Samsung Electronics declared a significant expansion of its market presence by showcasing the future of Galaxy AI at the world’s largest mobile communication exhibition, ‘MWC25’.
On the 3rd (local time), Samsung Electronics set up a 1,745㎡ (528-pyeong) exhibition booth at the Fira Gran Via exhibition center in Barcelona, Spain. At the heart of the exhibition, the Galaxy S25 series was displayed prominently. Samsung Electronics portrayed Galaxy AI technology through scenarios that closely resemble real-life settings, allowing visitors to experience it firsthand. This emphasizes a focus on AI innovation that penetrates deeply into everyday life rather than just technological perfection.
The exhibition showcased key functions of Samsung AI including ‘Gemini Live,’ enabling natural conversation-based information retrieval, ‘Circle to Search,’ which allows searching by drawing a circle anywhere on the screen, ‘Now Brief,’ providing tailored daily information, and ‘Now Bar,’ offering real-time recommendations based on user interests. Beyond mere convenience, it highlighted the evolution into proactive AI, where the device understands and initiates actions on behalf of the user.
Samsung Electronics also displayed its strategic smartphone for this year, the ‘Galaxy S25 Edge’. This product features the thinnest design in the history of the Galaxy S series, aimed at leading design trends in the premium smartphone market. Moreover, it introduced ‘Project Moohan,’ the first Android-based XR headset, to the public for the first time. Project Moohan provides immersive content experiences that transcend virtual and reality, and it is expected to become a central pillar of Samsung’s XR ecosystem in the future.
In the mid-to-low end market, the AI expansion strategy continues unabated. Samsung has equipped the Galaxy A56 5G and A36 5G with ‘Awesome Intelligence.’ These products seamlessly incorporate premium features at mass-market prices, accelerating AI mainstreaming. Placing AI technology at the forefront, whether flagship or affordable models, is interpreted as a strategic move to expand Samsung’s unique AI ecosystem across the market.
Starting with this exhibition, Samsung Electronics plans to accelerate the global expansion of its Galaxy AI. The goal is to strengthen market leadership by extending AI beyond smartphones to XR, wearables, and home appliances.