Samsung Electronics Co., Ltd. redefined mobile AI experiences at Mobile World Congress 2025 (MWC 2025), which took place at Fira Gran Via, Barcelona from 3 March 2025 and 6 March 2025. Samsung’s Mobile eXperience (MX) and Networks businesses presented their latest AI innovations, including the next evolution of Galaxy AI^[1] and software-centric networks.

Samsung’s vision to deliver a true AI companion through advanced mobile AI innovation was on full display at MWC 2025, from the Galaxy S25 Series to the new Galaxy A Series and its first XR headset, Project Moohan. This included an exclusive look at Galaxy S25 Edge, the slimmest Galaxy S series device ever, which advances Samsung’s legacy of pioneering cutting-edge hardware innovation. Visitors will also be able to explore how AI is shaping the future of health and home life, setting a new standard for intelligent, connected living. These transformative AI advancements are backed by Samsung’s core promise of uncompromising security and privacy at every level for its users.

Experiencing the Full Potential of Galaxy S25

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

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

• Seamless experience across apps^[2]: See how tasks like finding a restaurant on Google Maps and sharing details via Messages become effortless with a single voice command with Gemini – now available on Samsung, Google and select third-party apps.
• Circle to Search^[3] with Google: Conduct searches via your phone screen in more helpful and contextual ways like recognising URLs and visiting a website with a single gesture.
• Gemini Live^[4]: Use natural conversation for brainstorming, learning and rehearsing with real-time responses and support for images, files and YouTube videos.
• Now Brief^[5]: Check out personalised content snapshot based on tailored insights, as well as proactive recommendations through Now Bar[6].

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

• Drawing Assist^[7]: Users can take content creation to the next level with intelligent sketch refinement and enhancement.
• Gallery Search^[8]: Natural language-based search makes it easier than ever to find specific memories.
• Filters: Apply unique portrait effects and explore new filter options; add a personal touch to photos taken in portrait mode.

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

• Snapdragon^®

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

Further, Samsung unveiled the new Galaxy A Series, — including the Galaxy A56 5G, A36 5G and A26 5G — which integrates Awesome Intelligence, making the latest powerful Galaxy AI technology even more accessible. The Galaxy A Series also takes the camera experience to a new level with creator-focused tools including the fan-favourite Object Eraser. Expanding Samsung’s AI-driven innovations, the new Galaxy A Series delivers reliable performance and long-term value, supported by six OS upgrades and six years of security updates for an ever-evolving, always-secure experience that lasts.

Elevating Everyday Life with AI

Visitors at MWC 2025 also had the chance to explore how Samsung is enhancing everyday life at home and bringing new levels of control and insight into users’ health journeys with intelligent, connected experiences.

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

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

Cutting Edge Innovation Built on a Strong Galaxy Foundation

Security is at the core of Samsung’s AI advancements, ensuring every experience is built on user control, transparency and robust protection. In a zone for the Galaxy Foundation, helpful information about the Personal Data Engine[9]—which ensures personalised data generated on device is protected from access by apps other than Galaxy AI and further secured by Knox Vault^[10]— were available.

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

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

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

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

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

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

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

This private booth^[11] was located in Fira Gran Via Hall 2.

^[1] Samsung account login may be required to use certain Galaxy 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. Galaxy AI features will be provided for free until the end of 2025 on supported Samsung Galaxy devices. Different terms may apply for AI features provided by third parties. Galaxy AI service may be limited for minors in certain regions with age restrictions over AI usage.

^[2] Requires internet connection and Google Account login. Service availability may vary by country, language and device model. Works on compatible apps. Features may differ depending on subscription and results may vary. Set up may be required for certain functions or apps. Accuracy of results is not guaranteed.

^[3] Service availability may vary by country, language and device model. Requires internet connection. Users may need to update Android and Google app to the latest version. Works on compatible apps and surfaces. Results may vary depending on visual matches. Accuracy of results is not guaranteed.

^[4] Gemini Live feature requires internet connection and Google Account login. Service availability may vary by country, language and device model. Features may differ depending on subscription and results may vary. Compatible with certain features and certain accounts. Only available to users 18 years or older. Accuracy of results is not guaranteed.

^[5] Now Brief feature requires Samsung Account login. Service availability may vary by country, language, device model or apps. Some features may require a network connection.

^[6] Availability of functions supported within the apps may vary by country. Some functional widgets may require a network connection and/or Samsung Account login.

^[7] Drawing assist feature requires a network connection and Samsung Account login. A visible watermark is overlaid on the image output upon saving in order to indicate that the image is generated by AI. The accuracy and reliability of the generated output is not guaranteed.

^[8] Service availability may vary by language, region or carrier. Currently supported languages include Korean, English, German, French, Italian, Spanish, Chinese, Japanese, and Portuguese. Accuracy of results is not guaranteed.

^[9] 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.

^[10] Security features or hardware/software architecture of Samsung Knox Vault on Samsung Galaxy A series smartphones may differ from those on Samsung Galaxy flagship devices including S series, Z series, S FE series smartphones and Tab S series tablets launched from 2021 onwards. Availability of Samsung Knox Vault may vary depending on the device model.

^[11] Invitation only.

Samsung Electronics announced that the company hosts its first-ever Samsung 6G Forum (S6GF) online today.

Under the theme of ‘The Next Hyper-Connected Experience for All.’, the forum is divided into two sessions and broadcasts live online via Samsung’s YouTube channel. Each session consists of talks by experts from academia and industry specializing in next-generation communications technologies, followed by a panel discussion.

“We envision that 6G will provide ultimate experiences for humans and everything through the next level of hyper-connectivity, and this idea serves as the foundation of our 6G vision,” said Sebastian Seung, President and Head of Samsung Research.¹ “We believe that it is the right time to start preparing for 6G. Shaping 6G will require many years, as we have seen with previous generations, and will need lots of discussion and collaborations among players in industry and academia.”

Morning Session — 6G Air Interface