The Opening Ceremony offered an early glimpse of that innovation, with Galaxy S25 Ultra devices integrated into the live broadcast, delivering dynamic perspectives alongside traditional broadcast cameras. On the podium, medalists captured their victories through the Victory Selfie shot on the Galaxy Z Flip7 Olympic Edition — an authentic moment that has become an iconic part of the medal-winning experience.

But connection extends far beyond the spotlight. From athletes mingling in the Olympic Village to volunteers guiding visitors through unfamiliar cities, Samsung’s mobile technology is supporting the everyday interactions that define Milano Cortina 2026.

Turning Language Barriers Into Moments of Connection

To support seamless communication across venues — including remote mountain locations — Samsung equipped volunteers with Galaxy devices featuring Galaxy AI-powered, on-device Interpreter.

For Emmanuel Mantilla Jr., a volunteer from the Philippines supporting National Olympic Committees in the Olympic Village, language differences once meant hesitation.

Mantilla believes the Olympic Games are “like another universal language,” bringing people from different cultures together in shared moments.

“English is widely spoken, but not everyone feels confident using it,” Mantilla said. “Before, I would hesitate. I would look for someone else who spoke their language and wait for that person to assist.”

Now Interpreter has changed his approach. “Instead of waiting silently, I approach them directly and ask how I can help. The confidence is there now.”

Mantilla recalls one memorable moment during his volunteer work. At a tram stop, a spectator asked for directions to the ice hockey arena — a venue outside Mantilla’s assignment.

“It wasn’t even my venue,” Mantilla recalled. “The person had difficulty speaking English. So, I used the Interpreter to explain which tram to take and how to transfer to the shuttle going to the arena. Before, I might have tried to find someone else to help. Now, I can assist immediately.”

Athletes Connecting Beyond Nationality

Inside the Olympic Village, athletes from around the world are experiencing similar benefits.

Xaverri Williams, representing Trinidad and Tobago in bobsleigh, says the Interpreter feature makes it easier to communicate with athletes outside his delegation.

“The translation feature is especially helpful in understanding people who don’t speak English fluently,” he said. “Having something that helps bridge that gap makes communication much easier and smoother.”

Spanish figure skater Tomas Guarino Sabate added that even small misunderstandings can interrupt connection.

“Most people speak English,” he said. “But there are definitely moments when someone isn’t as comfortable, or when you don’t know the right word yourself. Having a tool that allows live translation can be really useful in those situations.”

For Team Samsung Galaxy athlete Daniel Grassl of Italy, mobile technology enhances both athlete-to-athlete interaction and fan engagement. “It allows you to express how you feel and share your day,” he said.

Connecting Beyond the Village

Samsung’s activation across Milano Cortina 2026 continues to connect fans and athletes alike.

Around the cities, Galaxy Charging Stations allow spectators to recharge their devices and stay connected to the action, ensuring they can share moments in real time with family and friends.

Meanwhile, the Samsung Victory Truck is traveling across Milan, Bormio and Livigno, bringing immersive Olympic Games mobile technology experiences directly to fans. Visitors can take photos with AR mascots Tina and Milo and download images via QR code, returning home with a digital keepsake from the Olympic Winter Games.

Connecting Every Moment

As Milano Cortina 2026 continues, Samsung’s innovation is helping ensure that language, geography and distance do not stand in the way of shared experience — connecting athletes and fans in every moment and ensuring the Olympic Winter Games spirit travels further.

Athletes commemorated these once-in-a-lifetime moments of the Opening Ceremony with their Samsung Galaxy Z Flip7 Olympic Edition devices. From their first walk-in amid the thunderous roar of the crowd to celebrations with teammates, these special memories from the Parade of Nations were shared from the world’s stage through a closer, more personal view.

As a Worldwide Olympic and Paralympic Partner, Samsung also collaborated with Olympic Broadcasting Services (OBS) to embed 26 Galaxy S25 Ultra devices across the stadium — from the spectator stands to the very heart of the athlete entrance tunnels — capturing new views alongside conventional broadcast equipment.

From the Opening Ceremony to the stories unfolding behind the scenes, Samsung continues to use mobile innovation to connect athletes and fans in every moment — innovating how we celebrate the Olympic Winter Games.

Take a look at some of the highlights here:

Samsung will mount Galaxy S25 Ultra within the SLS competition course to capture cinematic footage from fresh angles. These devices will also support the live broadcast, delivering dynamic footage and replays of the night’s most epic tricks. By integrating Galaxy’s mobile technology directly into competition, the course itself becomes a creative lens for the sport.

Rayssa Leal, Team Samsung Galaxy star and three-time SLS Super Crown World Champion who will be defending her world title, played an active role in helping integrate Galaxy S25 Ultra, working with Samsung and SLS to provide the creative mindset of skateboarding, ensuring the new experience will capture the most dynamic and authentic moments for fans watching around the world.

“Skateboarding has always been about sharing moments, from tricks to emotions, capturing it all is part of our culture,” said Rayssa Leal. “I’m thrilled that fans can experience each moment the same way I feel it on my board. It makes competing even more special. It’s delightful to see how Samsung’s innovation is bringing us even closer together.

“Visual innovation has been core to how Samsung reimagines user mobile experience,” said Gustavo Assunção, SVP and Head of Mobile eXperience (MX) Division at Samsung Brasil. “By bringing Galaxy S25 Ultra onto SLS courses, we’re transforming the way people see and engage with skateboarding. Our goal is to create visual experiences that feel as dynamic and expressive as the athletes themselves. We will continue pushing the boundaries for skateboarding fans around the world.”

“Skateboarding has always been a sport where the camera is part of the culture — from filming clips and tricks, to fostering creativity and connection,” said Brett Clarke, Chief Revenue Officer at Thrill Sports (parent company of SLS). “We are excited to work with Samsung to unlock new ways to see, feel and experience the sport, and to inspire a deeper connection between fans and its athletes, the creative heartbeat of skateboarding.”

Incorporating Galaxy S25 Ultra in Brazil marks the start of an exciting new phase in Samsung’s collaboration with SLS. Looking ahead, Samsung and SLS will continue to build this momentum into the 2026 season, further integrating Galaxy innovation across the global tour. From new camera technology to elevated fan touchpoints, this partnership will continue to evolve to create immersive, tech-driven experiences that showcase the creativity, culture and community of skateboarding.

Galaxy S25 Ultra comes with Samsung’s most advanced technologies yet, taking mobile creativity to the next level with cutting-edge camera technology and pro-grade video tools and lenses. From capturing ultra-smooth action shots to delivering cinematic detail in any light, Galaxy S25 Ultra empowers users to create, connect and share in entirely new ways — both on and off the board.

Samsung Electronics has led the evolution of the Galaxy camera under three development principles:

• Delivering the best picture quality for anyone, anywhere, anytime
• Offering features that satisfy even professional users
• Providing the ability to create content with easy and simple editing

The Galaxy S25 series is the culmination of these innovations, delivering a camera experience that pushes the limits of smartphones with high-pixel sensors, high-performance APs and powerful AI models.

So how did the Galaxy S25 series’ revolutionary camera experience come together? Samsung Newsroom sat down with camera developers from the Visual Solution Team of the MX Business at Samsung to hear the story directly from them.

▲ (From left) Jihye Kim, Pyojae Kim, Yunju Bae and Wonchul Choi from the MX Business’ Visual Solution Team

From Landscapes to Portraits, Every Moment Is Crystal Clear

The Galaxy S25 Ultra is equipped with a 50MP ultra-wide-angle camera, the first in the Galaxy series. “This means that photos with a wide angle of view can be taken with greater clarity and detail,” said Wonchul Choi, who led the development of camera quality. “We optimized not only hardware upgrades such as high-pixel sensors and lenses, but also software technology by building a system that enables AI models to operate organically,” Choi explained. As a tip for getting the most out of the feature, he added, “The ultra-wide-angle camera is ideal for capturing vast landscapes, but it can also be used for close-up shots to create a unique sense of depth.”

▲ Wonchul Choi

The ProVisual Engine, which uses AI-powered technology to enhance the camera experience, has also evolved. “We analyzed a full range of skin tones and preferences, and worked to use AI technology to present options for a broader variety of users. For better results, developers of various age groups took portraits themselves in different environments,” said Choi, explaining the improved portrait experience compared to previous models. “AI recognition and processing technologies analyze elements such as the person, clothing and background in the photo and optimizes each area to bring out the finer details, such as hair texture and even the subject’s pupils.”

The Nightography feature for shooting in low-light conditions has been improved as well. “For the Galaxy S25 series’ Nightography, we focused a lot on video shooting,” said Choi. “We applied 10-bit HDR video as the default for videos to achieve more realistic and richer picture quality, and applied a solution that separates the subject from the background and analyzes movement to remove noise with precision,” he said.

Shooting and Editing With DSLR Quality Like a Pro

Is it possible to get DSLR-quality results with a smartphone camera? The new Virtual Aperture feature in the Expert RAW app does by creating depths of field and aperture effects similar to those of a DSLR camera, delivering high-quality results that look like they were shot by a professional.

“We applied an interface that recreates the effect of changing the aperture of a lens on a DSLR camera, allowing users to flexibly select deep or shallow depths of field,” said Pyojae Kim, who led the development of the Virtual Aperture feature, before proudly adding that the AI-powered innovation overcomes the physical limitations of smartphones.

▲ Pyojae Kim

Achieving the depths of field and bokeh effects unique to DSLR cameras was no easy task. The training image database was built using more than 200,000 photos taken simultaneously with both Galaxy and DSLR cameras. “We had to manually control both the focus and exposure of the DSLR camera, and there were some nerve-wracking moments of having to dispose of our hard work because the photos were out of focus or taken with the wrong exposure,” said Kim. “We learned how difficult of a task it is to obtain data.”

While photos have a DSLR-like quality, videos can now be filmed in Log Video mode, a feature normally found in digital cameras that professionals use. Log video is a recording format that makes it easier to color-correct in post-production and create high-quality videos. To make log videos accessible to the average user, the Galaxy S25 series also comes with the Color Correction feature, which allows users to easily correct their video footage in the Gallery app with the click of a button.

Fun and Easy AI Editing With Just a Few Taps

First introduced in the Galaxy S24 series, Generative Edit has evolved by leaps and bounds in the Galaxy S25 series. “We focused on enhancing the fun and useful features that only generative AI can deliver,” said Jihye Kim. “We’ve improved the AI models so that they can now accurately recognize areas of the photo with only a simple touch and seamlessly erase those areas or add onto them. We also made improvements to each of the component technologies involved in generative editing.”

▲ Jihye Kim

The AI models used for Generative Edit and other generative AI features were developed through continuous collaboration with Google. “My team members and I took turns traveling to Google’s San Francisco Campus for a month at a time,” Jihye Kim said. “I remember staying up late at night, sharing ideas with the developers to improve the model.”

The nature of generative AI, which produces different results each time, often posed challenges during development. “We constantly mulled over how to quantitatively evaluate the results in a situation where they change every time. We also had to anticipate a wide range of edge cases to prevent the AI from producing inappropriate images,” she explained.

New to the Galaxy S25 series and the Galaxy lineup as a whole is the Best Face feature. This feature selects the best facial expressions of up to five people from multiple Motion Photos and composites them into a single picture-perfect group shot. “The Best Face feature can not only change a closed-eyed face to an open-eyed face, but can also turn a face from looking to the side to looking straight ahead,” Kim said. “My mom kept closing her eyes every time we took family photos, so we often had to retake them several times. It’s very useful in that kind of situation,” she added with a laugh.

An Unrivaled AI Filter Experience That Captures the User’s Unique Vibe

With Filters, the Galaxy S25 series also offers a variety of filters that intuitively capture each user’s unique aesthetic.

“We have enhanced the AI-powered feature to make it easier for anyone to capture the color or mood of their favorite photos while also improving the overall user experience to make it more user-friendly,” said Yunju Bae, who led the development of Filters. “We went through detailed tuning and repeated evaluations to balance technology and aesthetics to perfect filter quality.”

▲ Yunju Bae

Filters let users choose a photo they like and utilize AI to analyze the color and style of the photo to produce a personalized filter. “I often look at a photo and think, ‘I want to take a photo with this kind of vibe,’ so I wanted to make it easy to recreate the style I like without going through complicated editing,” Bae said as she explained the background behind the feature’s development.

Filters’ new film-style filters naturally capture the aesthetic unique to analog film. “The look and feel of analog film is a subjective area, so we went through a lot of trial and error to quantify it for digital reproduction,” Bae said. “We analyzed a lot of actual film, and through constant experiments and adjustments, we made meaningful progress in numerical representation to adequately reproduce the aesthetic of analog film,” she said. Bae also expressed her gratitude for the various experiments and analyses done in collaboration with Samsung Research, which played an integral role in enhancing the technical reliability of Filters.

The Future of the Galaxy Camera Visual Experience

The Galaxy S25 series has set a new standard for mobile cameras — but the Visual Solution Team is just getting started. The developers are already working on even bigger innovations to shape the future of smartphone imaging.

Asked about the team’s plans and ambitions for the future, Wonchul Choi replied, “Our goal is to further strengthen the camera’s picture quality fundamentals, all while maximizing convenience and accessibility so that it can perform at its best no matter where or when it’s used.”

“We plan to analyze the market’s response to Virtual Aperture and incorporate it into Portrait mode. By continuing to expand the features, we’ll ensure that the photo quality of the best DSLR cameras out there can be fully experienced on mobile devices,” added Pyojae Kim.

“We’ve put forth our best effort to continuously improve quality and introduce new generative AI features to users, but there’s always room to do better We’ll make these features more accessible so that users can more easily and comfortably utilize the powers of generative AI,” said Jihye Kim.

Sharing her bold aspirations, Yunju Bae concluded with, “We want to expand the shooting experience to the point where artistic sensibilities and technology naturally blend together through AI. We aim to deliver an experience that’s good enough to replace different types of hardware.”

Smartphone cameras are no longer just a technical feature. They’ve become iconic, indispensable items that capture and share life’s stories. The Galaxy camera is constantly evolving to make it easier for anyone to create high-quality photos and videos, and to personalize their content. As it evolves, so too will the ways users see, share and shape the moments that matter most.

The Galaxy S25 series uses vision AI technology and the understanding of natural language to address these issues and provide a more intuitive mobile experience for users in their daily lives. When searching for a photo in their gallery, users can enter keywords that describe the situation — such as the date or locality, any objects present, any actions taking place and so forth — and Galaxy AI will analyze them to find matching photos. In addition, the flagship series boasts Auto Trim, a new video editing feature that can automatically select key segments from multiple videos and edit them into a separate video.

These features are the result of advanced research in visual technology and close collaboration. Samsung Newsroom met with developers from the Visual Technology Team of Samsung Research and the Visual Solution Team of the Mobile eXperience (MX) Business at Samsung Electronics to learn how the company developed even smarter photo and video experiences for Galaxy users.

▲ (From left) Wonwoo Lee, Inho Choi, Hongpyo Lee and Seonghwan Kim

Labeling Every Element in a Photo With AI-Powered Classification

Smartphones store a massive number of photos, with the average user having several thousand — or even tens of thousands — on their devices. As the number grows, it becomes increasingly difficult to find a specific photo right away. On the Galaxy S25 series, the Gallery app automatically tags and categorizes various elements in photos such as objects, people and localities, allowing users to quickly and accurately find the desired images. This is incredibly convenient for users who want to relive past memories or retrieve important information fast.

Keeping in mind that an effective search depends on classification, the developers tripled the number of tag types compared to that of the previous Galaxy series, fine-tuning photo subject recognition and labeling capabilities in the Galaxy S25 series. In addition, they expanded the scope of clustering, a technique that groups data for people recognition.

“By developing an image analysis engine and using zero-shot technology, we improved the performance so that the Galaxy S25 series can recognize object data it encounters for the first time,” said Hongpyo Lee from the Visual Technology Team at Samsung Research. “For people, we expanded analysis beyond facial features to include clothing, time and location, making it easier to group photos of the same person.”

▲ Gallery Search

Finding Photos With Conversational, Natural Language Through Gallery Search

Samsung also focused on enhancing natural language search performance in the Gallery. The company developed a search model that reflects frequently used phrases and various application cases, allowing users to find the photos they want using natural, conversational sentences instead of word-based searches.

“We leveraged a vision-language model that learns by associating images with text and used generative AI to automatically generate a wide range of sentences that users might enter,” Lee shared. “We also optimized and compressed the search model so it runs quickly on-device.”

“Building on our previous research, we successfully applied natural language processing capabilities to our products, including a context-aware image analysis engine and a large language model (LLM),” said Inho Choi from the Visual Solution Team of Samsung Electronics’ MX Business.

The developers also worked to deliver unbiased and more accurate search results. “We wanted to anticipate various usage scenarios and identify potential issues in advance so that malicious search queries wouldn’t lead to inaccurate results,” Choi explained. “Building a database of negative words, profanity and neologisms, and then conducting user tests to improve search accuracy was both the most challenging and rewarding part of the process.”

▲ Inho Choi from the MX Business and Hongpyo Lee from Samsung Research

Editing Multiple Videos at Once With Auto Trim

Video editing is also becoming an increasingly important part of the gallery experience. While video is a popular form of media consumption, having video editing tools readily available and using them with ease is often not as simple as it seems. To address this, the Galaxy S25 series introduces a feature that makes editing much faster and more convenient through enhanced AI-powered video analytics. The Auto Trim feature extracts key scenes from multiple videos of the user’s choice to create a new short-form video.

It was important for Auto Trim to be able to quickly analyze videos up to 90 minutes long, generate an edited video and adjust the length of that new video. The developers achieved this through close collaboration, seamlessly integrating Samsung Research’s advanced technological expertise with the MX Business’ mobile optimization capabilities.

“Existing video analytics technologies have limitations, such as large model sizes, slow processing speeds and the uniform selection of key video segments,” said Seonghwan Kim from the MX Business’ Visual Solution Team. “We optimized the Galaxy S25 series’ video processing performance by testing and verifying multiple candidate solutions to deliver a fast and easy editing experience based on on-device AI.”

“We’ve introduced a feature that enables users to effortlessly identify key moments in videos, demanding significantly more data processing than photos, and tailor the duration of these edited segments to their preferences” explained Wonwoo Lee from Samsung Research’s Visual Technology Team.

“Getting Galaxy AI to identify highlights in videos with a level of sensitivity comparable to that of humans was a challenge, but by establishing the standards together, Samsung Research and the MX Business were able to significantly improve overall functionality.”

▲ Auto Trim

From Analyzing to Generating: Vision AI and Its Endless Possibilities

Samsung Electronics is researching a wide range of vision AI technologies, ranging from filming and editing technologies for smartphones to multimodal interaction technologies used in augmented reality (AR) and virtual reality (VR). The core of this research is the ability to quickly and accurately analyze subjects such as people and animals, as well as their surroundings, in videos on-device, and to recognize the meaningful moments in those videos. Through vision AI technology, Samsung aims not only to evolve typical smartphone features like shooting and viewing photos and videos, but also pioneer novel ways to consume content.

“We’re actively utilizing AI technology for fast, easy and high-quality editing in the video domain,” said Kim. “Samsung will focus on further developing the technology so that AI can better understand the context of video content, helping users reduce editing time effectively and generate edited videos that reflect the user’s intent — all without requiring professional editing skills.”

“By continuously advancing video analytics technology, we aim to develop even more innovative features that leverage the power to understand video content — such as video search, intelligent video editing effects and beyond,”said Wonwoo Lee. “Samsung will strive to develop cutting-edge vision AI technology that can be applied across a broad range of use cases.”

▲ Seonghwan Kim from the MX Business and Wonwoo Lee from Samsung Research

Gallery Search and Auto Trim are prime examples of how Galaxy AI enhances everyday life. As developers continue to advance the company’s image and video analytics technology, Samsung Electronics will deliver an expanding range of new experiences that make it easier and more intuitive for users to find and capture life’s key moments.

Through AI-powered assistance, Galaxy users can more naturally engage in conversational interactions that make everyday tasks easier. Just press and hold the side button to show Gemini Live¹ what you see while simultaneously interacting with it in a live conversation.

Imagine picking out an outfit or reorganizing a closet. Gemini Live can now make those everyday decisions easier. By simply pointing the camera, users can get suggestions on how to categorize items and optimize space, or share their screen while browsing online retailers to receive personalized style advice. With the ability to see what the user sees and respond in real time, Galaxy S25 series feels like a trusted friend who’s always ready to help.

“Together with Google, we are marking a bold step toward the future of mobile AI, delivering smarter interactions that are deeply in sync with how we live, work and communicate,” said Jay Kim, Executive Vice President and Head of Customer Experience Office, Mobile eXperience Business at Samsung Electronics. “With this new visual capability, Galaxy S25 series brings next-generation AI experiences to life, setting new standards for how users engage with the world through their devices.”

On April 7, Gemini Live with camera and screen sharing capabilities will start rolling out to all Galaxy S25 series users at no additional cost. For more information about Galaxy S25 series, please visit: Samsung Newsroom, Samsungmobilepress.com and Samsung.com.

¹ Check responses for accuracy. Compatible with certain features and accounts. Internet connection required. Available in select countries and to users 18+.

Samsung Newsroom explores some of the standout campaigns that marked the arrival of the Galaxy S25 series worldwide.

[Australia] Elevating Morning Commutes With the Galaxy Go Fleet

In Australia, Samsung launched the Galaxy Go Fleet — a fleet of custom-branded watercraft that transformed daily commutes across Sydney Harbour and the Brisbane River into an interactive Galaxy S25 experience. Passengers on board had the opportunity to test key Galaxy AI features, including Now Brief and Audio Eraser, and experienced firsthand how the Galaxy S25 series helps them start and navigate their day with ease.

[Peru] Introducing the Galaxy AI Train on Lima Metro’s Line 1

Samsung Peru became the first tech company in Peru to rebrand a metro train by introducing the Galaxy AI Train on Lima Metro’s Line 1, a key transportation route serving over 500,000 passengers daily. In celebration of the Galaxy S25 series launch, passengers received exclusive metro cards and promotional goods — further enriching their unique transportation experience.

[Chile] Transforming Tobalaba Metro Station and Illuminating Santiago’s Night Sky

Samsung Chile made its mark in Santiago with two high-profile activations to celebrate the launch of the Galaxy S25 series. Tobalaba Metro Station, one of the city’s busiest transit hubs, was officially renamed “Galaxy AI” — immersing daily commuters in the Galaxy S25 experience.

The celebrations continued with a spectacular drone light show where over 300 drones illuminated Santiago’s night sky with stunning visual arrangements alluding to Galaxy AI and the Galaxy S25 series. The synchronized performance mesmerized spectators, turning the city skyline into a dazzling tribute to Samsung’s latest mobile innovations.

[United States] Bringing Stunt Action to the Oscars With Galaxy AI

In the U.S., Samsung celebrated the Galaxy S25 Ultra during the 2025 Oscars with two high-energy ads featuring stunt performers — developed in collaboration with Disney Advertising, ArtClass Content, Empire Stunts, Kimmelot, Maximum Effort, More Media and Really Original. The campaign highlighted the Galaxy S25 Ultra’s advanced AI-powered video-editing capabilities such as Audio Eraser, a feature that removes unwanted background noise. By demonstrating how Galaxy AI enhances both professional filmmaking and everyday content creation, the initiative put stunt professionals in the spotlight — recognizing their contributions to the industry while showcasing Samsung’s state-of-the-art mobile technology.

[United Kingdom] Celebrating Everyday Moments With a Personal Touch

Samsung U.K. embraced a more personal approach by highlighting how the Galaxy S25 Ultra enhances daily life. Through engaging social media content created in collaboration with Anaïs Gallagher and Molly Moorish-Gallagher, Samsung demonstrated the Auto Trim feature, which allows users to effortlessly edit their favorite video clips and even generate highlight reels. Additionally, the campaign illustrated how the Galaxy S25 Ultra, through the Now Brief feature, integrates itself into users’ bedtime routines by providing personalized updates and content — thereby helping them wind down more easily after a busy evening.

[Malaysia] Lighting Up Kuala Lumpur With Fireworks and Laser Beams

Samsung Malaysia celebrated the arrival of the Galaxy S25 series with spectacular fireworks and a laser show over the Merdeka 118 tower. In addition, Samsung hosted the Edit & Win contest — inviting participants to creatively edit a fireworks image using Galaxy AI’s many tools for a chance to win a Galaxy S25 Ultra.

[Brazil] Capturing São Paulo From the Sky With the Galaxy S25 Ultra

In Brazil, Samsung launched a unique experience at Sampa Sky, São Paulo’s highest observation deck accessible to the public. Suspended 150 meters above ground level, visitors had the opportunity to capture breathtaking views of the city skyline with unparalleled clarity and detail using the Galaxy S25 Ultra’s 200MP main camera and AI-enhanced 100x space zoom. The campaign also showcased Galaxy AI’s advanced editing tools, demonstrating how users can seamlessly refine and enhance their shots.

[Italy] Pushing the Galaxy S25 Ultra to the Limit in the Dolomites

Samsung Italy hosted the Galaxy Wintercamp in the Dolomites where nine athletes and creators spent three days pushing the Galaxy S25 Ultra to its limits in extreme alpine conditions. Participants used Now Brief to optimize their planning and employed the device’s 200MP camera and AI-enhanced photography tools to capture breathtaking ski descents, tricks and ice performances.

[India] Taking Center Stage at the #PlayGalaxy Cup

In India, Samsung hosted the third edition of the #PlayGalaxy Cup — one of the biggest esports events in the country. The tournament saw India’s top gamers compete against one another using the Galaxy S25 Ultra, allowing them to experience the device’s advanced display, next-level processing power and AI-driven gaming enhancements firsthand. Streamed live, the competition demonstrated how the Galaxy S25 series is designed to meet the demands of high-intensity gameplay while delivering a smooth, immersive experience.

[Thailand] Bringing Star Power to the Launch in Bangkok

Samsung Thailand celebrated the Galaxy S25 series launch with the Galaxy S25 | Here AI am Music Fest, a high-energy event featuring celebrities, influencers and fan activities. Attendees enjoyed interactive games with #TeamGalaxy stars and tested the latest Galaxy AI features. The night culminated in a blue carpet walk and an AI-powered concert where Galaxy AI helped curate the show with a blend of music, technology and entertainment.

Samsung Newsroom stepped inside the booth to witness Samsung’s vision for a smarter, more intuitive smartphone experience come to life in Barcelona.

▲ Samsung Electronics at Mobile World Congress 2025

New Ways To Get Things Done

Visitors saw firsthand how Galaxy AI simplifies everyday tasks by seamlessly moving across multiple apps. For example, they experienced how, with a simple voice command after pressing and holding the side button, AI could find this year’s schedule of El Clasico matches and add it to Samsung Calendar in one smooth motion.

▲ Galaxy AI simplifies scheduling by searching for events and saving them to Samsung Calendar in one go.

Visitors also engaged with Gemini Live, a conversational AI assistant that facilitates brainstorming, learning and rehearsing through natural, real-time interactions. Supporting images, PDF files and more, the feature provides a multimodal AI experience designed to enhance user productivity and creativity.

▲ Gemini Live allows users to have real-time conversations and multimodal interactions with AI.

Another standout feature at the booth was Now Brief, which learns the routines of users and provides them with personalized snapshots of information throughout the day on the lock screen via the Now Bar. The feature can also share practical recommendations, such as the ideal time to depart for a planned trip or the most efficient route to an appointment location. Attendees experienced how Now Brief helps users kickstart their morning with their schedules and sleep data, then later unwind in the evening with a summary of daily activity insights.

▲ Now Brief delivers essential information tailored to the user in a concise and timely manner.

New Ways To Create

The Galaxy S25 series also introduces new ways to create with state-of-the-art camera technology powered by the ProVisual Engine. At Samsung’s booth, guests explored how AI-enhanced photography tools make capturing, editing and organizing content more seamless and intuitive.

Portrait Studio and Filters allowed visitors to apply expressive, AI-generated effects to their photos. Attendees saw firsthand how filters personalized and enhanced portraits, adding a unique, artistic touch to each image.

▲ Custom filters seamlessly adjust portraits to match the desired aesthetic and streamline the photo editing process.

Another highlight was the Nightography feature, which has evolved with Galaxy AI to take low-light photography and videography to the next level. Visitors also marveled at the Galaxy S25 Ultra’s 50MP ultra-wide-angle camera. The camera’s expansive field of view makes it the perfect option for capturing group photos and breathtaking landscapes.

▲ Nightography allows users to capture crisp, noise-free videos even in low-light environments.

The Drawing Assist feature amazed guests as well, illustrating AI’s ability to transform hand-drawn sketches into high-quality works of art in a variety of styles. Attendees witnessed how AI, whether it be through text input, images or freehand drawings, elevated creative expression with precision and flair.

▲ With Drawing Assist, users can bring their imagination to life as polished visuals.

New Ways To Play

Toward the end of their booth tour, visitors explored the Snapdragon® 8 Elite for Galaxy, the Galaxy S25 series’ customized processor designed to deliver high-speed gaming, seamless multitasking and stunning visuals. The Galaxy S25 Ultra also boasts a vapor chamber 40% larger than that of its predecessor, a key upgrade that helps the device maintain its powerful performance over extended periods of time.

▲ The Galaxy S25 series delivers a smooth, immersive gaming experience powered by the Snapdragon® 8 Elite for Galaxy processor.

Samsung’s showcase at MWC 2025 highlighted the transformative role of Galaxy AI in redefining mobile interactions. With its suite of intelligent tools, the Galaxy S25 series demonstrated how AI-driven innovation is shaping the future of smartphones.

Samsung continues to push the boundaries of mobile technology, blending AI and advanced hardware to deliver smarter, more intuitive experiences for users worldwide.

Samsung Newsroom unboxed the Galaxy S25 Ultra to reveal the premium colors, refined design and improved performance that set this form factor apart from previous models.

▲ The Galaxy S25 Ultra

First Impressions of the Galaxy S25 Ultra

▲ (From left) The Galaxy S23 Ultra, Galaxy S24 Ultra and Galaxy S25 Ultra packaging

The packaging of the Galaxy S25 Ultra marks a significant departure from its predecessors. While Samsung has traditionally reflected each device’s form factor, color and materials into its packaging, the Galaxy S25 Ultra shifts to a silhouette-driven design instead of a direct depiction of the device.

In line with previous models, the box is made from 100% recycled paper materials — reinforcing Samsung’s ongoing commitment to sustainability.

▲ (From left) The Galaxy S25 Ultra box contents and the embedded S Pen

The Galaxy S25 Ultra box contains the device, an S Pen, a USB-C cable and a simple user manual. Matched to the device’s color, the S Pen seamlessly fits into the lower side of the Galaxy S25 Ultra’s frame to ensure a cohesive design while maintaining practicality.

▲ The back of the Galaxy S25 Ultra

When held, the device’s metallic finish and subtle blue sheen attract attention. The Titanium Silverblue color exhibits a delicate interplay of gray and blue hues depending on the angle of light, creating a dynamic and sophisticated aesthetic.

▲ The colors of the Galaxy S25 Ultra

A modern titanium color palette gives the Galaxy S25 Ultra a sophisticated appearance. The four standard colors include Titanium Silverblue, Titanium Black, Titanium Whitesilver and Titanium Gray. Additionally, three colors — Titanium Jetblack, Titanium Jadegreen and Titanium Pinkgold — are available exclusively on Samsung.com.

A Sophisticated Design Embodying the Galaxy S Series Identity

▲ A comparison of the corners on the Galaxy S24 Ultra and Galaxy S25 Ultra

One of the most noticeable changes in the Galaxy S25 Ultra is its corners. Replacing the sharp angles of its predecessor, the new rounded design gives the device a smoother look. The side frame has transitioned from a curved shape to a more angular one, enhancing visual appeal and grip comfort.

This design evolution is consistent across all three models in the Galaxy S25 series including the Galaxy S25 and Galaxy S25+ — creating a unified and polished aesthetic that pushes the Galaxy S series identity to new heights.

▲ The Galaxy S25 Ultra’s camera rings are now black.

The Galaxy S25 Ultra’s camera design has been upgraded as well, featuring black rings that seamlessly blend in with the lenses. The subtly raised floating structure creates a more polished look, while the thicker camera rings improve durability.

▲ A comparison of the Galaxy S24 Ultra and Galaxy S25 Ultra camera design

Enhanced Usability on a Larger, Slimmer Display

The Galaxy S25 Ultra offers an elevated viewing experience through a larger display. Boasting a 6.9-inch¹ Quad HD+ screen that is 0.1 inches larger than its predecessor, the device features a Dynamic AMOLED 2X display and 120Hz adaptive refresh rate to ensure fluid transitions and immersive clarity.

▲ The Galaxy S25 Ultra has an expanded screen.

The main display of the Galaxy S25 Ultra is equipped with Corning^® Gorilla^® Armor 2, a glass ceramic cover material for mobile devices. Engineered for durability, the screen is more resistant to damage than before. Additionally, the device is the first in the industry to incorporate an anti-reflective feature in the glass ceramic material — ensuring clear and vivid visuals both indoors and outdoors.

▲ The Galaxy S25 Ultra delivers an immersive viewing experience.

▲ The Galaxy S25 Ultra features slimmer bezels compared to previous models.

The thinner bezels are another impressive aspect of the Galaxy S25 Ultra. Compared to its predecessor, the bezels have been reduced by 0.2 mm — now measuring at just 1.32 mm. This significant reduction offers a more refined look while maximizing screen immersion.

▲ The Galaxy S25 Ultra is now lighter and more portable.

The Galaxy S25 Ultra offers a more stable and secure grip, thanks to its lightweight design. Even with enhanced performance, the device maintains a sleek profile of 8.2 mm and 218 g — 0.4 mm thinner and 14 g lighter than its predecessor.

▲ The Galaxy S25 Ultra is easier to grip.

The Galaxy S25 Ultra sets a new benchmark for AI smartphones, combining sophisticated aesthetics with powerful performance. Samsung looks forward to the unparalleled mobile experiences the Galaxy S25 Ultra will deliver with its refined design and enhanced usability.

¹ Measured diagonally, Galaxy S25 Ultra’s screen size is 6.9-inch in the full rectangle and 6.8-inch with accounting for the rounded corners; actual viewable area is less due to the rounded corners and camera hole.

On January 25, Samsung Electronics hosted the third #PlayGalaxy Cup in San Francisco. Collaborating with “Call of Duty®: Mobile” from game developer and publisher Activision, the #PlayGalaxy Cup showcased the Galaxy series’ innovative gaming performance in a tournament broadcasted live to gaming fans around the world via YouTube and Twitch.

Participating players used the Galaxy S25 Ultra and fully demonstrated the mobile device’s unmatched gaming capabilities. Powered by Qualcomm’s Snapdragon 8 Elite for Galaxy, the Galaxy S25 Ultra supports seamless gameplay even for high-performance games such as “Call of Duty®: Mobile.” Vulkan optimization sets a new standard for mobile gaming with a true-to-life graphic experience, and the enlarged Vapor Chamber optimizes the Galaxy S25 Ultra’s cooling system for more stable gameplay.

Named #PlayGalaxy Cup: The Greatest Rivalry With “Call of Duty®: Mobile,” the tournament was centered around an exciting battle between two of North America’s premiere “Call of Duty®: Mobile” eSports teams. World-renowned professional players participated — including Aerith and Vague from Tribe Gaming and AyeoRaph and Cartels from Luminosity Gaming. The presence of popular game streamers Bobby Plays and TeeP further intensified the rivalry between Team Tribe and Team Luminosity.

Livestreamed globally on famous “Call of Duty®: Mobile” content creator iFerg’s YouTube channel, the tournament captivated mobile gaming fans around the world and attracted an impressive three million views. Popular streamers jasontheween, stableronaldo and Arky hosted a #PlayGalaxy Cup watch party and engaged with fans through livestreams at the venue. Meanwhile, “Call of Duty®: Mobile” streamer NoahSunday and other content creators held their own #PlayGalaxy Cup watch parties remotely.

On the day of the event, the venue was packed with more than 250 enthusiastic fans cheering for their favorite teams. A large screen at the center of the arena vividly displayed the Galaxy S25 Ultra’s immersive graphics, quick response time and smooth, seamless gameplay — revealing new possibilities in mobile gaming.

“I am thrilled to see my favorite Tribe players and watch their gameplay in person,” said one Tribe Gaming fan who visited on-site. “I am on the edge of my seat throughout every round, wondering which team will win.”

The Galaxy S25 Ultra hands-on zone was prepared on-site, allowing audience members to experience the Galaxy S25 Ultra’s gaming performance themselves.

“Thanks to the Galaxy S25 Ultra’s excellent gaming performance, each team member could perform at their best and lead us to victory,” said Aerith from Tribe Gaming, captain of the winning team.

“The Galaxy S25 Ultra’s outstanding gaming performance provided a console-level gaming experience on mobile,” said TeeP, professional “Call of Duty®: Mobile” player and content creator.

During the tournament rehearsals, the Galaxy Buds3 Pro and JBL Quantum ONE headphones delivered exceptional audio quality that captivated players. Participants praised the wireless earbuds and headphones for their delay-free, realistic sound effects and professional-grade gaming performance.

“Thanks to the sound and noise-cancelling capabilities of the JBL Quantum One headphones, we were able to focus on the game and enjoy a more lifelike gameplay experience,” said Cartels from Luminosity Gaming.

“The #PlayGalaxy Cup was an excellent opportunity to demonstrate the Galaxy S25 Ultra’s powerful gaming capabilities to the world,” said Kiwook Moon, Head of Influencer Marketing Group, Mobile eXperience Business at Samsung Electronics. “We will continue to provide more innovative and immersive mobile gaming experiences through Galaxy devices.”

For further details, please visit Samsung Newsroom.

Activision, Call of Duty and the stylized letter M are trademarks of Activision Publishing, Inc. All other trademarks and trade names are the property of their respective owners.

On January 22, the day of Galaxy Unpacked 2025, K set out across San Jose with the Galaxy S25 Ultra in her hand. She began her journey with the Now Brief feature, which provided her with real-time weather and schedule updates as she headed to the SAP Center, where Unpacked was held. After finishing her work there, K quickly located a nearby restaurant using voice commands and placed an order in the local language with ease.

Throughout the day, K captured the vibrant sights of San Jose with her mobile AI companion. Using the device’s Galaxy AI-powered editing tools and Audio Eraser feature, she polished her photos and videos, removing unwanted objects and noise in the backgrounds to create professional-grade content.

Catch all the highlights of K’s AI adventure with the Galaxy S25 Ultra in the vlog below.

Samsung Electronics unveiled the Galaxy S25 series at Galaxy Unpacked 2025, marking the beginning of the next era of mobile AI.

To explore the latest flagship smartphones and the transformative potential of AI agents, Samsung Newsroom joined the third Galaxy Tech Forum session, titled “True AI Companion: Impact on Life and What’s Next.”

▲ (From left) Moderator Bob O’Donnell, Sameer Samat, Jay Kim, Christopher Patrick and Dr. Chris Brauer

More Natural, Intuitive and User-Friendly Mobile AI

The session kicked off with welcome remarks from Jay Kim, Executive Vice President and Head of Customer Experience Office, Mobile eXperience Business at Samsung Electronics.

“Yesterday was a very exciting day for us as we launched the Galaxy S25. It’s another big step forward in the AI era,” Kim said. “We’re very excited to be here with our partners today, especially (excited) to talk about everything we did together to launch the Galaxy S25 series.”

▲ Jay Kim from Samsung Electronics

Moderator Bob O’Donnell, President and Founder of TECHnalysis Research, posed questions to the panelists about the benefits the Galaxy S25 series will bring to users, as well as the barriers blocking certain consumers from using mobile AI.

“AI should make users’ lives better. We study consumer habits, constantly trying to gain a better understanding of our customers,” Kim said. “Ultimately, what we’re trying to do is minimize how much effort it takes to input while maximizing the output. To do that, we look at what consumers do on their phones, define the potential use cases alongside our partners, and put it all together in our devices for the best possible consumer experience.”

▲The Galaxy AI panel at Galaxy Tech Forum

“Multimodality can help people become more efficient while AI agents can help people become more productive,” Kim continued. He also highlighted Samsung’s commitment to openly collaborating with its partners to drive progress forward and expressed his excitement for the possibilities AI innovations will bring as part of a new chapter in mobile technology.

Expanding the Galaxy AI Ecosystem Through Open Collaboration

During the session, Samsung offered an inside look at the work done in partnership with Google and Qualcomm to perfect the Galaxy S25 series’ AI innovations.

“Even though the benefit value of mobile AI is really high, it’s of no use if you can’t access it. We had to look at what was already part of the consumer experience and contemplate how we could enhance those experiences in a way that would bring real benefits, but still be easy enough to access,” Kim explained. He noted that close collaboration was essential, particularly in integrating Google’s Gemini intelligence and Qualcomm’s on-device processing capabilities.

▲ Sameer Samat from Google

“AI is still transitioning from something that is interesting to something that really feels mainstream, and what matters to people the most is the use cases that are truly helpful,” said Sameer Samat, President of Android Ecosystem at Google. “For example, I can ask Gemini to add all the Golden State Warriors home games to my personal calendar, or take a picture of dirty laundry and the panel of the washing machine and have Gemini tell me which setting I should use. That is pretty powerful. And there’s no better place to experience something like that than on your smartphone, and I’m super happy that we’re doing this together with the S25 series.”

▲ Christopher Patrick from Qualcomm Technologies

Key drivers of multimodal AI capabilities, like Qualcomm’s Snapdragon 8 Elite chipset, were also highlighted, showcasing technology that simultaneously processes multiple forms of information, including voice, images and text.

“The Galaxy S25 series is going to be a completely new experience. You’ll be able to engage with your personalized AI assistant like never before; it doesn’t just feel like interacting with a real person, it perceives your environment and can interact with content shown on your camera,” said Christopher Patrick, Senior Vice President and General Manager of Mobile Handsets at Qualcomm Technologies. “Our collaboration with Samsung to customize the chipset to make these new capabilities feel seamless is something I’m really proud of.”

Breaking Barriers: Mobile AI’s Role in Enhancing Quality of Life

During the session, Samsung also presented the findings of a global study conducted in partnership with London-based research firm, Symmetry, that examined the link between mobile AI use and quality of life. The speakers delved into the study’s key implications and offered valuable insights.

▲ Dr. Chris Brauer from Goldsmiths, University of London, and Symmetry

“The rate of AI innovation is astounding, but what struck me about the research we did with Samsung was that the rate of mobile AI adoption is also rising at a rapid rate,” said Dr. Chris Brauer, Director of Innovation in the Institute of Management Studies at Goldsmiths, University of London, and Chief Innovation Officer at Symmetry. “Frequent consumer use of mobile AI globally has nearly doubled in just six months, jumping from 16% in July to 27% in January.” Dr. Brauer also outlined key findings concerning certain barriers to entry the research found around mobile AI.

“We found a really interesting theme among those less willing to adopt the technology: doubt,” Dr. Brauer said. “Doubt in AI’s ability to bring meaningful benefits to everyday life (56%), doubt and a lack of high confidence to use AI to its full potential (85%) and doubt around privacy and whether AI can be trusted (90%). There’s immense potential with this technology, but what’s also clear are the very real barriers that must be addressed responsibly for wider adoption to take place.”

▲The Galaxy AI panel at Galaxy Tech Forum

The Galaxy AI session concluded with the panelists agreeing that mobile AI innovation is set to revolutionize every aspect of modern life. As representatives of the fast-moving industry, they also vowed to develop related technologies in a responsible manner beneficial to all of humanity.

Samsung Electronics is leveraging AI technology to enhance its comprehensive health solutions, delivering more meaningful and personalized health experiences.

To understand how Samsung’s AI ecosystem is poised to transform the future of wellness, Samsung Newsroom observed the second Tech Forum session, titled “The Role of Technology for a Healthier Life.”

▲ (From left) Moderator Dr. Vanessa Hill, Dr. Hon Pak, Dr. Patrick O’Connor, Emily English and Dr. Kyu Rhee

Healthy Living Starts With a Holistic Approach

Moderator Dr. Vanessa Hill, an award-winning science communicator and sleep scientist, started the discussion by providing insights into the practical utility of today’s health technology.

While advancements such as wearable devices, health apps and telehealth platforms have made health management more accessible, the sheer volume of information can lead to confusion — making it easy to overlook critical insights amid an overwhelming sea of data.

▲ Dr. Patrick O’Connor from the University of Georgia

“The issue is not the amount of data but the fragmentation,” said Dr. Patrick O’Connor, a professor in the Department of Kinesiology at Mary Frances Early College of Education, University of Georgia. “The key is to bring the scattered data together to create a comprehensive understanding, as health requires a holistic approach due to the interconnectedness of so many factors.”

“As a sleep scientist I know the importance of gathering health data around the clock. Identifying abnormalities in metrics like heart rate, temperature or even snoring during sleep is key to not only unlocking better sleep, but better overall health,” said Dr. Hill, who emphasized that sleep is the foundation of holistic health.

Personalized Care Through Various Health Metrics and Continuous Tracking

The discussion also explored the importance of adding new health metrics to track, and monitoring those metrics in a continuous manner.

▲ Dr. Kyu Rhee from the NACHC

“Continuous health monitoring of physical activity, sleep, nutrition and stress should become new, additional vital signs for users and health professionals,” said Dr. Kyu Rhee, President and CEO of the National Association of Community Health Centers (NACHC). “Combining this essential health data with clinical data powered by AI insights has the potential to transform the health system by improving health outcomes, reducing healthcare costs, and empowering patients, their caregivers and healthcare teams.”

▲ Dr. Hon Pak from Samsung Electronics

One health metric receiving a substantial amount of attention from both Samsung and the digital health industry in general is blood glucose.

“Blood glucose is an area Samsung has been deeply invested in, and we’ve made significant progress in developing CGM-integrated nutrition coaching as well as enhancing non-invasive technologies for tracking blood glucose levels,” said Dr. Hon Pak, Senior Vice President and Head of Digital Health Team, Mobile eXperience Business at Samsung Electronics, sharing the company’s roadmap for blood glucose management and end-to-end (E2E) healthcare experiences. “These advancements are all part of our work to deliver more proactive and preventive disease detection solutions to everyone, helping lower healthcare burdens on people, their families and society at large.”

▲ Emily English, a BSc nutritionist

“There isn’t a one-size-fits-all approach to health and nutrition, it’s a journey that requires a holistic understanding of yourself,” said Emily English, a BSc nutritionist. “Wellness technology is helping provide a full 360-view of your life. New solutions that offer easy access to health metrics like blood glucose will offer a more holistic understanding of our bodies and revolutionize the way we manage our everyday health.”

Ushering in the Era of Personalized Health Insights

The discussion touched on how AI can translate tracked health data into actionable and meaningful insights.

▲ The health AI panel at Galaxy Tech Forum

In an effort to consolidate disparate data onto a single platform, Samsung has collaborated with Dr. O’Connor’s research team to develop Energy Score — a feature that enhances the digital healthcare experience. “New AI-enabled features like Energy Score have become a jumping off point for broader health innovations,” explained Dr. Pak. Calculated based on health indicators such as activity levels, sleep, heart rate during sleep and heart rate variability during sleep, Energy Score exemplifies how wearable devices and AI can support a holistic and personalized approach to health and wellness management.

▲ Dr. Patrick O’Connor describes Energy Score.

“Monitoring overall readiness might benefit from minimally invasive brain sensing technology,” said Dr. O’Connor. “Today, we are able to leverage non-invasive technology, the available science and AI to generate an Energy Score, helping translate complex data into an intuitive and understandable index.”

Dr. Pak also teased Samsung’s upcoming plans to expand the AI capabilities of Energy Score to include nutrition, mental health and even mobile usage patterns — offering users deeper and more comprehensive insights into their overall well-being.

The Health AI session underscored the importance of a holistic approach to health management, highlighting the potential of personalized health experiences powered by continuous health monitoring. As AI becomes an indispensable partner in modern wellness, Samsung’s innovative technology is set to drive a new era of tailored and comprehensive health solutions.