Samsung is injecting another dose of artificial intelligence into the next version of its Galaxy smartphones, escalating an effort to simplify people’s lives while deepening their dependence on a device that accompanies them almost everywhere.

Samsung Electronics on Wednesday unveiled its newest Galaxy S25 smartphones, powered by Qualcomm's chips and Google's artificial-intelligence model, hoping its upgraded AI features can reinvigorate sales and fend off Apple and Chinese rivals.

Alongside the Galaxy S25 Ultra, Samsung will also update Galaxy AI. How will this define AI smartphones in 2025 and beyond?

This isn’t the first year Samsung has been banging the AI drum – it says the use of its Galaxy AI features is already skyrocketing – but if you’ve struggled to engage with artificial intelligence in the past, the S25 looks set to try to change that.

The company showed off the device after today's Galaxy Unpacked event, but we're skeptical consumers we'll notice the difference in thickness.

Samsung spent the bulk of its Samsung Galaxy Unpacked event this year talking about its brand-new AI features. In fact, it took about 30 minutes into the presentation to get to the new S25 line of smartphones before the company once again pivoted to the new AI features packed into the phone.

At Samsung Electronics’ Galaxy S25 Series Unpacked event at the SAP Center in San Jose, California, on Jan. 22, a screen displayed the words “Just when you think you’ve seen it all, the show isn’t over,