Samsung unveils AI-powered Galaxy S25 and slimmer models

Samsung Electronics has introduced its latest Galaxy S25 smartphones, powered by Qualcomm’s chips and Google’s AI model. With a competitive pricing strategy, the Galaxy S25 series remains in the range of $799 to $1,299, aiming to boost sales amidst fierce competition from Apple and other Chinese manufacturers. The release, which includes a preview of a slimmer Galaxy S25 Edge model, comes as Samsung seeks to regain market share after losing ground in the premium smartphone sector last year.

While Samsung boasts advanced AI features, analysts note that distinguishing its in-house voice assistant, Bixby, could prove challenging. Industry expert Thomas Husson remarked that without a standout application that leverages AI capabilities effectively, convincing consumers to choose an AI-based smartphone might be difficult. Despite this, the new Galaxy S25 is designed to provide a more personalised user experience, including features like the ‘Now Brief’ service, which offers tailored recommendations based on stored data and enhances user convenience.

In a notable shift, Samsung opted for Qualcomm’s Snapdragon 8 Elite Mobile Platform for the entire Galaxy S25 lineup, moving away from its own Exynos chips. However this change may impact Samsung’s chip business, as the mobile division has been a significant customer for its semiconductor products. Following the announcement, Samsung shares dipped by 1.1%, trailing the overall market performance. The company’s sell-through of the new series is crucial, particularly as sales of its foldable phones have stagnated amid stiff competition from Chinese rivals.

Preliminary fourth-quarter results from Samsung indicated profits fell short of expectations due to high chip development costs and increasing competition in the smartphone market. Moving forward, Samsung plans to use its Exynos chips in upcoming foldable devices, highlighting the ongoing strategic shifts to adapt to rapidly changing market conditions.