((Automated translation by Reuters, please see disclaimer https://bit.ly/rtrsauto))
*
Samsung wants to regain market share thanks to AI
*
Galaxy S25 uses Qualcomm chips and ditches Exynos
*
AI features could strengthen Samsung brand, analyst says
(Adds stock price) by Hyunjoo Jin
Samsung Electronics 005930.KS on Wednesday unveiled its new Galaxy S25 smartphones, powered by Qualcomm chips and Google's AI model, hoping its improved AI features can reinvigorate sales and compete with Apple and its Chinese rivals.
Samsung also previewed a slimmer version of its flagship models at an event in California, aiming to launch the Galaxy S25 Edge in the first half of this year, ahead of the planned launch. of Apple's thinner iPhone AAPL.O .
Samsung was faster than Apple in launching an artificial intelligence smartphone, but failed to regain its crown in the global smartphone market last year, crushed by competition from the US rival in the high-end market and by Chinese companies in the low-end segment.
“We are ahead of the industry in offering artificial intelligence functions. I think we are heading in the right direction,” Park Ji-sun, executive vice president, told Reuters. who leads Samsung's Language AI team.
Samsung has kept prices for its Galaxy S25 series unchanged, between $799 and $1,299.
The new Galaxy S25 uses Alphabet's GOOGL.O Google's Gemini as its default AI engine, and features Samsung's improved home voice assistant, Bixby, Park said.
-The two tools complement each other and Bixby plays a key role at Samsung, whose products range from cell phones to TVs to home appliances, he added.
Forrester analyst Thomas Husson said differentiating Bixby would be a challenge for Samsung.
“I don't think there's really a killer app today that would convince them (consumers), 'OK, I'm going to buy this one because it's an artificial intelligence smartphone,'” he said. he declared.
Husson added, however, that AI features could create a halo effect around the Samsung brand.
The Galaxy S25 will offer a more personalized AI experience. For example, its “Now Brief” service – which makes recommendations to users based on personalized data stored and processed on the phone for privacy reasons – will display a series of personalized items such as calendars, news and bedroom air temperature and carbon dioxide levels, Mr. Park said.
The phone will be able to perform multiple tasks with a single command, such as finding upcoming sporting events and adding them to the user's calendar.
Samsung shares were down 1.1%, lagging the broader market's 0.4% loss .KS11.
Samsung used the Qualcomm QCOM.O Snapdragon 8 Elite mobile platform for the entire Galaxy S25 lineup, ditching its own Exynos mobile chip, a major strategy shift for a company that previously used both for greater power transactions with suppliers.
The use of a Qualcomm chip is a setback for the South Korean company, whose mobile division is one of the main customers.
Samsung did not explain why it decided not to use its own chips in the new model.
A person familiar with the matter said Samsung is looking to use the Exynos chip in its foldable phones launching later this year.
“The sale of the Galaxy S25 series is important at a time when Samsung's foldable phone sales are stagnating amid challenges from Chinese companies,” said Lim Su-jeong, associate director at research firm Counterpoint.
Samsung's preliminary fourth-quarter profit, released earlier this month, significantly missed estimates due to chip development costs and growing competition in the smartphone market.
Related News :