The all-new Galaxy S25 is now leading the pack when it comes to Samsung devices. This new range of smartphones – which includes a standard phone, a bigger Plus model and the ultimate Ultra variant – all get impressive performance via the latest Snapdragon 8 Elite processor, toughened designs, bright displays and a bunch of bonus smart updates to Samsung’s Galaxy AI.

This clever intelligence means the Galaxy S25 can now give users a customised daily briefing (called Now Brief), automatically retouch photos like a pro, and even chat back to owners like a real person via full integration with Google’s clever Gemini assistant.

Samsung is clearly proud of these smart updates, which the team spent a vast amount of time perfecting before putting them in consumers’ hands.

READ MORE: Galaxy S25 Ultra review

Although Galaxy AI has been around for over a year, developing this intelligent software remains a serious challenge – especially when making sure the features work and are useful.

“Nothing is actually easy, explained Jisun Park, Corporate EVP, AI/Mobile at Samsung.

“I would say everything is difficult. If we ask which features specifically were difficult to realise on the product, I would say Now Brief, for example, because that’s a new concept and also, this is not just about providing interesting information.

“This needs to be useful, and it should provide everyday usage and also need to be based on personal preferences and needs.

“If we just provide schedules every morning, they might not be useful. Sometimes, you need to talk about what you need to do today, how was your sleep score, and how is your sleep environment. What was your energy level? And when you need to leave for your next appointment.

“So it’s not just about integrating and stitching together; it’s coming up with a new concept that makes this a reality and makes it useful.

“We are still working on it to refine it and make it better.”

A lot of the new updates have been made possible due to Samsung’s partnership with Qualcomm. The 8 Elite that’s tucked inside this device has been specially tuned for Galaxy phones and that’s made some of the AI changes easier for Samsung to introduce.

Park tells us that the new chip is not the only reason AI has got better on the S25 but it’s been a major help.

“Because of the performance improvement of Snapdragon, it helps us to deploy more features for on-device AI. This time, we have more and more on-device features available, and Snapdragon dramatically improved this.

“That helped us run a larger model and provide more features faster and more efficiently.”

So where does this leave Galaxy S24 owners? The S24 Ultra was one of our favourite phones of 2025 and those with one in their pockets will surely be hoping that Samsung rolls out that improved version of Galaxy AI to its older call makers soon.

Unfortunately, the Korean firm is staying tight-lipped for now about an upgrade.

When we asked Park about a timeline for the new Galaxy AI to appear on other devices he said,”It depends. Especially when talking about the on-the-device features and on-device AI depending on performance and spec. Sometimes it may not be proper to just bring it to the previous model.

“Rather, we can find another way to provide a similar feature. So, I would say, well, we’ll see what’s the best way to roll out the new features to the previous devices. We are still working on it.”

If you buy an S25, you’ll get all these new AI features out of the box. If you own an S24 or S23 – watch this space.