Samsung announced its latest Galaxy S series flagship handsets at an event in San Jose, California, on January 22. The new phones mark the start of the second year of Galaxy AI and introduce Agentic AI as part of the Samsung One UI 7 user interface.

At the event, Gerrit Schneemann, Senior Analyst at Counterpoint Research, sat down with Brad Haczynski, SVP and GM Mobile eXperience B2B, USA, at Samsung to discuss the new launches and the changing face of AI features on mobile devices.

The Interview

Key takeaways

• Samsung focuses on Agentic AI with One UI 7 on the Galaxy S25 series. This allows users to complete tasks across apps with one prompt, eliminating the need to switch between apps manually.
• Collaboration between Samsung, Google and other partners will be critical to swiftly grow the ecosystem of apps and services available for agentic AI usage.
• At the heart of Samsung’s shift to agentic AI in Galaxy AI is the Personal Data Engine, which enables on-device AI capabilities, personalizing the experience for each user with data privacy and security at the core.
• For B2B users, GenAI brings opportunities to increase productivity, eliminate manual tasks and bring more insights to each employee. Samsung is focusing on enabling organizations to keep control of their data and customize which types of AI features to support.

Analyst Takeaways

• Samsung is taking a significant step on the path to deliver on the potential of GenAI in smartphones, but also across device form factors. The launch of the Personal Data Engine is a critical part of this journey, highlighting Samsung’s focus on data privacy and security.
• While the Unpacked event focused on showcasing end-user-targeted agentic AI capabilities, like searching for specific images or entering new calendar items based on prompts, there is a significant opportunity for B2B users to integrate the same type of capabilities in enterprise and SMB applications and workflows. Samsung has a broad portfolio of devices that can satisfy various hardware needs across an organization.
• The emergence of AI agents from various players in the mobile ecosystem illustrates the challenges faced by OEMs, platform providers and individual services – how to effectively manage the users’ ability to engage with multiple agents on one device while illustrating the value each brings. The lines between which platforms enable which features remain blurred for mainstream users, making it harder for brands to claim exclusivity and a unique value proposition.