In this second of a three-part series on how Galaxy AI[1] transforms everyday life, find out how Galaxy AI steps in as your intuitive productivity ally, empowering you to tackle every task with ease and efficiency, so you can accomplish more with less stress.

Save Time with Seamless Workflows

Turn your recordings into smart summaries with Transcript Assist.[2]

Be it the workplace, classroom or even when planning an upcoming trip with friends, manually jotting down notes from the discussion or transcribing meetings can be incredibly tedious and exhausting, often eating into the few precious moments meant for productivity or creativity.

The good news is you can now bid farewell to painstakingly noting down each word of a conversation by using Transcript Assist[3], which efficiently transcribes recordings and organises them into notes, producing efficient summaries. Together with Galaxy AI, you can also get suggested reminders and schedules based on the contents of your recording[4], so you and the person you are talking to never miss a beat.

Teams can also enjoy seamless workflows by leveraging Note Assist[5]. The feature helpfully distils the essence of your notes into actionable insights, together with a condensed summary of all the key information. In addition, it can translate the notes into other languages, and reformat it to one’s desired style.

Always Stay on Task

Receive a personalised rundown of your day from Now Brief, keeping you on track all afternoon long.

We’ve all been there: After wrapping up a busy morning at work, you’re feeling slightly overwhelmed by the never-ending to-do list and the endless notifications and reminders only add to the anxiety.

Now imagine looking down at your smartphone and seeing a concise and contextual briefing instead, tailored to your location, schedule and needs. This is what Galaxy AI’s Now Brief[6] offers. With just a quick glance, you can get relevant insights such as the latest weather update and your upcoming calendar events – so you can cut through the noise, stay focused on what truly matters, and make smarter decisions.

Get Answers You Need, Instantly

From outfit choices to everyday decisions, Gemini Live makes daily tasks easier.

The question of “What will I wear tomorrow?” is one that we face daily – and sometimes, this can be distracting or even difficult when one’s mind is preoccupied with more urgent tasks at hand.

Gemini Live[7] can now make those everyday decisions like this easier. By simply pointing the camera towards their wardrobe and clothing, users can get suggestions on how to categorise items and optimise space. Alternatively, they can also share their screen while browsing online retailers to receive personalised style advice. With the ability to see what the user sees and respond in real time, your Galaxy smartphone feels like a trusted friend who’s always ready to help.

All set to kick off the art of getting things done the smart way? Harness the capabilities and convenience of AI, with the power of foldable displays on the Galaxy Z Fold7 which debuts the all-new One UI 8 on Android 16[8], delivering an intuitive and immersive way to interact with Galaxy AI on its expansive screen. Or discover the Galaxy Z Flip7’s intuitive, one-handed experience with features like Gemini Live and Now Brief, now available directly on the FlexWindow.[9]

With Galaxy AI by your side, daily tasks, communication, and more, become effortless as intuitive, smart companions empower you to work smarter, boosting true productivity while simplifying your day.

[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.

[2] You must be logged in to your Samsung account to use the Summary feature. Due to the nature of AI, results and quality may vary each time.

[3] Transcription and Summary features for Transcript Assist require a network connection and Samsung Account login. Features for Transcript Assist only available on the pre-installed Samsung Voice Recorder app or files recorded using the pre-installed Samsung Phone app, Samsung Notes app or Samsung Interpreter app. Voice recording feature in the pre-installed Samsung Phone app may not be supported in some countries. Audio files must be under 3 hours in duration to be processed. Summarising feature for Transcript Assist can be activated when a certain number of characters is met. Service availability may vary by language. Accuracy of results is not guaranteed.

[4] Transcription and Summary features for Transcript Assist require a network connection and Samsung Account login. Features for Transcript Assist only available on the pre-installed Samsung Voice Recorder app or files recorded using the pre-installed Samsung Phone app, Samsung Notes app or Samsung Interpreter app. Voice recording feature in the pre-installed Samsung Phone app may not be supported in some countries. Audio files must be under 3 hours in duration to be processed. Summarising feature for Transcript Assist can be activated when a certain number of characters is met. Service availability may vary by language. Accuracy of results is not guaranteed.

[5] Samsung Account and Wi-Fi or mobile data required. Feature must be enabled with latest version of Samsung Notes. May not work on all content pasted or written content. The Auto format function has a limit on the number of characters.

[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. 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] 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+. 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.

[8] Official rollout of One UI 8 will apply to the following Galaxy devices this year: Galaxy S25 series, Galaxy S24 series, Galaxy Z Fold6, Galaxy Z Flip6, Galaxy S24 FE, Galaxy S23 series, Galaxy Z Fold5, Galaxy Z Flip5, Galaxy S23 FE, Galaxy S22 series, Galaxy Z Fold4, Galaxy Z Flip4, Galaxy S21 FE, Galaxy Tab S10 series, Galaxy Tab S10 FE, Galaxy Tab S10 Lite, Galaxy Tab S9 series, Galaxy Tab S9 FE, Galaxy Tab S8 series, Galaxy A56 5G, Galaxy A36 5G, Galaxy A26 5G, Galaxy A17 5G, Galaxy A17, Galaxy A07, Galaxy A06 5G, Galaxy A55 5G, Galaxy A35 5G, Galaxy A25 5G, Galaxy A16 5G, Galaxy A16, Galaxy A15 5G, Galaxy A06, Galaxy A54 5G, Galaxy A34 5G, Galaxy A73 5G, Galaxy A53 5G and Galaxy A33 5G.

[9] Certain applications may not support FlexWindow widgets.

• Premium AI experience: the latest Galaxy AI[1] experiences provides multimodal AI agents and personalised insights, with the new Knox Enhanced Encryption Protection.
• AI-powered creativity: The latest ProVisual Engine and an upgraded 12MP front camera provide captivating selfies with low noise mode. Generative Edit offers proactive suggestions to remove distractions and fill in backgrounds.
• Powerful performance: Galaxy S25 FE was built to keep going thanks to a 4,900mAh battery, a larger vapour chamber and an enhanced Armor Aluminum frame.

Samsung Electronics Co., Ltd. today announced Galaxy S25 FE, the newest and attainable addition to the Galaxy S25 line-up. Equipped with One UI 8 — the latest Galaxy AI[2] experiences – Galaxy S25 FE offers a personalised AI companion with multimodal capabilities.

Designed to unlock new levels of creativity, Galaxy S25 FE brings powerful AI editing tools like Generative Edit and Instant Slow-mo, while an upgraded 12MP front-facing camera, powered ProVisual Engine, introduces an enhanced selfie experience. A 4,900mAh battery and a more than 10%[3] larger vapour chamber offer smooth, responsive performance with 45W wired charging[4] support ensuring users can stay creative, entertained and connected while on the go.

“Galaxy S25 FE plays an important role as a gateway into the broader Galaxy AI ecosystem, making these experiences more attainable for a wider range of users,” said Jay Kim, Executive Vice President and Head of Customer Experience Office, Mobile eXperience Business at Samsung Electronics. “With expanded personalised AI experiences and AI-powered photography and editing tools, Galaxy S25 FE empowers more people to bring greater convenience and creativity into their everyday lives.”

Seamless Everyday Experiences, Powered by AI

With Galaxy AI built into Galaxy S25 FE and optimised by One UI 8 and multimodal AI agents, more users will step into a new era of natural and effortless interaction — where voice, touch and visual input combine to simplify and enhance everyday tasks by making them even more intuitive.

• Gemini Live[5] enables real-time visual conversations enhanced with multimodal AI, allowing the device to see what users see and making it easy to ask contextual questions. If you need help deciding what to pack for your next trip, just point your camera at two outfits and ask, “Which outfit is better for the weather in Seoul?” Gemini responds naturally, offering intelligent, conversational guidance that seamlessly supports your everyday life.

• Now Bar[6] surfaces helpful information at just the right moment, right from the lock screen. It shows relevant updates, and can even be customised to display live notifications, music, modes and routines, and more. Now Brief[7] provides personalised daily updates including traffic, reminders, calendar events, and fitness summaries.

• With Circle to Search with Google[8], gaming tips appear when and where you need them. Just circle an item or challenge on screen to access tips and tactics — all in a floating view that keeps your gameplay uninterrupted.

These intelligent tools are designed to enhance communication, boost productivity and streamline daily interactions — all while adapting to the individual needs of each user. Plus, they’re backed by all-new protections for personalised, AI-powered features.

• Knox Enhanced Encrypted Protection (KEEP)[9] creates encrypted, app-specific storage environments within the device’s separate storage area, ensuring that each app can access only its own information. KEEP supports Galaxy’s Personal Data Engine (PDE)[10] to keep user data and preferences entirely on-device and secured by Knox Vault.

Built to Empower Creativity at Every Level

Galaxy S25 FE delivers a premium camera experience thanks to the ProVisual Engine’s latest AI-powered features and an upgraded 12MP front camera[11] that captures captivating selfies with improved clarity. It also elevates Galaxy’s renowned Nightography: Low noise mode boosts the quality of night shots, while Super HDR in video showcases lifelike colours and contrast in every frame. Photo Assist[12] enhances on-device editing with effortless precision, boosting user creativity and seamlessly bringing their visions to life.

• Generative Edit[13] automatically detects passersbys in the background of photos and proactively recommends what to remove, eliminating the need to make manual selections and edits, while Portrait Studio[14] allows users to create personalised avatars with more true-to-life facial expressions.
• Instant Slow-mo[15] lets users relive favourite video moments in a more immersive way, transforming any clip into slow motion with just a single tap.
• Audio Eraser[16] offers a convenient way to clean up noise in videos by isolating specific audio elements such as voices, music, wind, ambient nature, crowd noise and background interference — giving users precise control over what to reduce or remove entirely. Auto Trim[17] on Galaxy S25 FE streamlines the video editing process by automatically selecting the best moments from your footage.

Reliable Performance, Refined Design

From routine productivity to creative workflows, Galaxy S25 FE optimises every interaction. Galaxy S25 FE delivers reliable performance whether you’re streaming, multitasking or editing.

• A 4,900mAh battery powers everyday tasks, while 45W wired charging enables extended use and quicker power-ups.[18]
• AI processing runs smoothly thanks to a more than 10% larger vapour chamber[19] for improved thermal management.

Galaxy S25 FE reflects the signature design of the Galaxy S25 series, with a slim, lightweight build that feels as good as it looks.

• The 6.7-inch[20] Dynamic AMOLED 2X display with a 120Hz refresh rate offers smooth, immersive visuals, while a new Armor Aluminium frame provides a more refined finish.
• Galaxy S25 FE reflects the iconic Galaxy S series form with a touch of playful personalityailable in a range of bold, expressive colours – Icyblue, Jetblack, and Navy.[21]
• Seven generations of OS upgrades and seven years of security updates ensures reliable and optimised performance.[22]

For those looking to combine these visuals with latest high-quality sound, pair Galaxy S25 FE with all-new Galaxy Buds3 FE to enjoy seamless connectivity and Galaxy’s immersive mobile entertainment experience.

One UI 8 will be also available on more devices including the full Galaxy S25 series with updates starting from later this month.[23]

Pricing and availability

The Galaxy S25 FE will be available September 26th in Australia in the colours from $1,099 and offered in the colours Icyblue, Jetblack and Navy, alongside six months of the Google AI Pro plan with higher access to features in Gemini, Flow, NotebookLM and more[24].

For more information about Galaxy S25 FE, please visit: Samsung Newsroom Australia or Samsung.com/au/.

Specifications[25]

*Specifications may vary by market.

*All functionality, features, specifications and other product information provided in this document including, but not limited to, the benefits, design, pricing, components, performance, availability, and capabilities of the product are subject to change without notice.

[1] Samsung Account login may be required to use certain AI features. Samsung does not make any promises, assurances or guarantees as to the accuracy, completeness or reliability of the output provided by AI features. Availability of Galaxy AI features may vary depending on the region/country, OS/One UI version, device model and phone carrier.

[2] 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.

[3] Compared to Galaxy S25 FE to Galaxy S24 FE

[4] Galaxy S25 FE supports charging with up to a 45W Power Adapter. 45W Power Adapter sold separately. Use only Samsung-approved chargers and cables.

[5] 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+.

[6] Now Bar features require Samsung Account login and may require a network connection. Service availability may vary by country, language, device model, or apps.

[7] 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. 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.

[8] 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.

[9] Available on Galaxy smartphones and tablets with One UI 8 or later.

[10] 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.

[11] Compared Galaxy S25 FE to Galaxy S24 FE. (10MP front camera)

[12] Samsung Account may be required to use certain AI Photo Assist features. Edit Suggestion is compatible with JPG, PNG. GIF and MP4 formats. Edit results may vary depending on the photography or filming condition. Images generated by the Live Effect feature will be saved in MP4 format. Editing with Generative Edit results in a resized photo up to 12MP. Editing with Portrait Studio results in a resized photo up to 9MP. 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.

[13] Generative Edit feature for Photo Assist requires a network connection and Samsung Account login. Editing with Generative Edit may result in a resized photo. 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.

[14] Requires Samsung Account, Wi-Fi connection or mobile data. Portrait Stuido may generate unexpected results. Feature activated when it recognises a face in the image. May not work if the person’s entire face cannot be seen clearly. Editing with Portrait Studio results in a resized photo up to 9MP. A visible watermark is overlaid on the image output upon saving in order to indicate that it is generated by AI. The accuracy and reliability of the generated output is not guaranteed.

[15] Instant Slow-mo feature for Photo Assist is available on Samsung Video Player and Samsung Gallery. May not be available on certain video file types. Accuracy of results not guaranteed.

[16] Results may vary per video depending on how sounds present in the video. Samsung Account login required. Six types of sound can be detected; voices, music, wind, nature, crowds and noise. Actual sound detection may vary depending on audio source, and the condition of the video. Compatible with common video/audio formats accessible in Gallery, Samsung Notes, Video Player, Voice Recorder and Call transcription. Accuracy of results is not guaranteed.

[17] Maximum length per clip is 90 minutes. Maximum length of combined clips is 180 minutes. Maximum number of clips to use per video project is 60. Accuracy of results is not guaranteed.

[18] Compared Galaxy S25 FE to Galaxy S24 FE. (4,700mAh battery and 25W wired charging)

[19] Compared Galaxy S25 FE to Galaxy S24 FE.

[20] Measured diagonally, Galaxy S25 FE’s screen is 6.7-inch in the full rectangle and 6.5-inch accounting for the rounded corners; actual viewable area is less due to the rounded corners and camera hole.

[21] Availability of colours may vary by market and network provider.

[22] Galaxy S25 FE will support seven generations of OS upgrades and seven years of security updates from global launch date.

[23] Timing of OS upgrades and security updates may vary by device model, network provider and market.

[24] Google AI Pro is a trademark of Google LLC. Gemini in Google AI Pro and Gemini for Gmail, Docs, and more are only available for ages 18+. Gemini for Gmail, Docs and more is available in select languages. Rate limits may apply.

[25] Specifications may vary by market. All functionality, features, specifications and other product information provided in this document including, but not limited to, the benefits, design, pricing, components, performance, availability, and capabilities of the product are subject to change without notice.

One UI is Samsung’s integrated software platform, designed to help Galaxy devices simplify everyday routines and enhance productivity and convenience. Thanks to the mutual partnership between Samsung and Google, One UI 8 will debut on Samsung’s newest foldables and will gradually expand to more Galaxy devices[2] so users can now enjoy an enriched, more personalised mobile experience with the latest Android.

Through open communication, Samsung and Google actively shared their respective design systems and real-time feedback with one another, accelerating software development that made One UI 8 one of the first UI platforms to adopt Android 16.

In addition to being the first generation of upgrades to launch alongside new foldable devices, the launch of One UI 8 also initiates a new rhythm for Samsung’s software evolution with major UX and AI updates.

Personalised AI for Seamless, Natural Interactions

The official rollout of One UI 8 will introduce AI[3] experiences that will help make your everyday smarter and more convenient by enhancing AI features first introduced in Galaxy S25 series. There are three-main factors that realise this: multimodal capabilities, UX tailored to different device form factors, and personalised, proactive suggestions. Intelligent multimodality enables you to have natural, seamless communication with AI that understands what you’re looking at or watching in the moment. The updated UX is optimised to unique form factors across the Galaxy product portfolio, boosting your everyday productivity and efficiency. One UI 8 will also recognise your context, offering personalised, proactive suggestions that support your unique daily routine. Features like Now bar[4] and Now brief[5] will deliver even more customised insights and suggestions that help you stay on top of tasks and support your daily routine, through curated AI information.

This intelligent, personalised AI experience did not just come out of nowhere. It is made possible by robust security that helps safeguard your data. Samsung Knox Vault[6] combines a dedicated secure processor with secure memory to isolate sensitive data from the rest of your user data and helps ensure that no one else can physically or remotely reach your personal information.  One UI 8 also provides settings where you can choose to process data only on the device[7], as many of our Galaxy AI experiences use both on-device and cloud-based AI processing. With transparency and user choice at its core, One UI 8 will deliver a personalised AI experience without compromising privacy.

Enhanced Everyday Convenience

One UI 8 is not only about providing the AI experience, but also includes convenient, intuitive tools designed to make your day-to-day experiences with your mobile devices even more seamless. Auracast[8], a broadcast audio technology based on Bluetooth LE Audio[9], will support effortless audio connection via QR code scanning and sharing, allowing multiple Auracast devices[10] – like Galaxy Buds3 and hearing aids – to join a shared audio stream without the hassle of a complex manual setup. Additionally, customer support at repair centers will be faster and more convenient, thanks to QR and NFC-enabled support[11] accessible right in Samsung Account. You can now register with QR and NFC without having to write any registration form, reducing wait times and simplifying service requests.

Reminder app will be your travel supporter with more convenient and intuitive features. If you are planning a travel to New York with your family, you can manage all your reminders in one place as soon as you open the app with UX that is easy-looking even for first-time users. You can also share the reminder list filled with to-dos during your trip with your family and friends just by pressing a button. When your hands are full of shopping bags, you can use your voice to add reminders on the go as it is voice enabled.

Sharing memories with family and friends will also be easier than ever with enhanced Quick Share[12]. A single tap of the Quick Share button on the Quick Settings panel will let you instantly send and receive files

The future of Galaxy AI starts now.

[1] One UI 8 beta program will be available on Galaxy S24 series, Galaxy Z Fold6 and Galaxy Z Flip6 in August, in the following countries: Korea, the U.S., the U.K. and India. One UI 8 will be rolled out in Australia by end of 2025 on eligible models.

[2] Official rollout of One UI 8 will apply to the following Galaxy devices this year: Galaxy S25 series, Galaxy S24 series, Galaxy Z Fold6, Galaxy Z Flip6, Galaxy S24 FE, Galaxy S23 series, Galaxy Z Fold5, Galaxy Z Flip5, Galaxy S23 FE, Galaxy S22 series, Galaxy Z Fold4, Galaxy Z Flip4, Galaxy S21 FE, Galaxy Tab S10 series, Galaxy Tab S10 FE, Galaxy Tab S10 Lite, Galaxy Tab S9 series, Galaxy Tab S9 FE, Galaxy Tab S8 series, Galaxy A56 5G, Galaxy A36 5G, Galaxy A26 5G, Galaxy A17 5G, Galaxy A17, Galaxy A07, Galaxy A06 5G, Galaxy A55 5G, Galaxy A35 5G, Galaxy A25 5G, Galaxy A16 5G, Galaxy A16, Galaxy A15 5G, Galaxy A06, Galaxy A54 5G, Galaxy A34 5G, Galaxy A73 5G, Galaxy A53 5G and Galaxy A33 5G.

[3] 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.

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

[5] 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. 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.

[6] 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.

[7] Samsung Account login required. Processing data only on your device allows advanced intelligence features to operate locally, rather than online. Enabling this option may limit the functionality of certain AI features that rely on online data processing for advanced capabilities.

[8] The quality of the Auracast audio stream may vary depending on the application, network connection and other factors.

[9] Available on devices with Bluetooth 5.2 and above that support Auracast.

[10] Auracast Transmitter/Assistant supported devices: Samsung Galaxy flagship smartphones, tablets released in 2023 or later with Samsung One UI version 6.1 or above. Auracast Receiver supported devices: Galaxy Buds3, Buds3 Pro, Buds2 Pro. May require software update. Availability may vary by market and model.

[11] Available on 36 countries: U.S, Argentina, Austria, Brazil, Chile, Colombia, Czech Republic, Ecuador, France, Greece, Guatemala, Hungary, India, Indonesia, Kenya, Korea, Malaysia, Mexico, Netherlands, New Zealand, Nigeria, Pakistan, Panama, Peru, Philippines, Poland, Portugal, Singapore, South Africa, Spain, Taiwan, Thailand, Türkiye, Ukraine, Uzbekistan, Vietnam. Availability may vary by country. The feature availability will expand to more countries via further updates. The feature is available in limited number of repair shops, and will be expanded further afterwards. Available on with Android 10 or above, NFC availability may vary by device, Samsung Account app is available on devices with Android 10 or above. Availability may vary by NFC Memory support availability.

[12] Bluetooth Low Energy and Wi-Fi connection are both required for Quick Share. Number of devices Quick Share can share to at the same time may vary depending on the Wi-Fi chip hardware of the sharing device. Actual speed may vary depending on device, network condition and user environment.

In just a few short years, artificial intelligence (AI) has gone from science fiction to something we use every day. As AI gets smarter and more available to everyone, our smartphones have become the main way most people experience this technology.

In this Q+A, Carl Nordenberg, who leads the Mobile eXperience business unit in Samsung Southeast Asia and Oceania (SEAO), discusses how Samsung is driving the AI wave, what Galaxy AI[1] is all about, and how the latest Galaxy S25 series mobile phones are helping to shape a future where AI enhances human connection rather than replaces it.

Q1: How do you see smartphones evolving in the ongoing AI revolution?

It is safe to say that generative AI is becoming the transformative technological development of our time. At Samsung, we believe smartphones will empower this AI revolution as the main way that people experience this powerful technology.

Since launching the Galaxy S24 series last year, Samsung has led the way in creating powerful smartphones with seamless AI integration. One year on, I am glad to say that we have reached a point where AI is no longer a futuristic technology, but something that is built into the devices that we use every day.

And we are just beginning to see AI’s true potential! Devices like the Galaxy S25 series will continue to transform how we interact with technology, whether in our creative work or daily communications. Which is why we are dedicated to bringing Galaxy AI to as many users as possible worldwide.

Q2: What are consumers looking for in a smartphone today, and how is that changing with AI?

Our Customer and Marketing Insights team recently conducted a survey[2], which revealed what matters most to users across Southeast Asia and Oceania:

1. Advanced camera features
2. Integrated AI capabilities
3. Improved durability
4. Long-lasting battery
5. High-performance processing for AI and gaming.

This highlights an important shift in consumer expectations — just 18 months ago, AI would not have been a consideration for smartphone users, and now it is a top priority. The key word here is “integration” – consumers expect that AI will not be an entirely new, independent thing, but an enhancement of how they already use their mobile devices. And as the technology evolves, people will expect their smartphones to act as intelligent assistants that understand and adapt to their needs as individuals – in an integrated and personalised way.

This type of insight helps to guide our development efforts, as we continue exploring AI’s potential to create more meaningful experiences for Samsung users.  

Q3: What does “personalisation” mean in the context of mobile AI?

In a region like Southeast Asia & Oceania (SEAO) with its melting pot of diverse cultures, a one-size-fits-all approach simply will not work. In this context, technologies like generative AI present a powerful opportunity for us to deliver personalised and meaningful experiences to Samsung users. That is why personalisation and integration are the cornerstones of Galaxy AI, and for the Galaxy S25 series. The way we see it, true AI personalisation means that technology learns from your unique patterns and preferences to deliver experiences tailored specifically to you.

Now Brief is an intelligent feature that learns from your usage patterns and routines to proactively provide customised information tailored to your specific context.

Take for instance, the Now Brief[3] feature on the new Galaxy S25 series. Now Brief acts like an information hub that delivers tailored updates and information to you throughout the day, accessible either through the dedicated Now Brief home screen widget, or via the Now Bar. Tapping on the Morning Brief button first thing in the morning can deliver the weather forecast, traffic information, and your calendar for the day, for example.

As you continue using this feature, your phone learns from your behavior and personalises the information it shows you. Over time, these suggestions become more relevant to your specific preferences and interests. For example, showing you news summaries from your most-read sources or reminding you of your friend’s birthday.

The real breakthrough comes when AI understands not just what you do, but the context around it. Through features like Writing Assist, Galaxy AI is able to recognise the context of what is displayed on your screen such as emails and messages to summarise content for you without the need to switch between applications.

Q4: You mentioned that camera features are a top priority for consumers. How is AI enhancing photography, and is it changing the photo taking experience for them?

Most of us primarily use our smartphones for getting information, for creating memories or for connecting with others. This is especially true when it comes to the smartphone camera, which is particularly important to customers in Southeast Asia and Oceania.

What’s fascinating is how Galaxy AI enhances photography in ways that feel naturally integrated with existing behaviors. We have designed AI camera features that do not change the familiar photo-taking experience itself but improve the end results. Take features like Object Eraser, Best Face[4], and Audio Eraser[5] — these are AI-enabled innovations that do not interfere with how you capture the moment, but they give you unprecedented control over the final image or video simply from your fingertips.

The Galaxy S25 series’ ProVisual Engine sets a new standard for mobile photography, alongside the series’ first 50MP ultra-wide-angle camera for more stunning landscapes and group shots.

For instance, the ProVisual Engine in the Galaxy S25 series works with the device’s first 50MP ultra-wide-angle camera to capture stunning landscapes and group shots with remarkable detail. – by removing photo-bombers, by eliminating background noise from your videos, or by selecting the best face of each individual in group photos, to ensure everyone is looking their best.

This approach enables people to create photos and videos exactly as they want them, preserving the moment as they remember it, without overly complicating or interfering with the photo-taking experience itself. That is the power of thoughtfully integrated AI – it enhances our capabilities and provides better experiences – all while not getting in the way!

Q5: How are you balancing personalisation with privacy concerns?

This is the most critical question in the AI era. Personalisation requires data, but users rightfully demand control over their personal information. We believe that advanced AI and strong privacy protection must evolve together — they are two sides of the same coin.

Our approach to AI in this context is rooted in both transparency and control. People should always understand how their data is being used and have control over what information AI systems can access. This builds trust, which is essential for wider AI adoption.

As such, we want to give users the flexibility to control their privacy and security settings. Users can decide which Galaxy AI feature to operate on their device, with the choice to opt out of cloud-based processing[6].

The new Galaxy S25 series features a Personal Data Engine[7], which analyses your data on-device to deliver highly tailored experiences that reflect your preferences and usage patterns. Privacy and mobile security remains a key focus for all of us at Samsung in this AI-driven era, as users have the right to understand how their data is being used and to control the level of AI intervention in their digital lives.

At Samsung we recognise that there is no privacy without security, and our Samsung Knox security platform[8] is built to help protect users’ personal data. With Galaxy S25 series, we have introduced the Post-Quantum Cryptography (PQC) based protection to Knox Matrix, providing additional safeguards to help protect a user’s cloud backup and sync data.

Q6: Looking ahead, how do you see mobile AI evolving over the next few years?

We are just beginning to scratch the surface of what is possible. We are already seeing AI becoming more “multimodal”; capable of processing and connecting information across different formats like text, images, voice, and sensor data.

Most importantly, AI will become more democratised. Advanced capabilities that once required specialised knowledge or expensive hardware will become more accessible to everyone through their smartphones. This democratisation of AI has the potential to level playing fields and empower people in unprecedented ways.

The journey is far from over, and at Samsung we will continue investing in research and development, exploring new use cases, and engaging with our consumers to ensure we understand their needs, preferences, and concerns in this rapidly changing space.

At the end of the day, the ultimate measure of our success isn’t how advanced the technology is, but how much it benefits and empowers our users.

[1] Fees may apply to certain AI Features at the end of 2025. Certain Galaxy AI features requires Samsung and Google Account. Internet connection may be required to use some features.

[2] Based on an internal survey conducted by Samsung from January to February 2025 among 2,418 participants across 8 markets including Australia, Indonesia, Malaysia, New Zealand, the Philippines, Singapore, Thailand and Vietnam.

[3] 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. 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.

[4] Can detect up to 5 faces. Motion Photo must be activated to use this feature. Visible watermark overlay may be applied. Generative AI may produce unexpected results and accuracy of results not guaranteed.

[5] Results may vary per video depending on how sounds present in the video. Samsung Account login required. Six types of sound can be detected; voices, music, wind, nature, crowd and noise. The actual sound detection may vary depending on audio source, and the condition of the video. Accuracy of results is not guaranteed.

[6] Samsung Account login required. Processing data only on your device allows advanced intelligence features to operate locally, rather than online. Enabling this option may limit the functionality of certain AI features that rely on online data processing for advanced capabilities.

[7] 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.