Samsung & Google Power AI for 100m+ Galaxy Devices
As global demand for AI integration in smartphones accelerates, strategic partnerships between hardware manufacturers and AI developers have emerged as a critical factor in shaping next-generation mobile experiences.
In a significant move within this evolving space, Samsung Electronics, the flagship subsidiary of the Samsung Group, has partnered with Google to introduce advanced visual artificial intelligence functionality on its latest Galaxy S25 series.
The development highlights the trend towards more intelligent, multimodal interaction models that extend beyond voice and text into the visual domain.
Visual AI: The next phase of smartphone intelligence
The new functionality integrates Google's Gemini AI assistant with Samsung's camera and screen-sharing capabilities.
Known as Gemini Live, the feature enables users to engage in real-time, two-way visual conversations with the AI system — marking a shift towards more intuitive and situationally aware user interactions.
Jay Kim, Executive Vice President and Head of the Customer Experience Office, Mobile eXperience Business at Samsung Electronic, says: "Together with Google, we are marking a bold step toward the future of mobile AI, delivering smarter interactions that are deeply in sync with how we live, work and communicate."
Unlike traditional AI assistants that rely solely on voice or text, users of the Galaxy S25 can activate Gemini Live by pressing and holding the side button.
This grants the system access to a live camera feed or screen content while simultaneously processing voice commands.
The approach provides contextual support during everyday tasks — from wardrobe organisation to product research during online shopping.
Strategic deployment on premium devices
Samsung's choice to introduce visual AI exclusively on the Galaxy S25 series reflects the feature's technical demands and strategic value.
Equipped with specialised Neural Processing Units (NPUs), the S25 devices can handle the intense computational requirements of real-time visual AI processing.
Rather than diluting performance across legacy or mid-tier models, Samsung has opted for a focused rollout that enhances the value proposition of its premium flagship devices — supporting its positioning in the high-end market.
"With this new visual capability, Galaxy S25 series brings next-generation AI experiences to life, setting new standards for how users engage with the world through their devices," Jay adds.
Industry implications: AI as a differentiator
Samsung and Google's approach contrasts with that of other tech giants, such as Apple and Microsoft.
Apple, for example, continues to prioritise on-device AI through its Apple Intelligence system and Microsoft has embedded its Copilot AI across Surface devices and enterprise platforms.
By leveraging a cloud-plus-device model, Samsung and Google aim to provide scalable, low-latency AI solutions that serve both enterprise and consumer needs.
For B2B clients — particularly those in sectors like retail, logistics and field services — visual AI capabilities offer new avenues for enhancing productivity, customer engagement and workflow efficiency.
A turning point in AI-driven user experience
The move into visual, multimodal AI signals a broader industry transformation.
As more businesses explore the potential of artificial intelligence to support frontline workers, enrich customer interactions and power mobile-first services, partnerships like Samsung and Google set a precedent for collaborative innovation.
The integration of Gemini Live also enhances user experience and opens commercial opportunities for AI solution providers, app developers and platform integrators looking to tap into the fast-growing mobile AI ecosystem.
By combining advanced hardware with Google's cutting-edge AI models, Samsung Electronics is once again reinforcing its leadership in mobile innovation.
This demonstration shows how thoughtful partnerships can bring transformative technologies to market at scale.
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