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Samsung Electronics launched its Galaxy S25 series, integrating Qualcomm’s Snapdragon 8 Elite Mobile Platform and Google’s Gemini AI model, aiming to boost sales and outpace competitors like Apple and Chinese brands. Despite being first to offer AI-powered smartphones, Samsung struggled to reclaim its top spot in the global market last year.
The Galaxy S25 offers personalized AI features like "Now Brief," which recommends calendars, news, and even bedroom air temperature, processed privately on the device. Users can also execute multiple tasks with a single command, such as finding sports events and adding them to calendars. Samsung’s in-house voice assistant, Bixby, has been upgraded to complement Google’s AI engine, though analysts believe differentiating Bixby remains a challenge.
Priced between $799 and $1,299, the Galaxy S25 series retains its previous pricing despite enhanced features. Samsung also previewed the Galaxy S25 Edge, a thinner flagship model, set to launch ahead of Apple’s next iPhone release.
The shift to using Qualcomm chips exclusively marks a departure from Samsung’s earlier strategy of incorporating both Qualcomm and its in-house Exynos chips. Industry sources suggest Exynos will return in Samsung’s upcoming foldable phones later this year, a segment facing stiff competition from Chinese brands.
Samsung’s smartphone sales are critical amid slowing foldable phone growth and increased market challenges. The company’s Q4 earnings missed expectations, driven by rising chip costs and heightened competition. Despite these hurdles, Samsung remains focused on leveraging AI to enhance its product lineup and brand image.
Samsung shares fell 1.1%, trailing the market’s 0.4% decline. Industry analysts remain cautious about whether AI features alone can drive significant consumer adoption but acknowledge the potential halo effect on the brand.
