Samsung spent the bulk of its Samsung Galaxy Unpacked event this year talking about its brand-new AI features. In fact, it took about 30 minutes into the presentation to get to the new S25 line of smartphones before the company once again pivoted to the new AI features packed into the phone.

At Samsung Unpacked S25, Samsung showed off an AI-curated “Now Brief” that transforms the lock screen into a daily report.

Samsung’s first Galaxy Unpacked event was packed, and keeping with the brand's tradition, it went through all of its news in a zippy fashion. The Galaxy S25, S25 Plus, and S25 Ultra were all made official,