SAN JOSE, Calif. – Today at its winter event, Samsung launched the Galaxy S25 series, a trio of top-tier smartphones focused on making AI features accessible. Importantly, the tech giant has also integrated numerous new functionalities and improved performance to captivate those consumers who may not prioritize AI.

Last year was widely declared the Year of AI, and manufacturers quickly recognized a consumer desire to upgrade their devices. However, this was not primarily due to new AI features but rather because these newer models performed significantly better at everyday tasks.

“A year ago, we led the industry with what we labeled the start of a new AI era,” said Dave Das, Executive Vice President managing Samsung’s US Mobile division. “We were quick to introduce it and excited to showcase its potential.”

Das added: “In retrospect, it became clear months later that many of our customers were still focused on purchasing phones for traditional reasons like camera quality, battery longevity, and display excellence – benefits we’ve emphasized in the industry for years.”

Despite Samsung’s successful launch of popular AI features in 2024 with the S24 series, the primary motivations for consumers remained centered around fundamental functionalities. One notable feature, Circle to Search, allows users to gather information based on highlighted items in images, and it has attracted 10 million users, with 2 million utilizing it daily.

Camera Enhancements

Given this background, it’s no surprise that the S25 is packed with traditional upgrades. For instance, the ultrawide lens of the S25 Ultra has been boosted to 50MP from its previous 12MP. The key primary camera (200MP) and dual telephoto lenses (50MP and 10MP) remain the same as in the S24 Ultra.

In terms of specifications, the combination of two 50MP lenses alongside the 200MP lens positions the S25 Ultra as a leader. In contrast, many recent high-end Android competitors feature three 50MP cameras. The top-tier iPhone, the iPhone 18 Pro Max, combines two 48MP lenses with a 12MP telephoto lens.

Performance Power

The S25 series distinguishes itself through what benchmarks reveal to be the most significant performance and efficiency upgrade in years for Samsung, or any Android smartphone maker.

This advancement is largely credited to an exclusive version of Qualcomm’s groundbreaking smartphone chipset, the Snapdragon 8 Elite for Galaxy. This custom chipset boasts performance and efficiency metrics that surpass Apple’s top offering, the A18 Pro chipset found in the iPhone 16 Pro Max.

All three models in the S25 series can be preordered now, with deliveries expected to start on February 7. Pricing is set at $799.99 (S25), $999.99 (S25+), and $1,299.99 (S25 Ultra).

And of course, there’s the impressive next-generation AI platform that may still be off your radar. Keep reading to learn more.

No App Required

One of the standout features of the new AI platform is its integration within Samsung’s custom Android interface, known as One UI. With the new One UI 7 on an S25 series device, users won’t need to switch between apps to organize an evening with friends.

Just engage the Personal Data Engine. This assistant, central to One UI 7, adapts to become your personal assistant, determining which apps to utilize and what steps to take.

Simply press the home button for a moment and start your request: “Find an evening when we’re free when the Suns are playing and Betsy and Steve are visiting. Check with my wife about inviting them to dinner. If she agrees, let’s consider a barbecue if the weather cooperates, or order pizza if it does not.”

The Personal Data Engine will generate a to-do list based on that request and begin its tasks.

I’m Learning About You!

The Personal Data Engine doesn’t wait for commands; it’s vigilant in seeking ways to streamline your life. While the exact assistance it provides is unknown, it might include identifying information you prefer, whether it’s updates on basketball or news about Taylor Swift concerts.

Samsung has already recognized some of its capabilities. For instance, if you tend to fall asleep while watching TV, the Personal Data Engine can use your smartwatch to determine when you drift off and gradually turn off the television to keep you undisturbed.

Designed to maintain all learned information and tasks locally on your device, the Personal Data Engine’s data security is reinforced by Samsung’s Knox hardware.

“The S24 focused on applying AI for specific purposes,” said Das from Samsung. “With the S25, we’re prioritizing a fluid interaction with the phone to complete tasks that previously required multiple steps.”

“Additionally, we haven’t neglected hardware enhancements,” Das noted.

Once again, Samsung will need to present compelling hardware to attract many consumers. However, this time, the AI might just be appealing enough to retain their interest.

Mike Feibus, a columnist for YSL News, is the president and principal analyst at FeibusTech, a Scottsdale, Arizona-based market research and consulting firm. Contact him at mikef@feibustech.com. Follow him on Twitter @MikeFeibus.