Don’t be surprised if the Samsung Galaxy S25’s fresh approach ends up making believers out of the AI agnostics.

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.

Samsung has announced the Galaxy S25, S25 Plus and S25 Ultra, its latest flagship smartphones. The phones have a heavy emphasis on AI, but also feature the company's highest-end camera systems.