Over a year since it dipped into generative artificial intelligence, Samsung’s Galaxy S-series phones are now the vanguard for its gen-AI features. This year, we’re getting even deeper hooks into Google’s Gemini AI assistant and more built-in software tricks than ever before.

The AI features on Samsung's Galaxy S25 phones uses both on-device and cloud-based AI models, including the touted AI assistant.

For the Galaxy S25 Ultra, Samsung added a new ultra-wide camera sensor, Gorilla Armor 2 and a big revamp to its AI suite. But is that enough to convince you to buy a new $1,300 phone?

Google is giving one of the Samsung Galaxy S25 's new AI tools to its own Pixel 9 phones as well as last year's Galaxy S24 series, allowing more users to try out Gemini's Talk Live shortcut.

As it was presented, I expected the Galaxy S25+ to change the way I used my phone or at least feel AI aiding the user experience. However, the sales pitch doesn’t match reality, and while many of Samsung’s enhanced AI features sound great on paper, their implementation leaves much to be desired.

The Galaxy S25, S25+, and S25 Ultra all feature rounded corners and minuscule bezels, but the real standout is the “cross-app AI” agent.

Setting up the Brief is pretty easy, with the simplest method being just to add it to the phone's home screen. All you need to do is press and hold the screen, then select the Widgets icon at the bottom of the screen, and tapping on the Now Brief icon.

The Galaxy S25 Ultra sells far better than its siblings in the company's homeland. It's a similar story to last year.

The Samsung Galaxy S25 Ultra may be an iterative update over the S24 Ultra, but it iterates in pretty much every way.