Samsung Solidifies its Mobile AI Leadership at MWC 2025: From Galaxy AI to Software-Centric Networks

Samsung centers its vision on delivering a true AI companion across the Galaxy ecosystem, spotlighting the Galaxy S25 series and extending its AI-driven experiences to the new A lineup, wellness and home experiences

Samsung highlights its latest advancements in Galaxy AI and end-to-end software solutions, empowering network operators to fully unlock the benefits of AI technology

Samsung Electronics Co., Ltd. is set to redefine mobile AI experiences at Mobile World Congress 2025, taking place at Fira Gran Via, Barcelona on March 3-6. Samsung’s Mobile eXperience (MX) and Networks businesses will present their latest AI innovations, including the next evolution of Galaxy AI[1] and its software-centric networks.

Samsung’s vision to deliver a true AI companion through advanced mobile AI innovation will be on full display at MWC, from the Galaxy S25 series to the new Galaxy A series and its first XR headset, Project Moohan. This includes an exclusive look at Galaxy S25 Edge, the slimmest Galaxy S series device yet[2], which advances Samsung’s legacy of pioneering cutting-edge hardware innovation. Visitors will also be able to explore how AI is shaping the future of wellness and home life, setting a new standard for intelligent, connected living. These transformative AI advancements are backed by Samsung’s core aim of uncompromising security and privacy at every level for its users.

Experiencing the Full Potential of Galaxy S25

Leading the paradigm shift of mobile AI phones, the new Galaxy S25 series transforms the way people get things done, create, and play. Beyond its AI advancements, the Galaxy S25 series also brings its state-of-the-art camera capabilities and performance to the forefront, with hands-on experiences demonstrating the power and speed that form the foundation of every Galaxy device.

In a space highlighting how Galaxy S25 acts as an indispensable AI companion helping to get tasks done more seamlessly, visitors will get to see and experience:

• Seamless experience across apps[3]: See how tasks like finding a restaurant on Google Maps and sharing details via Messages become effortless with a single voice command with Gemini[4] – now available on Samsung, Google, and select third-party apps.
• Circle to Search[5] with Google: Search your phone screen in more helpful and contextual ways like recognising URLs and visiting a website with a single gesture.
• Gemini Live: Use natural conversation for brainstorming, learning, and rehearsing with real-time responses and support for images, files, and YouTube videos.
• Now Brief[6]: Check out the personalised content snapshot based on tailored insights, as well as proactive recommendations through Now Bar[7].

The experience continues with Galaxy S25’s advanced camera technology and introduces new ways to create, including:

• Drawing Assist[8]: Users can take content creation to the next level with intelligent sketch refinement and enhancement.
• Gallery Search[9]: Natural language-based search makes it easier than ever to find memories in situations.
• Filters: Unique portrait effects and explore new filter options, add a personal touch to photos taken in portrait mode.

The last zone, featuring new ways to play, will give visitors a closer look at:

• Snapdragon^® 8 Elite[10] for Galaxy: The customised chipset in collaboration with Qualcomm pushes its performance to the limit, helping to ensure high-speed gameplay, enhanced responsiveness and high-quality visuals for even the most demanding titles.

Alongside the Galaxy S25 series, visitors can see Samsung’s ultimate hardware innovation featuring the most ultra-slim design yet on Galaxy S25 Edge.

With its commitment to democratising the mobile AI experiences, Samsung will unveil the new Galaxy A series, — including the Galaxy A56 5G— which integrates Awesome Intelligence, making latest powerful Galaxy AI technology accessible to even more users. The Galaxy A series also takes the camera experience of A Series devices to a new level with creator-focused tools including the fan-favorite Object Eraser[11]. Expanding Samsung’s AI-driven innovations, the new A series delivers reliable performance and long-term value, supported by six OS upgrades and six years of security updates for an ever-evolving, always-secure experience that lasts.

Elevating Everyday Life With AI

Visitors at MWC 2025 will also have the chance to explore how Samsung is enhancing everyday life at home and bringing new levels of control and insight into users’ wellness journey with intelligent, connected experiences.[12]

In a zone all about new ways to stay healthy, the types of AI-driven daily wellness insights at Galaxy S25 users’ fingertips will be on display, including Energy Score, Wellness Tips[13], and Sleep Insights[14]. These features offer detailed and personalised wellness experiences that provide a holistic view of the user’s wellness status all tailored to individual data and interests. With examples showing seamless integration with connected apps like SmartThings[15], users can see how Samsung is working to build an end-to-end experience that simplifies wellness for everyone.

The booth will also bring to life new AI-powered capabilities that allow users to safely and conveniently manage the home through device-to-device connectivity. Protected by Knox Matrix security, Home AI scenarios will showcase smart living with easy device setup and control enabled by the SmartThings platform.

Cutting Edge Innovation Built on a Strong Galaxy Foundation

Security is at the core of Samsung’s AI advancements, ensuring every experience is built on user control, transparency, and robust protection. In a zone for the Galaxy Foundation, helpful information about the Personal Data Engine[16]—which ensures personalised data generated on device is protected from access by apps other than Galaxy AI and further secured by Knox Vault[17]— will be available.

Samsung will unveil its first Android XR headset, Project Moohan, offering a glimpse into the future of AI-powered extended reality. By integrating multimodal AI with advanced XR capabilities, this ground-breaking device marks a significant step toward more context-aware and personalised experiences that enhance everyday life in incredibly immersive ways.

Visitors can explore these AI innovations first-hand at Samsung’s Galaxy Experience Booth in Fira Gran Via Hall 3.

Realising an End-to-End Software Network, Where AI Unleashes Its Full Potential

Along with innovative mobile technologies, Samsung will present how it is advancing next-generation networks with AI at a private booth. As a global leader in virtualised and open networks, Samsung offers end-to-end software-based solutions to operators, empowering them to optimise their foundations to apply AI in every layer of their networks.

Key highlights of the booth include Samsung’s versatile virtualised RAN (vRAN) solution, its latest 5G radios and Samsung CognitiV Network Operations Suite (NOS), an, intelligent network automation solution. Diverse enterprise 5G use cases will be on display as well.

Samsung will also showcase its continued efforts in elevating software-based networks by leveraging its robust partner ecosystem, which spans servers, processors (CPUs, GPUs), cloud platforms, transport and more. Furthermore, visitors at the booth will see how Samsung CognitiV NOS can bring greater benefits to telecom operators across lifecycle management of its network from installation, operation to optimisation. As a set of diverse AI-powered applications, this automation solution works as a key enabler to boosting performance, increasing the energy efficiency of the network in a more intelligent manner.

One of the most eye-catching sections of the booth is the private 5G network zone. Samsung recently collaborated with Hyundai to complete the industry’s first end-to-end Reduced Capability (RedCap) trial over a private 5G network. Using Samsung’s advanced private 5G solutions, the companies proved the potential of next-generation industrial private 5G connectivity by improving the battery life and energy efficiency of 5G IoT devices.

This private booth[18] will be located in Fira Gran Via Hall 2.

[1] Galaxy AI features are currently free of charge, with any specific plans for premium AI services to be decided in close coordination with our partners. There are currently no plans to charge for Galaxy AI features, however different terms may apply to other AI features provided by third parties, at the end of 2025.

[2] Compared to previous Galaxy S Series devices. Thickness measured from the top glass panel to the bottom glass panel.

[3] Requires internet connection and Google Account login. Service availability may vary by country, language, device model. Works on compatible apps. Features may differ depending on subscription and results may vary. Set up may be required for certain functions or apps. Accuracy of results is not guaranteed.

[4] Gemini is a trademark of Google LLC. Gemini Live feature requires internet connection and Google Account login. Compatible with certain features and certain accounts. Available on select devices and select countries, languages, and to users 18+.

[5] Circle to Search is a trademark of Google LLC. Requires internet connection. Mobile data fees may apply. Circle to Search feature must be enabled. May not work on all visual or audio elements. Users may need to update Android or Google app to the latest version. Results may vary depending on visual or audio matches. Accuracy of results is not guaranteed. Works on compatible apps and surfaces, and with ambient music only. Will not identify music coming through headphones or if phone volume is off. Google SafeSearch filter applies.

[6] Now Brief feature requires Samsung Account login. Service availability may vary by country, language, device model and apps. Some features may require a network connection. Modes and Routines need to be enabled to use Personal Data Engine for context-based Routines suggestions. User needs to consent to access permissions such as photos, videos, audio files, and calendar events. May not display moments depending upon exposure policy. Energy Score requires health data tracked from Samsung Galaxy Watch or Galaxy Ring and is intended for general wellness and fitness purposes only. The description of photos provided by moments may not align with the user’s intent. Events schedule notification is supported with calendar apps that utilize Android calendar database and available if Samsung Calendar is installed. Notifications for coupons only available for coupons added to Samsung Wallet with expiration date.

[7] Availability of functions supported within the apps may vary by country. Some functional widgets may require a network connection and/or Samsung Account login.

[8] Drawing assist feature requires a network connection and Samsung Account login. A visible watermark is overlaid on the image output upon saving in order to indicate that the image is generated by AI. The accuracy and reliability of the generated output is not guaranteed.

[9] Service availability may vary by language, region or carrier. Currently supported languages include Korean, English, German, French, Italian, Spanish, Chinese, Japanese, and Portuguese. Accuracy of results is not guaranteed.

[10] Snapdragon branded products are products of Qualcomm Technologies, Inc. and/or its subsidiaries.

[11] Samsung Account may be required. Results may vary based on the images and the object you’re trying to remove, and the photography or filming condition. A visible watermark is overlaid on the image output upon saving in order to indicate that the image is generated by AI. Accuracy of results is not guaranteed.

[12] Samsung Health and Samsung devices are intended for general wellness and fitness purposes only. Not intended for use in detection, diagnosis, treatment of any medical condition or disease. Measurements are for your personal reference only. Please consult a medical professional for advice.

[13] Energy Score and Wellness Tips are available on Android phones (Android 11 or above) and requires Samsung Health app (v6.27 or above). Samsung Account login required. Service availability may vary by country, region, language. Energy Score and Wellness Tips do not act as a medical/therapeutic device. It is solely intended for fitness and wellness purposes only and is not intended for use in the diagnosis of disease or other conditions; or in the cure, mitigation, treatment or prevention of disease. Samsung recommends that you consult with your doctor or physician before participating in any exercise program.

[14] Sleep Insights is not a medical/therapeutic device. It is solely intended for fitness and wellness purposes only and is not intended for use in the diagnosis of disease or other conditions; or in the cure, mitigation, treatment or prevention of disease; or for the prevention or control of conception or pregnancy. Samsung recommends that you consult with your doctor or physician before participating in any exercise program.

[15] SmartThings available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[16] The Personal Data Engine functions under the condition that the Personal Data Intelligence menu is on. Analysed data will be deleted once the Personal Data Intelligence menu is turned off. Personal Data Engine recognises select languages and certain accents/dialects, including but not limited to Arabic, (Simplified) Chinese, Dutch, English, French, German, Hindi, Indonesian, Italian, Japanese, Korean, Polish, Portuguese, Romanian, Russian, Spanish, Swedish, Thai, Turkish, and Vietnamese. Personal Data Engine currently analyses Samsung native applications.

[17] The Personal Data Engine functions under the condition that the Personal Data Intelligence menu is on. Analysed data will be deleted once the Personal Data Intelligence menu is turned off. Personal Data Engine recognises select languages and certain accents/dialects, including but not limited to Arabic, (Simplified) Chinese, Dutch, English, French, German, Hindi, Indonesian, Italian, Japanese, Korean, Polish, Portuguese, Romanian, Russian, Spanish, Swedish, Thai, Turkish, and Vietnamese. Personal Data Engine currently analyses Samsung native applications.

[18] Invitation Only.