MWC 2025: Samsung Unveils 'Redefining' Mobile AI Innovations

Samsung’s Mobile eXperience (MX) and Networks divisions are set to unveil a series of AI-driven innovations at Mobile World Congress 2025 (MWC 2025). Among these, a new version of the Galaxy AI platform and the AI-powered Project Moohan stand out, highlighting the company’s focus on integrating artificial intelligence across its product range.

With AI playing an increasingly central role in mobile technology, discussions at MWC 2025 go beyond the hype, exploring real-world applications and their impact. 

This includes mobile AI’s role in personalising user experiences, managing data and accelerating digital transformation worldwide. 

Samsung’s showcase will reflect these themes, demonstrating how AI can enhance everyday life at home, on mobile devices and across connected ecosystems.

Leading the mobile AI revolution

Samsung’s introduction of the Galaxy S24 in 2024 marked the world’s first AI-powered smartphone, setting the stage for an AI-first approach in mobile technology. 

At MWC 2025, the company will present the latest evolution of this vision with its Galaxy S25 series, a new Galaxy A series and its first extended reality (XR) headset.

The latest Galaxy A series, featuring the Galaxy A56 5G, A36 5G and A26 5G, is designed to expand access to mobile AI capabilities. The devices incorporate ‘Awesome Intelligence’, a suite of AI-powered features that includes Google’s Circle to Search, Object Erasers and Filters, making Samsung’s AI technology more widely available.

Samsung will also showcase the Galaxy S25, including the ultra-slim Galaxy S25 Edge, demonstrating how advanced AI simplifies daily tasks. The phone enables seamless interaction across third-party apps using single voice commands through Gemini. 

Additionally, the mobile version of Gemini Live allows for natural conversation-based interactions, supporting brainstorming, learning and rehearsing with real-time responses, images, files and videos.

Further AI-driven enhancements include a smart, personalised content curator offering proactive recommendations and content creation tools, such as a natural language-based image search function in the gallery.

Project Moohan: AI-powered extended reality

Samsung is set to reveal Project Moohan, its AI-integrated XR headset developed in collaboration with Google and Qualcomm. 

XR, or extended reality, is an umbrella term for technologies that blend the physical and digital worlds, including virtual reality (VR), augmented reality (AR) and mixed reality (MR). These technologies enable new ways of working, learning, gaming and engaging in entertainment or wellness activities.

Project Moohan is the first XR headset designed for Android XR, combining Samsung’s multimodal AI with advanced XR capabilities. This innovation enhances context-aware and immersive experiences, available in both headset and smart glasses formats.

The headset incorporates Gemini-powered conversational AI, allowing users to interact naturally without relying solely on gestures or controllers. Instead, it supports voice commands and conversational AI, making digital interactions more intuitive and responsive.

Commenting on Project Moohan in late 2024, Won-Joon Choi, EVP and Head of R&D at Samsung Mobile eXperience Business, said: “XR has quickly shifted from a distant promise to a tangible reality. 

“We believe it has the potential to unlock new and meaningful ways to interact with the world by truly resonating with your everyday lives, transcending physical boundaries. We are excited to collaborate with Google to reshape the future of XR, taking our first step towards it with Project Moohan.”

Expanding AI beyond mobile devices

Beyond mobile technology, Samsung is integrating AI across various industries, including healthcare and telecommunications. AI-powered health tools such as Energy Score, Wellness Tips and Sleep Insights provide users with personalised health data and recommendations. 

These insights can be linked with other applications, offering a more comprehensive view of individual health and wellness.

Samsung’s AI advancements also extend to 5G networks, where the company is introducing software-driven solutions to enhance efficiency and performance. Key innovations include its virtualised RAN (vRAN), 5G radios and the CognitiV Network Operations Suite (NOS), which automates network management.

The company will showcase enterprise-focused 5G applications and collaborations, such as its private 5G trial with Hyundai. Samsung’s goal is to improve network performance, optimise energy usage and enhance operational efficiency through AI-driven automation and strategic partnerships.

With AI at the forefront of its technology strategy, Samsung continues to develop innovations that transform everyday experiences, whether through mobile devices, connected networks, or extended reality.

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