Samsung has launched its latest flagship smartphone series, the Galaxy S25, with upgraded artificial intelligence features on Wednesday (January 21), outpacing Apple in the race to introduce AI smartphones.
In the high-end market, Samsung faces fierce competition from its American rival, Apple; while in the low-end market, the technology theft and price dumping practices by China have squeezed Samsung into a crisis at one point.
According to Reuters, Park Ji-sun, Vice President of Samsung’s language AI team, said, “We are leading the industry in providing AI functions, and I believe our direction is correct.”
The Samsung Galaxy S25 series is equipped with Qualcomm chips and Google’s artificial intelligence models, with pricing ranging from $799 to $1299, following the pricing strategy of the previous generation products.
Park mentioned that the new Galaxy S25 uses Google’s Gemini as the default AI engine and comes with an upgraded version of Samsung’s built-in voice assistant Bixby.
Reuters quoted Thomas Husson, Vice President and analyst at the independent research consulting firm Forrester, as reporting that making Bixby stand out is a challenge for Samsung.
Husson stated, “I don’t think there is a killer app right now that can convince consumers to say, ‘Okay, I want to buy this because it’s an AI smartphone.'”
However, he added that AI features can create a halo effect for Samsung’s brand.