Samsung at MWC 2025: redefining mobile AI experiences

Samsung’s Mobile eXperience (MX) and Networks businesses will unveil several of the company’s latest AI innovations at Mobile World Congress 2025 (MWC 2025), including a new version of its Galaxy AI platform and the AI-powered Project Moohan. 

With AI dominating corporate and consumer innovation, the technology will play a crucial role at MWC 2025. 

In particular, discussions will look beyond the hype to explore the practical deployment and impact of the technology, including how AI is driving business reinvention, personalised experiences, data management and accelerating transformation globally. 

Samsung will build on these themes, showing how its AI has the capacity to enhance and improve everyday life at home and create greater, more connected experiences across mobile and other devices.

Leading the mobile AI paradigm shift

When Samsung launched the Galaxy S24, the world’s first AI-powered smartphone in 2024, its vision was to revolutionise the way people interact with the world through emerging technology by delivering a true AI companion.

At MWC 2025, the company will show the latest iteration of this vision across mobile phones and other devices, from the Galaxy S25 series to the new Galaxy A series, as well as its first extended reality (XR) headset. 

The new Galaxy A Series – including the Galaxy A56 5G, A36 5G and A26 5G – reflects Samsung’s commitment to democratising mobile AI experiences. It includes a new ‘Awesome intelligence’ mobile AI suite with features such as Google’s Circle to Search, Object Erasers and Filters that make the company’s Galaxy AI technology accessible to more users. 

Using the Galaxy S25, including a new ultra-slim Galaxy S25 Edge, Samsung will show how its advanced AI can help users seamlessly carry out other everyday activities including using single voice commands with Gemini across different third-party apps. 

It will demonstrate a mobile version of Gemini Live, an advanced tool that enables natural conversation for brainstorming, learning and rehearsing with real-time responses and support for images, files and video.

Other AI-driven mobile experiences include a new smart, personalised content curator to deliver proactive recommendations, and content creation tools including a natural language-based image gallery search function.

Project Moohan: AI unlocking possibilities

MWC 2025 will see the unveiling of Project Moohan, Samsung’s AI-powered XR headset developed in collaboration with Google and Qualcomm. 

XR is an umbrella term for technologies that use digital elements to extend or alter reality by merging the physical and digital worlds together. This includes virtual reality, augmented reality, mixed reality as well as other similar technologies yet to be developed. 

It allows users to unlock unprecedented experiences across core areas of life, from working and learning to entertainment, gaming and even health and wellness.

Project Moohan integrates Samsung’s multimodal AI with advanced XR capabilities, representing a significant step toward more context-aware and personalised experiences that enhance everyday life in incredibly immersive ways.

Available for both headsets and glasses, the product leverages the power of Gemini by bringing together a conversational user interface (UI) and a contextual understanding of the world. 

It offers cutting-edge capabilities beyond gestures or a controller, utilising voice and natural conversation to act as an AI assistant.

Speaking about Project Moohan in late 2024, Won-Joon Choi, EVP and Head of R&D, 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.”

Elevating everyday life for businesses and consumers

Samsung is also applying its advanced AI to areas outside of mobile devices, including how it brings new levels of control, insight and accessibility to people’s health journeys. 

This includes AI-driven daily health insight tools such as Energy Score, Wellness Tips and Sleep Insights, which offer details and personalised health experiences providing a holistic view of health status that can be integrated with other applications to create an end-to-end healthcare experience. 

Along with innovative mobile technologies, Samsung will present advancements in AI-powered 5G networks including end-to-end software solutions that help operators integrate AI at every level.

Key highlights include Samsung’s virtualised RAN (vRAN), 5G radios, and the CognitiV Network Operations Suite (NOS), which automates network management. Samsung will also showcase enterprise 5G use cases and collaborations, such as its private 5G trial with Hyundai. 

The company aims to enhance network performance, efficiency, and energy savings through AI-driven automation and strategic partnerships.

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