Samsung’s latest product lineup for the second half of 2025 is now official, and it includes more products, more features, more collaborations, and even more AI. The Galaxy Z Fold 7 and Galaxy Z Flip 7, in addition to the new Galaxy Z Flip 7 and the Galaxy Watch 8, were announced at Galaxy Unpacked on Wednesday.     

Like many brands in the technology space, Samsung insists it is not just creating AI for AI’s sake. As AI becomes multimodal and easier to implement into different form factors, the company said it envisions how the technology can benefit consumers in a manner beyond just the names of features. An ideal method could be users interacting with AI seamlessly and comfortably, and not even know it.   

I attended a media panel ahead of the launch event, where the company discussed the progression of its product lineup as well as the evolution of its AI implementation so far, and what consumers can expect with its new devices. Samsung admitted that it was on a different timeline before the AI boom; however, its own internal developments didn’t stray far from what blossomed into the generative AI industry.

“It was the realization that it didn’t change our strategies. We’ve been speaking for many years about experience, and we’re going to make it seamless and intuitive, and close device, all that stuff we started way beyond, before AI.” Samsung Global AI Expert, Patrick Chomet, told a group of media ahead of Unpacked. “But what it did was to accelerate the study of the wonderful technology.”

Chomet detailed that a lunch with Samsung President, TM Roh, prompted the initial idea of what they referred to internally as the “big jump,” and was ultimately the brand’s iteration of generative AI. The technology was implemented first on the Galaxy S24 smartphone. However, Samsung had its development of eraser functions using classical techniques as early as five years ago. Three years ago, the brand introduced Circle to Search, ahead of its AI transition. The big jump took place two years ago, with Samsung collaborating with Google and integrating the Gemini AI system into the Galaxy S24.

“We’ve had a deep feeling that the, all OS and UI architecture will become AI, so we have this, the UI is the AI, because the entry point becomes intelligence and we started to add to that,” Chomet said.  “And actually, the industry is following. Now, we have some experts [saying] it should be hybrid. Some things like videos, will be generated in the cloud, but the core communications, the co-editing should be on device for privacy and performance building.”

Samsung’s latest product lineup for the second half of 2025 is now official, and it includes more products, more features, more collaborations, and even more AI. The Galaxy Z Fold 7 and Galaxy Z Flip 7, in addition to the new Galaxy Z Flip 7 and the Galaxy Watch 8, were announced at Galaxy Unpacked on Wednesday.     

Like many brands in the technology space, Samsung insists it is not just creating AI for AI’s sake. As AI becomes multimodal and easier to implement into different form factors, the company said it envisions how the technology can benefit consumers in a manner beyond just the names of features. An ideal method could be users interacting with AI seamlessly and comfortably, and not even know it.   

I attended a media panel ahead of the launch event, where the company discussed the progression of its product lineup as well as the evolution of its AI implementation so far, and what consumers can expect with its new devices. Samsung admitted that it was on a different timeline before the AI boom; however, its own internal developments didn’t stray far from what blossomed into the generative AI industry.

“It was the realization that it didn’t change our strategies. We’ve been speaking for many years about experience, and we’re going to make it seamless and intuitive, and close device, all that stuff we started way beyond, before AI.” Samsung Global AI Expert, Patrick Chomet, told a group of media ahead of Unpacked. “But what it did was to accelerate the study of the wonderful technology.”

Chomet detailed that a lunch with Samsung President, TM Roh, prompted the initial idea of what they referred to internally as the “big jump,” and was ultimately the brand’s iteration of generative AI. The technology was implemented first on the Galaxy S24 smartphone. However, Samsung had its development of eraser functions using classical techniques as early as five years ago. Three years ago, the brand introduced Circle to Search, ahead of its AI transition. The big jump took place two years ago, with Samsung collaborating with Google and integrating the Gemini AI system into the Galaxy S24.

“We’ve had a deep feeling that the, all OS and UI architecture will become AI, so we have this, the UI is the AI, because the entry point becomes intelligence and we started to add to that,” Chomet said.  “And actually, the industry is following. Now, we have some experts [saying] it should be hybrid. Some things like videos, will be generated in the cloud, but the core communications, the co-editing should be on device for privacy and performance building.”