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GenAI smartphones 2.0: How Samsung integrates AI agents into mobile experience

Max Wang, Taipei; Sherri Wang, DIGITIMES Asia 0

Credit: Digitimes

Tech giant Samsung has unveiled its Galaxy S25 series, marking a shift from hardware upgrades to the seamless integration of generative AI (GenAI). By enhancing AI control and user experience, Samsung aims to simplify daily tasks across work, entertainment, and social interactions.

Introducing AI agents: A game-changer in mobile technology

The S25 series introduces three standout AI features: Human-like AI Agents, an integrated AI platform, and personalized AI. Notably, Samsung is the first manufacturer to introduce the concept of AI agents into mobile usage. These AI agents offer users a more human-like interaction, allowing for smoother task management and enhancing the overall smartphone experience.

Generative AI: transforming user experience

Samsung's decision to embrace generative AI began with the release of the Galaxy S24 series in 2024, marking the start of the AI phone era. According to Samsung, nearly 20% of global AI phone users are now utilizing generative AI features daily, with smart translation emerging as the most popular application.

Seamless integration with cross-application functionality

Samsung recognizes that the success of generative AI hinges on real-world usage scenarios To enhance the AI experience, Samsung is combining Google's nAI applications with its own proprietary AI apps. The goal is to create a more intuitive mobile experience that allows users to seamlessly execute tasks across multiple applications without disruption.

An example of this functionality is when users search for sports events or book tickets using natural voice input. The new AI feature can automatically integrate search results with calendars, alarms, messages, and mobile wallets to provide users with instant updates and reminders across different apps.

Advanced personalization

Samsung's advanced AI capabilities go beyond simple functionality. With the new AI platform, the system will use data such as user habits and past activity to provide proactive, personalized reminders. Whether it's updating users on weather conditions, event management, or spending.

Shifting Focus: From hardware to software in the AI smartphone market

The S25 series marks a turning point in the smartphone industry, where the competition is shifting from hardware specifications and price-performance ratios to software experience. As Samsung continues to optimize software updates and improve the integration of AI features, the AI smartphone market will increasingly be judged by how well users perceive and rely on its software applications.

Samsung is leading the industry by combining its AI technology with Google's Gemini and offering localized language services for different regions. This comprehensive strategy will be central to its 2025 marketing efforts, as Samsung looks to expand its AI ecosystem, deepen customer engagement, and increase reliance on its software.