ways to assistance america juggle life’s demands.

"We’ve reached a constituent present wherever AI has evolved to go a companion – it’s knowing intuitively what you need, and when. It’s lightening your load truthful you tin absorption connected the things that matter, astatine your ain pace.

"In galore ways, it’s becoming a pouch idiosyncratic adjunct for people, helping you negociate your to-do lists. The velocity astatine which it’s changing however we unrecorded is astonishing.

"We’re a twelvemonth into Galaxy AI and it’s rolling retired astir up to 8 times faster than the net erstwhile it archetypal launched successful Britain – which is thing we each usage each day."

The tech elephantine confirmed that the S25 would commencement astatine £979, the S25+ astatine £999 and the S25 Ultra – which comes with Samsung’s S Pen stylus built-in – would commencement astatine £1,249. Industry adept and expert Ben Wood from CCS Insight said Samsung was "doubling down" connected AI with immoderate "clever enhancements" successful the S25 range, but said immoderate consumers were inactive to beryllium convinced by the technology.

"Launching caller flagship smartphones has go a sizeable headache for each the starring smartphone manufacturers," helium said. "Top-end products are present truthful bully that it’s highly hard to present immoderate meaningful differentiation from 1 twelvemonth to the next. Samsung is not unsocial successful this challenge, with Apple and each the different Android smartphone manufacturers successful the aforesaid boat.

"Launches are present characterised by ‘slightly amended everything’, beryllium that surface technology, artillery life, processor performance, camera specs and more.

"It’s small astonishment that telephone makers are hoping that a small ‘AI magic dust’ volition assistance crook consumers heads, but that’s proving to beryllium a pugnacious merchantability too.

"At a clip erstwhile improvements to hardware capabilities and merchandise plan are mostly incremental, Samsung is doubling down connected its AI story.

"There are immoderate clever enhancements included successful the Galaxy S25 line-up, but it’s improbable they’ll beryllium capable to person consumers rushing retired to upgrade their phones prematurely.

"However, this is acold from being a unsocial contented for Samsung. Apple is facing the aforesaid challenges with the iPhone 16 and Apple Intelligence. AI is simply a boon for idiosyncratic who needs an upgrade, but not capable to determination the needle for consumers who person a comparatively up-to-date telephone already."