Artificial intelligence and AI-powered smartphones: Samsung's Galaxy AI at the Mobile World Congress in Barcelona – Image: Xpert.Digital
MWC from 2024 to 2025: Samsung's Galaxy AI - Milestones and Future Visions
Samsung's vision of a connected Galaxy AI experience
The Mobile World Congress (MWC) in Barcelona is increasingly establishing itself as a key platform for Samsung to showcase its Galaxy AI innovations. While the South Korean technology company unveiled the first generation of its AI-powered smartphones at MWC 2024, a significant evolution of the Galaxy AI ecosystem is expected at MWC 2025. Particularly noteworthy is Samsung's strategic approach of implementing artificial intelligence as an integral component across its entire product range, thereby creating a cohesive AI experience for users. The following report analyzes the development of Samsung's Galaxy AI presentations in Barcelona and the future prospects for 2025.
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Samsung's Galaxy AI debuts at MWC 2024
Mobile World Congress 2024, held in Barcelona from February 26-29, provided the platform for Samsung's comprehensive presentation of its Galaxy AI strategy. Leading up to the event, Samsung opened the “Galaxy Experience Space” on February 15 at Plaza de Catalunya in the heart of Barcelona, where visitors could try out the various features of the Galaxy S24 series before the official opening of MWC. This experience zone remained open until February 29, showcasing the new mobile possibilities enabled by Galaxy AI to consumers, media, and partners who traveled to Barcelona to attend MWC24. Samsung also promoted the Galaxy S24 series and Galaxy AI through large-scale outdoor advertising in Plaza Catalunya, attracting the attention of local consumers.
At its main MWC booth, Samsung focused on showcasing its AI capabilities in everyday scenarios. TM Roh, President and Head of Mobile eXperience Business at Samsung Electronics, emphasized: “Our latest Galaxy products and technologies unlock the power of mobile AI to open up new possibilities for users in their daily lives.” The Galaxy S24 series was a central focus, featuring functions such as Live Translate, which translates phone conversations in real time in both directions, thus overcoming language barriers. Also presented were Circle to Search with Google, an intuitive search function that enables new discoveries with a simple gesture, and the Notes Assistant, which simplifies and organizes complex texts.
One of the highlights at the Samsung booth was the first public unveiling of the Galaxy Ring, a new wearable category for health and fitness tracking. The ring was displayed in three colors: black, silver, and gold, though the design, featuring a subtly concave surface, was not yet finalized. Reports indicate that the Galaxy Ring will offer sleep tracking with heart rate and respiration monitoring, and will be compatible with Natural Cycles' cycle tracking. Samsung also plans to introduce new metrics to Galaxy Health with this ring, including the "My Vitality Score," which combines data from sleep tracking, activity, heart rate variance, and resting heart rate.
At MWC 2024, Samsung also emphasized the expansion of Galaxy AI to other products in its portfolio, including the Galaxy Book 4 series for smarter productivity and the Galaxy Watch 6 series for intelligent health management. This strategy underscores Samsung's vision of establishing Galaxy AI as a unifying element across different device categories. To demonstrate the camera quality of the Galaxy S24 series, Samsung set up a zone at the exhibition hall resembling a darkened concert hall to showcase its Nightography capabilities for low-light photography.
Samsung's ambitious plans for MWC 2025
For Mobile World Congress 2025, taking place from March 3rd to 6th at the Fira Gran Via in Barcelona, Samsung is planning an even more comprehensive presentation of its further developed Galaxy AI technologies. The focus will be on the new Galaxy S25 series, which, according to the announcement, is intended to usher in a “paradigm shift in mobile AI phones.” Particular emphasis will be placed on the Galaxy S25 Edge, which is being promoted as the thinnest device in the Galaxy S series to date and is intended to continue Samsung's legacy as a pioneer of groundbreaking hardware innovations.
Alongside its flagship series, Samsung will also unveil the new Galaxy A series at MWC 2025, including the Galaxy A56 5G, A36 5G, and A26 5G models. These devices will be equipped with “Awesome Intelligence,” making the latest powerful Galaxy AI technology accessible to a wider audience. The Galaxy A series will also elevate the camera experience with creativity-enhancing tools, including the popular Object Eraser. With six OS upgrades and six years of security updates, Samsung emphasizes the long-term value and reliability of its products in the A series.
One of the main attractions at MWC 2025 will be the presentation of new Galaxy AI features. Visitors will have the opportunity to experience features such as the seamless inter-app experience, where tasks like finding a restaurant on Google Maps and sharing details via Messages can be accomplished with a single voice command using Gemini. Other features showcased will include Circle to Search with Google in expanded contexts, Gemini Live for natural conversations for brainstorming and learning, and Now Brief for personalized content summaries.
Another highlight at MWC 2025 will be the unveiling of “Project Moohan,” Samsung’s first XR headset running Android. This groundbreaking device integrates multimodal AI with advanced XR capabilities, marking a significant step toward more context-aware and personalized experiences designed to enrich everyday life in immersive ways. Samsung positions the headset as part of its broader vision to integrate AI-powered augmented reality into daily life.
Galaxy AI as a holistic ecosystem
Samsung's Galaxy AI strategy extends far beyond individual devices, aiming to create a comprehensive AI ecosystem. At MWC 2025, Samsung will demonstrate how AI can enhance daily life at home, offering new levels of control and insight into users' health journeys through intelligent, connected experiences. A dedicated zone will showcase AI-powered daily health insights, available on Galaxy S25 devices, including Energy Score, Wellness Tips, and Sleep Insights. These features provide detailed and personalized health experiences, offering a holistic view of the user's health status, tailored to individual health data and interests.
The seamless integration with connected apps like SmartThings and Samsung Food demonstrates how Samsung is working on a comprehensive health experience that simplifies wellness for everyone. The booth will also showcase new AI-powered features that allow users to manage their homes securely and conveniently through device connectivity. Protected by Knox Matrix security, Home AI scenarios will demonstrate smart living with easy device setup and control via the SmartThings platform.
Security is at the heart of Samsung's AI advancements, with every experience designed around user control, transparency, and robust protection. A dedicated Galaxy Foundation zone provides helpful information about the Personal Data Engine, which ensures that personalized data generated on the device is protected from access by apps other than Galaxy AI and further secured by Knox Vault. This underscores Samsung's commitment to privacy and security as fundamental aspects of its AI strategy.
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The evolution of Galaxy AI: From MWC 2024 to MWC 2025
The evolution of Samsung's Galaxy AI between MWC 2024 and the announced presentations for MWC 2025 demonstrates a clear maturation and expansion of the company's AI strategy. While the focus at MWC 2024 was primarily on introducing basic AI capabilities with the Galaxy S24 series, the preview of MWC 2025 suggests a broader integration of AI across the entire Samsung ecosystem. Extending Galaxy AI to the A series democratizes access to AI features, making them available to a wider audience.
The announced features for 2025 also demonstrate a higher level of sophistication than those presented in 2024. While Live Translate and Circle to Search were presented as basic features at MWC 2024, more advanced applications such as Gemini Live, Drawing Assist, and Now Brief will be unveiled at MWC 2025. This development reflects Samsung's continuous innovation in mobile AI and demonstrates the company's commitment to maintaining its lead in this highly competitive market.
Another notable difference between the two events is the stronger emphasis on health and smart home applications at MWC 2025. This indicates a strategic shift where AI is viewed not only as a tool for productivity and creativity, but also as a means of improving overall well-being and quality of life. The integration of AI into various aspects of daily life underscores Samsung's vision of a ubiquitous and seamless AI experience across different devices and applications.
From gadget to digital experience: Galaxy AI in focus
Samsung's presentation of Galaxy AI at Mobile World Congress in Barcelona, both in 2024 and with its planned activities for 2025, underscores the company's central goal of establishing artificial intelligence as a differentiating factor in its product portfolio. The evolution from basic AI functions to a comprehensive AI ecosystem reflects Samsung's long-term vision of seamlessly integrating technology into people's everyday lives. This strategy positions Samsung not only as a hardware manufacturer but increasingly as a provider of holistic digital experiences.
The continuous expansion of Galaxy AI features across different price segments, as demonstrated by the introduction of “Awesome Intelligence” in the A series, showcases Samsung’s commitment to making AI technology accessible to a wider audience. At the same time, the emphasis on security and privacy through features like the Personal Data Engine and Knox Vault underscores the company’s awareness of the importance of trust in an increasingly AI-driven world. This balance between innovation and responsibility will be crucial for Samsung’s long-term success in the field of mobile AI.
With Mobile World Congress as its central platform for showcasing its AI strategy, Samsung demonstrates its commitment to the continuous development and refinement of its Galaxy AI technologies. The annual event in Barcelona allows the company to present its progress and articulate its vision for the future of mobile technology. As the AI landscape evolves, it will be interesting to see how Samsung adapts its strategy and introduces new innovations to secure its position at the forefront of the AI-powered mobile experience.
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