"Time to go TM."

The Galaxy Unpacked 2025 event opened with the notification voice of Samsung Electronics' new artificial intelligence (AI) feature, 'Now Bar.' Lee Taemoon, President and Head of Samsung Electronics' MX Division, took the stage to unveil Samsung's second AI phone, the Galaxy S25 series.

At 10 a.m. local time on the 22nd, Lee, serving as the presenter for 'Galaxy Unpacked 2025' at the SAP Center in San Jose, California, explained the enhanced AI of the Galaxy S25 series. He stated, "You can talk to the Galaxy S25 as if you were talking to a friend," and added, "You can also look forward to a more personalized AI companion."

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At the Unpacked event, Samsung Electronics announced three models in the Galaxy S25 series: the standard, Plus, and Ultra. Unlike previous models where only the Ultra featured a distinctive angular design, all three models now have rounded corners. The thickness of every model has been reduced by 0.4mm compared to the previous generation, and the Ultra, Plus, and standard models are lighter by 14g, 6g, and 5g, respectively. All models are equipped with Qualcomm's Snapdragon 8 Elite AP chip.

The SAP Center, where the Unpacked event was held, is a multipurpose arena established in 1993 and serves as the home stadium for the San Jose Sharks, a North American professional ice hockey team in the NHL. One hour before the event started, influencers and domestic and international media were waiting to enter at the main entrance, filling the area in front of the venue with crowds.

Lee emphasized the enhanced AI of the Galaxy S25 series, developed in collaboration with Google. The Galaxy S25 series strengthens personalized AI through the integrated AI operating system 'One UI 7.' The 'Now Briefing' provides customized information based on accumulated user data. This can be checked as the bar-shaped 'Now Bar' even on the lock screen. Lee explained, "Through the Personal Data Engine, users can experience AI on their device, not in the cloud."

Demis Hassabis, CEO of Google, appeared in a video and said, "I hope you enjoy Google's Gemini Live on the Galaxy S25."

The 'AI Button' on the side of the device activates Google's AI Gemini, and with 'Gemini Live,' users can have natural conversations to obtain information or launch applications. The 'Circle to Search' feature, which allows users to draw a circle around the desired information to search, now utilizes multimodal AI, enabling it to identify not only text and images but also music playing in a video.

The upgraded camera features also drew enthusiastic reactions. The demonstration that received the most attention was the Galaxy S25's ability to open the eyes of a person who had them closed in a photo featuring three people. When the closed eyes were changed to open eyes using the Galaxy S25, the audience was amazed. Rachel Roberts, Product Management Director at Samsung Electronics America, who led the demonstration, explained, "If someone has their eyes closed in a photo, you can select and change them to open eyes using moment capture." The demonstration of the 'Audio Eraser' AI feature, which removes noise from videos, was also met with a strong response. The Galaxy S25 series is equipped with a high-resolution sensor and an AI-based next-generation 'Pro Visual Engine,' and it also features improved low-light video performance solutions.

International media and influencers who attended the Unpacked event expressed high expectations for the Galaxy S25 series. Claudia, a journalist from Colombia, said, "I think it's an amazing phone because you can easily command the AI through conversation." David, a journalist from Italy, stated, "Samsung Electronics has released AI phones before, but this time it is even more sophisticated, and it truly feels like an AI phone. With the new chipset, I expect the performance to be even better." Domestic IT YouTuber Juyeon, who has over 700,000 subscribers, commented, "I liked that they are trying multimodal AI, and I look forward to what's next. However, I am concerned that more third-party apps need to be supported for the features to improve further." He added, "With the Qualcomm chip, I definitely expect strong performance."

Galaxy S25 Ultra / Photo by Samsung Electronics

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Meanwhile, Samsung Electronics unveiled, via teaser video, the first-ever slim version in the Galaxy S series, the 'Galaxy S25 Edge,' and displayed a prototype in the experience zone. This model was previously known as the 'Galaxy S25 Slim' before its official reveal. Samsung also showcased its first extended reality (XR) device, 'Muhan,' in the experience zone.